Amouage Guidance is £320 for 100ml at Harrods (checked September 2026). Direction is our take on it at 35% Extrait: £40 for 50ml, or £6.99 to try a 5ml first. It is our best-selling Amouage take by a distance.
Direction, our take on Guidance by Amouage. 35% Extrait, 7+ hours guaranteed, 60-day money-back. Try the 5ml for £6.99, or the 50ml at £40 (buy any 2, get 1 free).
What Amouage Guidance smells like
Creamy, nutty and resinous. Pear and hazelnut open it, soft and a little sweet, with a thread of incense already in the background. The heart is rose, saffron, jasmine sambac and osmanthus. The base is where it turns expensive: cistus, sandalwood, akigalawood, ambergris and vanilla.
It is part of Amouage's Odyssey collection, which is built around frankincense, Oman's signature material. That is why even the sweet opening smells faintly of a temple.
It suits autumn and winter best, and it works for anyone.
Guidance vs Direction
| Amouage Guidance | Aromara Direction | |
|---|---|---|
| Price | £320 for 100ml at Harrods (checked September 2026) | £40 for 50ml, £6.99 for 5ml |
| Top | Pear, incense, hazelnut | Pear, hazelnut, rose |
| Heart | Saffron, rose, jasmine sambac, osmanthus | Frankincense, jasmine, saffron, olibanum |
| Base | Cistus, sandalwood, akigalawood, ambergris, vanilla | Vanilla, sandalwood, akigalawood |
| Concentration | Eau de parfum | 35% Extrait, published in writing |
| Wear time | No promise published | 7+ hours, guaranteed |
| If it is not for you | Retailer's returns terms | 60-day money-back |
Our most-bought Amouage take
We make eight takes on Amouage scents. In the 90 days to 30 September 2026, Direction sold 29 bottles. The next best, our Reflection Man take, sold 13. Nothing else in that group passed 11.
It is also still growing: 3 bottles in June, 7 in July, then 11 in each of August and September. Buyers rate it 4.1 out of 5 from 7 reviews, so it is not everyone's favourite, and the 5ml is the smart way in.
Why we will not compare strength
Most of our pages point out that we are 35% Extrait. Here we will not claim to be stronger, because Amouage is one of the few houses that builds at a very high concentration of its own. What we will put in writing is our part: 7+ hours of wear, guaranteed, and 60 days to get your money back if you can tell ours from theirs.
Try it first
Creamy incense splits people. Find out for £6.99 with the 5ml Direction, the same formula at the same 35%, before you spend £40 on a 50ml.
Frequently asked questions
How much is Amouage Guidance in the UK?
Harrods sells the 100ml eau de parfum for £320 (checked September 2026). Direction is £40 for a 50ml Extrait, or £6.99 for a 5ml.
What is the best Amouage Guidance dupe in the UK?
Our pick is Direction: pear and hazelnut over frankincense, saffron and jasmine, with vanilla and sandalwood underneath. It is our best-selling Amouage take, with 29 bottles sold in the 90 days to 30 September 2026.
Is Amouage Guidance for men or women?
Both. The pear and vanilla make it approachable, and the incense and woods keep it from reading as purely sweet.
Is Direction the same as Guidance?
No. It is our own composition in the same creamy incense family. If you can tell it from the original, you have 60 days to get your money back.
How long does Direction last?
7+ hours on skin, guaranteed, and longer on clothes.
Related reading
- Amouage Guidance: the story
- Best Amouage Dupes UK
- Amouage Outlands Dupe UK
- Best Oud Perfume for Men UK
Aromara is an independent UK fragrance brand. All scents are original creations inspired by well-known designer fragrances. We are not affiliated with Amouage, and all trademarks belong to their respective owners.
