---
title: "on — Niche Verdict: Skip it (48/100) | Amazon Germany - Flapen"
canonical_url: "https://flapen.com/amazon/research/de/fashion/on"
last_updated: "2026-07-13T21:29:08.205Z"
locale: en
meta:
  description: "weak search conversion (0.1%) — on doesn't clear our bar today."
  "og:description": "weak search conversion (0.1%) — on doesn't clear our bar today."
  "og:title": "on — Niche Verdict: Skip it (48/100) | Amazon Germany - Flapen"
---

Back to Flapen home

# **on**

**Skip it**

Weak search conversion (0.1%) — this niche doesn't clear our bar today.

Market size 55Growth 40Conversion 1Competition 96Returns 20Price range 45Avg price 74Brand share 20Review moat 37Quality gap 70

**Competition**

**Incredible****15%**

top-5 click share — an open shelf

**Avg price**

**Good****€104.24**

avg listing price — sweet spot $15–$100

**Quality gap**

**Good****4.3★**

avg incumbent rating — lower means beatable quality

**Market size**

**Good****€395K**

€395K/yr · 5.4M searches

**Price range**

**Okay****€8.95–€195.79**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Growth**

**Okay****+11.7%**

90-day search growth — must beat 0% to launch

**Review moat**

**Okay****2,760.53**

avg incumbent reviews — the moat a new listing must climb

**Brand share**

**Bad****92%**

top-5 brand share — brand-locked demand

**Returns**

**Bad****7.2%**

return rate — above 6% kills the launch gate

**Conversion**

**Bad****0.1%**

search→purchase rate — share of searches ending in a sale

## **Competition**

Clicks spread well past the top 5 (15% combined) — an open shelf where new products get seen.

**Brands**

**18 **▲rising

**Sellers**

**327**

**Top-5 brand share**

**92%**

**Open market**

**7%**

- On72% - Skechers14% - tenhaag3% - Amazon Essentials2% - Tommy Hilfiger1% - Salomon1% - Open — no brand owns it (12 brands, 7%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%2%€8K4%€16K6%€24K8%€32K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 128 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![On Running Cloud 6 Sneaker](https://m.media-amazon.com/images/I/21af5kqFMZL.jpg)**On Running Cloud 6 Sneaker**On**€136.96**4.2★1,530 rev](https://www.amazon.de/dp/B0D31VTNQ9) [2![On Running Cloud 6 Sneaker](https://m.media-amazon.com/images/I/21af5kqFMZL.jpg)**On Running Cloud 6 Sneaker**On**€130.10**4.2★1,545 rev](https://www.amazon.de/dp/B0D31S8DL6) [3![ON Running 3WF10060299 Cloud 6 Damen Black White EU 42](https://m.media-amazon.com/images/I/119uffoE3VL.jpg)**ON Running 3WF10060299 Cloud 6 Damen Black White EU 42**On**€121.31**4.3★2,004 rev](https://www.amazon.de/dp/B0D31TQYKL) [4![On Running 3MF10070070 Cloud 6 Damen Glacier White EU 43](https://m.media-amazon.com/images/I/21AwAmAnCfL.jpg)**On Running 3MF10070070 Cloud 6 Damen Glacier White EU 43**On**€130.15**4.5★140 rev](https://www.amazon.de/dp/B0D31TFRSP) [5![On Running Cloud 6 Sneaker](https://m.media-amazon.com/images/I/21af5kqFMZL.jpg)**On Running Cloud 6 Sneaker**On**€132.59**4.2★1,546 rev](https://www.amazon.de/dp/B0D31T5J1C)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![ON Running Cloud 6 Sneaker](https://m.media-amazon.com/images/I/11K8ieSexjL.jpg)**ON Running Cloud 6 Sneaker**On**€119.22**2,113 rev3mo ago](https://www.amazon.de/dp/B0F7D2CNHS) [![On Running Cloudpulse Sneaker Trainer Schuhe (Rock Eclipse EU Schuhgrößensystem Erwachsene Numerisch M 43)](https://m.media-amazon.com/images/I/41o2URFy27L.jpg)**On Running Cloudpulse Sneaker Trainer Schuhe (Rock Eclipse EU Schuhgrößensystem Erwachsene Numerisch M 43)**On**€113.00**2 rev4mo ago](https://www.amazon.de/dp/B0F7CRDZ9S) [![ALLSWIFIT Herren Slip-On Walking Schuhe Trainingsschuhe mit Dämpfung & Fußgewölbeunterstützung Atmungsaktive Laufschuhe für Fitnessstudio/Gym/Running/Alltag Size 42 Grau SARS26011M](https://m.media-amazon.com/images/I/31HDMA1B9DL.jpg)**ALLSWIFIT Herren Slip-On Walking Schuhe Trainingsschuhe mit Dämpfung & Fußgewölbeunterstützung Atmungsaktive Laufschuhe für Fitnessstudio/Gym/Running/Alltag Size 42 Grau SARS26011M**ALLSWIFIT**€44.94**107 rev4mo ago](https://www.amazon.de/dp/B0GJ5FNKZS) [![On Cloud 6 WP Olive/Safari - 9 5/43](https://m.media-amazon.com/images/I/21ejTRa1WWL.jpg)**On Cloud 6 WP Olive/Safari - 9 5/43**On**€150.22**13 rev6mo ago](https://www.amazon.de/dp/B0F7DD999D) [![On Herren Cloudsurfer Next Laufschuhe Stone/Marsh 44.5](https://m.media-amazon.com/images/I/21qB5P4C9rL.jpg)**On Herren Cloudsurfer Next Laufschuhe Stone/Marsh 44.5**On**€109.84**9 rev6mo ago](https://www.amazon.de/dp/B0F7D5R437)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Steel Toe Work Shoes for Men and Women Lightweight Comfortable Industrial & Construction Safety Shoes](https://m.media-amazon.com/images/I/51Efy0r60XL.jpg)**Steel Toe Work Shoes for Men and Women Lightweight Comfortable Industrial & Construction Safety Shoes**KEXUEJIA**€31.93**3.7★**▲ 39%**](https://www.amazon.de/dp/B0G1SKFMBP) [![On Cloud 5 Herrenschuhe 59.98375 59.98375 Gelb EU 42](https://m.media-amazon.com/images/I/317GLoAiVzL.jpg)**On Cloud 5 Herrenschuhe 59.98375 59.98375 Gelb EU 42**On**€195.79**4.2★**▲ 39%**](https://www.amazon.de/dp/B0BT8B654S) [![ON Running Cloud 6 Sneaker](https://m.media-amazon.com/images/I/11K8ieSexjL.jpg)**ON Running Cloud 6 Sneaker**On**€119.22**4.4★**▲ 39%**](https://www.amazon.de/dp/B0F7D2CNHS) [![Slip on Schuhe Herren Sportschuhe Turnschuhe Sneaker StraßEnlaufschuhe Laufschuhe Sommerschuhe Blau Hallenschuhe Joggingschuhe Fitness Männer Shoes 39](https://m.media-amazon.com/images/I/41V5wmdGTyL.jpg)**Slip on Schuhe Herren Sportschuhe Turnschuhe Sneaker StraßEnlaufschuhe Laufschuhe Sommerschuhe Blau Hallenschuhe Joggingschuhe Fitness Männer Shoes 39**FZJIALI**€16.32**4.2★**▲ 38%**](https://www.amazon.de/dp/B0F1T11DRJ) [![Amazon Essentials Damen Freizeitsandale mit Riemchen Gold 40.5 EU](https://m.media-amazon.com/images/I/31sEOfIzaTL.jpg)**Amazon Essentials Damen Freizeitsandale mit Riemchen Gold 40.5 EU**Amazon Essentials**€19.13**4.3★**▲ 38%**](https://www.amazon.de/dp/B07FRBC2SX)

