---
title: "Whisky — £12.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/whisky"
last_updated: "2026-07-31T06:30:47.500Z"
locale: en
meta:
description: "Niche score 70/100 · £12.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 70/100 · £12.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Whisky — £12.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **whisky**
**Worth a look**
Shows a $12.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 24Conversion 69Competition 85Returns 98Price range 91Avg price 93Brand share 95Review moat 24Quality gap 18
**Market size**
**Incredible****£12.3M**
£12.3M/yr · 8.9M searches
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****40%**
top-5 brand share — no brand owns this niche
**Avg price**
**Great****£22.06**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£12.87–£53.92**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Great****30%**
top-5 click share — an open shelf
**Conversion**
**Good****6.3%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-2.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****5,265.83**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
According to Flapen's Amazon United Kingdom niche tracking, whisky is a £12.3M/yr Amazon United Kingdom market (8.9M searches/yr). The top 5 brands hold 40% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 70/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **whisky market data**
- **Units sold / yr**
- **400K–500K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **£8.8M–£11.0M**
- units × avg price
- **Conversion rate**
- **6.3%**
- **Avg BSR**
- **#46**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **94%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **74 months**
- **Avg seller age**
- **174 days**
## **Competition & brand share**
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.
**Brands**
**37 **▼falling
**Sellers**
**80**
**Top-5 brand share**
**40%**
Top 20: 87%
**Top-5 click share**
**30%**
Top 20: 73%
**Open market**
**54%**
- Jura10% - The Famous Grouse10% - Bankhall8% - Whyte & Mackay7% - Talisker6% - Laphroaig5%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -2.7% search growth over the last 90 days.
500K300KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.3×
[**Open Trend **](https://flapen.com/research/uk/grocery/whisky/trend)
## **Top whisky search terms**
- **whisky**3.1M/yr+0.3%3.5% conv. - **whisky deal of the day**1.5M/yr-3.8%4.1% conv. - **whiskey**1.2M/yr+11.4%3.5% conv. - **single malt whisky**543K/yr-6.5%3.1% conv. - **whiskey deals of the day**500K/yr-1.6%4.5% conv. - **malt whisky**272K/yr-8.8%3.6% conv. - **single malt whisky offers**313K/yr-7.4%3.2% conv. - **malt whisky 70cl offers deal of the day**218K/yr-0.6%4.4% conv. - **scotch whisky**184K/yr-11.5%3.0% conv. - **jura**190K/yr-24.8%1.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/whisky/search-terms)
## **Top whisky 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%3%£369K6%£738K9%£1.1M12%£1.5M1001K10K100K 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**Jura Bourbon Cask Single Malt Scotch Whisky 70cl | Fruity and Balanced 40% vol | More than a Whisky made by a Scottish Island Community | A Fresh Fruity Single Malt (Packaging may vary)**Jura**£17.96**4.7★1,863 rev](https://www.amazon.co.uk/dp/B0BWJWL7LL) [2**Whyte & Mackay Blended Scotch Whisky 1L | Richer Smoother & More Mature | Award-Winning Triple Matured Smooth 1 Litre Scottish Whisky | Whyte and Mackay 40% vol**Whyte & Mackay**£16.15**4.7★3,036 rev](https://www.amazon.co.uk/dp/B00MEK24L2) [3**Bankhall Single Malt Whisky 1L | 40% | Aged in Bourbon oak and new oak casks | Sweet vanilla with smooth oaky spice**Bankhall**£15.73**4.4★278 rev](https://www.amazon.co.uk/dp/B0FLYHDKCD) [4**by Amazon Blended Scotch Whisky Special Reserve 1L**by Amazon**£15.39**4.3★645 rev](https://www.amazon.co.uk/dp/B0D7W297DZ) [5**The Famous Grouse Finest | Scotch | Blended Whisky | Dried Fruit & Soft Spices | Scotlands Favourite Whisky for Over 40 Years | 40% ABV | 1 L**The Famous Grouse**£16.82**4.7★7,666 rev](https://www.amazon.co.uk/dp/B01HZ6Y40S)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Bankhall Single Malt Whisky 1L | 40% | Aged in Bourbon oak and new oak casks | Sweet vanilla with smooth oaky spice**Bankhall**£15.73**278 