substrat
Skip itBrand-locked demand (top 5 brands take 94% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great9.8%search→purchase rate — share of searches ending in a sale
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Market size
Good€365K€365K/yr · 345K searches
Price range
Good€3.29–€26.67cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay€10.73avg listing price — sweet spot $15–$100
Review moat
Okay3,177.73avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-2.0%90-day search growth — must beat 0% to launch
Brand share
Bad94%top-5 brand share — brand-locked demand
According to Flapen's Amazon Germany niche tracking, substrat is a €365K/yr Amazon Germany market (345K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 49/100.
Data updated Jul 13, 2026 · scored weekly · How we score niches
substrat market data
- Units sold / yr
- 30K–40K
- avg 1,000–1,250/product
- Revenue / yr
- €322K–€429K
- units × avg price
- Conversion rate
- 9.8%
- Avg BSR
- #84
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 77%
- Out of stock
- 0.9%
- Avg brand age
- 48 months
- Avg seller age
- 186 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
10 rising
Sellers
43
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
52%
Top 20: 90%
Open market
4%
- Seramis63%
- Compo20%
- Westland5%
- R&R SHOP3%
- Der Naturstein Garten3%
- Floragard2%
- Open — no brand owns it (4 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.0% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 4.2×
Top substrat search terms
- seramis92K/yr
- seramis granulat zimmerpflanzen95K/yr
- bimsstein granulat26K/yr
- lavagranulat21K/yr
- seramis granulat24K/yr
- bims17K/yr
- lavagranulat für pflanzen8K/yr
- lava granulat7K/yr
- substrat8K/yr
- bimsstein pflanzen6K/yr
Top substrat 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
Seramis Pflanz-Granulat für alle Zimmerpflanzen 7 5 l Pflanzen Tongranulat Blumenerde Ersatz zur Wasser- und Nährstoffspeicherung
Seramis€7.594.7★12,801 rev
Seramis Pflanz-Granulat für alle Zimmerpflanzen 25 l Pflanzen Tongranulat Blumenerde Ersatz zur Wasser- und Nährstoffspeicherung
Seramis€20.204.7★12,801 rev
COMPO BIO GRANUPLANT Drainage- und Pflanzgranulat 100% natürlicher Bimsstein nachhaltige Alternative zu Blähton 10 Liter
Compo€9.274.7★1,495 rev
Seramis Pflanz-Granulat für alle Zimmerpflanzen 15 l Pflanzen Tongranulat Blumenerde Ersatz zur Wasser- und Nährstoffspeicherung
Seramis€13.594.7★12,801 rev
COMPO BIO GRANUPLANT Indoor Pflanzengranulat - 100% natürliches Pflanzengranulat aus Bimsstein - Körnung von 2-5 mm - 6 L
Compo€8.284.6★444 rev
Newest
by launch date
Westland Bims-Granulat 10 l ideal zur Drainage in Pflanzgefäßen
Westland€8.4817 rev
Westland Bims-Granulat 6 l ideal zur Drainage in Pflanzgefäßen
Westland€6.0217 rev
Seramis Pflanzgranulat Topper Limestone 100% Bims 1l
Seramis€3.3232 rev
Seramis Pflanzgranulat Topper Dark Shadow 1l
Seramis€3.3243 rev
Seramis Pflanzgranulat Topper Espresso 1l 100% Blähton
Seramis€3.2943 rev
Trending
90-day click momentumWestland Bims-Granulat 10 l ideal zur Drainage in Pflanzgefäßen
Westland€8.484.3★
Westland Bims-Granulat 6 l ideal zur Drainage in Pflanzgefäßen
Westland€6.024.3★
Seramis Pflanzgranulat Topper Dark Shadow 1l
Seramis€3.324.7★
Seramis Pflanzgranulat Topper Limestone 100% Bims 1l
Seramis€3.324.4★
COMPO Bio GRANUPLANT Drainage- und Pflanzgranulat 100% natürlicher Bimsstein nachhaltige Alternative zu Blähton 40L
Compo€26.674.7★
What buyers say about substrat
What buyers praise and complain about, mined from review topics.What buyers love
“Super Produkte”
“Bis jetzt wachsen alle gut darin”
“Preis - Leistung super”
“Bestellung entspricht Beschreibung”
“Umtopfen war echt easy”
“Dekoratives Granulat, guter Schutz vor Trauermücken”
“Passt”
“ohne zu spülen als Dränage verwendet mit sehr guten Ergebnissen sehr empfehlenswert”
“Wasserstandsanzeige”
“Gibt schnell zuverlässige Infos über den Feuchtigkeitsgehalt der Erde”
What buyers complain about
“3/5 Pflanzen waren nicht mehr zu retten”
“Sehr nass”
“Seramis halt”
“teuer für die Menge”
“stinkt”
“Entweder stimmt die Abfüllung nicht, oder die Qualität und Körnung unterscheiden sich erheblich”
“Funktioniert nicht richtig”
“Meine Pflanzen in Erde waren leider ständig von Trauermücken befallen und keine Maßnahme hat geholfen”
“Die Differenz von über 13 kg zwischen dem schwersten und dem leichtesten Sack ist für ein identisches Produkt mit derselben angegebenen Füllmenge von 40 Litern kaum nachvollziehbar”
“Sieht etwas anders aus, als auf den Fotos”
Top return reasons
Common questions
- Is substrat profitable to sell on Amazon Germany?
- The niche generates €365K/yr across 30 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -2.0%. Flapen's verdict: Skip it (49/100).
- How competitive is the substrat niche?
- 10 brands and 43 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in substrat?
- Top complaints mined from reviews: Pflanzenwachstum, Feucht/Trocken, Haltbarkeit. The return rate is 0.2%.
- When does demand for substrat peak?
- Demand peaks in Oct–Nov; the busiest month runs 4.2× the quietest.
- What does it cost to enter the substrat niche?
- Listings span €3.29–€26.67; the average listing price is €10.73 (sweet spot $15–$100). The average incumbent carries 3,178 reviews — the moat a new listing must climb.