Are antique matchbooks worth much?

Depends on their providence.

Most definitely if of a certain vintage

Yes, anything antique is definitely worth a good amount. Exact amount I'm afraid I will not be able to tell you as each category or item will have different valuations. More expensive the stuff, the more valuable antique editions/collections will be. But again, this is not a hard and fast rule. Books like first editions are priceless though the inherent value of the book per se is hardly anything. But to a collector, it's invaluable. Again, for example, take genuinely old movie posters. They're valuable to a collector. Check out this link on movie posters to get an idea of what I mean: How to Authenticate your Movie Poster Collection | Hub @ Become.com

@Linette, yes, as I found out the other day, wine labels are collectible. That is to say old european wine labels because most were commissioned by local artists at the time who turned out to be 'artists of stature'.