bourbon
Launch itA $5.2M/yr market growing +5.6% this quarter with returns at 0.4% — clears our launch bar.
Market size
Incredible£5.2M£5.2M/yr · 3.1M searches
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Avg price
Great£21.88avg listing price — sweet spot $15–$100
Price range
Great£13.49–£52.61cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great7.5%search→purchase rate — share of searches ending in a sale
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Growth
Okay+5.6%90-day search growth — must beat 0% to launch
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Review moat
Bad4,569.95avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.8★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United Kingdom niche tracking, bourbon is a £5.2M/yr Amazon United Kingdom market (3.1M searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Dec. Verdict: Launch it — 60/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
bourbon market data
- Units sold / yr
- 200K–250K
- avg 6,000–8,000/product
- Revenue / yr
- £4.4M–£5.5M
- units × avg price
- Conversion rate
- 7.5%
- Avg BSR
- #66
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 67 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond 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 & seasonality
Weekly Amazon search volume, last 104 weeks — +5.6% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 5.9×
Top bourbon search terms
- 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
Top bourbon products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Jack Daniels Old No. 7 Tennessee Whiskey 1L
JACKDANIEL'S£18.264.9★2,055 rev
Jack Daniels Gentleman Jack Tennessee Whiskey 70cl
JACKDANIEL'S£17.434.8★20,616 rev
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
Buffalo Trace£16.084.7★7,453 rev
Jack Daniels Old No. 7 Tennessee Whiskey 70cl
JACKDANIEL'S£16.284.8★1,596 rev
Woodford Reserve Kentucky Straight Bourbon Whiskey 43.2% ABV 70 cl
Woodford Reserve£21.974.8★9,315 rev
Newest
by launch date
Jack Daniels Tennessee Blackberry 70cl
JACKDANIEL'S£17.62191 rev
Jack Daniels McLaren Limited Edition 2025
JACKDANIEL'S£18.95914 rev
ANGELS ENVY Kentucky Straight Bourbon Whiskey 43.3% ABV 700ml / 70cl Finished In Port Wine Barrels Notes Of Vanilla And Toasted Nuts
Angel's Envy£37.69297 rev
Jim Beam Black Cherry Kentucky Bourbon Whiskey 70cl- 32.5% ABV
Jim Beam£13.73117 rev
Jack Daniels Single Optic (25ml Measure) Heavy Duty Wooden Spirit Bottle Stand
JACKDANIEL'S£52.61116 rev
Trending
90-day click momentumJack Daniels Tennessee Blackberry 70cl
JACKDANIEL'S£17.624.7★
ANGELS ENVY Kentucky Straight Bourbon Whiskey 43.3% ABV 700ml / 70cl Finished In Port Wine Barrels Notes Of Vanilla And Toasted Nuts
Angel's Envy£37.694.7★
Jack Daniels Single Optic (25ml Measure) Heavy Duty Wooden Spirit Bottle Stand
JACKDANIEL'S£52.614.6★
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
Four Roses£19.354.7★
Bulleit Bourbon Frontier Whiskey | 45% vol | 70cl | American Bourbon Whiskey | Subtle & Complex | Iconic Frontier Inspired Bottle | for Cocktails and American Drinks
Bulleit£18.344.8★
What buyers say about bourbon
What buyers praise and complain about, mined from review topics.What buyers love
“Nice and easy to drink”
“Great value”
“lovely taste of blackberry”
“great for gifting”
“Great value good quality true to size”
“Such a refreshing taste”
“Love the taste of it sweet”
“as advertised”
“Great size”
“Love the smell”
What buyers complain about
“tasted chemically to be honest”
“Alcohol, what's not to like”
“not in a sickly sweet way”
“Not the best”
“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”
“Makers Make Bourbon whiskey. Everything it says in your ad is lies”
“Didnt last long”
“Alcohol content 40% abv”
“there are no notes of anything that smells nice”
“A little more expensive than a supermarket”
Top return reasons
Common questions
- Is bourbon profitable to sell on Amazon United Kingdom?
- The niche generates £5.2M/yr across 22 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +5.6%. Flapen's verdict: Launch it (60/100).
- How competitive is the bourbon niche?
- 9 brands and 69 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in bourbon?
- Top complaints mined from reviews: Taste-Overall, Alcohol Flavor, Sweetness. The return rate is 0.4%.
- When does demand for bourbon peak?
- Demand peaks in Dec; the busiest month runs 5.9× the quietest.
- What does it cost to enter the bourbon niche?
- Listings span £13.49–£52.61; the average listing price is £21.88 (sweet spot $15–$100). The average incumbent carries 4,570 reviews — the moat a new listing must climb.