---
title: "on — Niche Verdict: Worth a look (52/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/clothing-shoes-jewelry/on"
last_updated: "2026-07-14T06:33:43.349Z"
locale: en
meta:
  description: "on shows a fragmented shelf (top 5 take 13% of clicks), but weak search conversion (0.1%) keeps it on the watch list."
  "og:description": "on shows a fragmented shelf (top 5 take 13% of clicks), but weak search conversion (0.1%) keeps it on the watch list."
  "og:title": "on — Niche Verdict: Worth a look (52/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **on**

**Worth a look**

Shows a fragmented shelf (top 5 take 13% of clicks), but weak search conversion (0.1%) keeps it on the watch list.

Market size 95Growth 21Conversion 1Competition 97Returns 19Price range 34Avg price 73Brand share 48Review moat 40Quality gap 55

**Competition**

**Incredible****13%**

top-5 click share — an open shelf

**Market size**

**Incredible****$2.1M**

$2.1M/yr · 28.9M searches

**Avg price**

**Good****$106.15**

avg listing price — sweet spot $15–$100

**Quality gap**

**Good****4.4★**

avg incumbent rating — lower means beatable quality

**Brand share**

**Okay****76%**

top-5 brand share — brands hold most of the demand

**Review moat**

**Okay****2,493.84**

avg incumbent reviews — the moat a new listing must climb

**Price range**

**Okay****$11.04–$263.22**

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

**Growth**

**Bad****-7.5%**

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

**Returns**

**Bad****7.4%**

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 (13% combined) — an open shelf where new products get seen.

**Brands**

**35 **▲rising

**Sellers**

**347**

**Top-5 brand share**

**76%**

**Open market**

**21%**

- On57% - New Balance7% - Brooks5% - Amazon Essentials4% - Project Cloud3% - NORTIV 82%

## **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%1%$21K2%$43K3%$64K4%$86K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 212 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![On Womens Cloud 6 White/White 6.5 Wide](https://m.media-amazon.com/images/I/21ZjeSrdaEL.jpg)**On Womens Cloud 6 White/White 6.5 Wide**On**$150.19**4.5★2,377 rev](https://www.amazon.com/dp/B0F7DBSHPC) [2![On Mens Cloud 6 Sneakers Glacier | White 8 Medium US](https://m.media-amazon.com/images/I/21AwAmAnCfL.jpg)**On Mens Cloud 6 Sneakers Glacier | White 8 Medium US**On**$149.99**4.5★2,014 rev](https://www.amazon.com/dp/B0D31V5T1R) [3![On Mens Cloud 6 Sneakers Black/Black 8.5 Medium US](https://m.media-amazon.com/images/I/21af5kqFMZL.jpg)**On Mens Cloud 6 Sneakers Black/Black 8.5 Medium US**On**$144.10**4.5★2,014 rev](https://www.amazon.com/dp/B0D31SR64M) [4![On Womens Cloud 6 Black/Black 7.5 Medium](https://m.media-amazon.com/images/I/31u3Vgd0S2L.jpg)**On Womens Cloud 6 Black/Black 7.5 Medium**On**$151.00**4.5★2,377 rev](https://www.amazon.com/dp/B0D31WVZNM) [5![On Womens Cloud 5 Sneakers All White 8 Medium US](https://m.media-amazon.com/images/I/11dgxAUEfSL.jpg)**On Womens Cloud 5 Sneakers All White 8 Medium US**On**$138.71**4.3★6,925 rev](https://www.amazon.com/dp/B098NHFV9Q)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Adidas Mens Lite Racer Adapt 7.0 White/Black/White 9](https://m.media-amazon.com/images/I/31VehEriRLL.jpg)**Adidas Mens Lite Racer Adapt 7.0 White/Black/White 9**adidas**$42.78**7,664 rev1mo ago](https://www.amazon.com/dp/B0CKMCL5YX) [![Adidas Mens Lite Racer Adapt 7.0 Black/Grey/Grey 10.5](https://m.media-amazon.com/images/I/3199KLnJzDL.jpg)**Adidas Mens Lite Racer Adapt 7.0 Black/Grey/Grey 10.5**adidas**$41.92**7,664 rev1mo ago](https://www.amazon.com/dp/B0CKMC1BGB) [![Adidas Womens Breaknet Sleek Blush Pink/Gum 5](https://m.media-amazon.com/images/I/21C4Jfw2WKL.jpg)**Adidas Womens Breaknet Sleek Blush Pink/Gum 5**adidas**$47.23**2,440 rev1mo ago](https://www.amazon.com/dp/B0F4XFJ2X1) [![ALLSWIFIT Womens Slip On Stability Support Walking Shoes Coushioning Non Slip Breathable Comfortable Cross Trainer Workout StediCore Running Gym Fashion Sneaker Size 8.5 Beige/Khaki SARS26011W](https://m.media-amazon.com/images/I/41raiqGbv6L.jpg)**ALLSWIFIT Womens Slip On Stability Support Walking Shoes Coushioning Non Slip Breathable Comfortable Cross Trainer Workout StediCore Running Gym Fashion Sneaker Size 8.5 Beige/Khaki SARS26011W**ALLSWIFIT**$52.51**68 rev2mo ago](https://www.amazon.com/dp/B0GJ5RGFNJ) [![Amazon Essentials Womens Slip-On Lightweight Knit Walking Shoes Pink 6](https://m.media-amazon.com/images/I/31aGYWyP0GL.jpg)**Amazon Essentials Womens Slip-On Lightweight Knit Walking Shoes Pink 6**Amazon Essentials**$22.47**160 rev3mo ago](https://www.amazon.com/dp/B0FNS45X1L)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Amazon Essentials Womens Lightweight Knit Cross Trainer Sneakers White 8.5](https://m.media-amazon.com/images/I/31mpEIgHK2L.jpg)**Amazon Essentials Womens Lightweight Knit Cross Trainer Sneakers White 8.5**Amazon Essentials**$26.41**4.4★**▲ 50%**](https://www.amazon.com/dp/B0FNS6C4YQ) [![New Balance Mens 574 V3 Sneaker](https://m.media-amazon.com/images/I/318xjOB0dCL.jpg)**New Balance Mens 574 V3 Sneaker**New Balance**$82.95**4.6★**▲ 47%**](https://www.amazon.com/dp/B093QHR8D4) [![Project Cloud Womens Shoes with Leather Memory Foam Insole Trendy Sneakers for Women - Lightweight & Non-Slip Womens Sneakers Walking Shoes for Women Footwear(Lowy Whit 9) White](https://m.media-amazon.com/images/I/41q+67I6hkL.jpg)**Project Cloud Womens Shoes with Leather Memory Foam Insole Trendy Sneakers for Women - Lightweight & Non-Slip Womens Sneakers Walking Shoes for Women Footwear(Lowy Whit 9) White**Project Cloud**$45.78**4.4★**▲ 47%**](https://www.amazon.com/dp/B0FHJFZJ7M) [![Brooks Mens Caldera 8 Ultra Trail Running Shoe - Dusty Olive/Lime/Oyster - 10.5 Medium](https://m.media-amazon.com/images/I/41C2RispcyL.jpg)**Brooks Mens Caldera 8 Ultra Trail Running Shoe - Dusty Olive/Lime/Oyster - 10.5 Medium**Brooks**$102.83**4.5★**▲ 47%**](https://www.amazon.com/dp/B0DYL872VY) [![Adidas Womens Breaknet Sleek Blush Pink/Gum 5](https://m.media-amazon.com/images/I/21C4Jfw2WKL.jpg)**Adidas Womens Breaknet Sleek Blush Pink/Gum 5**adidas**$47.23**4.5★**▲ 46%**](https://www.amazon.com/dp/B0F4XFJ2X1)

