How competitive is the 21 Year Old Whisky niche on Amazon United Kingdom?

22 brands and 38 sellers compete in 21 Year Old Whisky on Amazon United Kingdom. The top 5 21 Year Old Whisky products take 48% of clicks and its top 5 brands hold 56% of demand.

What do buyers complain about in 21 Year Old Whisky?

21 Year Old Whisky buyers on Amazon United Kingdom complain most about Taste-Overall, Alcohol Content, Value For Money, the themes mined from the niche's reviews. Its return rate is 0.5%.

What does it cost to enter the 21 Year Old Whisky niche?

21 Year Old Whisky sells for £100.34 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £16.01–£239.48. The average incumbent carries 2,264 reviews — the moat a new listing must climb.

21 Year Old Whisky

a small market ($42K/yr) — 21 Year Old Whisky doesn't clear our bar today.

Signals High Price

Flapen Score

Skip it

This niche Category average

Is 21 Year Old Whisky profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, 21 Year Old Whisky is a £42K/yr Amazon United Kingdom market (26K searches/yr). The top 5 brands hold 56% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 44/100.

21 Year Old Whisky: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +1.7% over the last 90 days and 1.6% of searches end in a purchase.

£42K

revenue / yr

Units sold / yr500

Search volume / yr+1.7%26K

Conversion rate1.6%

Avg price£100.34

Who owns the niche?

The top 5 brands hold 56% of demand, so 44% of the market is open.

44%

open market share

Brands · sellers22 · 38

Top-5 product click share48%

Open market44%

Avg brand age105 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.

0/100

page quality · 27 products

Top 21 Year Old Whisky products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

GLENFIDDICH 21 Year Old Single Malt Scotch Whisky - Gran Reserva - Vanilla Sweet Toffee Fig - Reserva Rum Cask Finish - Small Batch - Product Of Scotland - 40% ABV - With Gift Box - 70 cl

Price: £137.99
Rating: 4.8/5
Reviews: 526
Age: 15y ago

Johnnie Walker XR 21 Year Old Blended Whisky 70cl

Price: £90.91
Rating: 4.7/5
Reviews: 154
Age: 11y ago

Glengoyne 21 Year Old | Highland Single Malt Scotch Whisky | 20cl 43% ABV | Award-Winning Whisky Distilled Slowly and Matured in Sherry Casks for Fruity Flavour | Ideal for Gifting

Price: £55.53
Rating: 4.1/5
Reviews: 26
Age: 11y ago

North British - 30 year old North Star Single Cask 1995 Whisky 70cl 50.2% ABV

Price: £69.16
Rating: 0.0/5
Reviews: 0
Age: 3mo ago

Glenfarclas 25 Year Old Single Malt Scotch Whisky 70cl Bottle

Price: £159.23
Rating: 4.9/5
Reviews: 9
Age: 11y ago

Newest

by launch date

North British - 30 year old North Star Single Cask 1995 Whisky 70cl 50.2% ABV

Price: £69.16
Rating: 0.0/5
Reviews: 0
Age: 3mo ago

Isle of Raasay Single Malt Scotch Whisky - Cask Strength Release | 61.6% ABV 70 CL | Small-batch Island Scottish Whisky - Lightly Peated | Distilled Matured and Bottled at Raasay Distillery

Price: £54.42
Rating: 4.9/5
Reviews: 19
Age: 1y ago

Amosking 30th Birthday Gifts for Men Vintage 1996 Whiskey Glass Set Wood Box & Whiskey Stones & 1996 Poster Anniversary Card & Coaster Birthday Gifts Ideas for Him Husband Dad

Price: £16.01
Rating: 4.8/5
Reviews: 53
Age: 1y ago

Glenfiddich 21 Year Old Chinese New Year 2024 - Distillery Bottling

Price: £144.06
Rating: 5.0/5
Reviews: 1
Age: 1y ago

Dewars Double Double 21 Year Old Blended Scotch Whisky 46% ABV 50cl with Gift Box Finished in Oloroso Sherry Casks 500ml

Price: £77.99
Rating: 4.6/5
Reviews: 91
Age: 2y ago

Competition: brands, sellers & click share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

22 flat

Sellers

Top-5 brand share

56%

Top 20: 97%

Top-5 click share

48%

Top 20: 90%

Open market

39%

Glenfiddich23%
Glengoyne10%
JOHNNIE WALKER9%
Glenfarclas7%
North British7%
English Pewter Company Sheffield, England5%

21 Year Old Whisky demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume26KCVR1.6%Products27Brands22Top 5 Brands56%OOS Rate0.0%Rating4.7★Reviews2,264Avg BSR#632

Peak months: Nov, Dec · busiest ÷ quietest = 2.7×

Top 21 Year Old Whisky search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

21 year old whisky11K/yr +3.7%0.4% conv.
25 year old whisky6K/yr +2.5%0.5% conv.
30 year old whisky4K/yr +4.1%0.5% conv.
glenfiddich whisky 21 year old4K/yr -12.6%2.6% conv.

What reviews say buyers love and hate about 21 Year Old Whisky

What buyers mention most, as a share of all reviews.

What buyers love

99% of reviews

Alcohol Flavor35%

“An excellent whiskey and most enjoyable”

Taste-Overall15%

“Very tasty”

Quality-Overall15%

“Great quality, good gift for whiskey lovers”

Gifting Purpose14%

“Ideal gift”

Value For Money12%

“Great value”

What buyers complain about

87% of reviews

Taste-Overall37%

“for me this tasted very immature and sharp, not at all rounded”

Alcohol Content20%

“There was a smell of alcohol”

Value For Money13%

“Its not the cheapest”

Bitter10%

“The issue for me here was the bitter acrid taste delivered by the smoke”

Contamination7%

“Weird taste like contaminated with petrol or something”

21 Year Old Whisky return rate & reasons

Why buyers send it back, as a share of all return requests.

0.5%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Gifting Purpose

100%

Common 21 Year Old Whisky questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores 21 Year Old Whisky 44/100 on Amazon United Kingdom — Skip it. The niche generates £42K/yr across 27 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved +1.7% over the last 90 days.