---
title: "Bourbon — £5.2M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/bourbon"
last_updated: "2026-07-31T08:31:37.451Z"
locale: en
meta:
description: "Niche score 60/100 · £5.2M/yr market · 3.1M searches/yr · £21.88 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 60/100 · £5.2M/yr market · 3.1M searches/yr · £21.88 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Bourbon — £5.2M/yr Amazon UK Niche (2026) - Flapen"
---
# **bourbon**
**Launch it**
A $5.2M/yr market growing +5.6% this quarter with returns at 0.4% — clears our launch bar.
Market size 98Growth 32Conversion 77Competition 53Returns 98Price range 92Avg price 92Brand share 31Review moat 25Quality gap 14
**Market size**
**Incredible****£5.2M**
£5.2M/yr · 3.1M searches
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£21.88**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£13.49–£52.61**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****7.5%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****53%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+5.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****86%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****4,569.95**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.8★**
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 ~~](https://flapen.com/research/methodology)
## **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.
175K125KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 5.9×
[**Open Trend **](https://flapen.com/research/uk/grocery/bourbon/trend)
## **Top bourbon search terms**
- **jack daniels**1.0M/yr+4.0%5.3% conv. - **bourbon**499K/yr-2.7%4.5% conv. - **bourbon whiskey**348K/yr+0.6%4.2% conv. - **jack daniels 1l**207K/yr+41.3%8.4% conv. - **bourbon whiskey deal of the day**110K/yr+4.9%4.8% conv. - **jim beam**120K/yr+1.9%8.7% conv. - **jack daniels gift set**191K/yr+20.0%0.9% conv. - **buffalo trace**65K/yr+10.1%9.2% conv. - **gentleman jack whiskey**73K/yr-11.1%10.7% conv. - **makers mark**53K/yr+7.7%8.6% conv. [**All search terms **](https://flapen.com/research/uk/grocery/bourbon/search-terms)
## **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.
0%10%£515K20%£1.0M30%£1.5M40%£2.1M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Jack Daniels Old No. 7 Tennessee Whiskey 1L**JACKDANIEL'S**£18.26**4.9★2,055 rev](https://www.amazon.co.uk/dp/B007K9C5E8) [2**Jack Daniels Gentleman Jack Tennessee Whiskey 70cl**JACKDANIEL'S**£17.43**4.8★20,616 rev](https://www.amazon.co.uk/dp/B004CYNYNK) [3**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**£16.08**4.7★7,453 rev](https://www.amazon.co.uk/dp/B00CAIZZMI) [4**Jack Daniels Old No. 7 Tennessee Whiskey 70cl**JACKDANIEL'S**£16.28**4.8★1,596 rev](https://www.amazon.co.uk/dp/B005N9D8G6) [5**Woodford Reserve Kentucky Straight Bourbon Whiskey 43.2% ABV 70 cl**Woodford Reserve**£21.97**4.8★9,315 rev](https://www.amazon.co.uk/dp/B001P4YYH0)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Jack Daniels Tennessee Blackberry 70cl**JACKDANIEL'S**£17.62**191 rev8mo ago](https://www.amazon.co.uk/dp/B0FQWKSMYH) [**Jack Daniels McLaren Limited Edition 2025**JACKDANIEL'S**£18.95**914 rev1y ago](https://www.amazon.co.uk/dp/B0F2MMLDYK) [**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**£37.69**297 rev5y ago](https://www.amazon.co.uk/dp/B0855QKK2P) [**Jim Beam Black Cherry Kentucky Bourbon Whiskey 70cl- 32.5% ABV**Jim Beam**£13.73**117 rev5y ago](https://www.amazon.co.uk/dp/B08YPRFFWM) [**Jack Daniels Single Optic (25ml Measure) Heavy Duty Wooden Spirit Bottle Stand**JACKDANIEL'S**£52.61**116 rev6y ago](https://www.amazon.co.uk/dp/B07YFR6JJY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Jack Daniels Tennessee Blackberry 70cl**JACKDANIEL'S**£17.62**4.7★**▲ 115%**](https://www.amazon.co.uk/dp/B0FQWKSMYH) [**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**£37.69**4.7★**▲ 47%**](https://www.amazon.co.uk/dp/B0855QKK2P) [**Jack Daniels Single Optic (25ml Measure) Heavy Duty Wooden Spirit Bottle Stand**JACKDANIEL'S**£52.61**4.6★**▲ 25%**](https://www.amazon.co.uk/dp/B07YFR6JJY) [**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**£19.35**4.7★**▲ 22%**](https://www.amazon.co.uk/dp/B003845EJ2) [**Bulleit Bourbon Frontier Whiskey | 45% vol | 70cl | American Bourbon Whiskey | Subtle & Complex | Iconic Frontier Inspired Bottle | for Cocktails and American Drinks**Bulleit**£18.34**4.8★**▲ 20%**](https://www.amazon.co.uk/dp/B00GY3I2B6)
**~~View all trending →~~**
## **What buyers say about bourbon**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Alcohol Flavor**26%
*“Nice and easy to drink”*
**Value For Money**25%
*“Great value”*
**Taste-Overall**21%
*“lovely taste of blackberry”*
**Gifting Purpose**8%
*“great for gifting”*
**Quality-Overall**7%
*“Great value good quality true to size”*
**Flavor**4%
*“Such a refreshing taste”*
**Sweetness**2%
*“Love the taste of it sweet”*
**Advertised Vs Actual Product**1%
*“as advertised”*
**Size-Overall**1%
*“Great size”*
**Smell**1%
*“Love the smell”*
### **What buyers complain about **
**Taste-Overall**24%
*“tasted chemically to be honest”*
**Alcohol Flavor**11%
*“Alcohol, what's not to like”*
**Sweetness**9%
*“not in a sickly sweet way”*
**Quality-Overall**8%
*“Not the best”*
**Flavor**7%
*“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”*
**Advertised Vs Actual Product**6%
*“Makers Make Bourbon whiskey. Everything it says in your ad is lies”*
**Durability**6%
*“Didnt last long”*
**Alcohol Content**3%
*“Alcohol content 40% abv”*
**Smell**2%
*“there are no notes of anything that smells nice”*
**Value For Money**1%
*“A little more expensive than a supermarket”*
### **Top return reasons **
**Assembly/Installation**33%
**Maintenance And Repair**33%
**Adhesion/Stickiness**17%
**Quality-Overall**17%
## **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.
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