on
Skip itWeak search conversion (0.1%) — this niche doesn't clear our bar today.
Competition
Incredible15%top-5 click share — an open shelf
Avg price
Good€104.24avg listing price — sweet spot $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Market size
Good€395K€395K/yr · 5.4M searches
Price range
Okay€8.95–€195.79cheapest 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
Okay2,760.53avg incumbent reviews — the moat a new listing must climb
Brand share
Bad92%top-5 brand share — brand-locked demand
Returns
Bad7.2%return rate — above 5% kills the launch gate
Conversion
Bad0.1%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon Germany niche tracking, on is a €395K/yr Amazon Germany market (5.4M searches/yr). The top 5 brands hold 92% of demand. Verdict: Skip it — 47/100.
Data updated Jul 12, 2026 · scored weekly · How we score niches
on market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- €417K–€521K
- units × avg price
- Conversion rate
- 0.1%
- Avg BSR
- #1,636
- Page quality
- 0%
- Prime
- 41%
- Sponsored
- 42%
- Out of stock
- 5.1%
- Avg brand age
- 44 months
- Avg seller age
- 177 days
Competition & brand share
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%
Top 20: 100%
Top-5 click share
15%
Top 20: 38%
Open market
7%
- On72%
- Skechers14%
- tenhaag3%
- Amazon Essentials2%
- Tommy Hilfiger1%
- Salomon1%
- Open — no brand owns it (12 brands, 7%)
Demand
Weekly Amazon search volume, last 47 weeks — +11.7% search growth over the last 90 days.Top on search terms
- on schuhe herren957K/yr
- on sneaker492K/yr
- on schuhe damen890K/yr
- on schuhe384K/yr
- on sneaker wasserdicht125K/yr
- on cloud damen257K/yr
- on cloud herren224K/yr
- on cloud83K/yr
- on sneaker damen71K/yr
- on cloud 6 herren71K/yr
Top on 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
On Running Cloud 6 Sneaker
On€136.964.2★1,530 rev
On Running Cloud 6 Sneaker
On€130.104.2★1,545 rev
ON Running 3WF10060299 Cloud 6 Damen Black White EU 42
On€121.314.3★2,004 rev
On Running 3MF10070070 Cloud 6 Damen Glacier White EU 43
On€130.154.5★140 rev
On Running Cloud 6 Sneaker
On€132.594.2★1,546 rev
Newest
by launch date
Skechers Damen Glide-Step Pro Slip-InTurnschuhe Taupe Mesh/Multi Trim 40 EU
Skechers€63.341,445 rev
On Running Cloud 6 Sneaker
On€136.961,530 rev
On Running Cloud 6 Black White Damen EU 44.5
On€127.54275 rev
On Running Cloud 6 Black White Damen EU 46
On€132.361,530 rev
On Running 3MF10070070 Cloud 6 Damen Glacier White EU 44.5
On€133.011,530 rev
Trending
90-day click momentum
Amazon Essentials Damen Freizeitsandale mit Riemchen Gold 40.5 EU
Amazon Essentials€19.134.3★
On Womens Cloudsurfer Sneaker All Black 7.5
On€100.634.4★
Skechers Damen Glide-Step Pro Slip-InTurnschuhe Taupe Mesh/Multi Trim 40 EU
Skechers€63.344.4★
ON Running Damen Cloud 6 Sneaker Multi 38.5 EU
On€128.934.3★
ON Running 3WF10060299 Cloud 6 Damen Black White EU 42
On€121.314.3★
What buyers say about on
What buyers praise and complain about, mined from review topics.What buyers love
“Super bequem”
“Passt ok”
“Gewohnte Qualität”
“alles wie beschrieben wie es sein soll”
“Ist noch nicht kaputt”
“Richtig gut und günstig”
“In den Schuhe kann man den ganzen Tag bequem laufen”
“Die Farbe gefällt mir sehr gut”
“angenehmes Material,”
“Toller Schuh - leicht”
What buyers complain about
“Fällt kleiner aus”
“enttäuschtende Qualität”
“Vor 4 Monaten gekauft 2mal getragen und kaputt”
“Chemikaliengeruch”
“Sind eng und unbequem”
“Sehr teure Schuhe”
“Fallen relativ schmal aus”
“völlig komisches Material”
“Wenn man sich ein neues Produkt kauft ist es nicht schön, wenn sie sich dann als getragen herausstellen”
“Top Top Top Nur diese sonst keine alle Farben gerne”
Top return reasons
Common questions
- Is on profitable to sell on Amazon Germany?
- The niche generates €395K/yr across 128 tracked products. 4 of 18 products launched in the last 360 days are still selling. 90-day search growth is +11.7%. Flapen's verdict: Skip it (47/100).
- How competitive is the on niche?
- 18 brands and 327 sellers compete. The top 5 products take 15% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in on?
- Top complaints mined from reviews: Gesamtgröße, Qualität insgesamt, Haltbarkeit. The return rate is 7.2% — above our launch gate.
- What does it cost to enter the on niche?
- Listings span €8.95–€195.79; the average listing price is €104.24 (sweet spot $15–$100). The average incumbent carries 2,761 reviews — the moat a new listing must climb.