Is On profitable to sell on Amazon Germany?

Flapen scores On 47 out of 100 on Amazon Germany, a Fail. Shoppers spend €395K a year across 128 tracked products. 4 of the 18 products launched in the last year cleared the first-year sales bar. Search demand grew +11.7% in the last 90 days.

How competitive is the On niche on Amazon Germany?

18 brands and 327 sellers compete in On on Amazon Germany. The top 5 On products take 15% of clicks, and the top 5 brands take 92%.

What do buyers complain about in On?

On buyers on Amazon Germany complain most about Gesamtgröße, Qualität insgesamt, and Haltbarkeit. An estimated 7.2% of orders come back, which is high.

What does it cost to enter the On niche?

On sells for €104.24 on average on Amazon Germany, outside the $15 to $100 sweet spot. Listings run €8.95 to €195.79. The average product has 2,761 reviews, the count a new listing must catch up to.

On

Fail

Buyers convert on only 0.1% of searches, so On is a Fail.

Filters High Returns High Price

Flapen Score: 47
47 / 100Top 46% of 2,560 Fashion niches · +1 vs the category median of 46
Market size: €395K/yr5.4M searches / yr
90-day growth: +11.7%search demand this quarter
Competition: 15%top-5 click share · 18 brands · 327 sellers

Flapen Score

On against its category

The dotted line is the Fashion average. Past it, On is stronger. Inside it, weaker.

47Fail

This niche Category average

See the method

Market

The On market on Amazon at a glance

Shoppers on Amazon Germany searched for On 5.4M times last year and spent an estimated €395K. The top 5 brands take 92% of clicks. Flapen scores it 47 out of 100, a Fail.

01 · Demand

An estimated 0.1% of those searches ended in a purchase.

Shoppers searched for this 5.4M times in the last 12 months. That counts every search on Amazon Germany for this niche's terms. An estimated 0.1% of those searches ended in a purchase. Searches in the last 90 days moved +11.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated €395K a year.

Searches, last 12 months: 5.4M
Growth, 90 days vs prior 90: +11.7%
Conversion, latest week: 0.1%
Market size, estimated: €395Ka year
Top search term: on schuhe herren957K searches a year

02 · Price

A sale here is worth €104.24.

Listings sell for €104.24 on average, from €8.95 to €195.79. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 0 to 100 of them. At €104.24 that is €0 to €10K a year per listing.

Average price: €104.24above the $15 to $100 sweet spot
Price range: €8.95–€195.79
Amazon Germany median price: €18.99across 29,809 niches
Units sold a year: 4K–5K
Units per listing a year: 0–100
Revenue per listing a year: €0–€10K
Returns: 7.2%of orders · Amazon Germany median 1.1%

03 · Entry bar

The bar here is reviews.

42% of listings pay for placement with sponsored ads. 41% ship with Prime. On an average day, 5.1% of listings are out of stock. The average listing ranks #1,636 within Schuhe. It carries 2,761 reviews at 4.33 stars, so a new listing needs social proof before a better product.

Sponsored listings: 42%
Prime listings: 41%
Out of stock, average day: 5.1%
Average rank: #1,636in Schuhe
Average rating: 4.33 starsAmazon Germany average 4.37 stars
Average reviews: 2,761per listing
Listings tracked: 128

04 · Newcomers

4 of last year's 18 launches cleared the first-year sales bar.

18 products launched here in the last 12 months. 4 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 44 months on average, so the names here are settling in.

Launched, last 12 months: 18
Successful launches: 4Amazon's first-year sales bar
Average brand age: 44 months

Products

Top On products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take only 15% of clicks. An open shelf where new products get seen.

Brands

18 rising

Sellers

327

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

15%

Top 20: 38%

Open market

Brand 172%
Brand 214%
Brand 33%
Brand 42%
Brand 51%
Brand 61%
Open — no brand owns it (12 brands, 7%)

Demand

On search demand

Weekly searches over the year, seasonality beneath. Pick a range.

No pronounced peak months · busiest ÷ quietest = 1.7× · 11 of 12 months tracked

Search terms

Top On search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

on schuhe herren957K/yr +26.4%0.1% conv.
on sneaker492K/yr -2.6%0.0% conv.
on schuhe damen890K/yr +8.2%0.1% conv.
on schuhe384K/yr +188.0%0.0% conv.
on sneaker wasserdicht125K/yr +202.0%0.0% conv.
on cloud damen257K/yr +17.1%0.0% conv.
on cloud herren224K/yr +26.7%0.1% conv.
on cloud83K/yr +35.0%0.0% conv.
on sneaker damen71K/yr +24.3%0.0% conv.
on cloud 6 herren71K/yr +68.3%0.2% conv.

Reviews and returns

What reviews say buyers love and hate about On

We read the reviews and the return reasons for every product selling here.

35%of positive reviews mention “Komfort insgesamt”

30%of negative reviews mention “Gesamtgröße”

7.2%of orders come back

“Fällt kleiner aus”

A buyer, on “Gesamtgröße”30% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

15 topics

NegativePositive

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FAQ

Common On questions

Answered from the same tracked data.

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