Is protein powder profitable to sell on Amazon Singapore?

The niche generates $115K/yr across 34 tracked products. 90-day search growth is +18.0%. Flapen's verdict: Skip it (48/100).

How competitive is the protein powder niche?

12 brands and 25 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 88% of demand.

What do buyers complain about in protein powder?

Top complaints mined from reviews: Taste-Overall, Value For Money. The return rate is 0.0%.

What does it cost to enter the protein powder niche?

Listings span $3.53–$134.64; the average listing price is $66.40 (sweet spot $15–$100). The average incumbent carries 10,808 reviews — the moat a new listing must climb.

protein powder

Skip it

Weak search conversion (1.2%) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Great$66.40

avg listing price — sweet spot $15–$100

Competition

Good46%

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

Price range

Good$3.53–$134.64

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

Growth

Okay+18.0%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay88%

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

Market size

Okay$115K

$115K/yr · 146K searches

Review moat

Bad10,808.21

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.2%

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

Signals High Price

According to Flapen's Amazon Singapore niche tracking, protein powder is a $115K/yr Amazon Singapore market (146K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 48/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

protein powder market data

Units sold / yr: 5K–6K; avg 100–250/product
Revenue / yr: $332K–$398K; units × avg price
Conversion rate: 1.2%
Avg BSR: #25
Page quality: 0%
Prime: 91%
Sponsored: 12%
Out of stock: 4.8%
Avg brand age: 91 months
Avg seller age: 0 days

Competition & brand share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

46%

Top 20: 83%

Open market

10%

Optimum Nutrition62%
Dymatize11%
Myprotein6%
Orgain4%
Now Foods4%
NAKED2%
Open — no brand owns it (6 brands, 10%)

Demand

Weekly Amazon search volume, last 42 weeks — +18.0% search growth over the last 90 days.

Open Trend

Top protein powder search terms

protein43K/yr +3.2%0.5% conv.
protein powder41K/yr +15.7%1.4% conv.
whey protein24K/yr +35.6%1.5% conv.
whey protein isolate10K/yr +16.9%1.5% conv.
optimum nutrition whey protein10K/yr +16.3%2.8% conv.
whey5K/yr +77.5%1.1% conv.
optimum nutrition6K/yr +24.0%0.9% conv.
whey isolate5K/yr +62.8%0.9% conv.

All search terms

Top protein powder 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate Double Rich Chocolate 2.27 kilograms

Optimum Nutrition$106.444.5★5,956 rev

Optimum Nutrition Gold Standard Whey Double Rich Chocolate 907.185 grams

Optimum Nutrition$57.434.5★56,377 rev

Myprotein Impact Whey Protein Blend Vanilla 2.2 lbs (40 Servings)

Myprotein$49.134.4★7,669 rev

Optimum Nutrition Gold Standard 100% Whey Protein Powder Chocolate Hazelnut 2 Pound (Packaging May Vary)

Optimum Nutrition$54.954.6★2,290 rev

OPTIMUM NUTRITION Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 2 Pound (Packaging May Vary) (1031669-P)

Optimum Nutrition$56.044.6★28,272 rev

Newest

by launch date

Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 0.68 Pound (Pack of 1)

Optimum Nutrition$27.06582 rev

1y ago

RYSE Loaded Protein Powder - Skippy Peanut Butter - 25g Whey Protein Isolate & Concentrate with Prebiotic Fiber & MCTs - Low Carb Low Sugar Digestive-Friendly - 20 Servings / 1.5 lb Tub

RYSE Up Supplements$57.29126 rev

2y ago

Dymatize ISO 100 Whey Protein Powder with 25g of Hydrolyzed 100% Whey Isolate Gluten Free Fast Digesting 1.6 Pound Chocolate Peanut Butter 20 Servings

Dymatize$44.321,473 rev

3y ago

Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate Double Rich Chocolate 2.27 kilograms

Optimum Nutrition$106.445,956 rev

5y ago

Optimum Nutrition Gold Standard 100% Whey Protein Powder Extreme Milk Chocolate Extreme Milk Chocolate 907 grams

Optimum Nutrition$55.19377 rev

5y ago

What buyers say about protein powder

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

What buyers love

Taste-Overall33%

“lovely taste”

Quality-Overall33%

“Product itself is good as it was my 2nd time buying”

Advertised Vs Actual Product33%

“Exactly what I was looking for”

What buyers complain about

Taste-Overall50%

“It tastes just like melted vanilla ice cream if you mix it with milk”

Value For Money50%

“Not good value”

Common questions

Is protein powder profitable to sell on Amazon Singapore?: The niche generates $115K/yr across 34 tracked products. 90-day search growth is +18.0%. Flapen's verdict: Skip it (48/100).
How competitive is the protein powder niche?: 12 brands and 25 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 88% of demand.
What do buyers complain about in protein powder?: Top complaints mined from reviews: Taste-Overall, Value For Money. The return rate is 0.0%.
What does it cost to enter the protein powder niche?: Listings span $3.53–$134.64; the average listing price is $66.40 (sweet spot $15–$100). The average incumbent carries 10,808 reviews — the moat a new listing must climb.