How competitive is the Merlot niche on Amazon United Kingdom?

18 brands and 20 sellers compete in Merlot on Amazon United Kingdom. The top 5 Merlot products take 57% of clicks and its top 5 brands hold 73% of demand.

What do buyers complain about in Merlot?

Merlot buyers on Amazon United Kingdom complain most about Taste-Overall, Alcohol Flavor, Value For Money, the themes mined from the niche's reviews. Its return rate is 0.2%.

What does it cost to enter the Merlot niche?

Merlot sells for £10.32 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £4.38–£30.40. The average incumbent carries 202 reviews — the moat a new listing must climb.

Merlot

Merlot shows low returns (0.2%), but soft demand (-16.0% this quarter) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Merlot profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Merlot is a £131K/yr Amazon United Kingdom market (99K searches/yr). The top 5 brands hold 73% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 53/100.

Merlot: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -16.0% over the last 90 days and 12.8% of searches end in a purchase.

£131K

revenue / yr

Units sold / yr15K

Search volume / yr-16.0%99K

Conversion rate12.8%

Avg price£10.32

Who owns the niche?

The top 5 brands hold 73% of demand, so 27% of the market is open.

27%

open market share

Brands · sellers18 · 20

Top-5 product click share57%

Open market27%

Avg brand age78 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 25 products

Top Merlot 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

Hardys Stamp Cabernet Merlot Red Wine 75cl

Price: £4.38
Rating: 4.4/5
Reviews: 1,060
Age: 10y ago

McGuigan Black Label Merlot 75cl packaging may vary

Price: £4.43
Rating: 4.6/5
Reviews: 534
Age: 10y ago

MORRISONS Merlot 75CL (ABV 10.50%)

Price: £5.10
Rating: 4.4/5
Reviews: 114
Age: 2y ago

MORRISONS Merlot 2.25L ABV 10.50%

Price: £15.46
Rating: 4.3/5
Reviews: 46
Age: 2y ago

McGuigan Bin Series Merlot Liqueurs 75 cl

Price: £6.05
Rating: 4.5/5
Reviews: 250
Age: 9y ago

Newest

by launch date

Secret Bottle Shop - Rothschild Collection Merlot French Red Wine Gift Boxed 75cl | Wine Gifts for Him Her Birthdays Christmas Corporate Mothers Day Fathers Day

Price: £21.44
Rating: 5.0/5
Reviews: 1
Age: 1y ago

La Baume Vignobles - Corbières Red Wine from Languedoc France (1 x 0 75L)

Price: £10.06
Rating: 4.6/5
Reviews: 34
Age: 2y ago

MORRISONS Merlot 75CL (ABV 10.50%)

Price: £5.10
Rating: 4.4/5
Reviews: 114
Age: 2y ago

MORRISONS Merlot 2.25L ABV 10.50%

Price: £15.46
Rating: 4.3/5
Reviews: 46
Age: 2y ago

TRACES Merlot Red | Light as a Feather Multi Award-Winning French Red Wine | 750ml Bottles

Price: £8.41
Rating: 4.1/5
Reviews: 13
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

18 falling

Sellers

Top-5 brand share

73%

Top 20: 100%

Top-5 click share

57%

Top 20: 95%

Open market

23%

Hardys25%
McGuigan20%
Morrisons19%
Casillero del Diablo4%
Yellow Tail4%
by Amazon4%

Merlot demand & seasonality

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

Volume99KCVR12.8%Products25Brands18Top 5 Brands73%OOS Rate6.2%Rating4.5★Reviews202Avg BSR#402

Peak months: Nov, Dec · busiest ÷ quietest = 4.1×

Top Merlot search terms shoppers use

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

merlot red wine39K/yr -15.7%8.6% conv.
merlot27K/yr -14.9%10.9% conv.
french red wine12K/yr -14.7%3.5% conv.
red wine merlot9K/yr -4.9%8.5% conv.
french wine red6K/yr -33.7%3.1% conv.
merlot wine6K/yr -14.3%4.7% conv.

What reviews say buyers love and hate about Merlot

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

What buyers love

96% of reviews

Alcohol Flavor25%

“Easy drink”

Flavor17%

“well rounded flavour”

Value For Money16%

“Best value for money”

Taste-Overall13%

“Light taste & easy to pair with various types of food or on its own”

Quality-Overall8%

“No complaints”

What buyers complain about

93% of reviews

Taste-Overall21%

“very poor thin taste”

Alcohol Flavor18%

“Shame cause the bottle is amazing just the drink total rubbish”

Value For Money14%

“A little more expensive than in the supermarket”

Quality-Overall11%

“Really mediocre wine”

Bitter7%

“Harshest wine I have tasted”

Common Merlot questions

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

Flapen scores Merlot 53/100 on Amazon United Kingdom — Worth a look. The niche generates £131K/yr across 25 tracked products. Search demand moved -16.0% over the last 90 days.