smart protein
Skip itSoft demand (-37.0% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Avg price
Good£14.12avg listing price — sweet spot $15–$100
Review moat
Good839.89avg incumbent reviews — the moat a new listing must climb
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Price range
Okay£8.61–£19.21cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad94%top-5 brand share — brand-locked demand
Market size
Bad£52K£52K/yr · 46K searches
Growth
Bad-37.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, smart protein is a £52K/yr Amazon United Kingdom market (46K searches/yr). The top 5 brands hold 94% of demand. Verdict: Skip it — 45/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
smart protein market data
- Units sold / yr
- 3K–3K
- avg 100–250/product
- Revenue / yr
- £35K–£42K
- units × avg price
- Conversion rate
- 8.0%
- Avg BSR
- #345
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 0.0%
- Avg brand age
- 54 months
- Avg seller age
- 163 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
9 rising
Sellers
28
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
60%
Top 20: 100%
Open market
4%
- PhD77%
- Royal Oak Health8%
- NutriMali4%
- Nutracraft3%
- swiss bioenergetics3%
- Solgar2%
- Open — no brand owns it (3 brands, 4%)
Demand
Weekly Amazon search volume, last 18 weeks — -37.0% search growth over the last 90 days.Top smart protein search terms
- smart protein21K/yr
- phd plant protein powder8K/yr
- phd smart protein powder5K/yr
- smart protein blend7K/yr
- phd vegan protein powder3K/yr
- phd diet plant3K/yr
Top smart protein 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.
All 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Phd Smart Protein Versatile Shake Ideal for Shakes Baking and Deserts Chocolate Brownie Flavour 17 Servings per 510 g Bag
PhD£12.264.3★728 rev
Phd Smart Plant High Protein Vegan Shake Ideal for Shakes Baking and Deserts Eton Mess Flavour 20 Servings per 500 g Bag
PhD£11.564.1★444 rev
Phd Smart Plant high Protein Vegan Shake Ideal for Shakes Baking and Deserts Choc Cookie 500g
PhD£13.454.2★857 rev
PhD Nutrition Diet Plant High Protein Lean Matrix Vegan Diet Protein Powder Belgian Chocolate 18g of Plant Protein 40 Servings Per 1 kg Bag (Packaging May Vary)
PhD£18.764.1★1,544 rev
Royal Oak Health Full Spectrum Amino Acid Complex | Complete with All 20 EAA & BCAAs in Free Form for Instant Digestion | Essential & Branch Chain Amino Acids Supplement | 60 Vegan Capsules | UK Made
Royal Oak Health£14.044.2★63 rev
Newest
by launch date
Amino Acid Supplements Full Spectrum All BCAA EAA + Vitamin C & Botanical Blend High Strength Free Form 60 Vegan Capsules | By NutriMali
NutriMali£10.5117 rev
Royal Oak Health Full Spectrum Amino Acid Complex | Complete with All 20 EAA & BCAAs in Free Form for Instant Digestion | Essential & Branch Chain Amino Acids Supplement | 60 Vegan Capsules | UK Made
Royal Oak Health£14.0463 rev
Total Amino Boost - Full Spectrum - All 20 Amino Acids Including All BCAAs -120 Vegan Capsules with Free Form pre-digested Amino Acids with Advanced Coenzyme Support. No Additives - UK Made
swiss bioenergetics£14.45256 rev
Phd Smart Protein Versatile Shake Ideal for Shakes Baking and Deserts Chocolate Brownie Flavour 17 Servings per 510 g Bag
PhD£12.26728 rev
Phd Smart Protein Versatile Shake Ideal for Shakes Baking and Deserts Salted Caramel Flavour 17 Servings per 510 g Bag
PhD£12.38220 rev
Trending
90-day click momentumAmino Acid Supplements Full Spectrum All BCAA EAA + Vitamin C & Botanical Blend High Strength Free Form 60 Vegan Capsules | By NutriMali
NutriMali£10.514.3★
Phd Smart Plant High Protein Vegan Shake Ideal for Shakes Baking and Deserts Eton Mess Flavour 20 Servings per 500 g Bag
PhD£11.564.1★
![PhD Nutrition Diet Whey Lean Protein Powder | Vanilla Crème Whey Protein Powder 1 kg Bag [ Packaging May Vary ]](https://m.media-amazon.com/images/I/41pHGr2doiL.jpg)
PhD Nutrition Diet Whey Lean Protein Powder | Vanilla Crème Whey Protein Powder 1 kg Bag [ Packaging May Vary ]
PhD£19.214.4★
PhD Nutrition Diet Plant Vegan Protein Powder Plant Based Strawberries and Cream High Plant Protein 40 Servings Per 1 kg Bag.
PhD£18.564.0★
Thyroid Support Supplement for Women - 90 Vegan Capsules - Advanced Complex with 13 Ingredients Including Iodine Magnesium Vitamin B12 L-Tyrosine Schizandra & Cayenne - Zhou
ZHOU£12.264.3★
What buyers say about smart protein
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality though, good macros, good taste”
“But it tastes great and very foamy”
“Great protein”
“Creamy flavour and mixes well”
“An energy boost naturally”
“They are swallowed easily”
“Fair price when comparing others at £30 +”
“Nice flavour and mixes well”
“As described and arrived on time”
“Overall Im really pleased with this supplements ingredients and effectiveness”
What buyers complain about
“Tastes very artificial and smells strange”
“Not sweet & plant based”
“texture have changed”
“Big shame as I love the chocolate flavour from Phd so wanted to love this too”
“It isn't always easy to assess the effectiveness of a supplement that may potentially be beneficial to your well-being”
“Too thick”
“Dosage is high - a lot to swallow”
“very bitty as well”
“Not worth the money”
“when mixed with water had a runny consistency to it like always”
Common questions
- Is smart protein profitable to sell on Amazon United Kingdom?
- The niche generates £52K/yr across 19 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -37.0%. Flapen's verdict: Skip it (45/100).
- How competitive is the smart protein niche?
- 9 brands and 28 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in smart protein?
- Top complaints mined from reviews: Taste-Overall, Sweetness, Texture/Consistency-Overall. The return rate is 0.1%.
- What does it cost to enter the smart protein niche?
- Listings span £8.61–£19.21; the average listing price is £14.12 (sweet spot $15–$100). The average incumbent carries 840 reviews — the moat a new listing must climb.