**~~View all trending →~~**

## **Demand**

Weekly Amazon search volume, last 47 weeks — +11.7% search growth over the last 90 days.

175K125KSpike '25Black Friday '25Spike '26Aug '25Oct '25Nov '25Jan '26Mar '26Apr '26Jun '26

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Komfort insgesamt**35%

*“Super bequem”*

**Gesamtgröße**19%

*“Passt ok”*

**Qualität insgesamt**10%

*“Gewohnte Qualität”*

**beworben Vs Tatsächliches Produkt**5%

*“alles wie beschrieben wie es sein soll”*

**Haltbarkeit**3%

*“Ist noch nicht kaputt”*

**Preis-Leistungs-Verhältnis**3%

*“Richtig gut und günstig”*

**Übung/Sporteignung**3%

*“In den Schuhe kann man den ganzen Tag bequem laufen”*

**Farbe**2%

*“Die Farbe gefällt mir sehr gut”*

**Materialqualität**2%

*“angenehmes Material,”*

**Gewicht leicht**2%

*“Toller Schuh - leicht”*

### **What buyers complain about **

**Gesamtgröße**30%

*“Fällt kleiner aus”*

**Qualität insgesamt**11%

*“enttäuschtende Qualität”*

**Haltbarkeit**6%

*“Vor 4 Monaten gekauft 2mal getragen und kaputt”*

**Geruch**5%

*“Chemikaliengeruch”*

**Komfort insgesamt**5%

*“Sind eng und unbequem”*

**Preis-Leistungs-Verhältnis**5%

*“Sehr teure Schuhe”*

**Füße fit**3%

*“Fallen relativ schmal aus”*

**Materialqualität**3%

*“völlig komisches Material”*

**Produktzustand**3%

*“Wenn man sich ein neues Produkt kauft ist es nicht schön, wenn sie sich dann als getragen herausstellen”*

**Farbe**3%

*“Top Top Top Nur diese sonst keine alle Farben gerne”*

### **Top return reasons **

**Gesamtgröße**43%

**Füße fit**20%

**Farbe**11%

**Breite**8%

**Komfort insgesamt**3%

**Materialqualität**2%

**Länge**2%

**beworben Vs Tatsächliches Produkt**2%

**Produktzustand**1%

**Qualität insgesamt**1%