---
title: "On — €395K/yr Amazon DE Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/de/fashion/on"
last_updated: "2026-08-10T16:14:29.955Z"
locale: en
meta:
description: "Niche score 47/100 · €395K/yr market · 5.4M searches/yr · €104.24 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · €395K/yr market · 5.4M searches/yr · €104.24 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "On — €395K/yr Amazon DE Niche (2026) - Flapen"
---
# **on**
**Skip it**
Weak search conversion (0.1%) — this niche doesn't clear our bar today.
Market size 55Growth 40Conversion 1Competition 96Returns 17Price 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 5% kills the launch gate
**Conversion**
**Bad****0.1%**
search→purchase rate — share of searches ending in a sale
**Signals**[** High Returns**](https://flapen.com/research/niches?market=de&signal=high_returns "Return rate > 5%") [** High Price**](https://flapen.com/research/niches?market=de&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
175K125KSpike '25Black Friday '25Spike '26Aug '25Oct '25Nov '25Jan '26Mar '26Apr '26Jun '26
[**Open Trend **](https://flapen.com/research/de/fashion/on/trend)
## **Top on search terms**
- **on schuhe herren**957K/yr+26.4%0.1% conv. - **on sneaker**492K/yr-2.6%0.0% conv. - **on schuhe damen**890K/yr+8.2%0.1% conv. - **on schuhe**384K/yr+188.0%0.0% conv. - **on sneaker wasserdicht**125K/yr+202.0%0.0% conv. - **on cloud damen**257K/yr+17.1%0.0% conv. - **on cloud herren**224K/yr+26.7%0.1% conv. - **on cloud**83K/yr+35.0%0.0% conv. - **on sneaker damen**71K/yr+24.3%0.0% conv. - **on cloud 6 herren**71K/yr+68.3%0.2% conv. [**All search terms **](https://flapen.com/research/de/fashion/on/search-terms)
## **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.
0%2%€8K4%€16K6%€24K8%€32K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**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**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**On**€130.15**4.5★140 rev](https://www.amazon.de/dp/B0D31TFRSP) [5**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
[**Skechers Damen Glide-Step Pro Slip-InTurnschuhe Taupe Mesh/Multi Trim 40 EU**Skechers**€63.34**1,445 rev1y ago](https://www.amazon.de/dp/B0DW9FCPVB) [**On Running Cloud 6 Sneaker**On**€136.96**1,530 rev1y ago](https://www.amazon.de/dp/B0D31VTNQ9) [**On Running Cloud 6 Black White Damen EU 44.5**On**€127.54**275 rev1y ago](https://www.amazon.de/dp/B0D31VMGSH) [**On Running Cloud 6 Black White Damen EU 46**On**€132.36**1,530 rev1y ago](https://www.amazon.de/dp/B0D31T8N2Z) [**On Running 3MF10070070 Cloud 6 Damen Glacier White EU 44.5**On**€133.01**1,530 rev1y ago](https://www.amazon.de/dp/B0D31TLBG3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Essentials Damen Freizeitsandale mit Riemchen Gold 40.5 EU**Amazon Essentials**€19.13**4.3★**▲ 38%**](https://www.amazon.de/dp/B07FRBC2SX) [**On Womens Cloudsurfer Sneaker All Black 7.5**On**€100.63**4.4★**▲ 37%**](https://www.amazon.de/dp/B0BP7L8FDD) [**Skechers Damen Glide-Step Pro Slip-InTurnschuhe Taupe Mesh/Multi Trim 40 EU**Skechers**€63.34**4.4★**▲ 37%**](https://www.amazon.de/dp/B0DW9FCPVB) [**ON Running Damen Cloud 6 Sneaker Multi 38.5 EU**On**€128.93**4.3★**▲ 34%**](https://www.amazon.de/dp/B0D31W2SBC) [**ON Running 3WF10060299 Cloud 6 Damen Black White EU 42**On**€121.31**4.3★**▲ 33%**](https://www.amazon.de/dp/B0D31TQYKL)
**~~View all trending →~~**
## **What buyers say about on**
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%
## **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.
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