Bourbon
MaybeShoppers spend $5.2M a year here. But the products selling today already average 4.8★, so Bourbon is a Maybe.
- Flapen Score
- 60 / 100Top 6% of 2,976 Grocery niches · +14 vs the category median of 4660
- Market size
- £5.2M/yr3.1M searches / yr
- 90-day growth
- +5.6%search demand this quarter
- Competition
- 53%top-5 click share · 9 brands · 69 sellers
Flapen Score
Bourbon against its category
The dotted line is the Grocery average. Past it, Bourbon is stronger. Inside it, weaker.
Market
The Bourbon market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Bourbon 3.1M times last year and spent an estimated £5.2M. The top 5 brands take 86% of clicks. Demand peaks in Dec. Flapen scores it 60 out of 100, a Maybe.
01 · Demand
7.5% of searches ended in a purchase last week.
Shoppers searched for this 3.1M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.5% of those searches ended in a purchase. Searches in the last 90 days moved +5.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £5.2M a year.
- Searches, last 12 months
- 3.1M
- Growth, 90 days vs prior 90
- +5.6%
- Conversion, latest week
- 7.5%
- Market size, estimated
- £5.2Ma year
- Peak month
- December5.9× the quietest month
- Top search term
- jack daniels1.0M searches a year
02 · Price
A sale here is worth £21.88.
Listings sell for £21.88 on average, from £13.49 to £52.61. Amazon reports units sold in ranges. This niche sold 200K to 250K a year. The average listing sells 6,000 to 8,000 of them. At £21.88 that is £131K to £175K a year per listing.
- Average price
- £21.88inside the $15 to $100 sweet spot
- Price range
- £13.49–£52.61
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 200K–250K
- Units per listing a year
- 6,000–8,000
- Revenue per listing a year
- £131K–£175K
- Returns
- 0.4%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
86% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #66 within Beer, Wine & Spirits. It carries 4,570 reviews at 4.77 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 86%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #66in Beer, Wine & Spirits
- Average rating
- 4.77 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 4,570per listing
- Listings tracked
- 22
04 · Newcomers
Amazon counts 1 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 67 months on average, so the names here are established.
- Launched, last 12 months
- 1
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 67 months
Products
Top Bourbon products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Jack Daniels Old No. 7 Tennessee Whiskey 1L
- Price
- £18.26
- Rating
- 4.9/5
- Reviews
- 2,055
- Age
- 7y ago
Jack Daniels Gentleman Jack Tennessee Whiskey 70cl
- Price
- £17.43
- Rating
- 4.8/5
- Reviews
- 20,616
- Age
- 15y ago
Buffalo Trace Kentucky Straight Bourbon Whiskey 70cl 40% Vol Award-winning Whiskey Corn Rye and Superior Malted Barley Original Recipe Ideal for Old Fashioned Cocktail Whisky Gift Idea
- Price
- £16.08
- Rating
- 4.7/5
- Reviews
- 7,453
- Age
- 15y ago
Jack Daniels Old No. 7 Tennessee Whiskey 70cl
- Price
- £16.28
- Rating
- 4.8/5
- Reviews
- 1,596
- Age
- 16y ago
Woodford Reserve Kentucky Straight Bourbon Whiskey 43.2% ABV 70 cl
- Price
- £21.97
- Rating
- 4.8/5
- Reviews
- 9,315
- Age
- 15y ago
Trending
90-day click momentum
Jack Daniels Tennessee Blackberry 70cl
- Price
- £17.62
- Rating
- 4.7/5
- Reviews
- 191
- Age
- 8mo ago
ANGELS ENVY Kentucky Straight Bourbon Whiskey 43.3% ABV 700ml / 70cl Finished In Port Wine Barrels Notes Of Vanilla And Toasted Nuts
