How to Sell Candles On Amazon – The Ultimate Guide

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how to sell candles on amazon - the ultimate guide

Are you ready to dive into the world of candle entrepreneurship? Starting a business from scratch can be an intimidating endeavor, but this guide by Pro Photo Studios offers an in-depth guide on how he took his own candle company and watched it skyrocket into success.

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This is not just any simple Guide to making candles; rather, it focuses on transforming your small business venture into a money-making powerhouse!

Whether you are looking for new ways to supplement your income or trying to escape the 9-to-5 grind finally, this Guide will teach you all of the secrets needed for creating profitable opportunities within the growing candle industry.

Why make and sell homemade candles?

Homemade candles have become an essential home decor item—an industry expected to reach $5 billion by 2026, according to MarketWatch. In past years, the commercial use of candles has seen a sharp increase, with spa and massage using scented candles for soothing effects, and restaurants creating aromatic environments for customers.

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How to start your candle empire?

The first step to selling candles on Amazon is researching the market. Knowing your competition, which types of candles sell best, and what price points are successful can help you make the most out of your listing.

To research the candle market on Amazon, look up related keywords and check out the products that come up. 

See how these products are described, their prices, and what customer reviews they have – this information will help you create a competitive edge for yourself in the market. Additionally, consider browsing through product review forums to get feedback from customers about certain brands or scents that may be trending.

Types of homemade candles

As an entrepreneur, handmade candles offer you a variety of choices to excite potential customers. Not sure what kind of candle to make? Here are some popular types that could provide your business with great opportunities!

Soy candles


Soy candles are currently one of the most fashionable types of candles on the market, crafted from a foundation composed of soy wax.

This specific type is created using soybeans and, in contrast to traditional paraffin or oil-based varieties, consists entirely of vegetable ingredients. Grand View Research has forecasted that this particular segment will expand at an annual CAGR rate 8.5% between 2019 and 2025 – making it an incredibly vibrant area for potential investors!

Soy candles are crafted from a renewable resource, and they also burn cleanly for an extended period of time. This is ideal for customers who want to get more value out of their purchase with a longer-burning candle.

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Paraffin Wax candles

how to sell candles on amazon - the ultimate guide

Paraffin Wax are an interesting way to bring a unique and sophisticated touch to your home decor. Not only do these lovely candles look beautiful, but they also burn for much longer than regular candles.

Whether you are looking for the warm glow of a single candle or the festive ambiance of multiple candles, paraffin wax is sure to fill your space with its inviting flame. Plus, you’ll be able to enjoy their calming light for many hours before needing to buy more!

Aromatherapy/ Scented candles

how to sell candles on amazon - the ultimate guide

Scented or aromatherapy candles are a favorite among candle lovers, and for good reason: they come in an abundance of delightful fragrances that can help make any home more inviting. Whether one wishes to mask odors or craft the perfect olfactory display, these scented varieties have something special to offer everyone!

Aromatherapy candles makers strategize their products to bring distinct advantages that correspond with specific aromas. Usually, the formulas for these candles use essential oils designed to improve physical or mental health. For instance, lavender scents are often linked to relaxation and stress relief.

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Beeswax candles


Beeswax candles are prized among candle makers and customers alike. Not only do they produce a beautiful golden glow, but they also last longer than paraffin wax candles – thus making them a better value for money.

Moreover, beeswax is the natural byproduct of honey production with no emissions when burned, contributing to its popularity in the eco-friendly movement.

Decorative candles


Have you ever browsed through a homeware store and marveled at the dazzling array of decorative candles? They come in an assortment of sizes, shapes and hues that can add instant vibrancy to any space.

Though these glowing designs are not necessarily fragrant or composed of superior ingredients, they bring a special something to your home!

Ornamental candles often take the form of intricate shapes, boast additional components, and showcase ornate designs.


Utilize market research

If you’re in the candle industry, your target market are those individuals who would be most interested and likely to convert into customers. As a result of careful research and analysis, these buyers have been broken down into three distinct categories:

  1. Luxury candles.

Luxury candles are becoming increasingly popular and can range from 30 to 80 dollars, with some even going as high as $185 – such is the case for Louis Vuitton’s perfumed candle. These exclusive options stand out due to their sophisticated branding, captivating scents, and extensive storytelling elements of its packaging.

For those seeking something more special than what traditional stores have to offer, prestige candles provide a unique opportunity!

