---
title: "protein powder — Niche Verdict: Launch it (69/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/health-household/protein-powder"
last_updated: "2026-07-14T04:06:53.535Z"
locale: en
meta:
  description: "protein powder clears our launch bar: a $86.0M/yr market growing +8.2% this quarter with returns at 0.0%."
  "og:description": "protein powder clears our launch bar: a $86.0M/yr market growing +8.2% this quarter with returns at 0.0%."
  "og:title": "protein powder — Niche Verdict: Launch it (69/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **protein powder**

**Launch it**

A $86.0M/yr market growing +8.2% this quarter with returns at 0.0% — clears our launch bar.

Market size 100Growth 35Conversion 53Competition 88Returns 100Price range 95Avg price 95Brand share 58Review moat 18Quality gap 37

**Market size**

**Incredible****$86.0M**

$86.0M/yr · 44.8M searches

**Returns**

**Incredible****0.0%**

return rate — above 6% kills the launch gate

**Avg price**

**Incredible****$44.54**

avg listing price — sweet spot $15–$100

**Price range**

**Incredible****$16.37–$95.09**

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

**Competition**

**Great****27%**

top-5 click share — an open shelf

**Brand share**

**Good****70%**

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

**Conversion**

**Good****4.3%**

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

**Quality gap**

**Okay****4.5★**

avg incumbent rating — lower means beatable quality

**Growth**

**Okay****+8.2%**

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

**Review moat**

**Bad****17,647.62**

avg incumbent reviews — the moat a new listing must climb

## **Competition**

Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.

**Brands**

**26 **▼falling

**Sellers**

**692**

**Top-5 brand share**

**70%**

**Open market**

**26%**

- Optimum Nutrition35% - Dymatize12% - Orgain10% - Premier Protein7% - Muscle Milk6% - Levels Nutrition4%

