rum
Launch itA $4.3M/yr market growing +11.2% this quarter with returns at 0.3% — clears our launch bar.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Market size
Incredible£4.3M£4.3M/yr · 3.5M searches
Avg price
Great£18.58avg listing price — sweet spot $15–$100
Price range
Great£9.86–£33.98cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good6.6%search→purchase rate — share of searches ending in a sale
Competition
Good45%top-5 click share — leaders hold, buyers still browse
Brand share
Good66%top-5 brand share — brands hold most of the demand
Growth
Okay+11.2%90-day search growth — must beat 0% to launch
Review moat
Okay3,771.32avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United Kingdom niche tracking, rum is a £4.3M/yr Amazon United Kingdom market (3.5M searches/yr). The top 5 brands hold 66% of demand. Demand peaks in Nov–Dec. Verdict: Launch it — 65/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
rum market data
- Units sold / yr
- 200K–250K
- avg 3,000–4,000/product
- Revenue / yr
- £3.7M–£4.6M
- units × avg price
- Conversion rate
- 6.6%
- Avg BSR
- #49
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 58%
- Out of stock
- 0.4%
- Avg brand age
- 78 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.Brands
20 falling
Sellers
80
Top-5 brand share
66%
Top 20: 100%
Top-5 click share
45%
Top 20: 80%
Open market
29%
- Captain Morgan20%
- DEAD MAN'S FINGERS20%
- Bumbu12%
- Kraken8%
- Diplomático6%
- Lambs6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +11.2% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 4.2×
Top rum search terms
- rum1.6M/yr
- spiced rum502K/yr
- rum deals of the day221K/yr
- dead mans fingers rum201K/yr
- dark rum170K/yr
- captain morgan spiced rum140K/yr
- bumbu rum147K/yr
- spiced rum deals of the day93K/yr
- dead mans fingers72K/yr
- mount gay rum46K/yr
Top rum 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
Captain Morgan Original Spiced Gold | 35% vol | 1L | Caribbean Rum Based Spirit Drink with Spice | Vanilla & Brown Sugar Flavours
Captain Morgan£15.834.8★6,348 rev
Dead Mans Fingers | Golden Spiced Rum | 1L | 32%
DEAD MAN'S FINGERS£15.194.6★184 rev
Bumbu Original Rum 70cl
Bumbu£24.414.8★7,129 rev
Dead Mans Fingers Spiced Rum 70cl (Packaging may vary)
DEAD MAN'S FINGERS£14.724.8★11,539 rev
Don Papa Masskara 70cl - 40% ABV Spiced Rum: Distilled in Sugarlandia Philippines | Premium Edition | Great for Cocktails
Don Papa Rum£24.784.8★2,448 rev
Newest
by launch date
Amazon Exclusive | Dead Mans Fingers | Rum Paradise | 32% | 50cl
DEAD MAN'S FINGERS£9.8714 rev
Dead Mans Fingers | Golden Spiced Rum | 1L | 32%
DEAD MAN'S FINGERS£15.19184 rev
Lambs Black Spiced Rum 70cl
Lambs£13.32185 rev
Rey Del Istmo Premium Golden Rum 10 Year Old | Luxury Panamanian Aged | Single Estate Sugar Cane Spirit | Award-Winning | Oak Cask Matured 700ml 42% ABV | Luxury Gift
Rey del Istmo£22.12206 rev
Dead Mans Fingers Golden Spiced Rum 70cl
DEAD MAN'S FINGERS£14.03315 rev
Trending
90-day click momentumAmazon Exclusive | Dead Mans Fingers | Rum Paradise | 32% | 50cl
DEAD MAN'S FINGERS£9.874.8★
Dead Mans Fingers | Golden Spiced Rum | 1L | 32%
DEAD MAN'S FINGERS£15.194.6★
Don Papa Masskara 70cl - 40% ABV Spiced Rum: Distilled in Sugarlandia Philippines | Premium Edition | Great for Cocktails
Don Papa Rum£24.784.8★
Angostura 7-Year-Old House Signature | Premium Caribbean Rum | 40% ABV | 70cl | Aged 7 years in oak casks | Notes of molasses espresso & chocolate | Full-bodied with a rich toffee-led finish
ANGOSTURA£17.154.6★
BACARDI Carta Blanca Superior White Rum - 1L / 100cl 37.5% ABV - Iconic Caribbean Rum Perfect for Mixing and Cocktails
Bacardi£16.064.8★
What buyers say about rum
What buyers praise and complain about, mined from review topics.What buyers love
“It is genuinely a lovely drink”
“Lovely smooth great taste”
“Good value”
“Very nice tasting & smooth”
“Its well made”
“Gift”
“What stood out most is that it avoids that overly sweet”
“As advertised”
“easy to use”
“It mixes brilliantly with Coke, Diet Coke and Coke Zero. I use Diet Coke”
What buyers complain about
“taste is all wrong”
“It is certainly an unusual flavour”
“Way too sweet”
“expensive”
“Goes down too easy”
“I gave two stars because it's still alcohol that would be fit for a down and out”
“not as good as Kraken in my opinion”
“Had to complain because the advert states it is 40% but when it arrived it was only 37.5%”
“It's smells and tastes devine”
“maybe a dash of bitters”
Common questions
- Is rum profitable to sell on Amazon United Kingdom?
- The niche generates £4.3M/yr across 38 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is +11.2%. Flapen's verdict: Launch it (65/100).
- How competitive is the rum niche?
- 20 brands and 80 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 66% of demand.
- What do buyers complain about in rum?
- Top complaints mined from reviews: Taste-Overall, Flavor, Sweetness. The return rate is 0.3%.
- When does demand for rum peak?
- Demand peaks in Nov–Dec; the busiest month runs 4.2× the quietest.
- What does it cost to enter the rum niche?
- Listings span £9.86–£33.98; the average listing price is £18.58 (sweet spot $15–$100). The average incumbent carries 3,771 reviews — the moat a new listing must climb.