baking protein powder
Skip itA small market ($36K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Avg price
Incredible$31.48avg listing price — sweet spot $15–$100
Price range
Great$13.62–$62.24cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Conversion
Okay2.7%search→purchase rate — share of searches ending in a sale
Growth
Okay+6.6%90-day search growth — must beat 0% to launch
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Review moat
Bad6,433.54avg incumbent reviews — the moat a new listing must climb
Market size
Bad$36K$36K/yr · 43K searches
According to Flapen's Amazon United States niche tracking, baking protein powder is a $36K/yr Amazon United States market (43K searches/yr). The top 5 brands hold 87% of demand. Verdict: Skip it — 45/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
baking protein powder market data
- Units sold / yr
- 2K–3K
- avg 100–250/product
- Revenue / yr
- $63K–$79K
- units × avg price
- Conversion rate
- 2.7%
- Avg BSR
- #130
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 69%
- Out of stock
- 1.0%
- Avg brand age
- 85 months
- Avg seller age
- 128 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
14 rising
Sellers
672
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
58%
Top 20: 94%
Open market
10%
- Bob's Red Mill63%
- LEANBAKERS13%
- PEScience4%
- NAKED4%
- Isopure3%
- Talcufon3%
- Open — no brand owns it (8 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 66 weeks — +6.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Top baking protein powder search terms
- protein powder for baking13K/yr
- bobs red mill protein powder9K/yr
- bobs red mill whey protein powder7K/yr
- baking protein powder7K/yr
- bobs red mill vanilla protein powder4K/yr
- bobs red mill protein3K/yr
Top baking 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bobs Red Mill Whey Protein Powder 12ounce Package May Vary Red unflavored 12 Ounce
Bob's Red Mill$19.304.6★1,135 rev
LEANBAKERS Bakers Protein Powder Pure Natural Protein Blend Whey Isolate Whey Concentrate Casein Gluten Free no sweeteners Unflavored 17.1 oz for Baking high Protein Low Calorie Snacks
LEANBAKERS$35.834.6★51 rev
Bobs Red Mill Whey Protein Concentrate 12oz (Pack of 4) - Keto Friendly Kosher
Bob's Red Mill$59.744.8★195 rev
Bobs Red Mill All Natural Whey Protein Powder 12 Ounce (Pack of 2)
Bob's Red Mill$31.964.4★75 rev
Bobs Red Mill All Natural Whey Protein Powder 12 Ounce
Bob's Red Mill$17.034.4★163 rev
Newest
by launch date
PEScience Protein Pancake Mix for Protein Waffles and Pancakes Just Add Water Whey and Casein Blend Amazing Taste and Fluffy Texture - Cinnamon Roll 12 Servings
PEScience$19.44417 rev
Talcufon Egg White Protein Powder 8 Oz Pasteurized No Additives High Protein Gluten-Free Ideal for Baking and Cooking Unflavored 227G
Talcufon$13.62678 rev
NAKED Whey 2LB 100% Grass Fed Whey Protein Powder - Only 1 Ingredient Unflavored Whey Protein NSF Certified Undenatured Gluten Free Soy Free No GMOs No Preservatives
NAKED$44.4010,286 rev
LEANBAKERS Bakers Protein Powder Pure Natural Protein Blend Whey Isolate Whey Concentrate Casein Gluten Free no sweeteners Unflavored 17.1 oz for Baking high Protein Low Calorie Snacks
LEANBAKERS$35.8351 rev
Bobs Red Mill High Protein Oats - 32 oz (Pack of 4) Gluten Free 10g/Serving Non GMO Whole Grain Plant Based Protein
Bob's Red Mill$32.21616 rev
Trending
90-day click momentum
Devotion Nutrition Angel Food Cake Protein Powder for Shakes Baking Pancakes Desserts 20g Whey Isolate & Casein Protein Blend No Added Sugar Low Carb Gluten-Free Keto-Friendly with MCT 2lb
Devotion Nutrition$62.144.4★
Bobs Red Mill Whey Protein Powder 12 Ounce (340 g) Pkg (3 Packs)
Bob's Red Mill$27.594.8★
Bobs Red Mill Hemp Protein Powder 16oz (Pack of 4) - Non GMO Vegan Paleo Friendly Keto Friendly Kosher
Bob's Red Mill$48.964.5★
PEScience Protein Pancake Mix for Protein Waffles and Pancakes Just Add Water Whey and Casein Blend Amazing Taste and Fluffy Texture - Cinnamon Roll 12 Servings
PEScience$19.444.5★
Bobs Red Mill Almond Protein Powder 14oz (Pack of 4) - Non GMO Gluten Free Vegan Paleo Friendly Keto Friendly Kosher
Bob's Red Mill$62.244.4★
What buyers say about baking protein powder
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing protein”
“no weird after taste”
“Had a great price point to quality imho”
“The flavor is neutral”
“Dissolves easily”
“blends smoothly”
“I love that it is Organic”
“Great deal”
“As advertised”
“Good for baking”
What buyers complain about
“Weird taste”
“Does not disolve”
“its unflavored”
“It is not a clear protein”
“Priced to high”
“Chalky Texture”
“The sweetness is so UNBEARABLE”
“Changed ingredients”
“Chemical smell and taste”
“Completely undrinkable with the amount of fake sweetener added here”
Top return reasons
Common questions
- Is baking protein powder profitable to sell on Amazon United States?
- The niche generates $36K/yr across 26 tracked products. 90-day search growth is +6.6%. Flapen's verdict: Skip it (45/100).
- How competitive is the baking protein powder niche?
- 14 brands and 672 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in baking protein powder?
- Top complaints mined from reviews: Taste-Overall, Solubility, Flavor. The return rate is 0.0%.
- When does demand for baking protein powder peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the baking protein powder niche?
- Listings span $13.62–$62.24; the average listing price is $31.48 (sweet spot $15–$100). The average incumbent carries 6,434 reviews — the moat a new listing must climb.