better homes and gardens
Worth a lookShows low returns (0.4%), but weak search conversion (1.9%) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Avg price
Incredible$41.32avg listing price — sweet spot $15–$100
Competition
Good40%top-5 click share — leaders hold, buyers still browse
Review moat
Good721.2avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Good$280K$280K/yr · 353K searches
Price range
Okay$5.95–$218.84cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Growth
Okay+0.7%90-day search growth — must beat 0% to launch
Conversion
Bad1.9%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United States niche tracking, better homes and gardens is a $280K/yr Amazon United States market (353K searches/yr). The top 5 brands hold 88% of demand. Verdict: Worth a look — 54/100.
Data updated Aug 2, 2026 · scored weekly · How we score niches
better homes and gardens market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- $248K–$331K
- units × avg price
- Conversion rate
- 1.9%
- Avg BSR
- #3,721
- Page quality
- 0%
- Prime
- 71%
- Sponsored
- 11%
- Out of stock
- 5.7%
- Avg brand age
- 45 months
- Avg seller age
- 120 days
Competition & brand share
The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
579
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
40%
Top 20: 83%
Open market
9%
- Better Homes & Gardens33%
- NITRO19%
- Better Homes and Gardens18%
- Maclock14%
- Generic3%
- BetterHomes&Gardens3%
- Open — no brand owns it (6 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 91 weeks — +0.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top better homes and gardens search terms
- better homes and gardens150K/yr
- better homes and gardens wax melts84K/yr
- better homes & gardens41K/yr
- wax melts better homes and gardens13K/yr
- better homes and garden wax melts12K/yr
- better homes10K/yr
- better homes and garden11K/yr
- better home and garden wax melts8K/yr
- better home and garden8K/yr
- better homes wax melts6K/yr
Top better homes and gardens 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Better Homes & Gardens Mahogany & Sandalwood Wax Melts (6 x 2.5 oz) - Home Fragrance Aromatherapy
Better Homes & Gardens$6.654.3★560 rev
Better Homes and Gardens Vanilla Cookie Crunch Wax Cubes - 4-Pack
Better Homes & Gardens$16.154.5★1,434 rev
Better Homes and Gardens Orange Buttercream Cupcake Wax Cubes - 4-Pack
NITRO$16.084.7★1,075 rev
Better Homes and Gardens Versatile Multiple Storage 16-Cube Organizer in White Finish
Better Homes and Gardens$151.934.2★79 rev
Better Homes and Gardens Wild Berry Cheesecake Wax Cubes - 4-Pack
NITRO$16.144.7★917 rev
Newest
by launch date
Better Homes and Gardens Scented Wax Cubes 2.5oz 2-Pack (Sandalwood and Vanilla)
Maclock$10.4330 rev
Better Homes and Gardens Scented Wax Cubes 2.5oz 2-Pack (Bergamot and Sage)
Maclock$12.6635 rev
Better Homes and Gardens Scented Wax Cubes 2.5oz 2-Pack (Salted Coconut Mahogany)
Maclock$12.4821 rev
MIRASCENTS Summer & Spring Scented Wax Melts - Wax Melts Strong Scent
MIRASCENTS$15.98210 rev
Better Homes and Gardens Scented Wax Cubes 2.5oz 2-Pack (Soft Cashmere Amber)
Generic$12.9969 rev
Trending
90-day click momentumMIRASCENTS Summer & Spring Scented Wax Melts - Wax Melts Strong Scent
MIRASCENTS$15.983.8★
Better Homes and Gardens Versatile Multiple Storage 16-Cube Organizer in White Finish
Better Homes and Gardens$151.934.2★
Better Homes and Gardens Scented Wax Cubes 2.5oz 2-Pack (Sandalwood and Vanilla)
Maclock$10.434.2★
Better Homes and Gardens Scented Wax Cubes 2.5oz 2-Pack (Bergamot and Sage)
Maclock$12.664.3★
Better Homes and Gardens Scented Wax Cubes 2.5oz 2-Pack (Salted Coconut Mahogany)
Maclock$12.484.3★
What buyers say about better homes and gardens
What buyers praise and complain about, mined from review topics.What buyers love
“Great Aroma”
“Good price”
“The wax quality is excellent”
“As advertised”
“Spacious”
“Theyre long lasting”
“Very strong”
“Beautiful accent to the room”
“This was a gift”
“Easy to use”
What buyers complain about
“simply does not smell at all”
“lower in price”
“Dont last”
“Not very strong”
“Total and complete rip off”
“Wax does not melt well unless it is close to the sources of heat”
“False advertisement”
“Not glossy. at all; just white”
“a little small”
“Hard to clean out of burner”
Top return reasons
Common questions
- Is better homes and gardens profitable to sell on Amazon United States?
- The niche generates $280K/yr across 35 tracked products. 90-day search growth is +0.7%. Flapen's verdict: Worth a look (54/100).
- How competitive is the better homes and gardens niche?
- 12 brands and 579 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in better homes and gardens?
- Top complaints mined from reviews: Smell, Value For Money, Durability. The return rate is 0.4%.
- When does demand for better homes and gardens peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the better homes and gardens niche?
- Listings span $5.95–$218.84; the average listing price is $41.32 (sweet spot $15–$100). The average incumbent carries 721 reviews — the moat a new listing must climb.