## **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%2%$1.7M4%$3.4M6%$5.2M8%$6.9M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 79 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 1.98 Pound (Packaging May Vary)](https://m.media-amazon.com/images/I/41taho+taML.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 1.98 Pound (Packaging May Vary)**Optimum Nutrition**$36.18**4.6★99,182 rev](https://www.amazon.com/dp/B002DYIZH6) [2![Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 2 Pound (Packaging May Vary)](https://m.media-amazon.com/images/I/41yYAzqOVdL.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 2 Pound (Packaging May Vary)**Optimum Nutrition**$37.45**4.7★47,750 rev](https://www.amazon.com/dp/B000GISTZ4) [3![Orgain Organic Vegan Protein Powder Vanilla Bean - 21g Plant Protein 6g Prebiotic Fiber No Lactose Ingredients No Added Sugar Non-GMO for Shakes & Smoothies 2.03 lb (Packaging May Vary)](https://m.media-amazon.com/images/I/41YPR-HA3mL.jpg)**Orgain Organic Vegan Protein Powder Vanilla Bean - 21g Plant Protein 6g Prebiotic Fiber No Lactose Ingredients No Added Sugar Non-GMO for Shakes & Smoothies 2.03 lb (Packaging May Vary)**Orgain**$27.22**4.5★61,842 rev](https://www.amazon.com/dp/B00J074W7Q) [4![Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 5 Pound (Packaging May Vary)](https://m.media-amazon.com/images/I/41YAcdwAdNL.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 5 Pound (Packaging May Vary)**Optimum Nutrition**$69.53**4.7★47,750 rev](https://www.amazon.com/dp/B000GISU1M) [5![Dymatize ISO100 Whey Protein Powder Isolate Gourmet Vanilla 25g of Protein 5.5g BCAAs Less Than 120 Cal. Gluten Free 1g Fat 1g Sugar 2g Carb (20 Servings)](https://m.media-amazon.com/images/I/51bzHAr-KmL.jpg)**Dymatize ISO100 Whey Protein Powder Isolate Gourmet Vanilla 25g of Protein 5.5g BCAAs Less Than 120 Cal. Gluten Free 1g Fat 1g Sugar 2g Carb (20 Servings)**Dymatize**$32.34**4.6★20,078 rev](https://www.amazon.com/dp/B099J2SWXV)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Premier Protein Powder Plus Fiber Vanilla 25g Protein 7g Fiber to Support Gut Health No Added Sugar (17 Servings)](https://m.media-amazon.com/images/I/41sF7u-BnfL.jpg)**Premier Protein Powder Plus Fiber Vanilla 25g Protein 7g Fiber to Support Gut Health No Added Sugar (17 Servings)**Premier Protein**$27.03**1,061 rev1y ago](https://www.amazon.com/dp/B0F79XRN4F) [![Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 1 Pound (Pack of 1)](https://m.media-amazon.com/images/I/41al3NbhsnL.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 1 Pound (Pack of 1)**Optimum Nutrition**$22.50**47,750 rev1y ago](https://www.amazon.com/dp/B0F5JCCCDX) [![Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 0.68 Pound (Pack of 1)](https://m.media-amazon.com/images/I/41ENtutZWPL.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 0.68 Pound (Pack of 1)**Optimum Nutrition**$16.39**47,750 rev1y ago](https://www.amazon.com/dp/B0F22TTQL9) [![Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 0.68 Pound (Pack of 1)](https://m.media-amazon.com/images/I/41gtrvq+brL.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 0.68 Pound (Pack of 1)**Optimum Nutrition**$16.37**99,182 rev1y ago](https://www.amazon.com/dp/B0F1ZV7PWW) [![Premier Protein Powder Indulgence Salted Caramel Truffle 30g Protein 160 Calories 2g Sugar Gluten Free (17 Servings)](https://m.media-amazon.com/images/I/41eFqUelnJL.jpg)**Premier Protein Powder Indulgence Salted Caramel Truffle 30g Protein 160 Calories 2g Sugar Gluten Free (17 Servings)**Premier Protein**$26.20**972 rev1y ago](https://www.amazon.com/dp/B0DLPCJ4BZ)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Premier Protein Powder Indulgence Salted Caramel Truffle 30g Protein 160 Calories 2g Sugar Gluten Free (17 Servings)](https://m.media-amazon.com/images/I/41eFqUelnJL.jpg)**Premier Protein Powder Indulgence Salted Caramel Truffle 30g Protein 160 Calories 2g Sugar Gluten Free (17 Servings)**Premier Protein**$26.20**4.5★**▲ 181%**](https://www.amazon.com/dp/B0DLPCJ4BZ) [![Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 2 Pound (Packaging May Vary)](https://m.media-amazon.com/images/I/41uw5W-TPpL.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 2 Pound (Packaging May Vary)**Optimum Nutrition**$42.53**4.6★**▲ 159%**](https://www.amazon.com/dp/B000GIURIQ) [![Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 5 Pound (Packaging May Vary)](https://m.media-amazon.com/images/I/41wctorDTxL.jpg)**Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 5 Pound (Packaging May Vary)**Optimum Nutrition**$82.37**4.6★**▲ 156%**](https://www.amazon.com/dp/B000QSRO1Y) [![Optimum Nutrition Gold Standard 100% Whey Naturally Flavored Protein Powder Vanilla 1.9 Pound (Packaging May Vary)](https://m.media-amazon.com/images/I/415N2oI+j9L.jpg)**Optimum Nutrition Gold Standard 100% Whey Naturally Flavored Protein Powder Vanilla 1.9 Pound (Packaging May Vary)**Optimum Nutrition**$41.66**4.5★**▲ 153%**](https://www.amazon.com/dp/B00QQA0H60) [![Transparent Labs Grass-Fed Whey Protein Isolate - Naturally Flavored Gluten Free Whey Protein Powder with 28g of Protein per Serving & 9 Amino Acids - 30 Servings French Vanilla](https://m.media-amazon.com/images/I/416AMFFXY1L.jpg)**Transparent Labs Grass-Fed Whey Protein Isolate - Naturally Flavored Gluten Free Whey Protein Powder with 28g of Protein per Serving & 9 Amino Acids - 30 Servings French Vanilla**Transparent Labs**$59.55**4.5★**▲ 128%**](https://www.amazon.com/dp/B0CQ3JTR6F)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — +8.2% search growth over the last 90 days.

1.8M1.3MPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

## **Reviews**

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

### **What buyers love **

**Taste-Overall**24%

*“Delicious smoothie”*

**Nutritional Content**19%

*“Excellent Protein Powder”*

**Flavor**9%

*“Delicious vanilla flavor”*

**Quality-Overall**9%

*“The quality feels consistent”*

**Solubility**4%

*“Easy to Mix”*

**Value For Money**4%

*“Very affordable”*

**Blend/Ratio**3%

*“Blends well”*

**Ingredients-Overall**2%

*“Clean ingredients”*

**Sweetness**2%

*“This offers a perfect balance of sweetness”*

**Advertised Vs Actual Product**1%

*“As advertised”*

### **What buyers complain about **

**Taste-Overall**22%

*“Chalky taste”*

**Value For Money**8%

*“Costs too much”*

**Flavor**8%

*“weird flavor”*

**Nutritional Content**6%

*“Inconsistency in the nutrition facts”*

**Sweetness**4%

*“Undrinkable--too sweet”*

**Solubility**3%

*“Wouldn't dissolve”*

**Artificial Sweeteners**2%

*“It tastes like artificial sweeter”*

**Texture/Consistency-Overall**2%

*“Horrible texture”*

**Smell**2%

*“Strange smell”*

**Size-Overall**1%

*“TOO SMALL”*

### **Top return reasons **

**Size-Overall**33%

**Value For Money**20%

**Leak-Proof**7%

**Fever Relief**7%

**Product Condition**7%

**Ingredients-Overall**7%

**Taste-Overall**7%

**Joint Pain**7%

**Flavor**7%