Is all in one protein powder profitable to sell on Amazon United Kingdom?

The niche generates £639K/yr across 24 tracked products. 90-day search growth is -13.3%. Flapen's verdict: Worth a look (53/100).

How competitive is the all in one protein powder niche?

9 brands and 51 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in all in one protein powder?

Top complaints mined from reviews: Taste-Overall, Nutritional Content, Value For Money. The return rate is 0.1%.

When does demand for all in one protein powder peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the all in one protein powder niche?

Listings span £10.08–£44.25; the average listing price is £28.66 (sweet spot $15–$100). The average incumbent carries 3,787 reviews — the moat a new listing must climb.

all in one protein powder

Worth a look

Shows low returns (0.1%), but soft demand (-13.3% this quarter) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Incredible£28.66

avg listing price — sweet spot $15–$100

Price range

Great£10.08–£44.25

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Market size

Good£639K

£639K/yr · 777K searches

Competition

Okay55%

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

Conversion

Okay2.9%

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

Review moat

Okay3,786.83

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-13.3%

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

Brand share

Bad93%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, all in one protein powder is a £639K/yr Amazon United Kingdom market (777K searches/yr). The top 5 brands hold 93% of demand. Verdict: Worth a look — 53/100.

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

all in one protein powder market data

Units sold / yr: 20K–25K; avg 750–1,000/product
Revenue / yr: £573K–£717K; units × avg price
Conversion rate: 2.9%
Avg BSR: #46
Page quality: 0%
Prime: 92%
Sponsored: 79%
Out of stock: 3.1%
Avg brand age: 55 months
Avg seller age: 156 days

Competition & brand share

The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 falling

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

55%

Top 20: 94%

Open market

Optimum Nutrition64%
The Bulk Protein Company9%
Reflex Nutrition9%
USN5%
Mutant5%
Applied Nutrition2%
Open — no brand owns it (3 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -13.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top all in one protein powder search terms

mass gainer273K/yr -12.0%2.0% conv.
serious mass85K/yr -6.6%5.3% conv.
weight gainer76K/yr -9.8%1.5% conv.
mass gainer protein powder60K/yr -24.6%1.8% conv.
weight gain41K/yr -12.0%0.9% conv.
optimum nutrition serious mass24K/yr +4.8%4.7% conv.
whey protein powder 5kg21K/yr +10.2%0.1% conv.
protein powder 5kg29K/yr -12.6%0.5% conv.
mass26K/yr -22.6%0.9% conv.
weight gain protein powder23K/yr -7.2%1.2% conv.

All search terms

Top all in one 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 Serious Mass Protein Powder High Calorie Mass Gainer with Vitamins Creatine and Glutamine Vanilla 8 Servings 2.73 kg Packaging May Vary

Optimum Nutrition£28.014.5★12,618 rev

Optimum Nutrition Serious Mass Protein Powder High Calorie Mass Gainer with Vitamins Creatine and Glutamine Chocolate 8 Servings 2.73 kg Packaging May Vary

Optimum Nutrition£25.734.4★18,494 rev

Optimum Nutrition Serious Mass Protein Powder High Calorie Mass Gainer with Vitamins Creatine and Glutamine Chocolate 16 Servings 5.45 kg

Optimum Nutrition£44.254.5★15,456 rev

Reflex Nutrition Instant Mass Heavyweight - Mass Gainer - Over 1000 Kcal per Serving 60g Protein Creatine - High Calorie Post Workout or Before Bed Protein Shake (Chocolate Perfection 2 kg)

Reflex Nutrition£20.324.1★656 rev

Optimum Nutrition Serious Mass Protein Powder High Calorie Mass Gainer with Vitamins Creatine and Glutamine Banana 16 Servings 5.45 kg Packaging May Vary

Optimum Nutrition£42.754.5★3,231 rev

Newest

by launch date

Optimum Nutrition Serious Mass Protein Powder High Calorie Mass Gainer with Vitamins Creatine Monohydrate and Glutamine Vanilla 4 Servings 1.34kg Packaging May Vary

Optimum Nutrition£19.3312,618 rev

1y ago

Optimum Nutrition Serious Mass Protein Powder High Calorie Mass Gainer with Vitamins Creatine and Glutamine Chocolate 4 Servings 1.34 kg Packaging May Vary

Optimum Nutrition£18.7732 rev

1y ago

Applied Nutrition Critical Mass Professional - Weight Gain Protein Powder High Calorie Weight Gainer Lean Mass (2.4kg - 16 Servings) (Chocolate)

Applied Nutrition£24.5567 rev

2y ago

Mutant£27.411,425 rev

4y ago

USN Muscle Fuel Anabolic All-In-One Muscle Mass Gainer Strawberry Flavour - 2kg 54g Protein Powder 5g Creatine Powder & 5g BCAA Powder For Maximum Muscle Growth Post Workout Recovery Drink Mix

USN£24.77568 rev

5y ago

What buyers say about all in one protein powder

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

What buyers love

Taste-Overall19%

“Taste great mixes well”

Quality-Overall12%

“Good product as described”

Value For Money10%

“Good value”

Nutritional Content9%

“Really good protein powder”

Flavor6%

“Great taste nice flavour”

Weight Gain6%

“I think this will help you gain weight as long as you have this along with your meals”

Weight Loss5%

“Very helpful with getting weight back on”

Blend/Ratio4%

“Perfect blend of everything”

Size-Overall4%

“Great size”

Solubility3%

“Yeah mixes easy”

What buyers complain about

Taste-Overall19%

“very chalky powdery taste”

Nutritional Content10%

“It's not protein”

Value For Money7%

“OVERPRICED”

Flavor4%

“The taste of the dutch chocolate flavour shakes are extremely unpleasant”

Texture/Consistency-Overall4%

“really bad texture”

Weight Loss4%

“Didnt put weight on even though I struggle with eating”

Size-Overall4%

“HALF THE SIZE BE CAREFUL OF DETAILS”

Solubility3%

“it still didnt dissolve well”

Advertised Vs Actual Product3%

“Please tell me it isnt true”

Sweetness3%

“the only bad is that this gainer is extra sweet”

Common questions

Is all in one protein powder profitable to sell on Amazon United Kingdom?: The niche generates £639K/yr across 24 tracked products. 90-day search growth is -13.3%. Flapen's verdict: Worth a look (53/100).
How competitive is the all in one protein powder niche?: 9 brands and 51 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 93% of demand.
What do buyers complain about in all in one protein powder?: Top complaints mined from reviews: Taste-Overall, Nutritional Content, Value For Money. The return rate is 0.1%.
When does demand for all in one protein powder peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the all in one protein powder niche?: Listings span £10.08–£44.25; the average listing price is £28.66 (sweet spot $15–$100). The average incumbent carries 3,787 reviews — the moat a new listing must climb.