whisky
Launch itA $3.7M/yr market growing +3.9% this quarter with returns at 0.1% — clears our launch bar.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Market size
Incredible€3.7M€3.7M/yr · 4.4M searches
Brand share
Great40%top-5 brand share — no brand owns this niche
Avg price
Incredible€26.22avg listing price — sweet spot $15–$100
Competition
Great29%top-5 click share — an open shelf
Price range
Great€9.43–€114.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.1%search→purchase rate — share of searches ending in a sale
Growth
Okay+3.9%90-day search growth — must beat 0% to launch
Review moat
Bad5,771.02avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon Germany niche tracking, whisky is a €3.7M/yr Amazon Germany market (4.4M searches/yr). The top 5 brands hold 40% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Launch it — 67/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 150K–200K
- avg 2,000–2,500/product
- Revenue / yr
- €3.9M–€5.2M
- units × avg price
- Launch success
- —
- 1 of 1 new (360d)
- Conversion rate
- 3.1%
- Avg BSR
- #40
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 0.0%
- Avg brand age
- 90 months
- Avg seller age
- 177 days
Competition
Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.Brands
39 falling
Sellers
96
Top-5 brand share
40%
Top 20: 85%
Top-5 click share
29%
Top 20: 67%
Open market
54%
- Lagavulin13%
- Glenfiddich8%
- Talisker7%
- Laphroaig7%
- Dalwhinnie6%
- Monkey Shoulder6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.9% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.4×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 60 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Lagavulin 16 Jahre Islay Single Malt Scotch Whisky 43 % Vol vol| rauchig intensiv torfig süßer und salziger Single Malt Whisky in Geschenkbox gereift in Eichenfässern 700ml
Lagavulin€52.694.8★14,894 rev
Dalwhinnie 15 Jahre mit Geschenkverpackung handgefertigt in den schottischen Highlands aromatischer Single Malt Scotch Whisky mit weichen Heidekraut- und Honignoten 43% vol 700 ml Einzelflasche
Dalwhinnie€26.624.7★16,151 rev
Bulleit Bourbon Frontier American High Rye Whiskey Geschenkempfehlung für Freunde & die Liebsten handverlesene Kentucky Tradition 45% vol 700ml Einzelflasche
Bulleit€14.794.6★10,864 rev
MONKEY SHOULDER Blended Malt Scotch Whisky Das Original Smooth Rich Perfect with a Twist Small-Batch Whisky ideal in an Old Fashioned cocktail mehrfach preisgekrönt 40% vol. 70 cl
Monkey Shoulder€17.894.7★11,057 rev
Lagavulin 8 Jahre Single Malt Scotch Whisky mit Geschenkverpackung Geschenkidee Preisgekrönter Single Malt handverlesen aus dem schottischen Islay 48% Vol 700ml Einzelflasche
Lagavulin€32.704.8★14,894 rev
Newest
by launch date
Auchentoshan Sherry Cask Finish - Single Malt Scotch Whisky - mit Geschenkverpackung - Dreifach destilliert - Fruchtig & Mild - Noten von Karamell Rosinen & Gewürzen - 40% Vol - 700ml Einzelflasche
Auchentoshan€18.597 rev
Monkey Shoulder Blended Malt Scotch Whisky 70cl Geschenkset mit Longdrinkglas
Monkey Shoulder€22.1216 rev
Glenmorangie The Original 12 Years Old Single Malt Scotch Whisky 70cl in Geschenkbox | 12 Jahre in Bourbonfässern gereift | Weich elegant & harmonisch | Highland-Whisky
Glenmorangie€26.44665 rev
Glenmorangie Triple Cask Reserve Single Malt Scotch Whisky 70cl in Geschenkbox | Gereift in Bourbon- neuen Eichen- & Roggenfässern | Fruchtig würzig & elegant | Schottische Highlands
Glenmorangie€20.03516 rev
CLAN CAMPBELL THE NOBLE (1 x 700 ml) Schottischer Whisky mit Blumen- & Vanillenoten Scotch Whisky kombiniert die besten Grain- & Malt Whiskys Schottlands 40% Vol.
Clan Campbell€9.69142 rev
Trending
90-day click momentumAuchentoshan Sherry Cask Finish - Single Malt Scotch Whisky - mit Geschenkverpackung - Dreifach destilliert - Fruchtig & Mild - Noten von Karamell Rosinen & Gewürzen - 40% Vol - 700ml Einzelflasche
Auchentoshan€18.595.0★
Lagavulin 8 Jahre Single Malt Scotch Whisky mit Geschenkverpackung Geschenkidee Preisgekrönter Single Malt handverlesen aus dem schottischen Islay 48% Vol 700ml Einzelflasche
Lagavulin€32.704.8★
Famous Grouse | Finest Blended Scotch Whisky | intensiver und süßer Nachklang | 40% Vol | 700ml Einzelflasche
Famous Grouse€11.624.4★
Bulleit Bourbon Frontier American High Rye Whiskey Geschenkempfehlung für Freunde & die Liebsten handverlesene Kentucky Tradition 45% vol 700ml Einzelflasche
Bulleit€14.794.6★
Monkey Shoulder Blended Malt Scotch Whisky 70cl Geschenkset mit Longdrinkglas
Monkey Shoulder€22.124.8★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Beste Whisky-Qualität”
“Mmm the taste”
“Bestes Preis-/Leistungsverhältnis”
“Geschmacklich gut”
“Cooles Produkt”
“Ideal als Geschenk oder zum selbst Genießen”
“Perfekte Balance aus Rauch und Frucht”
“Wie beschrieben und alles geklappt”
“Aroma angenehm”
“Zum Mixen geht's”
What buyers complain about
“rauchigen Geschmack”
“teuer”
“Schmeckt muffig”
“Mittelmäßig”
“mir fehlt der Duft in der Nase.”
“Alkohollastig”
“Also mit einem echt guten Whisky hat das absolut nichts zutun”
“Zum Glück ist es kein Geschenk”
“Umverpackung jedenfalls nicht neuwertig”
“nicht wie beschrieben”
Common questions
- Is whisky profitable to sell on Amazon Germany?
- The niche generates €3.7M/yr across 60 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +3.9%. Flapen's verdict: Launch it (67/100).
- How competitive is the whisky niche?
- 39 brands and 96 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 40% of demand.
- What do buyers complain about in whisky?
- Top complaints mined from reviews: Geschmack, Preis-Leistungs-Verhältnis, Geschmack insgesamt. The return rate is 0.1%.
- When does demand for whisky peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.4× the quietest.
- What does it cost to enter the whisky niche?
- Listings span €9.43–€114.54; the average listing price is €26.22 (sweet spot $15–$100). The average incumbent carries 5,771 reviews — the moat a new listing must climb.
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