Is smarties profitable to sell on Amazon Germany?

The niche generates €172K/yr across 19 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -8.3%. Flapen's verdict: Skip it (45/100).

How competitive is the smarties niche?

10 brands and 38 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in smarties?

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

When does demand for smarties peak?

Demand peaks in Nov; the busiest month runs 1.8× the quietest.

What does it cost to enter the smarties niche?

Listings span €1.82–€32.32; the average listing price is €11.01 (sweet spot $15–$100). The average incumbent carries 771 reviews — the moat a new listing must climb.

smarties

Skip it

Brand-locked demand (top 5 brands take 93% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Review moat

Good771.05

avg incumbent reviews — the moat a new listing must climb

Conversion

Good5.3%

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

Price range

Good€1.82–€32.32

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Avg price

Okay€11.01

avg listing price — sweet spot $15–$100

Competition

Okay61%

top-5 click share — leaders hold, buyers still browse

Market size

Okay€172K

€172K/yr · 293K searches

Growth

Bad-8.3%

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

Brand share

Bad93%

top-5 brand share — brand-locked demand

According to Flapen's Amazon Germany niche tracking, smarties is a €172K/yr Amazon Germany market (293K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Nov. Verdict: Skip it — 45/100.

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

smarties market data

Units sold / yr: 30K–40K; avg 1,500–2,000/product
Revenue / yr: €330K–€440K; units × avg price
Conversion rate: 5.3%
Avg BSR: #181
Page quality: 0%
Prime: 84%
Sponsored: 32%
Out of stock: 9.5%
Avg brand age: 70 months
Avg seller age: 180 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 rising

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

61%

Top 20: 100%

Open market

Smarties67%
agilus dragees12%
Nestlé8%
Mars3%
M&M'S3%
Piasten2%
Open — no brand owns it (4 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 101 weeks — -8.3% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 1.8×

Open Trend

Top smarties search terms

smarties111K/yr -11.7%7.7% conv.
schokolinsen59K/yr -17.6%2.8% conv.
smarties mini47K/yr +1.1%9.3% conv.
smarties großpackung23K/yr +0.1%5.7% conv.
mini smarties11K/yr +10.9%8.5% conv.
schokolinsen großpackung13K/yr -12.3%3.9% conv.
smarties mini grosspackung8K/yr +19.8%6.2% conv.
schokolinsen mini4K/yr -8.5%3.9% conv.
mini schokolinsen4K/yr +3.4%2.2% conv.
bunte schokolinsen4K/yr -15.1%2.5% conv.

All search terms

Top smarties 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★)1 product missing review or click data not plotted

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Nestlé SMARTIES Multipack kleine Rolle bunte Schokolinsen ideal für Kindergeburtstage Farben aus der Natur Hexagonrolle 1er Pack (1x (4 x 34g))

Smarties€2.454.5★247 rev

Nestlé SMARTIES Mini kleine Schokolinsen aus Milchschokolade einzeln verpackt 1er Pack (1 x 187g)

Smarties€3.574.8★277 rev

Nestlé SMARTIES Hexagon-Rolle bunte Schokolinsen aus Milchschokolade mit natürlichen Farben und Aromen 24er Pack (24 x 38g)

Smarties€14.244.6★383 rev

Nestlé SMARTIES Mini XXL Beutel bunte Schokolinsen ideal zum Teilen und Snacken mit Familie und Freunden Farben aus der Natur Recycelbare Verpackung 1er Pack (1 x 259g)

Smarties€5.314.7★324 rev

AGILUS Milly Lillys Kakao-Linsen / Schokolinsen 900 g Großpackung - Glutenfrei

agilus dragees€12.644.5★74 rev

Newest

by launch date

Piasten Schoko Linsen 225 g Bunte Schokolinsen mit Zuckerüberzug Knackige Schokolinsen Snack & Party Süßigkeiten + minafood Notizblock (1er Pack)

minafood€6.5813 rev

4mo ago

Nestlé SMARTIES Mini XXL Beutel bunte Schokolinsen ideal zum Teilen und Snacken mit Familie und Freunden Farben aus der Natur 1er Pack (1 x 302 4g)

Smarties€5.5033 rev

5mo ago

Nestlé SMARTIES Mini kleine Schokolinsen aus Milchschokolade einzeln verpackt 1er Pack (1 x 144g)

Smarties€3.980 rev

5mo ago

RUF Love Chocolate Schokolinsen Dekor aus feiner Milchschokolade mit knackigem buntem Zuckerüberzug je Dose 75g

RUF€1.824 rev

5mo ago

nimm2 Lachgummi Minis Beutel 1 x 765 g (60 Mini Packs) Fruchtgummi mit Fruchtsaft und Vitaminen Einzeln verpacke Süßigkeiten-Tütchen

nimm2 Lachgummi€5.443,525 rev

1y ago

What buyers say about smarties

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

What buyers love

Geschmack insgesamt41%

“Top Snack”

Geschmack10%

“Geschmack”

Preis-Leistungs-Verhältnis8%

“Super Preis-Leistung,”

Qualität insgesamt6%

“Mit dem Produkt ist alles in bester Ordnung”

Gesamtgröße6%

“passt”

beworben Vs Tatsächliches Produkt5%

“Wie beschrieben, alles bestens”

Farbe4%

“Viele bunte Smarties”

Backen3%

“Ideal als Topping auf Pancakes und Eis”

Benutzerfreundlichkeit1%

“Praktisch”

Geschenk Zweck1%

“Eine kleine Geschenkidee”

What buyers complain about

Preis-Leistungs-Verhältnis17%

“Wahnsinns Preis”

Gesamtgröße10%

“Kleine schokolinsen”

Geschmack insgesamt9%

“Schokolade ungenießbar”

Qualität insgesamt8%

“Sehr schlechte Ware”

beworben Vs Tatsächliches Produkt6%

“Weniger als suggeriert”

Hartes Gefühl4%

“Sehr harte Glasur”

Lagertemperatur4%

“Produkt halb Geschmolzen”

Ernährungs Gehalt3%

“Der Nutriscore E verrät schon, dass sie nicht gesund sind (und nie waren),”

Geschmack3%

“Kaum Peppermint Geschmack”

Farbe2%

“der farbige Überzug war abgeplatzt.”

Common questions

Is smarties profitable to sell on Amazon Germany?: The niche generates €172K/yr across 19 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -8.3%. Flapen's verdict: Skip it (45/100).
How competitive is the smarties niche?: 10 brands and 38 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 93% of demand.
What do buyers complain about in smarties?: Top complaints mined from reviews: Preis-Leistungs-Verhältnis, Gesamtgröße, Geschmack insgesamt. The return rate is 0.1%.
When does demand for smarties peak?: Demand peaks in Nov; the busiest month runs 1.8× the quietest.
What does it cost to enter the smarties niche?: Listings span €1.82–€32.32; the average listing price is €11.01 (sweet spot $15–$100). The average incumbent carries 771 reviews — the moat a new listing must climb.

smarties

smarties market data

Competition & brand share

Demand & seasonality

Top smarties search terms

Top smarties products on Amazon

Top sellers

Newest

Trending

What buyers say about smarties

What buyers love

What buyers complain about

Common questions

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