Optimum Nutrition Whey Protein
Worth a lookShows a $8.4M/yr market, but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.
Market size
Incredible$8.4M$8.4M/yr · 3.1M searches
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Avg price
Great$56.59avg listing price — sweet spot $15–$100
Price range
Great$16.37–$124.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.8%search→purchase rate — share of searches ending in a sale
Growth
Okay+18.2%90-day search growth — must beat 0% to launch
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad31,942.5avg incumbent reviews — the moat a new listing must climb
Brand share
Bad99%top-5 brand share — brand-locked demand
Is optimum nutrition whey protein profitable on Amazon?
According to Flapen's Amazon United States niche tracking, optimum nutrition whey protein is a $8.4M/yr Amazon United States market (3.1M searches/yr). The top 5 brands hold 99% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
optimum nutrition whey protein market size & sales
Units sold, revenue, conversion and listing quality across the tracked shelf.- Units sold / yr
- 150K–200K
- avg 8,000–10,000/product
- Revenue / yr
- $8.5M–$11.3M
- units × avg price
- Conversion rate
- 4.8%
- Avg BSR
- #10
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 65%
- Out of stock
- 5.6%
- Avg brand age
- 82 months
- Avg seller age
- 138 days
Competition: brands, sellers & click share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
6 rising
Sellers
45
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
0%
- Optimum Nutrition92%
- Transparent Labs3%
- Levels Nutrition2%
- Raw Organic Whey1%
- NAKED1%
- Carlyle1%
- Open — no brand owns it (0%)
optimum nutrition whey protein demand & seasonality
Weekly Amazon search volume, last 40 weeks — +18.2% search growth over the last 90 days.Top optimum nutrition whey protein search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.- optimum nutrition whey protein1.1M/yr
- gold standard whey protein481K/yr
- grass fed whey protein powder281K/yr
- optimum nutrition274K/yr
- on protein powder183K/yr
- optimum nutrition gold standard whey137K/yr
- on whey protein powder98K/yr
- grass fed protein powder95K/yr
- optimum nutrition gold standard66K/yr
- optimum nutrition gold standard 100% whey43K/yr
Top optimum nutrition whey protein products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 1.98 Pound (Packaging May Vary)
Optimum Nutrition$36.184.6★99,182 rev
Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 5 Pound (Packaging May Vary)
Optimum Nutrition$69.534.7★47,750 rev
Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 2 Pound (Packaging May Vary)
Optimum Nutrition$37.454.7★47,750 rev
Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 5 Pound (Packaging May Vary)
Optimum Nutrition$73.864.6★99,182 rev
Optimum Nutrition Gold Standard 100% Whey Protein Powder Extreme Milk Chocolate 2 Pound (Pack of 1) (Packaging May Vary)
Optimum Nutrition$36.644.7★29,541 rev
Newest
by launch date
Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 0.68 Pound (Pack of 1)
Optimum Nutrition$16.3947,750 rev
Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 0.68 Pound (Pack of 1)
Optimum Nutrition$16.3799,182 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
Transparent Labs Grass-Fed Whey Protein Isolate - Naturally Flavored Gluten Free Whey Protein Powder with 28g of Protein per Serving & 9 Amino Acids - 30 Servings Milk Chocolate
Transparent Labs$59.571,682 rev
Transparent Labs Grass-Fed Whey Protein Isolate - Naturally Flavored Gluten Free Whey Protein Powder with 28g of Protein per Serving & 9 Amino Acids - 30 Servings French Vanilla
Transparent Labs$59.551,383 rev
Trending
90-day click momentum
Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 2 Pound (Packaging May Vary)
Optimum Nutrition$42.534.6★
Optimum Nutrition Gold Standard 100% Whey Protein Powder French Vanilla Crme 5 Pound (Packaging May Vary)
Optimum Nutrition$80.834.7★
Optimum Nutrition Gold Standard 100% Whey Protein Powder Cookies & Cream 5 Pound (Packaging May Vary)
Optimum Nutrition$82.134.7★
Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 5 Pound (Packaging May Vary)
Optimum Nutrition$82.374.6★
Transparent Labs Grass-Fed Whey Protein Isolate - Naturally Flavored Gluten Free Whey Protein Powder with 28g of Protein per Serving & 9 Amino Acids - 30 Servings French Vanilla
Transparent Labs$59.554.5★
What reviews say buyers love and hate about optimum nutrition whey protein
What buyers praise and complain about, mined from review topics.What buyers love
“Clean taste”
“Good nutrition”
“Best quality”
“great flavor options”
“Easy to Mix”
“blends well”
“Worth every penny”
“Healthy Ingredients”
“The vanilla ice cream is a bit sweet”
“As advertised”
What buyers complain about
“Chalky taste”
“The flavor is a little weird as well”
“Price high”
“Does not dissolve”
“Sugar is not a Food”
“Disgustingly sweet”
“Has artificial sweetener”
“The texture was very gooey and gritty”
“don't know much about the quality”
“There was a slight smell”
Common optimum nutrition whey protein questions
- Is optimum nutrition whey protein profitable to sell on Amazon United States?
- The niche generates $8.4M/yr across 20 tracked products. 90-day search growth is +18.2%. Flapen's verdict: Worth a look (55/100).
- How competitive is the optimum nutrition whey protein niche?
- 6 brands and 45 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in optimum nutrition whey protein?
- Top complaints mined from reviews: Taste-Overall, Flavor, Value For Money. The return rate is 0.0%.
- What does it cost to enter the optimum nutrition whey protein niche?
- Listings span $16.37–$124.43; the average listing price is $56.59 (sweet spot $15–$100). The average incumbent carries 31,943 reviews — the moat a new listing must climb.