---
title: "whisky — €3.7M/yr Amazon Germany Niche, Score 67/100 - Flapen"
canonical_url: "https://flapen.com/research/de/lebensmittel-getraenke/whisky"
last_updated: "2026-07-21T09:21:24.777Z"
locale: en
meta:
description: "whisky clears our launch bar: a $3.7M/yr market growing +3.9% this quarter with returns at 0.1%. Data updated Jul 2026."
"og:description": "whisky clears our launch bar: a $3.7M/yr market growing +3.9% this quarter with returns at 0.1%. Data updated Jul 2026."
"og:title": "whisky — €3.7M/yr Amazon Germany Niche, Score 67/100 - Flapen"
---
# **whisky**
**Launch it**
A $3.7M/yr market growing +3.9% this quarter with returns at 0.1% — clears our launch bar.
Market size 96Growth 30Conversion 39Competition 86Returns 100Price range 80Avg price 95Brand share 95Review moat 24Quality gap 20
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Market size**
**Incredible****€3.7M**
€3.7M/yr · 4.4M searches
**Brand share**
**Great****40%**
top-5 brand share — no brand owns this niche
**Avg price**
**Incredible****€26.22**
avg listing price — sweet spot $15–$100
**Competition**
**Great****29%**
top-5 click share — an open shelf
**Price range**
**Great****€9.43–€114.54**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.1%**
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**
**Bad****5,771.02**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
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 ~~](https://flapen.com/research/methodology)
## **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.
350K250KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.4×
[**Open Trend **](https://flapen.com/research/de/lebensmittel-getraenke/whisky/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%€110K6%€219K9%€329K12%€438K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 60 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**€52.69**4.8★14,894 rev](https://www.amazon.de/dp/B002VZY62K) [2**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**€26.62**4.7★16,151 rev](https://www.amazon.de/dp/B00CEZ2HDC) [3**Bulleit Bourbon Frontier American High Rye Whiskey Geschenkempfehlung für Freunde & die Liebsten handverlesene Kentucky Tradition 45% vol 700ml Einzelflasche**Bulleit**€14.79**4.6★10,864 rev](https://www.amazon.de/dp/B00GY3I2B6) [4**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**€17.89**4.7★11,057 rev](https://www.amazon.de/dp/B001P4YYI4) [5**Lagavulin 8 Jahre Single Malt Scotch Whisky mit Geschenkverpackung Geschenkidee Preisgekrönter Single Malt handverlesen aus dem schottischen Islay 48% Vol 700ml Einzelflasche**Lagavulin**€32.70**4.8★14,894 rev](https://www.amazon.de/dp/B0774YX24H)
**~~View all top sellers →~~**
### **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**€18.59**7 rev3mo ago](https://www.amazon.de/dp/B0GXBBHDJ4) [**Monkey Shoulder Blended Malt Scotch Whisky 70cl Geschenkset mit Longdrinkglas**Monkey Shoulder**€22.12**16 rev1y ago](https://www.amazon.de/dp/B0F4R54Z15) [**Glenmorangie The Original 12 Years Old Single Malt Scotch Whisky 70cl in Geschenkbox | 12 Jahre in Bourbonfässern gereift | Weich elegant & harmonisch | Highland-Whisky**Glenmorangie**€26.44**665 rev1y ago](https://www.amazon.de/dp/B0D79384HK) [**Glenmorangie Triple Cask Reserve Single Malt Scotch Whisky 70cl in Geschenkbox | Gereift in Bourbon- neuen Eichen- & Roggenfässern | Fruchtig würzig & elegant | Schottische Highlands**Glenmorangie**€20.03**516 rev2y ago](https://www.amazon.de/dp/B0CZ4CT1D8) [**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**€9.69**142 rev2y ago](https://www.amazon.de/dp/B0D87K3SGJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Auchentoshan Sherry Cask Finish - Single Malt Scotch Whisky - mit Geschenkverpackung - Dreifach destilliert - Fruchtig & Mild - Noten von Karamell Rosinen & Gewürzen - 40% Vol - 700ml Einzelflasche**Auchentoshan**€18.59**5.0★**▲ 633%**](https://www.amazon.de/dp/B0GXBBHDJ4) [**Lagavulin 8 Jahre Single Malt Scotch Whisky mit Geschenkverpackung Geschenkidee Preisgekrönter Single Malt handverlesen aus dem schottischen Islay 48% Vol 700ml Einzelflasche**Lagavulin**€32.70**4.8★**▲ 206%**](https://www.amazon.de/dp/B0774YX24H) [**Famous Grouse | Finest Blended Scotch Whisky | intensiver und süßer Nachklang | 40% Vol | 700ml Einzelflasche**Famous Grouse**€11.62**4.4★**▲ 172%**](https://www.amazon.de/dp/B00E0EVQAU) [**Bulleit Bourbon Frontier American High Rye Whiskey Geschenkempfehlung für Freunde & die Liebsten handverlesene Kentucky Tradition 45% vol 700ml Einzelflasche**Bulleit**€14.79**4.6★**▲ 127%**](https://www.amazon.de/dp/B00GY3I2B6) [**Monkey Shoulder Blended Malt Scotch Whisky 70cl Geschenkset mit Longdrinkglas**Monkey Shoulder**€22.12**4.8★**▲ 92%**](https://www.amazon.de/dp/B0F4R54Z15)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Alkoholgeschmack**29%
*“Beste Whisky-Qualität”*
**Geschmack insgesamt**24%
*“Mmm the taste”*
**Preis-Leistungs-Verhältnis**12%
*“Bestes Preis-/Leistungsverhältnis”*
**Geschmack**11%
*“Geschmacklich gut”*
**Qualität insgesamt**8%
*“Cooles Produkt”*
**Geschenk Zweck**5%
*“Ideal als Geschenk oder zum selbst Genießen”*
**Süße**3%
*“Perfekte Balance aus Rauch und Frucht”*
**beworben Vs Tatsächliches Produkt**2%
*“Wie beschrieben und alles geklappt”*
**Geruch**1%
*“Aroma angenehm”*
**Mischung/Verhältnis**1%
*“Zum Mixen geht's”*
### **What buyers complain about **
**Geschmack**22%
*“rauchigen Geschmack”*
**Preis-Leistungs-Verhältnis**20%
*“teuer”*
**Geschmack insgesamt**19%
*“Schmeckt muffig”*
**Qualität insgesamt**7%
*“Mittelmäßig”*
**Geruch**4%
*“mir fehlt der Duft in der Nase.”*
**Alkoholgehalt**3%
*“Alkohollastig”*
**Alkoholgeschmack**3%
*“Also mit einem echt guten Whisky hat das absolut nichts zutun”*
**Geschenk Zweck**1%
*“Zum Glück ist es kein Geschenk”*
**Produktzustand**1%
*“Umverpackung jedenfalls nicht neuwertig”*
**beworben Vs Tatsächliches Produkt**1%
*“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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