---
title: "healthy protein powder — $2.5M/yr Amazon United States Niche, Score 70/100 - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/healthy-protein-powder"
last_updated: "2026-07-20T20:51:15.303Z"
locale: en
meta:
description: "healthy protein powder clears our launch bar: a $2.5M/yr market growing +0.3% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:description": "healthy protein powder clears our launch bar: a $2.5M/yr market growing +0.3% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:title": "healthy protein powder — $2.5M/yr Amazon United States Niche, Score 70/100 - Flapen"
---
# **healthy protein powder**
**Launch it**
A $2.5M/yr market growing +0.3% this quarter with returns at 0.0% — clears our launch bar.
Market size 95Growth 25Conversion 76Competition 61Returns 100Price range 95Avg price 95Brand share 68Review moat 23Quality gap 76
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Market size**
**Incredible****$2.5M**
$2.5M/yr · 1.0M searches
**Avg price**
**Incredible****$33.41**
avg listing price — sweet spot $15–$100
**Price range**
**Incredible****$16.46–$61.98**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****7.3%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****64%**
top-5 brand share — brands hold most of the demand
**Competition**
**Good****48%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+0.3%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****7,161.46**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, healthy protein powder is a $2.5M/yr Amazon United States market (1.0M searches/yr). The top 5 brands hold 64% of demand. Demand peaks in Jul. Verdict: Launch it — 70/100.
Data updated Jul 10, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **80K–100K**
- avg 2,000–2,500/product
- **Revenue / yr**
- **$2.7M–$3.3M**
- units × avg price
- **Launch success**
- **60%**
- 3 of 5 new (360d)
- **Conversion rate**
- **7.3%**
- **Avg BSR**
- **#109**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **95%**
- **Out of stock**
- **2.1%**
- **Avg brand age**
- **75 months**
- **Avg seller age**
- **139 days**
## **Competition**
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**21 **▲rising
**Sellers**
**631**
**Top-5 brand share**
**64%**
Top 20: 99%
**Top-5 click share**
**48%**
Top 20: 85%
**Open market**
**29%**
- Orgain20% - NAKED17% - Anthony's14% - 365 by Whole Foods Market7% - NOW Foods7% - Micro Ingredients7%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +0.3% search growth over the last 90 days.
150K100KPrime Day '24Spike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 3.5×
[**Open Trend **](https://flapen.com/research/us/health-household/healthy-protein-powder/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%$100K8%$200K12%$299K16%$399K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 37 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Anthonys Premium Pea Protein 2 lb Plant Based Gluten Free Unflavored Vegan Keto Friendly Made from Peas**Anthony's**$22.33**4.4★8,178 rev](https://www.amazon.com/dp/B01COARRFE) [2**Orgain Organic Vegan Protein Powder Vanilla Bean - 21g Plant Protein 6g Prebiotic Fiber No Lactose Ingredients No Added Sugar Non-GMO for Shakes & Smoothies 2.03 lb (Packaging May Vary)**Orgain**$27.22**4.5★61,842 rev](https://www.amazon.com/dp/B00J074W7Q) [3**NAKED Pea - 5LB 100% Pea Protein Powder from North American Farms - Unflavored Vegan Pea Protein Isolate - NSF Certified Plant Protein Powder Easy to Digest - 76 Servings**NAKED**$57.62**4.2★10,373 rev](https://www.amazon.com/dp/B00NBIUGA2) [4**SOLO Organic Pea Protein Isolate Low in Sodium Canada Grown Peas 100% Vegan Non-GMO Unflavored Plant Based Protein Powder with BCAA Keto & Paleo Friendly Easy to Digest No Additives (2.7 lbs)**FOLONA**$35.77**4.3★1,455 rev](https://www.amazon.com/dp/B08H8FZHJ4) [5**NAKED Pea - Pea Protein Isolate - Plant Based Vegetarian & Vegan Protein. NSF Certified Easy to Digest Non-GMO No Lactose No Soy and Gluten Free - 15 Servings**NAKED**$20.02**4.2★10,373 rev](https://www.amazon.com/dp/B0787RBSF8)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Nutricost Pea Protein Powder (2 LBS) Chocolate - 20g of Vegan Pea Protein Isolate GMO-Free Gluten-Free 31 Servings**Nutricost**$22.06**53 