---
title: "Rum — £4.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/rum"
last_updated: "2026-07-31T06:29:53.444Z"
locale: en
meta:
description: "Niche score 65/100 · £4.3M/yr market · 3.5M searches/yr · £18.58 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 65/100 · £4.3M/yr market · 3.5M searches/yr · £18.58 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Rum — £4.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **rum**
**Launch it**
A $4.3M/yr market growing +11.2% this quarter with returns at 0.3% — clears our launch bar.
Market size 97Growth 39Conversion 72Competition 67Returns 98Price range 78Avg price 84Brand share 65Review moat 27Quality gap 17
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Market size**
**Incredible****£4.3M**
£4.3M/yr · 3.5M searches
**Avg price**
**Great****£18.58**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£9.86–£33.98**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Good****6.6%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****45%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****66%**
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**
**Okay****3,771.32**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
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 ~~](https://flapen.com/research/methodology)
## **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.
225K175KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 4.2×
[**Open Trend **](https://flapen.com/research/uk/grocery/rum/trend)
## **Top rum search terms**
- **rum**1.6M/yr+10.9%2.9% conv. - **spiced rum**502K/yr+7.2%4.8% conv. - **rum deals of the day**221K/yr+40.2%3.6% conv. - **dead mans fingers rum**201K/yr+26.3%4.9% conv. - **dark rum**170K/yr+6.8%2.7% conv. - **captain morgan spiced rum**140K/yr+11.0%12.7% conv. - **bumbu rum**147K/yr+1.1%7.1% conv. - **spiced rum deals of the day**93K/yr+15.2%5.5% conv. - **dead mans fingers**72K/yr+2.2%2.5% conv. - **mount gay rum**46K/yr+2.7%7.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/rum/search-terms)
## **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.
0%5%£217K10%£434K15%£652K20%£869K101001K10K100K 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**Captain Morgan Original Spiced Gold | 35% vol | 1L | Caribbean Rum Based Spirit Drink with Spice | Vanilla & Brown Sugar Flavours**Captain Morgan**£15.83**4.8★6,348 rev](https://www.amazon.co.uk/dp/B008RM8YOW) [2**Dead Mans Fingers | Golden Spiced Rum | 1L | 32%**DEAD MAN'S FINGERS**£15.19**4.6★184 rev](https://www.amazon.co.uk/dp/B0FMYQCYNG) [3**Bumbu Original Rum 70cl**Bumbu**£24.41**4.8★7,129 rev](https://www.amazon.co.uk/dp/B08HT2MB9D) [4**Dead Mans Fingers Spiced Rum 70cl (Packaging may vary)**DEAD MAN'S FINGERS**£14.72**4.8★11,539 rev](https://www.amazon.co.uk/dp/B07CWKFCD7) [5**Don Papa Masskara 70cl - 40% ABV Spiced Rum: Distilled in Sugarlandia Philippines | Premium Edition | Great for Cocktails**Don Papa Rum**£24.78**4.8★2,448 rev](https://www.amazon.co.uk/dp/B07PSYMV3T)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Amazon Exclusive | Dead Mans Fingers | Rum Paradise | 32% | 50cl**DEAD MAN'S FINGERS**£9.87**14 rev4w ago](https://www.amazon.co.uk/dp/B0H6JVP41V) [**Dead Mans Fingers | Golden Spiced Rum | 1L | 32%**DEAD MAN'S FINGERS**£15.19**184 rev11mo ago](https://www.amazon.co.uk/dp/B0FMYQCYNG) [**Lambs Black Spiced Rum 70cl**Lambs**£13.32**185 rev1y ago](https://www.amazon.co.uk/dp/B0DVZV17R3) [**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**£22.12**206 rev1y ago](https://www.amazon.co.uk/dp/B0DTZ4QLHT) [**Dead Mans Fingers Golden Spiced Rum 70cl**DEAD MAN'S FINGERS**£14.03**315 rev1y ago](https://www.amazon.co.uk/dp/B0DDY92342)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Exclusive | Dead Mans Fingers | Rum Paradise | 32% | 50cl**DEAD MAN'S FINGERS**£9.87**4.8★**▲ 526%**](https://www.amazon.co.uk/dp/B0H6JVP41V) [**Dead Mans Fingers | Golden Spiced Rum | 1L | 32%**DEAD MAN'S FINGERS**£15.19**4.6★**▲ 167%**](https://www.amazon.co.uk/dp/B0FMYQCYNG) [**Don Papa Masskara 70cl - 40% ABV Spiced Rum: Distilled in Sugarlandia Philippines | Premium Edition | Great for Cocktails**Don Papa Rum**£24.78**4.8★**▲ 164%**](https://www.amazon.co.uk/dp/B07PSYMV3T) [**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**£17.15**4.6★**▲ 113%**](https://www.amazon.co.uk/dp/B01H36ZNUK) [**BACARDI Carta Blanca Superior White Rum - 1L / 100cl 37.5% ABV - Iconic Caribbean Rum Perfect for Mixing and Cocktails**Bacardi**£16.06**4.8★**▲ 39%**](https://www.amazon.co.uk/dp/B017O1KWNW)
**~~View all trending →~~**
## **What buyers say about rum**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Alcohol Flavor**25%
*“It is genuinely a lovely drink”*
**Taste-Overall**23%
*“Lovely smooth great taste”*
**Value For Money**18%
*“Good value”*
**Flavor**8%
*“Very nice tasting & smooth”*
**Quality-Overall**6%
*“Its well made”*
**Gifting Purpose**5%
*“Gift”*
**Sweetness**3%
*“What stood out most is that it avoids that overly sweet”*
**Advertised Vs Actual Product**2%
*“As advertised”*
**Ease Of Use**1%
*“easy to use”*
**Blend/Ratio**1%
*“It mixes brilliantly with Coke, Diet Coke and Coke Zero. I use Diet Coke”*
### **What buyers complain about **
**Taste-Overall**18%
*“taste is all wrong”*
**Flavor**12%
*“It is certainly an unusual flavour”*
**Sweetness**10%
*“Way too sweet”*
**Value For Money**6%
*“expensive”*
**Ease Of Use**4%
*“Goes down too easy”*
**Alcohol Flavor**3%
*“I gave two stars because it's still alcohol that would be fit for a down and out”*
**Quality-Overall**3%
*“not as good as Kraken in my opinion”*
**Advertised Vs Actual Product**3%
*“Had to complain because the advert states it is 40% but when it arrived it was only 37.5%”*
**Smell**2%
*“It's smells and tastes devine”*
**Bitter**2%
*“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.
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