Is incense profitable to sell on Amazon United States?

The niche generates $5.4M/yr across 21 tracked products. 90-day search growth is +1.0%. Flapen's verdict: Worth a look (54/100).

How competitive is the incense niche?

11 brands and 78 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in incense?

Top complaints mined from reviews: Smell, Quality-Overall, Advertised Vs Actual Product. The return rate is 0.6%.

When does demand for incense peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the incense niche?

Listings span $5.11–$21.55; the average listing price is $11.68 (sweet spot $15–$100). The average incumbent carries 9,266 reviews — the moat a new listing must climb.

incense

Worth a look

Shows a $5.4M/yr market, but a deep review moat (9,266 avg reviews) keeps it on the watch list.

Market size

Incredible$5.4M

$5.4M/yr · 5.0M searches

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Conversion

Great9.3%

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

Avg price

Okay$11.68

avg listing price — sweet spot $15–$100

Price range

Okay$5.11–$21.55

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

Competition

Okay63%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Okay+1.0%

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

Review moat

Bad9,266

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, incense is a $5.4M/yr Amazon United States market (5.0M searches/yr). The top 5 brands hold 87% of demand. Verdict: Worth a look — 54/100.

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

incense market data

Units sold / yr: 400K–500K; avg 20,000–25,000/product
Revenue / yr: $4.7M–$5.8M; units × avg price
Conversion rate: 9.3%
Avg BSR: #33
Page quality: 0%
Prime: 100%
Sponsored: 52%
Out of stock: 0.0%
Avg brand age: 64 months
Avg seller age: 157 days

Competition & brand share

The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 flat

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

63%

Top 20: 99%

Open market

11%

Satya52%
HEM20%
Blunteffects6%
Giftbrit5%
Tulasi3%
TRUMIRI3%
Open — no brand owns it (5 brands, 11%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +1.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top incense search terms

incense sticks2.0M/yr -1.4%5.3% conv.
incense1.5M/yr +12.8%4.3% conv.
insence-sticks337K/yr -24.7%4.4% conv.
nag champa incense sticks221K/yr +1.9%15.4% conv.
nag champa134K/yr +4.6%8.5% conv.
inciensos aromaticos para la casa89K/yr -11.5%2.5% conv.
hem incense sticks81K/yr -0.1%2.0% conv.
inscents-sticks92K/yr -21.6%4.5% conv.
satya incense sticks72K/yr +4.2%3.9% conv.
incienso69K/yr -5.8%2.1% conv.

All search terms

Top incense 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Satya Incense Gift Set Nag Champa Super hit Dragons Blood Sandalwood Patchouli Lavender Positive Vibes 15 g

Satya$7.094.6★38,587 rev

HEM Incense Sticks 12 Box Variety Pack (240 Sticks Total 20 Sticks per Box) | Long Lasting Fragrance | Meditation Relaxation Yoga Aromatherapy & Home Fragrance

HEM$11.644.5★14,254 rev

Satya Sai Baba Nag Champa Agarbatti 250gms Hand Rolled Fine Quality Incense Sticks for Purification Relaxation Positivity Yoga Meditation

Satya$9.974.7★23,313 rev

Blunteffects Hand-Dipped Incense Sticks - Premium 144-Pack Variety Set 12 Different Scents 11 Long USA-Made Aromatherapy with Long Burn Time (12 Pack 144 Total Sticks)

Blunteffects$21.554.6★8,394 rev

Nag Champa Incense Sticks Variety- Pack (12 Incenses 140+ Sticks)

Satya$11.734.6★3,147 rev

Newest

by launch date

Krishnascents Blunt Black Incense Sticks 12 Assorted Packs 144 Count

Krishnascents$10.06355 rev

1y ago

CALMVEDA Natural Incense Sticks Mega - Variety Pack (144 Insence-Sticks Bulk 12 Aromas) Clean No Charcoal Made from Upcycled Flowers | Organic Incense Stick Non Toxic (Slow Burn Longlast)

Calmveda$20.528,547 rev

1y ago

Kyoto Sandalwood Incense Sticks - Japanese Temple Aroma Ideal for Relaxation & Meditation Approx. 60 Sticks (0.044 Pounds) - Premium Quality Incense for Spiritual & Home Use Nagomikobo

なごみ工房$11.63438 rev

2y ago

Tulasi Blunt Action Incense Sticks 12 Packs 144Pc Long Lasting Fragrance Natural Essential Oils Hand Rolled Incense Sticks for Aromatherapy Relaxing Yoga Meditation Prayer

Tulasi$15.14480 rev

2y ago

Ceremony Incense Holder Wooden Incense Holder for Sticks with Ash Catcher

CEREMONY$9.945,672 rev

3y ago

What buyers say about incense

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

What buyers love

Smell53%

“Great fragrance”

Quality-Overall13%

“The quality has been satisfactory so far”

Value For Money11%

“Best value”

Advertised Vs Actual Product3%

“As advertised”

Fire Resistance2%

“They burn good too”

Ease Of Cleaning2%

“It is cleansing”

Durability2%

“And great longevity”

Design-Overall2%

“Nice and sleek look”

Gifting Purpose2%

“Cute gift”

Strength1%

“last a solid amount of time”

What buyers complain about

Smell47%

“Awful smell”

Quality-Overall8%

“Low quality”

Advertised Vs Actual Product5%

“NOT AS DESCRIBED”

Size-Overall5%

“Very small”

Value For Money3%

“Better price would be 10$”

Strength3%

“its so fragile”

Durability3%

“Easy to break”

Flammable2%

“when lit burns down in seconds”

Thickness2%

“The sticks are slightly thick”

Functionality-Overall1%

“It doesn't hold incense”

Top return reasons

Smell61%

Advertised Vs Actual Product10%

Size-Overall6%

Value For Money3%

Defective Material/Parts3%

Functionality-Overall3%

Quality-Overall3%

Strength2%