  1. In the middle.

In the middle, you’ll find mid-market candles that have universal appeal. These are likely to be located in stores such as Target and come with an array of unique fragrances like rose water, grapefruit and basil for around $10 each.

    3.   Mass market candles.

Mass market candles provide an affordable alternative to brands like Yankee Candle and Bed Bath & Beyond. You will find common scents such as vanilla or sea breeze, with a price range of $5-$8 per candle – making them the most budget-friendly option on the market!

It’s time to decide which market you will target. If your goal is to be in retail stores such as Nordstrom or Macy’s, then a mid-market approach may be the best option for you.

However, if selling through your website and other online boutiques appeals more to you, perhaps prestige candles are the route for success.

When you’re ready to start your own candle business, the first step is identifying who your market will be. This decision can help shape both the materials and packaging of your candles, as well as how you brand them.

After choosing a segment for yourself, decide which types of candles are best suited to that group’s needs – such as eco-friendly or vegan wax ones if they require it; or paraffin wax alternatives even though they aren’t always environmentally friendly.

To determine this information accurately, take time to do some research on what kind of products customers tend to buy in each demographic!

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Develop your brand


Establishing a strong brand is an essential component of launching a candle business. It will enable you to form your own unique identity and boost marketing efforts while helping develop better items for customers.

Since the industry has grown so much over recent years, it can be difficult to make your mark; yet with these three strategies, you can easily outshine the competition in this saturated market.

Enchanting and captivating scent fusions

When it comes to purchasing candles, fragrance is of the utmost importance for customers. A survey conducted by the National Candle Association revealed that an overwhelming majority — three-fourths — of candle buyers indicate that having a pleasing scent is either “extremely important” or “very important”.

Differentiate yourself from the competition by creating unique, sophisticated fragrances that inspire intrigue and delight. Rather than opting for traditional floral or woodsy scents, craft complex blends that can’t be found elsewhere: aromas that evoke emotion, invoke nostalgia, or spark curiosity.

Captivating your customers will give you an unprecedented edge in the market – one that won’t soon be forgotten!

Company story

how to sell candles on amazon - the ultimate guide

Creating a compelling brand story is the key to forging real connections with customers. Such a narrative should be powerful enough to capture and communicate your mission, message, and voice effectively.

In particular for candle businesses like yours, stories must be riveting, genuine, and truthful in order to evoke emotions that spur people into action – whether it’s signing up for something or simply making a purchase.

Brand Photography

The visual aspects of your candle business, such as the logo, Candle Photography and candle videos, website design and packaging, will have a profound effect on how people perceive it.

Therefore, when creating your candles, you should be mindful to ensure that they are aesthetically pleasing and in-line with what appeals to your target audience – who may use them for their scents or home decor purposes.

For instance, Goosecreek candle is a brand that aspires to elevate your intimate experience. Their products are vivid yet sensual and available focusing on man. 

This brand’s visual identity is a straightforward embodiment of both masculinity, empowering individuals from all walks of life to find strength.

This message resonates in every facet of its marketing assets – website, social media channels It truly encapsulates an inclusive spirit that celebrates the power within us all.

It's starting to look like a business

As your candle business is starting to take shape, you have likely generated quite a few potential names. Now it’s the time to choose one!

To ensure that customers can easily recall and pronounce your name, keep it brief and uncomplicated. If the name appears complex or hard-to-remember, then buyers may be deterred from spreading word about your brand through word of mouth – leading to missed opportunities for free marketing!

If you are having difficulty settling on the perfect business name, turn to Amazon Business Name Generator like Wise for assistance. Simply insert a keyword, click Generate Names and explore thousands of automatically developed names that could befit your enterprise!

Work on a business plan!

A well-crafted business plan is essential for any candle business seeking success. It will help you strategically map out your goals and objectives, identify potential roadblocks, evaluate the necessary resources needed to get started, and assess the feasibility of your idea before launching.

It’s important to ask yourself, what is the ultimate aim of my brand? Who are other companies in my industry that I am competing against? Would I prefer to be sold through commercial outlets like Target and Nordstrom or launch an ecommerce site so I can market directly to customers?

As you plan your candle making business, make sure to keep these questions at the forefront of your mind.

Congrats, it's a Company!

It’s time to get your candles on the market! Your best bet is to create your own e-commerce store. Even though it may seem like a difficult task compared to selling them through online stores such as Amazon, these sites take away from your profits and don’t provide you with the ability to showcase who you are.

