Is palo santo incense sticks profitable to sell on Amazon United States?

The niche generates $188K/yr across 26 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +2.1%. Flapen's verdict: Worth a look (50/100).

How competitive is the palo santo incense sticks niche?

17 brands and 59 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 76% of demand.

What do buyers complain about in palo santo incense sticks?

Top complaints mined from reviews: Smell, Quality-Overall, Flammable. The return rate is 0.9%.

When does demand for palo santo incense sticks peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the palo santo incense sticks niche?

Listings span $5.17–$16.85; the average listing price is $9.89 (sweet spot $15–$100). The average incumbent carries 2,071 reviews — the moat a new listing must climb.

palo santo incense sticks

Worth a look

Shows searches that convert (13.1% search→purchase), but prices mostly outside the sweet spot ($5.17–$16.85) keeps it on the watch list.

Conversion

Incredible13.1%

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

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Competition

Okay56%

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

Brand share

Okay76%

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

Review moat

Okay2,071

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay$188K

$188K/yr · 146K searches

Avg price

Okay$9.89

avg listing price — sweet spot $15–$100

Growth

Okay+2.1%

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

Price range

Bad$5.17–$16.85

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

According to Flapen's Amazon United States niche tracking, palo santo incense sticks is a $188K/yr Amazon United States market (146K searches/yr). The top 5 brands hold 76% of demand. Verdict: Worth a look — 50/100.

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

palo santo incense sticks market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: $148K–$198K; units × avg price
Conversion rate: 13.1%
Avg BSR: #156
Page quality: 0%
Prime: 100%
Sponsored: 73%
Out of stock: 1.2%
Avg brand age: 51 months
Avg seller age: 159 days

Competition & brand share

The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 rising

Sellers

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

56%

Top 20: 94%

Open market

20%

HEM25%
Calmveda20%
Satya12%
TRUMIRI10%
RRTPPT9%
New Age Imports, Inc.4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.1% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top palo santo incense sticks search terms

palo santo incense71K/yr +14.6%10.1% conv.
palo santo incense sticks43K/yr +0.3%10.6% conv.
incienso de palo santo12K/yr -31.8%7.6% conv.
incense palo santo6K/yr -9.4%11.6% conv.
incense sticks palo santo5K/yr -13.1%14.7% conv.
incienso palo santo4K/yr -12.7%8.2% conv.
palo santo sticks incense3K/yr -33.4%9.9% conv.

All search terms

Top palo santo incense sticks 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

Holy Palo Santo Incense Sticks - 80 Charcoal Free Incense Made from Upcycled Flowers | Cleansing Incense Sticks Spiritual or Inciensos para Sacar Malas Energias

Calmveda$13.764.4★8,547 rev

Hem Palo Santo Incense Sticks (120 Sticks 6 Boxes Inside) - 9 Inches Long 20g per Box - Perfect for Meditation Eradicate Negativity Rituals & Cleansing Aura.

HEM$8.384.6★2,675 rev

Palo Santo Incense Sticks (30 Sticks) 100% Natural sustainably harvested Peruvian Palo Santo Suitable for Meditation Relaxation and Spiritual Purification

RRTPPT$13.634.5★259 rev

HEM Palo Santo Incense Sticks (120 Sticks 6 Boxes Inside) - 9 Inches Long | Aromatherapy | Long-Lasting Relaxation & Meditation | Calming & Cleansing Incense for Home Yoga & Spiritual Use.

HEM$7.984.7★6,163 rev

Satya Nag Champa - Palo Santo Incense Sticks | 12 Packs X 15 Grams | Box Of 180 Grams | Export Quality

Satya$9.414.6★1,241 rev

Newest

by launch date

Palo Santo Incense Sticks 100 Sticks Organic Non Toxic Insence No Charcoal Clean Burning 100% Natural sustainably harvested Spiritual Healing Calming Aroma for Positive Vibes

UNITEDPRIME$9.921 rev

1mo ago

Palo Santo Incense Sticks - Pack of 100 Insence-Sticks for Removing Negative Energy - Made with Natural Incienso De Palo Santo - Scented Insense Spiritual Non Toxic Inscents

TRUMIRI$7.9493 rev

8mo ago

Dinil Palo Santo Incense Sticks 100 Sticks | Hand-Rolled Charcoal-Free | Clean Burn Low Smoke | Aromatic Incense for Meditation Yoga & Home Fragrance

Dinil$8.2952 rev

1y ago

Palo Santo Incense Sticks from Peru 12 Pack Long Lasting Burn Handmade Natural Authentic Holy Wood for Aromatherapy Meditation Energy Cleansing Stress Relief Yoga & Home Fragrance

PACHAKHESPY$16.85141 rev

2y ago

Palo Santo Incense Sticks (30 Sticks) 100% Natural sustainably harvested Peruvian Palo Santo Suitable for Meditation Relaxation and Spiritual Purification

RRTPPT$13.63259 rev

2y ago

What buyers say about palo santo incense sticks

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

What buyers love

Smell51%

“Interesting aroma”

Quality-Overall16%

“Beautifully made”

Value For Money7%

“Great Value for the money”

Advertised Vs Actual Product6%

“Exactly as pictured”

Strength2%

“Very strong”

Durability2%

“Longevity and wonderful for gift-giving”

Fire Resistance2%

“it's safer to burn”

Size-Overall2%

“Perfect size”

Ease Of Cleaning1%

“I also like that theyre mess-free”

Thickness1%

“I love that this incense is not to thin”

What buyers complain about

Smell51%

“Not a pleasant smell at all”

Quality-Overall7%

“Low quality”

Flammable5%

“burned all the way through”

Value For Money4%

“the product price should be reduced”

Advertised Vs Actual Product3%

“false advertising”

Wood Quality3%

“After trying every possible troubleshooting it seems like the wood is not good for this particular purpose”

Functionality-Overall2%

“wont stay lit”

Thickness2%

“not dense”

Size-Overall2%

“Small”

Ease Of Use2%

“Was not able to use it not even one time”

Top return reasons

Smell64%

Advertised Vs Actual Product11%

Functionality-Overall6%

Flammable4%

Size-Overall4%

Defective Material/Parts2%

Value For Money2%

Quality-Overall2%

Wood Quality1%

Product Condition1%

Common questions

Is palo santo incense sticks profitable to sell on Amazon United States?: The niche generates $188K/yr across 26 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +2.1%. Flapen's verdict: Worth a look (50/100).
How competitive is the palo santo incense sticks niche?: 17 brands and 59 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 76% of demand.
What do buyers complain about in palo santo incense sticks?: Top complaints mined from reviews: Smell, Quality-Overall, Flammable. The return rate is 0.9%.
When does demand for palo santo incense sticks peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the palo santo incense sticks niche?: Listings span $5.17–$16.85; the average listing price is $9.89 (sweet spot $15–$100). The average incumbent carries 2,071 reviews — the moat a new listing must climb.