How competitive is the Wax Melts niche on Amazon United States?

19 brands and 183 sellers compete in Wax Melts on Amazon United States. The top 5 Wax Melts products take 37% of clicks and its top 5 brands hold 74% of demand.

What do buyers complain about in Wax Melts?

Wax Melts buyers on Amazon United States complain most about Smell, Durability, Value For Money, the themes mined from the niche's reviews. Its return rate is 1.1%.

What does it cost to enter the Wax Melts niche?

Wax Melts sells for $14.12 on average on Amazon United States, outside our $15–$100 sweet spot. Listings span $6.65–$29.17. The average incumbent carries 1,164 reviews — the moat a new listing must climb.

Wax Melts

Wax Melts shows a $3.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Flapen Score

Worth a look

Top 2% of 11,240 Home & Kitchen niches · +18 vs the category median of 49

This niche Category average · 11,240 niches

Is Wax Melts profitable on Amazon?

According to Flapen's Amazon United States niche tracking, Wax Melts is a $3.0M/yr Amazon United States market (4.9M searches/yr). The top 5 brands hold 74% of demand. Demand peaks in Dec. Verdict: Worth a look — 67/100.

Wax Melts: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -6.4% over the last 90 days and 4.3% of searches end in a purchase.

$3.0M

revenue / yr

Units sold / yr250K

Search volume / yr-6.4%4.9M

Conversion rate4.3%

Avg price$14.12

Who owns the niche?

The top 5 brands hold 74% of demand, so 26% of the market is open.

26%

open market share

Brands · sellers19 · 183

Top-5 product click share37%

Open market26%

Avg brand age53 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.1★ — the gap to enter on.

0/100

page quality · 49 products

Top Wax Melts products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

UCC Premium Wax Melts Fall Variety Fragrance Melts Scented Soy Wax Melts Cubes Natural Plant Based Highly Scented Wax Melts Tarts 4 Pack

Price: $8.94
Rating: 4.0/5
Reviews: 4,181
Age: 2y ago

Yankee Candle Home Sweet Home Wax Melts 6 Count (Pack of 3) Ideal for Use in All Wax Warmers Perfect for DIY Candle Making

Price: $13.03
Rating: 4.4/5
Reviews: 3,001
Age: 5y ago

SCENTORINI Wax Melts Scented Wax Cubes Strong Scent 6 Pack

Price: $9.49
Rating: 3.7/5
Reviews: 1,369
Age: 2y ago

ScentSationals Moodscapes Tranquility - Scented Wax Melts Variety Pack

Price: $16.99
Rating: 4.3/5
Reviews: 447
Age: 1y ago

ScentSationals Fall Wax Melts Home Sweet Home 4pk Long Lasting Strong Scent Melts for Warmers Includes Cuddle Up Cinnamon Apples Salted Caramel Butter Cream & Farmhouse Cookies 10oz (24 Cubes)

Price: $17.01
Rating: 4.5/5
Reviews: 429
Age: 1y ago

Newest

by launch date

SCENTORINI Wax Melts Summer Scent Scented Soy Wax Cubes for Wax Warmers

Price: $9.63
Rating: 2.7/5
Reviews: 34
Age: 6mo ago

SCENTORINI Wax Melts Scented Wax Cubes for Wax Warmers 6 Pack

Price: $9.20
Rating: 3.1/5
Reviews: 211
Age: 7mo ago

ARVIDSSON Summer Scented Wax Melts Tropical Soy Wax Cubes for Warmer Strong Scent Fragrance Melts Ocean Breeze Pina Colada Fresh Cotton Pineapple and More Candle Melts Gift Set

Price: $16.40
Rating: 4.1/5
Reviews: 1,156
Age: 8mo ago

Bakery Scented Wax Melts Sweet Strong Scented Soy Wax Cubes/Tarts Variety Set - Apple Pie Pumpkin Pie Caramel Cinnamon Chocolate Cookie Donut Vanilla Almond Biscuit Roasted Coconut Toffee

Price: $15.92
Rating: 4.1/5
Reviews: 852
Age: 1y ago

ScentSationals Serene Horizons - Scented Wax Melts Variety Pack

Price: $16.18
Rating: 4.4/5
Reviews: 111
Age: 1y ago

Competition: brands, sellers & click share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

19 falling

Sellers

183

Top-5 brand share

74%

Top 20: 100%

Top-5 click share

37%

Top 20: 74%

Open market

22%

Scentsationals22%
SCENTORINI17%
Yankee Candle14%
UCC14%
Happy Wax7%
STRN4%

Wax Melts demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume4.9MCVR4.3%Products49Brands19Top 5 Brands74%OOS Rate8.7%Rating4.1★Reviews1,164Avg BSR#160

Peak months: Dec · busiest ÷ quietest = 2.0×

Top Wax Melts search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

wax melts2.9M/yr -10.2%2.7% conv.
scentsy wax melts373K/yr -7.1%2.6% conv.
wax melts strong scent185K/yr -6.6%3.1% conv.
wax melt219K/yr +0.0%1.6% conv.
yankee candle wax melts248K/yr -12.6%2.4% conv.
scented wax melts205K/yr -10.3%3.6% conv.
wax melts strong scent long lasting46K/yr +157.1%2.7% conv.
candle wax melts95K/yr -1.5%2.9% conv.
better homes and gardens wax melts84K/yr -12.7%0.8% conv.
soy wax melts91K/yr -20.6%1.3% conv.

What reviews say buyers love and hate about Wax Melts

What buyers mention most, as a share of all reviews.

What buyers love

82% of reviews

Smell48%

“Great Aroma”

Value For Money6%

“Can't beat the price”

Quality-Overall6%

“Cute Product”

Brightness/Shine/Glow5%

“Great glow”

Warmth5%

“warm”

What buyers complain about

84% of reviews

Smell53%

“Bad smell”

Durability10%

“Doesn't last”

Value For Money5%

“Too expensive”

Size-Overall5%

“It has a short in it”

Quality-Overall3%

“Bad Quality”

Wax Melts return rate & reasons

Why buyers send it back, as a share of all return requests.

1.1%

Return rate

47%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

34%

2Smell

25%

3Advertised Vs Actual Product

4Value For Money

5Functionality-Overall

Common Wax Melts questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Wax Melts 67/100 on Amazon United States — Worth a look. The niche generates $3.0M/yr across 49 tracked products. 5 of 9 products launched in the last 360 days are still selling. Search demand moved -6.4% over the last 90 days.