Not only will an online store be more profitable in the long run, but it allows for customers to understand what makes you unique by expressing your brand identity.

If you want to build an online store, most online platforms like Amazon today make it easy and can help your eCommerce business reach greater heights of success!

Marketing Strategy

how to sell candles on amazon - the ultimate guide

Your recipe for success has been crafted, so now it’s time to explore how you can market and sell your homemade soy candles.


Are you looking to tap into the market potential of digital platforms for selling candles? With social media, ecommerce websites, and more – business-to-consumer retailers have a wide range of effective opportunities available at their disposal. Not every platform may be suitable for all merchants but here are some great places entrepreneurs can begin with today!

Despite the fact that this isn’t an all-inclusive list for online merchants, these tried and true options are tangible ways to get your business off the ground. Use them as a reliable jumping-off point for marketing your own company on the web!

Instagram. If you’re looking for a way to share and promote your brand, Like setting up a shop on Instagram platform. Through creative photos that showcase your product or lifestyle-related content, you can organically grow an engaged audience in no time!

Additionally, it’s great opportunity to spotlight influencers who are passionate about what you have created – think of it as bringing customers behind the scenes into how you make your candles. From there they will become loyal advocates spreading the word on social media with each beautiful post from their favorite brands.

Pinterest. Home decor is an immensely popular topic among Pinterest users, one that makes it a wise decision for handmade candle merchants to invest in marketing on the platform. With millions of active members, Pinterest has become one of the most significant places for customers to search and discover brands and products.

Snapchat. Snapchat is an exceptional platform for makers, as it allows them to create highly visual ads. Not only is Snapchat expanding rapidly with over 200 million users but also countless opportunities arise to make the most of it by marketing directly through this innovative medium.

Giveaways and contests. As part of an effective social/content marketing strategy, you can reward your followers with some of your prized merchandise through a series of competitions and giveaways. Not only do these contests foster more fans and strengthen brand presence – they also serve as excellent platforms to demonstrate the efficacy of your goods!

Email Marketing: Directly communicate your brand’s message, promotions, discounts and other relevant news to the inboxes of your customers.

Offline Marketing

Don’t be afraid to take a chance on selling your items IRL. Homemade candles are great for this purpose as they’re small and easily transportable, meaning you can show them off at local craft shows or pop-up stores!

Not only is it an amazing opportunity to get direct feedback from possible customers, but also gives you the added bonus of showcasing your unique home decor items in person – what could be better?

Customer Reviews


Getting Product Reviews. If you’re passionate about developing your products or curious to know what customers think, selling in person is a fantastic option. Engage with your target customers directly, address their issues and gain insight into potential new product lines.

Discover more opportunities. Are you ready to take your business to the next level, or possibly try out selling B2B? If so, markets and fairs are a great way to meet wholesale buyers and start building a lasting connection.

Build your List of subscribers . If you wish to promote your social platforms or expand your email list, try utilizing pop-up stores and markets! Greet visitors at your booth with the opportunity to subscribe to receive updates regarding new products, exclusive discounts, and free giveaways – as well as a chance to follow all of your branded social channels. This is an effective way to gain more followers and subscribers in one go!

Connecting and motivating – two essential elements for success  Networking with other like-minded entrepreneurs is a key feature that distinguishes festivals, markets, and fairs from one another. Forming connections with others in the industry can motivate you to be creative and discover innovative solutions to common obstacles.

If you want to get your feet wet in physical sales, acquiring the right tools and knowledge can make it so much easier for you. Shopify, Amazon or Etsy is a great mobile point-of-sale system that will help guide your setup ensuring hassle-free transactions! A few taps here and there will have you ready to go in no time.

Candle Business Tips

Capture jaw-dropping product shots that captivate your audience and make them buy!

Showcasing superior product photography is necessary to get people interested in your candles. Ensure that both their shape and labels are clearly visible. Ready for a challenge?

Try staging an image of the candle being used in someone’s home so shoppers can easily picture it within theirs! If you want high quality pictures, consider hiring a professional photographer to take them for you.

Open the door to new possibilities of sales.

Subscription boxes, such as Frostbeard Studio’s Candle of the Month Club, can be a great way to capitalize on existing customers and drive more revenue. After all, keeping faithful customers is often much more profitable than continually looking for new ones!

