---
title: "Equate Protein Shakes — $103K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/equate-protein-shakes"
last_updated: "2026-08-11T15:51:54.919Z"
locale: en
meta:
description: "Niche score 47/100 · $103K/yr market · 104K searches/yr · $34.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $103K/yr market · 104K searches/yr · $34.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Equate Protein Shakes — $103K/yr Amazon US Niche (2026) - Flapen"
---
# **equate protein shakes**
**Skip it**
A deep review moat (10,607 avg reviews) — this niche doesn't clear our bar today.
Market size 25Growth 51Conversion 36Competition 43Returns 100Price range 59Avg price 95Brand share 37Review moat 21Quality gap 27
**Returns**
**Incredible****0.0%**
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**
**Okay****59%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****83%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****2.9%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$103K**
$103K/yr · 104K searches
**Review moat**
**Bad****10,606.95**
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 ~~](https://flapen.com/research/methodology)
## **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**
**95**
**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.
23K18KPrime Day '24Spike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Apr · busiest ÷ quietest = 5.8×
[**Open Trend **](https://flapen.com/research/us/health-household/equate-protein-shakes/trend)
## **Top equate protein shakes search terms**
- **equate protein shakes**68K/yr+13.6%1.8% conv. - **equate meal replacement shake**16K/yr+43.3%0.6% conv. - **equate protein shake**8K/yr+20.3%1.0% conv. - **pure protein vanilla**4K/yr+85.0%10.3% conv. - **pure protein vanilla shake**3K/yr+83.6%11.7% conv. - **equate protein**2K/yr+29.8%0.8% conv. - **pure protein vanilla milkshake**3K/yr-4.6%13.1% conv. [**All search terms **](https://flapen.com/research/us/health-household/equate-protein-shakes/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.
0%10%$10K20%$21K30%$31K40%$41K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$22.25**4.5★9,510 rev](https://www.amazon.com/dp/B07ZZCDZST) [2**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**$43.59**4.4★4 rev](https://www.amazon.com/dp/B0DWTXHBLM) [3**Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar 4g Fiber | 11 fl oz 12 Pack**Ensure**$25.78**4.6★20,172 rev](https://www.amazon.com/dp/B0791Y2LMB) [4**Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.60**4.8★7,705 rev](https://www.amazon.com/dp/B008JGIZGS) [5**Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.67**4.7★6,730 rev](https://www.amazon.com/dp/B008JGIZNQ)
**~~View all top sellers →~~**
### **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**$43.59**4 rev1y ago](https://www.amazon.com/dp/B0DWTXHBLM) [**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**$24.39**4,569 rev1y ago](https://www.amazon.com/dp/B0DFHTW5HN) [**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**$19.87**3,195 rev3y ago](https://www.amazon.com/dp/B0BQSGKQJF) [**Carnation Breakfast Essentials Ready to Drink with Fiber Rich Milk Chocolate 8 FL OZ Carton (Pack of 24)**Carnation Breakfast Essentials**$24.16**5,090 rev4y ago](https://www.amazon.com/dp/B09GKGN8TG) [**Carnation Breakfast Essentials High Protein with Fiber Ready-to-Drink 8 FL OZ Carton Rich Milk Chocolate (Pack of 24)**Carnation Breakfast Essentials**$26.24**4,343 rev4y ago](https://www.amazon.com/dp/B09GJVN2YZ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BOOST High Protein with Fiber Ready to Drink Complete Nutritional Drink Rich Chocolate 8 fl oz Bottle 24 Pack**BOOST**$33.83**4.7★**▲ 105%**](https://www.amazon.com/dp/B084HFQMSZ) [**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**$19.87**4.5★**▲ 76%**](https://www.amazon.com/dp/B0BQSGKQJF) [**Ensure Max Protein Shake | French Vanilla | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar 4g Fiber | 11 fl oz 12 Pack**Ensure**$27.28**4.6★**▲ 73%**](https://www.amazon.com/dp/B07NLQ5V6L) [**Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.60**4.8★**▲ 51%**](https://www.amazon.com/dp/B008JGIZGS) [**Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack**Premier Protein**$23.67**4.7★**▲ 42%**](https://www.amazon.com/dp/B008JGIZNQ)
**~~View all trending →~~**
## **What buyers say about equate protein shakes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**33%
*“Absolutely delicious”*
**Nutritional Content**23%
*“Great protein powder”*
**Flavor**11%
*“Best Flavor”*
**Quality-Overall**6%
*“No Complaints”*
**Value For Money**5%
*“Great Deal”*
**Ease Of Use**2%
*“Easy peezy”*
**Advertised Vs Actual Product**2%
*“As described”*
**Sweetness**1%
*“theyre not too sweet”*
**Weight Loss**1%
*“they've really helped me stay on track with my weight-loss journey”*
**Texture/Consistency-Overall**1%
*“Good texture”*
### **What buyers complain about **
**Taste-Overall**23%
*“Horrible after taste”*
**Value For Money**8%
*“To expensive”*
**Flavor**7%
*“Horrible weak flavor”*
**Nutritional Content**7%
*“I dont believe its good nutritional value”*
**Sweetness**4%
*“has too much sugar in it”*
**Thickness**2%
*“It was thick chunky”*
**Dilute/Watery**2%
*“Very watery”*
**Leak-Proof**2%
*“The bottles leak”*
**Ingredients-Overall**2%
*“Full of horrible ingredients”*
**Texture/Consistency-Overall**2%
*“off in texture”*
### **Top return reasons **
**Size-Overall**33%
**Functionality-Overall**33%
**Taste-Overall**33%
## **Common questions**
- **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.
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