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Protein Powder

Fail

Buyers convert on only 1.2% of searches, so Protein Powder is a Fail.

Flapen Score
48
48 / 100
Top 6% of 198 Health, Household and Personal Care niches · +11 vs the category median of 37
Market size
$115K/yr146K searches / yr
90-day growth
+18.0%search demand this quarter
Competition
46%top-5 click share · 12 brands · 25 sellers

Flapen Score

Protein Powder against its category

The dotted line is the Health, Household and Personal Care average. Past it, Protein Powder is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Protein Powder market on Amazon at a glance

Shoppers on Amazon Singapore searched for Protein Powder 146K times last year and spent an estimated $115K. The top 5 brands take 88% of clicks. Flapen scores it 48 out of 100, a Fail.

01 · Demand

An estimated 1.2% of those searches ended in a purchase.

Shoppers searched for this 146K times in the last 12 months. That counts every search on Amazon Singapore for this niche's terms. An estimated 1.2% of those searches ended in a purchase. Searches in the last 90 days moved +18.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated $115K a year.

Searches, last 12 months
146K
Growth, 90 days vs prior 90
+18.0%
Conversion, latest week
1.2%
Market size, estimated
$115Ka year
Top search term
protein43K searches a year

02 · Price

A sale here is worth $66.40.

Listings sell for $66.40 on average, from $3.53 to $134.64. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 100 to 250 of them. At $66.40 that is $7K to $17K a year per listing.

Average price
$66.40inside the $15 to $100 sweet spot
Price range
$3.53–$134.64
Amazon Singapore median price
$30.00across 1,590 niches
Units sold a year
5K–6K
Units per listing a year
100–250
Revenue per listing a year
$7K–$17K
Returns
0.0%of orders · Amazon Singapore median 0.0%

03 · Entry bar

The bar here is reviews.

12% of listings pay for placement with sponsored ads. 91% ship with Prime. On an average day, 4.8% of listings are out of stock. The average listing ranks #25 within Health, Household and Personal Care. It carries 10,808 reviews at 4.52 stars, so a new listing needs social proof before a better product.

Sponsored listings
12%
Prime listings
91%
Out of stock, average day
4.8%
Average rank
#25in Health, Household and Personal Care
Average rating
4.52 starsAmazon Singapore average 4.47 stars
Average reviews
10,808per listing
Listings tracked
34

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 91 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
91 months

Products

Top Protein Powder products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take 46% of clicks. Leaders hold, but buyers still shop past them.

Brands

12 falling

Sellers

25

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

46%

Top 20: 83%

Open market

10%

  • Brand 162%
  • Brand 211%
  • Brand 36%
  • Brand 44%
  • Brand 54%
  • Brand 62%
  • Open — no brand owns it (6 brands, 10%)

Demand

Protein Powder search demand

Weekly searches over the year, seasonality beneath. Pick a range.

7K5KSpike '25Black Friday '25Spike '26OctNovDecJanFebMarAprMayJunJul

Peak months: Jun, Oct · busiest ÷ quietest = 1.9× · 10 of 12 months tracked

Search terms

Top Protein Powder search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • protein43K/yr
  • protein powder41K/yr
  • whey protein24K/yr
  • whey protein isolate10K/yr
  • optimum nutrition whey protein10K/yr
  • whey5K/yr
  • optimum nutrition6K/yr
  • whey isolate5K/yr

Reviews and returns

What reviews say buyers love and hate about Protein Powder

We read the reviews and the return reasons for every product selling here.

33%of positive reviews mention “Taste-Overall”
50%of negative reviews mention “Taste-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“It tastes just like melted vanilla ice cream if you mix it with milk”
A buyer, on “Taste-Overall”50% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

4 topics

NegativePositive

FAQ

Common Protein Powder questions

Answered from the same tracked data.