---
title: "equate protein shakes — Niche Verdict: Skip it (47/100) | Amazon United States - Flapen"
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last_updated: "2026-07-14T04:06:37.998Z"
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  description: "a deep review moat (10,607 avg reviews) — equate protein shakes doesn't clear our bar today."
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  "og:title": "equate protein shakes — Niche Verdict: Skip it (47/100) | Amazon United States - Flapen"
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# **equate protein shakes**

**Skip it**

A deep review moat (10,607 avg reviews) — this niche doesn't clear our bar today.

Market size 25Growth 51Conversion 36Competition 43Returns 100Price range 59Avg price 95Brand share 37Review moat 21Quality gap 27

**Returns**

**Incredible****0.0%**

return rate — above 6% kills the launch gate

**Avg price**

**Incredible****$34.43**

avg listing price — sweet spot $15–$100

**Price range**

**Good****$16.93–$158.79**

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

**Growth**

**Good****+22.2%**

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

**Competition**

**Okay****59%**

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

**Brand share**

**Okay****83%**

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

**Conversion**

**Okay****2.9%**

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

**Quality gap**

**Okay****4.6★**

avg incumbent rating — lower means beatable quality

**Market size**

**Okay****$103K**

$103K/yr · 104K searches

**Review moat**

**Bad****10,606.95**

avg incumbent reviews — the moat a new listing must climb

## **Competition**

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**10 **▼falling

**Sellers**

**95**

**Top-5 brand share**

**83%**

**Open market**

**12%**

- Pure Protein26% - Premier Protein20% - Ensure17% - Generic12% - Carnation Breakfast Essentials7% - Atkins5% - Open — no brand owns it (4 brands, 12%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%10%$10K20%$21K30%$31K40%$41K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 21 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Pure Protein Vanilla Protein Shake 30g Complete Protein Vitamins A C D and E plus Zinc to Support Immune Health Ready to Drink and Keto-Friendly 11oz Bottles 12 Pack](https://m.media-amazon.com/images/I/41oIrPJT9yL.jpg)**Pure Protein Vanilla Protein Shake 30g Complete Protein Vitamins A C D and E plus Zinc to Support Immune Health Ready to Drink and Keto-Friendly 11oz Bottles 12 Pack**Pure Protein**$22.25**4.5★9,510 rev](https://www.amazon.com/dp/B07ZZCDZST) [2![Equate Easy-to-Drink Shakes Meal Replacement 30g Protein Low Sugar Gluten Free Lactose Free Nutritional Shake Ready to Drink for Workout Recovery and Muscle Gain Chocolate Flavor 11 oz](https://m.media-amazon.com/images/I/41iDGLUGTaL.jpg)**Equate Easy-to-Drink Shakes Meal Replacement 30g Protein Low Sugar Gluten Free Lactose Free Nutritional Shake Ready to Drink for Workout Recovery and Muscle Gain Chocolate Flavor 11 oz**Generic**$43.59**4.4★4 rev](https://www.amazon.com/dp/B0DWTXHBLM) [3![Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar 4g Fiber | 11 fl oz 12 Pack](https://m.media-amazon.com/images/I/41eyVNu8ZJL.jpg)**Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar 4g Fiber | 11 fl oz 12 Pack**Ensure**$25.78**4.6★20,172 rev](https://www.amazon.com/dp/B0791Y2LMB) [4![Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack](https://m.media-amazon.com/images/I/51a2fzHIlqL.jpg)**Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.60**4.8★7,705 rev](https://www.amazon.com/dp/B008JGIZGS) [5![Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack](https://m.media-amazon.com/images/I/51M-fvfK+1L.jpg)**Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.67**4.7★6,730 rev](https://www.amazon.com/dp/B008JGIZNQ)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Equate Easy-to-Drink Shakes Meal Replacement 30g Protein Low Sugar Gluten Free Lactose Free Nutritional Shake Ready to Drink for Workout Recovery and Muscle Gain Chocolate Flavor 11 oz](https://m.media-amazon.com/images/I/41iDGLUGTaL.jpg)**Equate Easy-to-Drink Shakes Meal Replacement 30g Protein Low Sugar Gluten Free Lactose Free Nutritional Shake Ready to Drink for Workout Recovery and Muscle Gain Chocolate Flavor 11 oz**Generic**$43.59**4 rev1y ago](https://www.amazon.com/dp/B0DWTXHBLM) [![Premier Protein Shake Chocolate Peanut Butter 