rev5mo ago](https://www.amazon.com/dp/B0GMKWGJKH) [**THORNE - Plant Protein - 22 Grams of Vegan Protein Powder - Pea Rice & Chia Seed Protein with Complete Amino Acid Profile - NSF Certified for Sport - Vanilla - Gluten-Free - About 20 Servings**THORNE**$47.88**60 rev6mo ago](https://www.amazon.com/dp/B0G2TJ3Y2J) [**Seedboy Organic Pea Protein Powder Unflavored 1 lb 20g Plant-Based Protein USA Processed & USA/Canada Grown Vegan Dairy-Free Soy-Free Gluten-Free Glyphosate-Free Unsweetened**Seedboy**$29.27**41 rev7mo ago](https://www.amazon.com/dp/B0G39CRRPJ) [**Nutricost Pea Protein Powder (4 LBS) Unflavored - 20g of Vegan Pea Protein Isolate GMO-Free Gluten-Free 71 Servings**Nutricost**$33.64**84 rev11mo ago](https://www.amazon.com/dp/B0FL4VHXNS) [**Transparent Labs 100% Pea Protein Powder - 28g Organic Plant Protein per Serving Clean Pea Isolate Powder USDA Organic Vegan Gluten-Free Sugar-Free Non-GMO - 30 Servings Chocolate**Transparent Labs**$49.72**77 rev12mo ago](https://www.amazon.com/dp/B0FC6XZHJP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Seedboy Organic Pea Protein Powder Unflavored 1 lb 20g Plant-Based Protein USA Processed & USA/Canada Grown Vegan Dairy-Free Soy-Free Gluten-Free Glyphosate-Free Unsweetened**Seedboy**$29.27**4.6★**▲ 280%**](https://www.amazon.com/dp/B0G39CRRPJ) [**Nutricost Pea Protein Powder (2 LBS) Chocolate - 20g of Vegan Pea Protein Isolate GMO-Free Gluten-Free 31 Servings**Nutricost**$22.06**3.9★**▲ 209%**](https://www.amazon.com/dp/B0GMKWGJKH) [**THORNE - Plant Protein - 22 Grams of Vegan Protein Powder - Pea Rice & Chia Seed Protein with Complete Amino Acid Profile - NSF Certified for Sport - Vanilla - Gluten-Free - About 20 Servings**THORNE**$47.88**4.5★**▲ 121%**](https://www.amazon.com/dp/B0G2TJ3Y2J) [**365 by Whole Foods Market Organic Pea Protein 16 OZ**365 by Whole Foods Market**$16.59**4.3★**▲ 93%**](https://www.amazon.com/dp/B0DTKJSNQR) [**NAKED Pea - 5LB 100% Pea Protein Powder from North American Farms - Unflavored Vegan Pea Protein Isolate - NSF Certified Plant Protein Powder Easy to Digest - 76 Servings**NAKED**$57.62**4.2★**▲ 74%**](https://www.amazon.com/dp/B00NBIUGA2)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Nutritional Content**20%
*“Good amount of protein”*
**Taste-Overall**18%
*“Smooth taste”*
**Flavor**8%
*“Great vanilla flavor”*
**Quality-Overall**7%
*“Amazing quality”*
**Vegan/Organic**5%
*“its organic”*
**Solubility**4%
*“Dissolves easily”*
**Blend/Ratio**4%
*“Blends well”*
**Value For Money**3%
*“they are affordable”*
**Ingredients-Overall**3%
*“The ingredients are so good and healthy,”*
**Sweetness**1%
*“is just lightly sweetened”*
### **What buyers complain about **
**Taste-Overall**29%
*“Gross taste”*
**Flavor**7%
*“Horrific flavor”*
**Nutritional Content**6%
*“it's of NO nutritional value whatsoever”*
**Texture/Consistency-Overall**6%
*“grainy texture”*
**Value For Money**4%
*“Too expensive”*
**Sweetness**3%
*“If excessive sweetness is an issue for you”*
**Solubility**3%
*“Does not disolve”*
**Artificial Sweeteners**2%
*“Artificial sweetner”*
**Thickness**1%
*“Not as thick either imo”*
**Advertised Vs Actual Product**1%
*“not as advertised”*
### **Top return reasons **
**Salt Content**50%
**Product Condition**50%
## **Common questions**
- **Is healthy protein powder profitable to sell on Amazon United States?**
- The niche generates $2.5M/yr across 37 tracked products. 3 of 5 products launched in the last 360 days are still selling. 90-day search growth is +0.3%. Flapen's verdict: Launch it (70/100).
- **How competitive is the healthy protein powder niche?**
- 21 brands and 631 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 64% of demand.
- **What do buyers complain about in healthy protein powder?**
- Top complaints mined from reviews: Taste-Overall, Flavor, Nutritional Content. The return rate is 0.0%.
- **When does demand for healthy protein powder peak?**
- Demand peaks in Jul; the busiest month runs 3.5× the quietest.
- **What does it cost to enter the healthy protein powder niche?**
- Listings span $16.46–$61.98; the average listing price is $33.41 (sweet spot $15–$100). The average incumbent carries 7,161 reviews — the moat a new listing must climb.
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