**~~View all trending →~~**

## **Demand**

Weekly Amazon search volume, last 11 weeks — -7.5% search growth over the last 90 days.

700K500KSpike '26Apr '26May '26May '26May '26May '26May '26Jun '26Jun '26Jun '26Jun '26Jul '26

## **Reviews**

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

### **What buyers love **

**Comfort-Overall**38%

*“Comfortable shoe”*

**Size-Overall**12%

*“Fit is accurate”*

**Value For Money**6%

*“Great value”*

**Quality-Overall**5%

*“Excellent quality”*

**Exercise/Sports Suitability**4%

*“Good for walking”*

**Color**3%

*“Colors is also accurate”*

**Advertised Vs Actual Product**3%

*“look just like the photo”*

**Weight Light**2%

*“These are lightweight shoe”*

**Durability**2%

*“Durable/ comfortable”*

**Soft Feel**2%

*“Solid shoe looks fresh feels great and unbelievable price”*

### **What buyers complain about **

**Size-Overall**19%

*“Runs a little big”*

**Comfort-Overall**10%

*“Not comfortable”*

**Quality-Overall**7%

*“Poor quality”*

**Durability**5%

*“Durability issue”*

**Pain Relief-Overall**4%

*“hurts your feet”*

**Feet Fit**4%

*“Toe is a tad larger”*

**Value For Money**3%

*“Not worth money”*

**Cushion**3%

*“have no cushion at all”*

**Heel Support**2%

*“They slide just a bit on the heel”*

**Arch Support**2%

*“No arch”*

### **Top return reasons **

**Feet Fit**26%

**Size-Overall**25%

**Length**13%

**Width**11%

**Comfort-Overall**5%

**Color**4%

**Advertised Vs Actual Product**2%

**Cushion**2%

**Shape/Style**1%

**Material Quality**1%