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack](https://m.media-amazon.com/images/I/51YFXr0+0SL.jpg)**Premier Protein Shake Chocolate Peanut Butter 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$24.39**4,569 rev1y ago](https://www.amazon.com/dp/B0DFHTW5HN) [![Ensure Max Protein Nutrition Shakes Variety Pack With 30g of Protein 1g of Sugar Nutrients to Support Immune System Health High Protein Shake 11 fl oz Pack of 8 Liquid](https://m.media-amazon.com/images/I/41H81A-ojBL.jpg)**Ensure Max Protein Nutrition Shakes Variety Pack With 30g of Protein 1g of Sugar Nutrients to Support Immune System Health High Protein Shake 11 fl oz Pack of 8 Liquid**Ensure**$19.87**3,195 rev3y ago](https://www.amazon.com/dp/B0BQSGKQJF) [![Carnation Breakfast Essentials Ready to Drink with Fiber Rich Milk Chocolate 8 FL OZ Carton (Pack of 24)](https://m.media-amazon.com/images/I/518JQyggTeL.jpg)**Carnation Breakfast Essentials Ready to Drink with Fiber Rich Milk Chocolate 8 FL OZ Carton (Pack of 24)**Carnation Breakfast Essentials**$24.16**5,090 rev4y ago](https://www.amazon.com/dp/B09GKGN8TG) [![Carnation Breakfast Essentials High Protein with Fiber Ready-to-Drink 8 FL OZ Carton Rich Milk Chocolate (Pack of 24)](https://m.media-amazon.com/images/I/41e8BqAFX4L.jpg)**Carnation Breakfast Essentials High Protein with Fiber Ready-to-Drink 8 FL OZ Carton Rich Milk Chocolate (Pack of 24)**Carnation Breakfast Essentials**$26.24**4,343 rev4y ago](https://www.amazon.com/dp/B09GJVN2YZ)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![BOOST High Protein with Fiber Ready to Drink Complete Nutritional Drink Rich Chocolate 8 fl oz Bottle 24 Pack](https://m.media-amazon.com/images/I/41bH1LiV69L.jpg)**BOOST High Protein with Fiber Ready to Drink Complete Nutritional Drink Rich Chocolate 8 fl oz Bottle 24 Pack**BOOST**$33.83**4.7★**▲ 105%**](https://www.amazon.com/dp/B084HFQMSZ) [![Ensure Max Protein Nutrition Shakes Variety Pack With 30g of Protein 1g of Sugar Nutrients to Support Immune System Health High Protein Shake 11 fl oz Pack of 8 Liquid](https://m.media-amazon.com/images/I/41H81A-ojBL.jpg)**Ensure Max Protein Nutrition Shakes Variety Pack With 30g of Protein 1g of Sugar Nutrients to Support Immune System Health High Protein Shake 11 fl oz Pack of 8 Liquid**Ensure**$19.87**4.5★**▲ 76%**](https://www.amazon.com/dp/B0BQSGKQJF) [![Ensure Max Protein Shake | French Vanilla | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar 4g Fiber | 11 fl oz 12 Pack](https://m.media-amazon.com/images/I/41do6gXP5jL.jpg)**Ensure Max Protein Shake | French Vanilla | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar 4g Fiber | 11 fl oz 12 Pack**Ensure**$27.28**4.6★**▲ 73%**](https://www.amazon.com/dp/B07NLQ5V6L) [![Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack](https://m.media-amazon.com/images/I/51a2fzHIlqL.jpg)**Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.60**4.8★**▲ 51%**](https://www.amazon.com/dp/B008JGIZGS) [![Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack](https://m.media-amazon.com/images/I/51M-fvfK+1L.jpg)**Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.67**4.7★**▲ 42%**](https://www.amazon.com/dp/B008JGIZNQ)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — +22.2% search growth over the last 90 days.

23K18KPrime Day '24Spike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Apr · busiest ÷ quietest = 5.8×

## **Reviews**

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

### **What buyers love **

**Taste-Overall**33%

*“Absolutely delicious”*

**Nutritional Content**23%

*“Great protein powder”*

**Flavor**11%

*“Best Flavor”*

**Quality-Overall**6%

*“No Complaints”*

**Value For Money**5%

*“Great Deal”*

**Ease Of Use**2%

*“Easy peezy”*

**Advertised Vs Actual Product**2%

*“As described”*

**Sweetness**1%

*“theyre not too sweet”*

**Weight Loss**1%

*“they've really helped me stay on track with my weight-loss journey”*

**Texture/Consistency-Overall**1%

*“Good texture”*

### **What buyers complain about **

**Taste-Overall**23%

*“Horrible after taste”*

**Value For Money**8%

*“To expensive”*

**Flavor**7%

*“Horrible weak flavor”*

**Nutritional Content**7%

*“I dont believe its good nutritional value”*

**Sweetness**4%

*“has too much sugar in it”*

**Thickness**2%

*“It was thick chunky”*

**Dilute/Watery**2%

*“Very watery”*

**Leak-Proof**2%

*“The bottles leak”*

**Ingredients-Overall**2%

*“Full of horrible ingredients”*

**Texture/Consistency-Overall**2%

*“off in texture”*

### **Top return reasons **

**Size-Overall**33%

**Functionality-Overall**33%

**Taste-Overall**33%