wine
Worth a lookShows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Market size
Incredible£3.6M£3.6M/yr · 3.2M searches
Competition
Great24%top-5 click share — an open shelf
Price range
Great£4.22–£96.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great9.0%search→purchase rate — share of searches ending in a sale
Review moat
Great362.89avg incumbent reviews — the moat a new listing must climb
Brand share
Good65%top-5 brand share — brands hold most of the demand
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Avg price
Good£12.40avg listing price — sweet spot $15–$100
Growth
Bad-6.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, wine is a £3.6M/yr Amazon United Kingdom market (3.2M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 73/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
wine market data
- Units sold / yr
- 300K–400K
- avg 3,000–4,000/product
- Revenue / yr
- £3.7M–£5.0M
- units × avg price
- Conversion rate
- 9.0%
- Avg BSR
- #260
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 40%
- Out of stock
- 4.0%
- Avg brand age
- 75 months
- Avg seller age
- 177 days
Competition & brand share
Clicks spread well past the top 5 (24% combined) — an open shelf where new products get seen.Brands
42 falling
Sellers
68
Top-5 brand share
65%
Top 20: 90%
Top-5 click share
24%
Top 20: 56%
Open market
31%
- Hardys19%
- Morrisons13%
- McGuigan12%
- by Amazon12%
- 19 Crimes8%
- Jam Shed3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.5% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.1×
Top wine search terms
- wine1.1M/yr
- red wine1.1M/yr
- white wine592K/yr
- 19 crimes red wine69K/yr
- 19 crimes44K/yr
- white wines20K/yr
- wine red25K/yr
- wine offers23K/yr
- wine deals16K/yr
- white wine sauvignon blanc15K/yr
Top wine 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
Hardys VR Pinot Grigio 11% Volume White Wine 750 ml
Hardys£4.484.5★285 rev
Morrisons Pinot Grigio 75cl
Morrisons£5.084.5★240 rev
Hardys Stamp Sauvignon Semillon 75cl
Hardys£4.304.4★214 rev
19 Crimes Red Wine 750ml
19 Crimes£6.304.7★745 rev
Newest
by launch date
MORRISONS Cabernet Sauvignon 75CL
Morrisons£5.1161 rev
Morrisons Pinot Grigio 75cl
Morrisons£5.08240 rev
by Amazon South African Chenin Blanc White Wine 75cl packaging and vintage year may vary
by Amazon£5.34248 rev
by Amazon South African Sauvignon Blanc White Wine 75cl
by Amazon£5.69309 rev
by Amazon South African Pinotage Red Wine 75cl
by Amazon£5.48261 rev
Trending
90-day click momentumHardys Stamp Sauvignon Semillon 75cl
Hardys£4.304.4★
Hardys Stamp Shiraz Cabernet Sauvignon Red Wine 75cl
Hardys£4.224.3★
Chevaliers Saint-Martin Bordeaux Wine 75cl
Chevaliers Saint-Martin£6.474.4★
Jam Shed Shiraz Red Wine 12.5% ABV | 75cl | Rich Jammy and Smooth
Jam Shed£5.624.6★
La Vieille Ferme White Wine 750ml
La Vieille Ferme£8.304.7★
What buyers say about wine
What buyers praise and complain about, mined from review topics.What buyers love
“Value for money”
“Easy drink”
“Graet value smooth taste”
“Brilliant kit”
“The flavour profile is clean and vibrant, with a nice balance of fruit and acidity that keeps it tasting bright and easy to drink”
“Easy to use”
“Works great”
“Perfect gift idea and great product”
“fresh fruit - excellent everyday value”
“it looks exactly as described”
What buyers complain about
“Awful taste”
“Very expensive”
“very disappointed with the false advertising”
“I dont find the alcohol content overpowering at all”
“Poor quality wine has no body to it”
“Broke”
“Smooth on the pallet, not sweet”
“Too long”
“lacking any depth of flavour”
“Shame cause the bottle is amazing just the drink total rubbish”
Top return reasons
Common questions
- Is wine profitable to sell on Amazon United Kingdom?
- The niche generates £3.6M/yr across 91 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -6.5%. Flapen's verdict: Worth a look (73/100).
- How competitive is the wine niche?
- 42 brands and 68 sellers compete. The top 5 products take 24% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in wine?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Advertised Vs Actual Product. The return rate is 0.2%.
- When does demand for wine peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.1× the quietest.
- What does it cost to enter the wine niche?
- Listings span £4.22–£96.54; the average listing price is £12.40 (sweet spot $15–$100). The average incumbent carries 363 reviews — the moat a new listing must climb.