- Price
- £37.69
- Rating
- 4.7/5
- Reviews
- 297
- Age
- 5y ago
Jack Daniels Single Optic (25ml Measure) Heavy Duty Wooden Spirit Bottle Stand
- Price
- £52.61
- Rating
- 4.6/5
- Reviews
- 116
- Age
- 6y ago
Four Roses Kentucky Straight Bourbon Whiskey - 70cl - 40% ABV - Award-Winning Smooth American Bourbon Whisky - Higher Rye Content Than Most Bourbons - Hidden Gem To Discover
- Price
- £19.35
- Rating
- 4.7/5
- Reviews
- 1,715
- Age
- 15y ago
Bulleit Bourbon Frontier Whiskey | 45% vol | 70cl | American Bourbon Whiskey | Subtle & Complex | Iconic Frontier Inspired Bottle | for Cocktails and American Drinks
- Price
- £18.34
- Rating
- 4.8/5
- Reviews
- 13,269
- Age
- 15y ago
Newest
by launch dateJack Daniels Tennessee Blackberry 70cl
- Price
- £17.62
- Rating
- 4.7/5
- Reviews
- 191
- Age
- 8mo ago
Jack Daniels McLaren Limited Edition 2025
- Price
- £18.95
- Rating
- 4.8/5
- Reviews
- 914
- Age
- 1y ago
ANGELS ENVY Kentucky Straight Bourbon Whiskey 43.3% ABV 700ml / 70cl Finished In Port Wine Barrels Notes Of Vanilla And Toasted Nuts
- Price
- £37.69
- Rating
- 4.7/5
- Reviews
- 297
- Age
- 5y ago
Jim Beam Black Cherry Kentucky Bourbon Whiskey 70cl- 32.5% ABV
- Price
- £13.73
- Rating
- 4.6/5
- Reviews
- 117
- Age
- 5y ago
Jack Daniels Single Optic (25ml Measure) Heavy Duty Wooden Spirit Bottle Stand
- Price
- £52.61
- Rating
- 4.6/5
- Reviews
- 116
- Age
- 6y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 53% of clicks. Leaders hold, but buyers still shop past them.
Brands
9 falling
Sellers
69
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
53%
Top 20: 98%
Open market
7%
- JACKDANIEL'S55%
- Jim Beam9%
- Buffalo Trace8%
- Woodford Reserve7%
- Bulleit7%
- Maker's Mark6%
- Open — no brand owns it (3 brands, 7%)
Demand
Bourbon search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Dec · busiest ÷ quietest = 5.9×
Search terms
Top Bourbon search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- jack daniels1.0M/yr
- bourbon499K/yr
- bourbon whiskey348K/yr
- jack daniels 1l207K/yr
- bourbon whiskey deal of the day110K/yr
- jim beam120K/yr
- jack daniels gift set191K/yr
- buffalo trace65K/yr
- gentleman jack whiskey73K/yr
- makers mark53K/yr
Reviews and returns
What reviews say buyers love and hate about Bourbon
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
tasted chemically to be honest
Tasted off
Banging taste
Alcohol, what's not to like
We have this sometimes in our afternoon cocktails, the trouble is you can't taste much of the bourbon, which after a few takes effect, naughty
got me super drunk
not in a sickly sweet way
not as sweet as you might expect
Not sweet
Not the best
Not always reliable
Rubbish
So disappointed with this drink, it's far too sweet and the cherry flavour is artificial and overpowering, not even sure if it's flavoured bourbon or something completely different, nothing's stated on the bottle other than "liquer", which makes me rather suspicious
Not a nice flavour and rather harsh
Rubbish neat, has absolutely no depth of flavour at ALL
Love
Nice and easy to drink
Smooth drink
wonderful drink neat
Great value
Great value for the money
Good value
lovely taste of blackberry
Very tasty
It has a really nice smooth taste
great for gifting
Great to give as gift
Great Gift
Great value good quality true to size
Great value whiskey and quality
Excellent product
Return
0.4% Return rate 0% Fixable by listing
Not the best
Not always reliable
Rubbish
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Bourbon questions
Answered from the same tracked data.