Is protein powder profitable to sell on Amazon United Kingdom?

The niche generates £11.2M/yr across 40 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +2.1%. Flapen's verdict: Launch it (66/100).

How competitive is the protein powder niche?

13 brands and 100 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in protein powder?

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

When does demand for protein powder peak?

Demand is steady year-round — the busiest month runs 1.7× the quietest.

What does it cost to enter the protein powder niche?

Listings span £9.10–£59.15; the average listing price is £21.80 (sweet spot $15–$100). The average incumbent carries 4,843 reviews — the moat a new listing must climb.

protein powder

Launch it

A $11.2M/yr market growing +2.1% this quarter with returns at 0.1% — clears our launch bar.

Market size

Incredible£11.2M

£11.2M/yr · 11.7M searches

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Great£21.80

avg listing price — sweet spot $15–$100

Price range

Great£9.10–£59.15

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

Competition

Good41%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Good4.4%

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

Brand share

Okay81%

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

Growth

Okay+2.1%

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

Review moat

Bad4,843.43

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United Kingdom niche tracking, protein powder is a £11.2M/yr Amazon United Kingdom market (11.7M searches/yr). The top 5 brands hold 81% of demand. Verdict: Launch it — 66/100.

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

protein powder market data

Units sold / yr: 500K–600K; avg 12,500–15,000/product
Revenue / yr: £10.9M–£13.1M; units × avg price
Conversion rate: 4.4%
Avg BSR: #9
Page quality: 0%
Prime: 95%
Sponsored: 57%
Out of stock: 3.3%
Avg brand age: 59 months
Avg seller age: 159 days

Competition & brand share

The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 falling

Sellers

100

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

41%

Top 20: 80%

Open market

14%

Optimum Nutrition35%
BULK POWDERS18%
Myprotein14%
Applied Nutrition8%
Bulk7%
Warrior4%
Open — no brand owns it (7 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.1% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.7×

Open Trend

Top protein powder search terms

protein powder5.0M/yr +0.6%2.2% conv.
whey protein powder1.5M/yr +7.7%2.4% conv.
protein1.3M/yr -0.6%0.6% conv.
whey protein582K/yr +16.8%2.1% conv.
optimum nutrition whey protein472K/yr +16.1%3.9% conv.
my protein432K/yr +0.6%1.1% conv.
bulk protein powder306K/yr +0.5%4.4% conv.
vanilla protein powder287K/yr -5.3%6.5% conv.
myprotein255K/yr +4.5%1.3% conv.
whey isolate protein powder192K/yr +7.2%1.5% 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

Bulk Pure Whey Protein Powder Vanilla 1kg

BULK POWDERS£18.704.4★9,556 rev

Optimum Nutrition Gold Standard Whey Protein Muscle Building Powder with Naturally Occurring Glutamine and Amino Acids Double Rich Chocolate 29 Servings 899 g Packaging May Vary

Optimum Nutrition£27.064.6★56,672 rev

Myprotein£22.604.4★7,972 rev

Optimum Nutrition Gold Standard 100% Whey Protein Powder 2.26kg

Optimum Nutrition£55.214.7★3,587 rev

Applied Nutrition Diet Whey - High Protein Powder Supplement Low Carb & Sugar for Weight Management with CLA L Carnitine Green Tea (450g - 18 Servings) (Vanilla)

Applied Nutrition£9.254.3★460 rev

Newest

by launch date

Myprotein£23.4366 rev

4mo ago

Myprotein£14.5466 rev

4mo ago

Bulk£13.092,587 rev

1y ago

Warrior Whey Protein Powder 500g 20 Servings High Protein Shake Supplement for Muscle Growth Recovery & Weight Loss Low Sugar Low Carb Gluten Free Meal Replacement Shake Chocolate Brownie

Warrior£10.09740 rev

2y ago

Applied Nutrition Diet Whey - High Protein Powder Supplement Low Carb & Sugar for Weight Management with CLA L Carnitine Green Tea (450g - 18 Servings) (Vanilla)

Applied Nutrition£9.25460 rev

6y ago

What buyers say about protein powder

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

What buyers love

Taste-Overall25%

“lovely taste and very satisfying”

Nutritional Content17%

“good amount of protein”

Quality-Overall9%

“Trusted brand with consistent quality”

Flavor8%

“the flavour is also very tasty”

Value For Money7%

“Good Value for Money”

Blend/Ratio5%

“easy to blend”

Solubility3%

“It mixes well”

Texture/Consistency-Overall2%

“smooth texture”

Sweetness2%

“not overly sweet”

Advertised Vs Actual Product1%

“it does the job”

What buyers complain about

Taste-Overall29%

“Doesn't taste good”

Nutritional Content8%

“Nutritional information incorrect”

Flavor7%

“Exceedingly artificial flavour”

Texture/Consistency-Overall5%

“Weird texture”

Value For Money4%

“over priced”

Sweetness4%

“Contains Too Much Sugar”

Quality-Overall3%

“Extremely poor quality”

Solubility2%

“Doesn't mix well”

Dilute/Watery2%

“very watery when made as per the instructions”

Artificial Sweeteners2%

“Artificial sweetener overload”

Top return reasons

Flavor30%

Taste-Overall19%

Leak-Proof8%

Texture/Consistency-Overall4%

Advertised Vs Actual Product4%

Ingredients-Overall4%

Nutritional Content3%

Contamination2%

Value For Money2%