merlot
Worth a lookShows low returns (0.2%), but soft demand (-16.0% this quarter) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible12.8%search→purchase rate — share of searches ending in a sale
Review moat
Great202.04avg incumbent reviews — the moat a new listing must climb
Price range
Good£4.38–£30.40cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good73%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Avg price
Okay£10.32avg listing price — sweet spot $15–$100
Market size
Okay£131K£131K/yr · 99K searches
Growth
Bad-16.0%90-day search growth — must beat 0% to launch
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.
Data updated Jul 23, 2026 · scored weekly · How we score niches
merlot market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £129K–£155K
- units × avg price
- Conversion rate
- 12.8%
- Avg BSR
- #402
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 16%
- Out of stock
- 6.2%
- Avg brand age
- 78 months
- Avg seller age
- 183 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
20
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%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.0% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 4.1×
Top merlot search terms
- merlot red wine39K/yr
- merlot27K/yr
- french red wine12K/yr
- red wine merlot9K/yr
- french wine red6K/yr
- merlot wine6K/yr
Top merlot 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Hardys Stamp Cabernet Merlot Red Wine 75cl
Hardys£4.384.4★1,060 rev
McGuigan Black Label Merlot 75cl packaging may vary
McGuigan£4.434.6★534 rev
MORRISONS Merlot 75CL (ABV 10.50%)
Morrisons£5.104.4★114 rev
MORRISONS Merlot 2.25L ABV 10.50%
Morrisons£15.464.3★46 rev
McGuigan Bin Series Merlot Liqueurs 75 cl
McGuigan£6.054.5★250 rev
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
Secret Bottle Shop£21.441 rev
La Baume Vignobles - Corbières Red Wine from Languedoc France (1 x 0 75L)
La Baume£10.0634 rev
MORRISONS Merlot 75CL (ABV 10.50%)
Morrisons£5.10114 rev
MORRISONS Merlot 2.25L ABV 10.50%
Morrisons£15.4646 rev
TRACES Merlot Red | Light as a Feather Multi Award-Winning French Red Wine | 750ml Bottles
DrinkWell£8.4113 rev
Trending
90-day click momentumTRACES Merlot Red | Light as a Feather Multi Award-Winning French Red Wine | 750ml Bottles
DrinkWell£8.414.1★
Barefoot Merlot Red Wine 75cl
Barefoot£9.234.2★
Hardys Stamp Cabernet Merlot Red Wine 75cl
Hardys£4.384.4★
MORRISONS Merlot 2.25L ABV 10.50%
Morrisons£15.464.3★
MORRISONS Merlot 75CL (ABV 10.50%)
Morrisons£5.104.4★
What buyers say about merlot
What buyers praise and complain about, mined from review topics.What buyers love
“Easy drink”
“well rounded flavour”
“Best value for money”
“Light taste & easy to pair with various types of food or on its own”
“No complaints”
“As this was for a gift”
“smooth and easy”
“On the sweet side”
“Premium blend”
What buyers complain about
“very poor thin taste”
“Shame cause the bottle is amazing just the drink total rubbish”
“A little more expensive than in the supermarket”
“Really mediocre wine”
“Harshest wine I have tasted”
“Unpalatable, more alike to sweet vinegar”
“It says t's 14% alcohol”
“Error in description”
“Not at all like what a fruity, juicy, mellow Merlot should be”
Common questions
- Is merlot profitable to sell on Amazon United Kingdom?
- The niche generates £131K/yr across 25 tracked products. 90-day search growth is -16.0%. Flapen's verdict: Worth a look (53/100).
- How competitive is the merlot niche?
- 18 brands and 20 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in merlot?
- Top complaints mined from reviews: Taste-Overall, Alcohol Flavor, Value For Money. The return rate is 0.2%.
- When does demand for merlot peak?
- Demand peaks in Nov–Dec; the busiest month runs 4.1× the quietest.
- What does it cost to enter the merlot niche?
- Listings span £4.38–£30.40; the average listing price is £10.32 (sweet spot $15–$100). The average incumbent carries 202 reviews — the moat a new listing must climb.