Is diya profitable to sell on Amazon United States?

The niche generates $116K/yr across 99 tracked products. 1 of 8 products launched in the last 360 days are still selling. 90-day search growth is -3.6%. Flapen's verdict: Worth a look (57/100).

How competitive is the diya niche?

41 brands and 80 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 55% of demand.

What do buyers complain about in diya?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Functionality-Overall. The return rate is 3.1%.

When does demand for diya peak?

Demand peaks in Oct–Nov; the busiest month runs 23.3× the quietest.

What does it cost to enter the diya niche?

Listings span $4.15–$63.47; the average listing price is $19.15 (sweet spot $15–$100). The average incumbent carries 393 reviews — the moat a new listing must climb.

diya

Worth a look

Shows a fragmented shelf (top 5 take 21% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Competition

Great21%

top-5 click share — an open shelf

Avg price

Great$19.15

avg listing price — sweet spot $15–$100

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Brand share

Great55%

top-5 brand share — no brand owns this niche

Review moat

Great392.85

avg incumbent reviews — the moat a new listing must climb

Price range

Great$4.15–$63.47

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

Returns

Okay3.1%

return rate — above 5% kills the launch gate

Market size

Okay$116K

$116K/yr · 526K searches

Growth

Bad-3.6%

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

Conversion

Bad1.1%

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

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, diya is a $116K/yr Amazon United States market (526K searches/yr). The top 5 brands hold 55% of demand. Demand peaks in Oct–Nov. Verdict: Worth a look — 57/100.

Data updated Aug 2, 2026 · scored weekly · How we score niches

diya market data

Units sold / yr: 10K–13K; avg 0–100/product
Revenue / yr: $192K–$239K; units × avg price
Conversion rate: 1.1%
Avg BSR: #613
Page quality: 0%
Prime: 99%
Sponsored: 74%
Out of stock: 16.1%
Avg brand age: 38 months
Avg seller age: 168 days

Competition & brand share

Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.

Brands

41 falling

Sellers

Top-5 brand share

55%

Top 20: 90%

Top-5 click share

21%

Top 20: 49%

Open market

39%

Craftsman16%
Hashcart15%
NOBILITY9%
Shubhkart8%
SATVIK STORE7%
Exotic Veda6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.6% search growth over the last 90 days.

Peak months: Oct, Nov · busiest ÷ quietest = 23.3×

Open Trend

Top diya search terms

pooja items56K/yr -2.7%0.4% conv.
diya88K/yr +34.4%1.7% conv.
puja items28K/yr -11.1%0.5% conv.
brass diya34K/yr +4.5%0.7% conv.
pooja21K/yr +3.6%0.1% conv.
diya lamp10K/yr +75.8%1.4% conv.
diyas37K/yr +29.6%0.8% conv.
brass diyas for pooja17K/yr +7.0%0.9% conv.
diyas for pooja57K/yr -73.3%1.8% conv.
clay diya20K/yr +13.7%2.1% conv.

All search terms

Top diya 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

Handcrafted Poojan Clay Ghee Diya Set of 15 - Eco-Friendly Homemade Diya with Premium Cow Ghee Wick for Spiritual Rituals and Religious Ceremonies Meditation.

Exotic Veda$9.694.3★75 rev

LoveNspire Brass Finish Lotus Diya - Lightweight Aluminum Oil Lamp for Home Pooja Room Indian Mandir Decor Diwali & Housewarming Return Gifts 1 Pc

LOVENSPIRE$12.814.0★13 rev

Shubhkart Brass Oil Lamp for Puja/ Burner/ Diya for Diwali Pooja | Indian Pooja Oil Lamp Golden Diya Lamp 3 Devas Diya | Engraved Floral Design

Shubhkart$9.584.3★127 rev

Rastogi Handicrafts Pure Brass Diya (Puja Lamp) Hindu Pooja Article 2.5 Inch in Height

Rastogi Handicrafts$8.684.2★128 rev

Diwali Diyas Clay Diya Diyas for Pooja with Cotton Wicks [24 Pcs] - Indian Puja Oil Lamp Diwali Pooja - Diwali Decoration for Home - Indian Housewarming Return Gift Items Hashcart

Hashcart$14.684.0★178 rev

Newest

by launch date

Small Akhand Jyoti Brass Diyas for Pooja (4) Diya Lamp with Glass Cover

Epically$18.7512 rev

4mo ago

NOBILITY Pooja Items Decorative Urli Bowl Very Small with Oil Lamp Metal Diya Handcrafted Floating Flower Bowl T-Light Candle Holder for Daily Puja Home Diwali Christmas Wedding Return Gift Items

NOBILITY$8.4532 rev

12mo ago

SATVIK 24 Pc Clay Diya Set with Assorted Shubh Labh Stickers | Natural Terracotta Oil Lamps for Diwali Navratri Pooja & Home Dcor

SATVIK STORE$15.0926 rev

1y ago

Handcrafted Poojan Clay Ghee Diya Set of 15 - Eco-Friendly Homemade Diya with Premium Cow Ghee Wick for Spiritual Rituals and Religious Ceremonies Meditation.

Exotic Veda$9.6975 rev

1y ago

Welburn Veda&Co Pure Cow Ghee Diya for Puja - 30 Pieces 45 Minutes Burn Time Clarified Butter Filled Paraffin Free Clay Diya Lamp Ready to Use Diya Yoga & Meditation Eco Friendly Pooja Diyas

Welburn Veda&Co$17.99294 rev

3y ago

What buyers say about diya

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

What buyers love

Quality-Overall16%

“Overall, a solid, well-thought-out product”

Design-Overall12%

“Great design”

Ease Of Cleaning8%

“Keeps ashes near easy clean up”

Value For Money8%

“Worth it”

Advertised Vs Actual Product7%

“As advertised”

Ease Of Use6%

“Ease of use”

Fire Resistance5%

“helps keep the area neat while burning”

Gifting Purpose5%

“Cute gift”

Smell4%

“The smell is not bad its just potent”

Size-Overall3%

“Perfect size for offerings”

What buyers complain about

Size-Overall23%

“with the bad fit”

Quality-Overall15%

“Bad quality”

Functionality-Overall6%

“not functional”

Value For Money6%

“It is slightly on the expensive side”

Advertised Vs Actual Product6%

“Picture is deceptive”

Durability4%

“Easy to break”

Ease Of Cleaning4%

“Makes a mess”

Strength4%

“Easy to break”

Adhesion/Stickiness3%

“doesnt hold a stick”

Wood Quality3%

“The wood was warped on the bottom”

Top return reasons

Size-Overall46%

Defective Material/Parts9%

Functionality-Overall8%

Advertised Vs Actual Product7%

Quality-Overall6%

Value For Money4%

Adhesion/Stickiness2%

Color2%

Wood Quality2%

Material Quality1%

Common questions

Is diya profitable to sell on Amazon United States?: The niche generates $116K/yr across 99 tracked products. 1 of 8 products launched in the last 360 days are still selling. 90-day search growth is -3.6%. Flapen's verdict: Worth a look (57/100).
How competitive is the diya niche?: 41 brands and 80 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 55% of demand.
What do buyers complain about in diya?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Functionality-Overall. The return rate is 3.1%.
When does demand for diya peak?: Demand peaks in Oct–Nov; the busiest month runs 23.3× the quietest.
What does it cost to enter the diya niche?: Listings span $4.15–$63.47; the average listing price is $19.15 (sweet spot $15–$100). The average incumbent carries 393 reviews — the moat a new listing must climb.