Is 12 candle profitable to sell on Amazon United States?

The niche generates $78K/yr across 82 tracked products. 0 of 10 products launched in the last 360 days are still selling. 90-day search growth is +7.6%. Flapen's verdict: Worth a look (57/100).

How competitive is the 12 candle niche?

43 brands and 47 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 45% of demand.

What do buyers complain about in 12 candle?

Top complaints mined from reviews: Size-Overall, Smell, Quality-Overall. The return rate is 1.5%.

What does it cost to enter the 12 candle niche?

Listings span $4.94–$25.02; the average listing price is $7.41 (sweet spot $15–$100). The average incumbent carries 825 reviews — the moat a new listing must climb.

12 candle

Worth a look

Shows searches that convert (10.7% search→purchase), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Conversion

Great10.7%

search→purchase rate — share of searches ending in a sale

Brand share

Great45%

top-5 brand share — no brand owns this niche

Competition

Great26%

top-5 click share — an open shelf

Returns

Great1.5%

return rate — above 5% kills the launch gate

Review moat

Good824.72

avg incumbent reviews — the moat a new listing must climb

Price range

Good$4.94–$25.02

cheapest to priciest tracked listing — scored on the share inside $15–$100

Growth

Okay+7.6%

90-day search growth — must beat 0% to launch

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Avg price

Bad$7.41

avg listing price — sweet spot $15–$100

Market size

Bad$78K

$78K/yr · 99K searches

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, 12 candle is a $78K/yr Amazon United States market (99K searches/yr). The top 5 brands hold 45% of demand. Verdict: Worth a look — 57/100.

Data updated Jul 31, 2026 · scored weekly · How we score niches

12 candle market data

Units sold / yr: 8K–10K; avg 100–250/product
Revenue / yr: $59K–$74K; units × avg price
Conversion rate: 10.7%
Avg BSR: #339
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 2.2%
Avg brand age: 32 months
Avg seller age: 193 days

Competition & brand share

Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.

Brands

43 rising

Sellers

Top-5 brand share

45%

Top 20: 85%

Top-5 click share

26%

Top 20: 63%

Open market

50%

CAKE CODE14%
AndiluluBear12%
JEQUD8%
Juesly6%
Yiran6%
KENJOVIVO5%

Demand

Weekly Amazon search volume, last 47 weeks — +7.6% search growth over the last 90 days.

Open Trend

Top 12 candle search terms

12 candle30K/yr +6.0%8.9% conv.
12 birthday candle26K/yr +9.8%7.6% conv.
12 candle birthday girl9K/yr +17.1%8.0% conv.
12 candles10K/yr -4.9%7.0% conv.
12 candle birthday boy7K/yr +15.3%9.7% conv.
number 12 candle7K/yr +0.9%7.3% conv.
birthday candles 126K/yr +15.1%9.1% conv.
12th birthday candle4K/yr -1.0%6.5% conv.

All search terms

Top 12 candle products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

CAKE CODE 2.76 Inch Diamond Gold 12 Number Birthday Candles Gold Number Candles Cake Number Candles Party Celebration

CAKE CODE$6.014.8★627 rev

Birthday Candles 1.96 Inch Number 12 Happy Birthday Candles Number Candles Decoration for Birthday Party and Anniversary Celebration(Champagne Gold)

AndiluluBear$5.084.8★279 rev

CAKE CODE 2.76 Inch Classical Pink Gold 12 Number Birthday Candles Gold Number Candles Cake Number Candles Party Celebration

CAKE CODE$5.974.8★241 rev

Juesly 12 Year Old Birthday Gifts for Girls - Socks for Girls with Pop Up Birthday Card Presents for 12 Year Old

Juesly$9.924.8★875 rev

AndiluluBear Number 12 Birthday Candles 1.96 Inch Happy Birthday Cake Candles Cupcakes Topper Decoration for Birthday Party Wedding Anniversary Celebration Supplies (Black)

AndiluluBear$5.144.9★156 rev

Newest

by launch date

AndiluluBear Number 12 Birthday Candles 1.96 Inch Happy Birthday Cake Candles Cupcakes Topper Decoration for Birthday Party Wedding Anniversary Celebration Supplies (Black)

AndiluluBear$5.14156 rev

8mo ago

Baseball Birthday Number Candle Number 12 Candles for Cake Topper Ideal Birthday Parties Cake Decor Wedding Anniversary and Other Celebrations (Candle 12)

Dayake$7.93100 rev

9mo ago

Big 2.76 inch Blue 12 Birthday Candle 11th Birthday Decorations for Boys 12th Birthday Candles for Bruh Im 12 Birthday Decorations Number 12 Candles

GloryMo$7.313 rev

9mo ago

Birthday Candles 1.96 Inch Number 12 Happy Birthday Candles Number Candles Decoration for Birthday Party and Anniversary Celebration(Champagne Gold)

AndiluluBear$5.08279 rev

1y ago

Gaming Candle Level 12 Number Birthday Cake Candles 12 Birthday Decorations for Boys 12th Birthday Candle Gamepad Birthday Candles Video Game Controller Themed Kids Birthday Party Supplies (Number 12)

JEQUD$7.93352 rev

1y ago

What buyers say about 12 candle

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall21%

“Good quality”

Brightness/Shine/Glow19%

“Easy to light”

Color11%

“the colors were really cool”

Advertised Vs Actual Product8%

“Just as pictured”

Value For Money6%

“Worth your money”

Gifting Purpose4%

“Beautiful gift”

Ease Of Use4%

“Fun and easy to use”

Size-Overall3%

“Perfect size & appearance”

Design-Overall3%

“The slim design is nice”

Smell3%

“Great candles with great scent”

What buyers complain about

Size-Overall16%

“Small”

Smell12%

“The candles do not have any scent”

Quality-Overall10%

“Burns too quickly - poor quality”

Value For Money7%

“Definitely not worth buying”

Color7%

“Some are more colored than others”

Advertised Vs Actual Product6%

“Was not properly advertised”

Durability5%

“half the candle was gone”

Strength5%

“Thin-fragile and multiple came broken, flame is okay”

Adhesion/Stickiness2%

“No way to connect stick to it otherwise”

Display Colors2%

“Colors of flames did not excite any of us”

Top return reasons

Size-Overall43%

Value For Money15%

Color9%

Advertised Vs Actual Product8%

Smell5%

Quality-Overall4%

Defective Material/Parts2%

Functionality-Overall2%

Product Condition2%

Display Colors1%

Common questions

Is 12 candle profitable to sell on Amazon United States?: The niche generates $78K/yr across 82 tracked products. 0 of 10 products launched in the last 360 days are still selling. 90-day search growth is +7.6%. Flapen's verdict: Worth a look (57/100).
How competitive is the 12 candle niche?: 43 brands and 47 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 45% of demand.
What do buyers complain about in 12 candle?: Top complaints mined from reviews: Size-Overall, Smell, Quality-Overall. The return rate is 1.5%.
What does it cost to enter the 12 candle niche?: Listings span $4.94–$25.02; the average listing price is $7.41 (sweet spot $15–$100). The average incumbent carries 825 reviews — the moat a new listing must climb.