Is hoya profitable to sell on Amazon United States?

The niche generates $89K/yr across 38 tracked products. 0 of 12 products launched in the last 360 days are still selling. 90-day search growth is +19.0%. Flapen's verdict: Worth a look (61/100).

How competitive is the hoya niche?

12 brands and 19 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 80% of demand.

What do buyers complain about in hoya?

Top complaints mined from reviews: Size-Overall, Plant Growth, Advertised Vs Actual Product. The return rate is 0.2%.

When does demand for hoya peak?

Demand is steady year-round — the busiest month runs 1.7× the quietest.

What does it cost to enter the hoya niche?

Listings span $11.75–$67.97; the average listing price is $25.48 (sweet spot $15–$100). The average incumbent carries 145 reviews — the moat a new listing must climb.

hoya

Worth a look

Shows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Quality gap

Incredible4.0★

avg incumbent rating — lower means beatable quality

Avg price

Incredible$25.48

avg listing price — sweet spot $15–$100

Review moat

Great144.55

avg incumbent reviews — the moat a new listing must climb

Price range

Great$11.75–$67.97

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

Competition

Great37%

top-5 click share — an open shelf

Growth

Okay+19.0%

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

Brand share

Okay80%

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

Market size

Bad$89K

$89K/yr · 287K searches

Conversion

Bad1.2%

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

Signals Quality Gap

According to Flapen's Amazon United States niche tracking, hoya is a $89K/yr Amazon United States market (287K searches/yr). The top 5 brands hold 80% of demand. Verdict: Worth a look — 61/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

hoya market data

Units sold / yr: 3K–4K; avg 0–100/product
Revenue / yr: $76K–$102K; units × avg price
Conversion rate: 1.2%
Avg BSR: #3,842
Page quality: 0%
Prime: 13%
Sponsored: 61%
Out of stock: 30.8%
Avg brand age: 43 months
Avg seller age: 177 days

Competition & brand share

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

Brands

12 falling

Sellers

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

37%

Top 20: 81%

Open market

14%

Generic42%
BubbleBlooms14%
California Tropicals12%
Prime Plants California6%
Carpet Creeping6%
American Plant Exchange6%
Open — no brand owns it (6 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +19.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.7×

Open Trend

Top hoya search terms

hoya plants live houseplants110K/yr +19.8%1.1% conv.
hoya61K/yr +14.1%0.7% conv.
hoya plant30K/yr +39.7%0.9% conv.
hoya live plant27K/yr -17.6%1.0% conv.
live hoya plants for sale7K/yr +47.8%0.9% conv.
hoya plants10K/yr +26.8%0.8% conv.
hoya carnosa7K/yr +58.3%1.3% conv.
hoyas live plant9K/yr +40.9%0.9% conv.
hoya carnosa plant live8K/yr +23.8%1.6% conv.
hoya linearis plant live7K/yr +75.9%0.4% conv.

All search terms

Top hoya 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

Hoya Compacta aka Hoya Hindu Rope Available in 2 4 and 6 Pot Live Hoya Plant Air-Purifying Plant (Hoya Compacta 4 Pot with 2 Plants Very Short Right Now)

Generic$21.594.4★562 rev

Tricolor Hoya Krimson Queen Hoya Carnosa Variegata Tricolor Hoya Ships from CA (4 Pot)

Generic$22.714.5★421 rev

CarpetC 300+ Mixed Hoya Seeds for Planting Wax Plant Fragrant Trailing Perennial Non-GMO Heirloom Vine for Indoor Planters Hanging Baskets & Home Garden

Carpet Creeping$11.753.2★16 rev

BubbleBlooms Variegated Hoya Australis Tricolor Lisa Very Rare Limited Live Plant in 4 inch Pot

BubbleBlooms$24.424.4★85 rev

Harmony Foliage Harmonys Hoya Assortment 2 inch Set of 5

BubbleBlooms$39.984.4★8 rev

Newest

by launch date

Variegated Kerii Hearts Hoya Plants Live Houseplants Sweet Hoya Live Plant Waxflower Vine Tropical Houseplant 2 Pot

Verdora Gardens$18.091 rev

1mo ago

Hoya Crimson Princess Live Plant 2 Inch Starter Pot Variegated Wax Plant with Pink New Growth Easy Care Indoor Houseplant

CZ Grain$15.929 rev

4mo ago

CarpetC 300+ Mixed Hoya Seeds for Planting Wax Plant Fragrant Trailing Perennial Non-GMO Heirloom Vine for Indoor Planters Hanging Baskets & Home Garden

Carpet Creeping$11.7516 rev

5mo ago

4 Inch Hoya Crimson Queen | Variegated Wax Plant | Rare Indoor Houseplant | Live Plant

Generic$25.591 rev

5mo ago

2 Light Yellow Hoya Plants Live Houseplants Indoor Outdoor Planting Starter 5-8 Inches in Tall Well-Rooted for Zones 9-11

YOKEBOM$29.365 rev

6mo ago

What buyers say about hoya

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

What buyers love

Plant Growth60%

“New growth is present”

Quality-Overall9%

“Good quality”

Advertised Vs Actual Product8%

“Better than I expected”

Size-Overall6%

“good size”

Value For Money2%

“Very worth it”

Color2%

“lots of color”

Strength2%

“Sturdy”

Instructions/User Manual/Troubleshooting1%

“Easy to follow directions”

Compactness1%

“Adorable variegated Hoya compacta”

Durability1%

“it held up fine”

What buyers complain about

Size-Overall33%

“Came much bigger”

Plant Growth25%

“Did not grow”

Advertised Vs Actual Product11%

“Misleading”

Value For Money3%

“Expensive and Tiny”

Moist/Dry3%

“it came to me super dried up”

Quality-Overall2%

“Not the best quality”

Durability2%

“Died”

Connectivity-Overall2%

“it wouldnt let connect with them so idk what else to do”

Natural Resource Wastage2%

“Waste of efforts and money”

Hard Feel1%

“they are hard”

Top return reasons

Plant Growth41%

Defective Material/Parts13%

Advertised Vs Actual Product12%

Leak-Proof9%

Size-Overall8%

Moist/Dry4%

Color3%

Functionality-Overall2%

Contamination2%