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

The niche generates $1.4M/yr across 12 tracked products. 90-day search growth is -8.4%. Flapen's verdict: Worth a look (50/100).

How competitive is the palo santo sticks niche?

10 brands and 32 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 80% of demand.

What do buyers complain about in palo santo sticks?

Top complaints mined from reviews: Smell, Quality-Overall, Flammable. The return rate is 0.8%.

When does demand for palo santo sticks peak?

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

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

Listings span $6.65–$17.94; the average listing price is $10.66 (sweet spot $15–$100). The average incumbent carries 4,026 reviews — the moat a new listing must climb.

palo santo sticks

Worth a look

Shows low returns (0.8%), but a concentrated shelf (top 5 take 78% of clicks) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Conversion

Great11.5%

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

Market size

Great$1.4M

$1.4M/yr · 1.1M searches

Brand share

Okay80%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Avg price

Okay$10.66

avg listing price — sweet spot $15–$100

Price range

Okay$6.65–$17.94

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

Review moat

Bad4,026.25

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-8.4%

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

Competition

Bad78%

top-5 click share — a locked-up shelf

According to Flapen's Amazon United States niche tracking, palo santo sticks is a $1.4M/yr Amazon United States market (1.1M searches/yr). The top 5 brands hold 80% of demand. Verdict: Worth a look — 50/100.

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

palo santo sticks market data

Units sold / yr: 100K–125K; avg 6,000–8,000/product
Revenue / yr: $1.1M–$1.3M; units × avg price
Conversion rate: 11.5%
Avg BSR: #67
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 2.3%
Avg brand age: 42 months
Avg seller age: 148 days

Competition & brand share

The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.

Brands

10 falling

Sellers

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

14%

Luna Sundara30%
Almacura21%
Alternative Imagination15%
CDE CREATIONS7%
OLA BLUE6%
Ancientveda6%
Open — no brand owns it (4 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top palo santo sticks search terms

palo santo545K/yr +24.0%8.2% conv.
palo santo sticks508K/yr -39.8%10.3% conv.
palo29K/yr +2.1%0.5% conv.
palosanto stick7K/yr -9.8%11.1% conv.
palo santo wood7K/yr -10.7%7.5% conv.
palosanto6K/yr -7.7%7.9% conv.
palo santos5K/yr -2.7%7.9% conv.
palo santos sticks3K/yr -3.2%8.8% conv.
palo santo stick4K/yr +17.2%7.9% conv.
santo palo sticks4K/yr -25.6%11.0% conv.

All search terms

Top palo santo 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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Luna Sundara Palo Santo Sticks 100g Peruvian Smudging Wood

Luna Sundara$13.044.6★13,787 rev

AlmaCura Palo Santo Sticks 8-Pack Peruvian Incense Wood for Smudging

Almacura$8.464.5★2,586 rev

Palo Santo Sticks - Incense Sticks for Spiritual Cleansing Stress Relief Meditation Accessories Home Fragrance - Sustainably Wild Harvested - Pack of 6 - Alternative Imagination

Alternative Imagination$8.134.4★8,654 rev

Palo Santo Sticks Holy Wood for Smudging and Rituals 5 Pack

CDE CREATIONS$7.134.5★4,936 rev

Ola Blue Palo Santo Smudging Sticks 24 Pack (220 Grams | 8 Oz) from Peru Premium High Resin Hand Picked Palo Santo Sticks - Ethically Wild Harvested Sacred Smudging Sticks Sustainable Packaging

OLA BLUE$17.944.4★1,512 rev

Newest

by launch date

AlmaCura Palo Santo Sticks 20-Pack Peruvian Incense Wood for Smudging

Almacura$17.892,586 rev

2y ago

Ola Blue Palo Santo Smudging Sticks 24 Pack (220 Grams | 8 Oz) from Peru Premium High Resin Hand Picked Palo Santo Sticks - Ethically Wild Harvested Sacred Smudging Sticks Sustainable Packaging

OLA BLUE$17.941,512 rev

3y ago

Aroma Valley Palo Santo Incense Sticks - Traditional Handcrafted Masala Incense - 40 to 50 Sticks Approx.

Aroma Valley$7.32228 rev

4y ago

AlmaCura Palo Santo Sticks 8-Pack Peruvian Incense Wood for Smudging

Almacura$8.462,586 rev

4y ago

Ancient VEDA Peruvian Palo Santo Sticks 12 Pack with Smudge Guide High Resin Content Sweet Scent Holy Wood for Smudging Meditation Energy Cleansing Sustainably Harvested Aromatic Incense

Ancientveda$8.611,006 rev

6y ago

What buyers say about palo santo sticks

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

What buyers love

Smell44%

“Interesting aroma”

Quality-Overall19%

“Amazing quality”

Value For Money7%

“Worth it”

Advertised Vs Actual Product7%

“As described”

Size-Overall2%

“Perfect size”

Fire Resistance2%

“Very fragrant and burners well”

Ease Of Cleaning2%

“I was able to cleanse my home and other homes”

Durability1%

“The longevity is also valuable”

Wood Quality1%

“Love me some holy wood”

Ease Of Use1%

“Easy to use”

What buyers complain about

Smell43%

“Chemical smell”

Quality-Overall8%

“Low quality”

Flammable7%

“burned all the way through”

Size-Overall6%

“Sticks got way smaller”

Functionality-Overall5%

“They dont work”

Wood Quality5%

“wax comes out the wood”

Value For Money3%

“Not worth the price”

Thickness3%

“not dense”

Advertised Vs Actual Product2%

“Not the same”

Ease Of Use2%

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

Top return reasons

Smell53%

Functionality-Overall9%

Advertised Vs Actual Product8%

Flammable7%

Size-Overall6%

Defective Material/Parts3%