---
title: "Merlot — £131K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/merlot"
last_updated: "2026-07-31T19:21:20.951Z"
locale: en
meta:
description: "Niche score 53/100 · £131K/yr market · 99K searches/yr · £10.32 avg price. Soft demand (-16.0% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £131K/yr market · 99K searches/yr · £10.32 avg price. Soft demand (-16.0% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Merlot — £131K/yr Amazon UK Niche (2026) - Flapen"
---
# **merlot**
**Worth a look**
Shows low returns (0.2%), but soft demand (-16.0% this quarter) keeps it on the watch list.
Market size 29Growth 17Conversion 96Competition 46Returns 99Price range 59Avg price 36Brand share 54Review moat 90Quality gap 48
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.8%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****202.04**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****£4.38–£30.40**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Good****73%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****57%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Okay****£10.32**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
7K5KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 4.1×
[**Open Trend **](https://flapen.com/research/uk/grocery/merlot/trend)
## **Top merlot search terms**
- **merlot red wine**39K/yr-15.7%8.6% conv. - **merlot**27K/yr-14.9%10.9% conv. - **french red wine**12K/yr-14.7%3.5% conv. - **red wine merlot**9K/yr-4.9%8.5% conv. - **french wine red**6K/yr-33.7%3.1% conv. - **merlot wine**6K/yr-14.3%4.7% conv. [**All search terms **](https://flapen.com/research/uk/grocery/merlot/search-terms)
## **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.
0%5%£7K10%£13K15%£20K20%£26K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Hardys Stamp Cabernet Merlot Red Wine 75cl**Hardys**£4.38**4.4★1,060 rev](https://www.amazon.co.uk/dp/B00Y3OIZ8S) [2**McGuigan Black Label Merlot 75cl packaging may vary**McGuigan**£4.43**4.6★534 rev](https://www.amazon.co.uk/dp/B016OW74J2) [3**MORRISONS Merlot 75CL (ABV 10.50%)**Morrisons**£5.10**4.4★114 rev](https://www.amazon.co.uk/dp/B0CV78QS4R) [4**MORRISONS Merlot 2.25L ABV 10.50%**Morrisons**£15.46**4.3★46 rev](https://www.amazon.co.uk/dp/B0CV79FCC9) [5**McGuigan Bin Series Merlot Liqueurs 75 cl**McGuigan**£6.05**4.5★250 rev](https://www.amazon.co.uk/dp/B01N5LXR1W)
**~~View all top sellers →~~**
### **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**£21.44**1 rev1y ago](https://www.amazon.co.uk/dp/B0FDGDX9TR) [**La Baume Vignobles - Corbières Red Wine from Languedoc France (1 x 0 75L)**La Baume**£10.06**34 rev2y ago](https://www.amazon.co.uk/dp/B0CCDPY64F) [**MORRISONS Merlot 75CL (ABV 10.50%)**Morrisons**£5.10**114 rev2y ago](https://www.amazon.co.uk/dp/B0CV78QS4R) [**MORRISONS Merlot 2.25L ABV 10.50%**Morrisons**£15.46**46 rev2y ago](https://www.amazon.co.uk/dp/B0CV79FCC9) [**TRACES Merlot Red | Light as a Feather Multi Award-Winning French Red Wine | 750ml Bottles**DrinkWell**£8.41**13 rev3y ago](https://www.amazon.co.uk/dp/B0C6R54FYF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**TRACES Merlot Red | Light as a Feather Multi Award-Winning French Red Wine | 750ml Bottles**DrinkWell**£8.41**4.1★**▲ 125%**](https://www.amazon.co.uk/dp/B0C6R54FYF) [**Barefoot Merlot Red Wine 75cl**Barefoot**£9.23**4.2★**▲ 65%**](https://www.amazon.co.uk/dp/B004T3J2XK) [**Hardys Stamp Cabernet Merlot Red Wine 75cl**Hardys**£4.38**4.4★**▲ 49%**](https://www.amazon.co.uk/dp/B00Y3OIZ8S) [**MORRISONS Merlot 2.25L ABV 10.50%**Morrisons**£15.46**4.3★**▲ 46%**](https://www.amazon.co.uk/dp/B0CV79FCC9) [**MORRISONS Merlot 75CL (ABV 10.50%)**Morrisons**£5.10**4.4★**▲ 34%**](https://www.amazon.co.uk/dp/B0CV78QS4R)
**~~View all trending →~~**
## **What buyers say about merlot**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Alcohol Flavor**25%
*“Easy drink”*
**Flavor**17%
*“well rounded flavour”*
**Value For Money**16%
*“Best value for money”*
**Taste-Overall**13%
*“Light taste & easy to pair with various types of food or on its own”*
**Quality-Overall**8%
*“No complaints”*
**Gifting Purpose**5%
*“As this was for a gift”*
**Ease Of Use**5%
*“smooth and easy”*
**Sweetness**4%
*“On the sweet side”*
**Blend/Ratio**4%
*“Premium blend”*
### **What buyers complain about **
**Taste-Overall**21%
*“very poor thin taste”*
**Alcohol Flavor**18%
*“Shame cause the bottle is amazing just the drink total rubbish”*
**Value For Money**14%
*“A little more expensive than in the supermarket”*
**Quality-Overall**11%
*“Really mediocre wine”*
**Bitter**7%
*“Harshest wine I have tasted”*
**Sweetness**7%
*“Unpalatable, more alike to sweet vinegar”*
**Alcohol Content**7%
*“It says t's 14% alcohol”*
**Advertised Vs Actual Product**4%
*“Error in description”*
**Flavor**4%
*“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.
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