Is equate protein shakes profitable to sell on Amazon United States?

The niche generates $103K/yr across 21 tracked products. 90-day search growth is +22.2%. Flapen's verdict: Skip it (47/100).

How competitive is the equate protein shakes niche?

10 brands and 95 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in equate protein shakes?

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

When does demand for equate protein shakes peak?

Demand peaks in Apr; the busiest month runs 5.8× the quietest.

What does it cost to enter the equate protein shakes niche?

Listings span $16.93–$158.79; the average listing price is $34.43 (sweet spot $15–$100). The average incumbent carries 10,607 reviews — the moat a new listing must climb.

equate protein shakes

Skip it

A deep review moat (10,607 avg reviews) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Incredible$34.43

avg listing price — sweet spot $15–$100

Price range

Good$16.93–$158.79

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

Growth

Good+22.2%

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

Competition

Okay59%

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

Brand share

Okay83%

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

Conversion

Okay2.9%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Market size

Okay$103K

$103K/yr · 104K searches

Review moat

Bad10,606.95

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, equate protein shakes is a $103K/yr Amazon United States market (104K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Apr. Verdict: Skip it — 47/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

equate protein shakes market data

Units sold / yr: 4K–5K; avg 100–250/product
Revenue / yr: $138K–$172K; units × avg price
Conversion rate: 2.9%
Avg BSR: #151
Page quality: 0%
Prime: 81%
Sponsored: 86%
Out of stock: 2.2%
Avg brand age: 88 months
Avg seller age: 136 days

Competition & brand share

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 falling

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

59%

Top 20: 99%

Open market

12%

Pure Protein26%
Premier Protein20%
Ensure17%
Generic12%
Carnation Breakfast Essentials7%
Atkins5%
Open — no brand owns it (4 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +22.2% search growth over the last 90 days.

Peak months: Apr · busiest ÷ quietest = 5.8×

Open Trend

Top equate protein shakes search terms

equate protein shakes68K/yr +13.6%1.8% conv.
equate meal replacement shake16K/yr +43.3%0.6% conv.
equate protein shake8K/yr +20.3%1.0% conv.
pure protein vanilla4K/yr +85.0%10.3% conv.
pure protein vanilla shake3K/yr +83.6%11.7% conv.
equate protein2K/yr +29.8%0.8% conv.
pure protein vanilla milkshake3K/yr -4.6%13.1% conv.

All search terms

Top equate protein shakes 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Pure Protein Vanilla Protein Shake 30g Complete Protein Vitamins A C D and E plus Zinc to Support Immune Health Ready to Drink and Keto-Friendly 11oz Bottles 12 Pack

Pure Protein$22.254.5★9,510 rev

Equate Easy-to-Drink Shakes Meal Replacement 30g Protein Low Sugar Gluten Free Lactose Free Nutritional Shake Ready to Drink for Workout Recovery and Muscle Gain Chocolate Flavor 11 oz

Generic$43.594.4★4 rev

Ensure$25.784.6★20,172 rev

Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack

Premier Protein$23.604.8★7,705 rev

Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack

Premier Protein$23.674.7★6,730 rev

Newest

by launch date

Equate Easy-to-Drink Shakes Meal Replacement 30g Protein Low Sugar Gluten Free Lactose Free Nutritional Shake Ready to Drink for Workout Recovery and Muscle Gain Chocolate Flavor 11 oz

Generic$43.594 rev

1y ago

Premier Protein Shake Chocolate Peanut Butter 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack

Premier Protein$24.394,569 rev

1y ago

Ensure Max Protein Nutrition Shakes Variety Pack With 30g of Protein 1g of Sugar Nutrients to Support Immune System Health High Protein Shake 11 fl oz Pack of 8 Liquid

Ensure$19.873,195 rev

3y ago

Carnation Breakfast Essentials Ready to Drink with Fiber Rich Milk Chocolate 8 FL OZ Carton (Pack of 24)

Carnation Breakfast Essentials$24.165,090 rev

4y ago

Carnation Breakfast Essentials High Protein with Fiber Ready-to-Drink 8 FL OZ Carton Rich Milk Chocolate (Pack of 24)

Carnation Breakfast Essentials$26.244,343 rev

4y ago

What buyers say about equate protein shakes

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

What buyers love

Taste-Overall33%

“Absolutely delicious”

Nutritional Content23%

“Great protein powder”

Flavor11%

“Best Flavor”

Quality-Overall6%

“No Complaints”

Value For Money5%

“Great Deal”

Ease Of Use2%

“Easy peezy”

Advertised Vs Actual Product2%

“As described”

Sweetness1%

“theyre not too sweet”

Weight Loss1%

“they've really helped me stay on track with my weight-loss journey”

Texture/Consistency-Overall1%

“Good texture”

What buyers complain about

Taste-Overall23%

“Horrible after taste”

Value For Money8%

“To expensive”

Flavor7%

“Horrible weak flavor”

Nutritional Content7%

“I dont believe its good nutritional value”

Sweetness4%

“has too much sugar in it”

Thickness2%

“It was thick chunky”

Dilute/Watery2%

“Very watery”

Leak-Proof2%

“The bottles leak”

Ingredients-Overall2%

“Full of horrible ingredients”

Texture/Consistency-Overall2%

“off in texture”

Top return reasons

Size-Overall33%

Functionality-Overall33%