rev11mo ago](https://www.amazon.co.uk/dp/B0FLYHDKCD) [**by Amazon Blended Scotch Whisky Special Reserve 1L**by Amazon**£15.39**645 rev1y ago](https://www.amazon.co.uk/dp/B0D7W297DZ) [**Bankhall Single Malt Whisky 70cl | 40% | Aged in Bourbon oak and new oak casks | Sweet vanilla with smooth oaky spice**Bankhall**£13.91**719 rev2y ago](https://www.amazon.co.uk/dp/B0CN17HS1T) [**Jura Bourbon Cask Single Malt Scotch Whisky 70cl | Fruity and Balanced 40% vol | More than a Whisky made by a Scottish Island Community | A Fresh Fruity Single Malt (Packaging may vary)**Jura**£17.96**1,863 rev3y ago](https://www.amazon.co.uk/dp/B0BWJWL7LL) [**AUCHENTOSHAN American Oak | Scotch | Lowland | Single Malt Whisky | Smooth and Vanilla | Oak Cask Matured | 40 Percent ABV | 70 cl Packaging May Vary**AUCHENTOSHAN**£18.48**2,600 rev6y ago](https://www.amazon.co.uk/dp/B081NMQ886)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Bankhall Single Malt Whisky 1L | 40% | Aged in Bourbon oak and new oak casks | Sweet vanilla with smooth oaky spice**Bankhall**£15.73**4.4★**▲ 171%**](https://www.amazon.co.uk/dp/B0FLYHDKCD) [**Bankhall Single Malt Whisky 70cl | 40% | Aged in Bourbon oak and new oak casks | Sweet vanilla with smooth oaky spice**Bankhall**£13.91**4.4★**▲ 144%**](https://www.amazon.co.uk/dp/B0CN17HS1T) [**The Singleton Malt Master Selection | Single Malt Scotch Whisky | 40% vol | 70cl | Fragrant | Fruity & Mellow Scottish Whisky | Matured in 3 Cask Types in Speyside**The Singleton**£20.14**4.7★**▲ 106%**](https://www.amazon.co.uk/dp/B07BMZJSXR) [**The Glenlivet Founders Reserve Single Malt Scotch Whisky 70cl with Giftbox**The Glenlivet**£20.99**4.8★**▲ 52%**](https://www.amazon.co.uk/dp/B00TSAH04M) [**Laphroaig 10 YO Single Malt Whisky 70cl**Laphroaig**£24.15**4.8★**▲ 46%**](https://www.amazon.co.uk/dp/B001GLG7C2)
**~~View all trending →~~**
## **What buyers say about whisky**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Alcohol Flavor**33%
*“Easy to drink”*
**Value For Money**22%
*“Good Value”*
**Taste-Overall**15%
*“Excellent taste”*
**Quality-Overall**8%
*“Great product and availability”*
**Gifting Purpose**7%
*“great for gifting”*
**Flavor**5%
*“I found the flavour to be superb”*
**Advertised Vs Actual Product**1%
*“Works exactly as expected”*
**Sweetness**1%
*“Sweet and fairly refined”*
**Blend/Ratio**1%
*“I know it's a blend”*
**Smell**1%
*“The aroma, the smoothness, and it is the best value for money anywhere”*
### **What buyers complain about **
**Taste-Overall**25%
*“Bizarre taste sensations”*
**Value For Money**10%
*“which was more expensive”*
**Quality-Overall**8%
*“Poor quality”*
**Flavor**8%
*“Really weak flavour”*
**Alcohol Flavor**7%
*“It's alcohol”*
**Smell**5%
*“was extremely disappointed to find it had almost no aroma at all strong a smell of smoke”*
**Durability**3%
*“Bought as a gift, attractive bottle, and from all accounts very tasty i,am told it only lasted one night between two”*
**Advertised Vs Actual Product**2%
*“The description sounds great but it isnt”*
**Alcohol Content**2%
*“There was a smell of alcohol”*
**Blend/Ratio**2%
*“its like a poorly blended type”*
### **Top return reasons **
**Functionality-Overall**21%
**Defective Material/Parts**16%
**Quality-Overall**12%
**Value For Money**12%
**Advertised Vs Actual Product**10%
**Smell**7%
**Size-Overall**5%
**Gifting Purpose**3%
**Refills-Overall**3%
**Safety Standards**3%
## **Common questions**
- **Is whisky profitable to sell on Amazon United Kingdom?**
- The niche generates £12.3M/yr across 54 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -2.7%. Flapen's verdict: Worth a look (70/100).
- **How competitive is the whisky niche?**
- 37 brands and 80 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 40% of demand.
- **What do buyers complain about in whisky?**
- Top complaints mined from reviews: Taste-Overall, Value For Money, Quality-Overall. The return rate is 0.3%.
- **When does demand for whisky peak?**
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.3× the quietest.
- **What does it cost to enter the whisky niche?**
- Listings span £12.87–£53.92; the average listing price is £22.06 (sweet spot $15–$100). The average incumbent carries 5,266 reviews — the moat a new listing must climb.
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