We measured every price five UK competitors publish, against ours, on the oils we both sell. 1,275 listings. 422 confirmed matches. This is what came back.
Not one. And on 15 of those 53, we are the most expensive option a customer can find.
The brand closest to us on quality is also the one furthest from us on price, and it is above us, not below.
Each bar is where that brand usually prices, as a percentage of us. The teal line is our price. Amphora's bar is the narrow one, and that matters more than it looks.
They carry our grades, our sizes and our trade model, and they price in a tight band just underneath us. They are shadowing our price list. If we move, they can follow.
Not a single oil in the comparison where we win on price. They sell only through practitioners and independent health shops, which is exactly the shelf we are fighting for, and they are not on Amazon or in the chains, so nobody is comparing them to anyone but us.
A shop owner choosing between two trade suppliers sees our RRP and theirs side by side, with no brand halo to separate them. Their typical price is 83% of ours and they never go above us, so on price alone the answer is the same every time. That is a distribution argument, not a pricing one.
These are like-for-like: same oil, same bottle size, published retail price. The percentage is the cheapest rival as a share of our price.
£8.45 apart on one bottle. Either our cost base genuinely justifies that, in which case we should be able to say why, or this is a price nobody has looked at in years.
Nearly half the range has no reference price in the market, so there is nothing for a customer to compare and nothing for a buyer to beat us down with. Breadth is the asset here, and only Amphora comes close to matching it.
Thirty-two years. GC-MS on every batch. The chair of the Aromatherapy Trade Council and a board member of IFEAT. And a price list that sits 41% below Tisserand and only 7% above Amphora.
Both cannot be right. Either we are leaving money on the table across the range, or we are a different brand than we believe we are.
Thyme, Oregano, Juniperberry, Spearmint and Sandalwood are where we are visibly the most expensive option. Five decisions, not four hundred. Check each against its actual cost base and either defend it or move it.
We benchmark ourselves against Tisserand on quality, and that is fair. But on price the brand that actually moves our volume is Amphora, sitting 7% under us on nearly everything. Any price change should be measured against them.
On the 76 oils no competitor stocks there is no reference price to lose against. On the 24 oils that four or five rivals stock, there is nowhere to hide. Those two halves of the range should not be priced by the same rule.
Captured 21 August 2026 from Amphora Aromatics, Tisserand, Amour Natural, Naissance and Neal's Yard Remedies, from the prices they publish on their own websites. No trade or wholesale prices anywhere: we cannot see theirs and have not looked.
Every comparison is one of our oils against theirs, per millilitre, and only where their bottle is within 20% of the size of ours. Every match was reviewed before it counted; 422 were confirmed and several hundred were rejected as not genuinely the same product.