Is nutella profitable to sell on Amazon Germany?

The niche generates €643K/yr across 17 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -11.8%. Flapen's verdict: Skip it (48/100).

How competitive is the nutella niche?

11 brands and 77 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 85% of demand.

What do buyers complain about in nutella?

Top complaints mined from reviews: Preis-Leistungs-Verhältnis, Geschmack insgesamt, Qualität insgesamt. The return rate is 0.1%.

When does demand for nutella peak?

Demand peaks in Nov–Dec; the busiest month runs 2.5× the quietest.

What does it cost to enter the nutella niche?

Listings span €2.19–€28.17; the average listing price is €8.91 (sweet spot $15–$100). The average incumbent carries 2,610 reviews — the moat a new listing must climb.

nutella

Skip it

Soft demand (-11.8% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great8.6%

search→purchase rate — share of searches ending in a sale

Market size

Good€643K

€643K/yr · 837K searches

Price range

Good€2.19–€28.17

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

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,609.53

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay85%

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

Avg price

Okay€8.91

avg listing price — sweet spot $15–$100

Competition

Bad72%

top-5 click share — a locked-up shelf

Growth

Bad-11.8%

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

According to Flapen's Amazon Germany niche tracking, nutella is a €643K/yr Amazon Germany market (837K searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 48/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

nutella market data

Units sold / yr: 50K–60K; avg 2,500–3,000/product
Revenue / yr: €446K–€535K; units × avg price
Conversion rate: 8.6%
Avg BSR: #126
Page quality: 0%
Prime: 71%
Sponsored: 47%
Out of stock: 5.8%
Avg brand age: 46 months
Avg seller age: 187 days

Competition & brand share

The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 flat

Sellers

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

12%

Nutella69%
HUKUMA5%
Ferrero5%
usy4%
WMF3%
your surprise3%
Open — no brand owns it (5 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -11.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.5×

Open Trend

Top nutella search terms

nutella615K/yr -14.0%6.3% conv.
nutella peanut30K/yr +145.2%0.5% conv.
nutella geschenke121K/yr -40.3%1.0% conv.
nutella 1kg30K/yr -39.4%2.5% conv.
nutella angebot13K/yr +9.2%1.1% conv.
nutella geschenk10K/yr -20.6%1.1% conv.
nutella glas6K/yr -27.4%2.3% conv.
nutella 750g4K/yr +33.4%3.5% conv.
nutella eis3K/yr +43.9%0.3% conv.
nutela3K/yr -22.0%5.1% conv.

All search terms

Top nutella 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.

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

All 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

nutella - Nuss-Nougat-Creme 1 Glas mit 750g leckere Haselnuss-Schoko-Creme als Aufstrich oder für Rezepte

Nutella€4.514.6★8,315 rev

nutella Nuss-Nugat-Creme als Aufstrich oder für leckere Rezepte 1 x 450 g

Nutella€3.174.6★8,315 rev

nutella Nuss-Nougat-Creme im praktischen 3 kg Eimer cremiger Haselnuss-Schoko-Aufstrich für Brot Backenund Rezepte 1 Eimer (3000 g)

Nutella€22.834.6★8,315 rev

usy Bundle für nutella peanut (371g / US Import) + usy Block

usy€8.493.4★5 rev

Ferrero Nutella Portionspackungen 40 x 15 g Nuss-Nougat-Creme Brotaufstrich Spenderbox für Frühstück Buffet und unterwegs

Ferrero€15.234.1★179 rev

Newest

by launch date

usy Bundle für nutella peanut (371g / US Import) + usy Block

usy€8.495 rev

2mo ago

HUKUMA Lustige Socken Unisex Damen Herren Haselnusscreme-Stickerei Tennissocken süßer Brotaufstrich als Motiv Geschenke Lustige Sportsocken weihnachtssocken Personalisierte Geschenke für Damen Herren

HUKUMA€4.877 rev

11mo ago

HUKUMA€5.137 rev

11mo ago

Kaempe Socken für Nutella (36-42) Personalisiert Geschenke für Nutella Tennissocken mit Motiv Fun Geschenk für Freundin

Kaempe€5.97108 rev

1y ago

Personalisiertes Nutella-Glas - das Highlight für den Frühstückstisch Geburtstagsgeschenk für Männer & Frauen (750 Gramm personalisiertes Etikett)

your surprise€19.90329 rev

2y ago

What buyers say about nutella

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

What buyers love

Geschmack insgesamt47%

“Nutella schmeckt immer”

Qualität insgesamt11%

“Super Ware”

Preis-Leistungs-Verhältnis6%

“super Preis”

Geschenk Zweck5%

“Wird ein Geschenk”

Geschmack5%

“Super lecker”

Backen4%

“Für Lotus Kuchen optimal”

beworben Vs Tatsächliches Produkt4%

“alles bestens, genau wie beschrieben”

Süße4%

“Supet”

Gesamtgröße2%

“Passt”

Knusprigkeit1%

“Biscoff Creamy”

What buyers complain about

Preis-Leistungs-Verhältnis22%

“Dafür sind die dann echt zu teuer”

Geschmack insgesamt16%

“Schmeckt eigentlich nur noch nach Zuckercreme, braun eingefärbt”

Qualität insgesamt10%

“mindere Qualität”

Geschmack8%

“kein Haselnussgeschmack”

beworben Vs Tatsächliches Produkt7%

“Fake-Foto”

Gesamtgröße5%

“Für den Preis fällt das Etikett klein aus”

Süße4%

“Zucker”

Stärke3%

“Unvollstandig,”

Knusprigkeit2%

“der crunch fehlt!”

Lagertemperatur2%

“Falsch gelagert und alt”

Top return reasons

Qualität insgesamt20%

Produktzustand20%

Gesamtgröße20%

Geschenk Zweck20%

Defekt Material/Teile20%

Common questions

Is nutella profitable to sell on Amazon Germany?: The niche generates €643K/yr across 17 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -11.8%. Flapen's verdict: Skip it (48/100).
How competitive is the nutella niche?: 11 brands and 77 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 85% of demand.
What do buyers complain about in nutella?: Top complaints mined from reviews: Preis-Leistungs-Verhältnis, Geschmack insgesamt, Qualität insgesamt. The return rate is 0.1%.
When does demand for nutella peak?: Demand peaks in Nov–Dec; the busiest month runs 2.5× the quietest.
What does it cost to enter the nutella niche?: Listings span €2.19–€28.17; the average listing price is €8.91 (sweet spot $15–$100). The average incumbent carries 2,610 reviews — the moat a new listing must climb.