Take advantage of different cross-sells and upsell opportunities that you could offer your current patrons in order to maximize sales potential. With this subscription box model, customers are able to purchase a brand new candle each month at an agreed upon price point – what better way to cultivate loyalty?

Keep expending your fragrances line

Rebranding the fragrances you already have in your possession is simple for businesses such as Tofino Soap Company, who leverage them to make and sell soaps, shampoos, balms and more.

With this approach, not only can you capitalize on customers’ favorite aromas by offering upsells or scent-centric bundles but also expand your reach beyond existing audiences. It’s a win-win!

Amazon artisan-only community of sellers

amazon artisan-only community of sellers

You have a hand made candle? Join Amazon artisan-only community of sellers.

There are no fees, and you get to showcase your skills to the world. Your customer base will expand beyond your wildest dreams – take advantage of this amazing opportunity! And don’t forget to light that candle while admiring all the accolades you’ll receive. 

After creating a selling account, you’ll want to apply for Amazon Handmade. As soon as your application is accepted and approved, the Professional Selling Fee will be immediately waived! Take advantage of this opportunity now by joining Amazon Handmade and grow your business like never before.

Who can sell on Handmade?

Artisans now have the opportunity to bring their handcrafted products to life in front of millions of Amazon customers worldwide at The Handmade store. Every single artisan applying for entry into this category are carefully evaluated by Amazon’s meticulous application process, so customers can shop stress-free with renewed confidence each time they buy something from The Handmade store!

What is your fee structure?

By joining Handmade and creating your shop, you can list as many products as you want free of charge. When a transaction is made from one of your listed products however, Handmade charges a referral fee of 15%.

While registering with a Professional selling plan will cost $39.99 per month for an Amazon seller, you’ll receive access to specialized Handmade-specific tools and guidance that can assist your business’s growth.

For approved applicants, this fee is waived after the first month–giving you more time to focus on developing your store!

What needed to create a Handmade shop?

To start selling on Amazon, first create a Selling Account. To get started quickly with the process, check out How to Start Selling on Amazon for guidance.

After registering and being approved by our team at Amazon Handmade, you will have access to resources that can help you launch your listing and run your business effectively. Sign up now so you can begin offering handmade products in no time!

Final Words

By following these steps you’ll be well on your way to becoming a successful Amazon candle seller! Good luck and happy selling!  With the right knowledge, strategy, and hard work, you can reach success in no time. Have fun turning your passion into a profitable business venture.


Candle making is an excellent, low-cost entrepreneurial opportunity that thrives on minimal equipment and doesn’t mandate any intricate knowledge. Plus, you can craft from the comfort of your home and be your own boss!

Starting a candle business is an economical venture, with little to no overhead costs. You only need basic equipment such as double-boilers, pouring pots and Mason jars – all for under $1,000!

With minimal outlay, you can become the proud owner of your very own small scale home operation.

With a reduced cost of entry, candle making is an extremely lucrative business; in fact, the industry has been projected to soar to nearly $5 billion by 2026!

There’s no scarcity of customers who are passionate about candles and searching for something special. If you’re looking for success with your own candle-making venture, now is the time!

One of the best strategies for selling candles on Amazon is pricing optimization. Monitor sales trends in the market and adjust your prices accordingly so that you are able to maximize profits while still staying competitive.

Additionally, be sure to take advantage of Amazon’s diverse range of marketing tools such as sponsored ads and reviews in order to promote visibility and attract customers.

One of the best strategies for selling candles on Amazon is pricing optimization. Monitor sales trends in the market and adjust your prices accordingly so that you are able to maximize profits while still staying competitive.

Additionally, be sure to take advantage of Amazon’s diverse range of marketing tools such as sponsored ads and reviews in order to promote visibility and attract customers.

To get started with selling candles online, you’ll need to create a professional-looking account and product listings. Make sure to include detailed information about your business, as well as optimized product descriptions and attractive images.

Once that’s done, you can start taking advantage of Amazon’s marketing tools such as sponsored ads and reviews to help increase visibility.

if you’re looking to increase your online conversion but still feel you are not sure where to start – check out these resources below:

picture of tsour lee

Tsour Lee

3 thoughts on “How to Sell Candles On Amazon – The Ultimate Guide”

  1. avatar of spa candles

    This candle-making blog is a goldmine of inspiration – each post ignites a new concept for my
    next cozy creation!How to Sell Candles On Amazon, love it!

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