protein cookies
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Market size
Incredible$2.6M$2.6M/yr · 1.5M searches
Conversion
Great10.2%search→purchase rate — share of searches ending in a sale
Avg price
Great$16.53avg listing price — sweet spot $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Price range
Good$6.55–$28.03cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay3,665.23avg incumbent reviews — the moat a new listing must climb
Growth
Bad-2.9%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, protein cookies is a $2.6M/yr Amazon United States market (1.5M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 62/100.
Data updated Jul 8, 2026 · scored weekly · How we score niches
protein cookies market data
- Units sold / yr
- 150K–200K
- avg 5,000–6,000/product
- Revenue / yr
- $2.5M–$3.3M
- units × avg price
- Conversion rate
- 10.2%
- Avg BSR
- #24
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 68%
- Out of stock
- 0.0%
- Avg brand age
- 62 months
- Avg seller age
- 123 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
4 flat
Sellers
66
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
46%
Top 20: 87%
Open market
0%
- Lenny & Larry's54%
- Quest42%
- My Cookie Dealer2%
- Atkins2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top protein cookies search terms
- protein cookies381K/yr
- quest cookies328K/yr
- lenny and larrys cookies313K/yr
- protein cookie123K/yr
- lenny and larry64K/yr
- quest protein cookies63K/yr
- larry and lenny protein cookies51K/yr
- quest cookie43K/yr
- lenny20K/yr
- lenny and larrys22K/yr
Top protein cookies 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
Quest Nutrition Chocolate Chip Protein Cookie 15g Protein 1g Sugar 2g Net Carbs Keto Friendly High Protein Low Carb; 12 Count
Quest$23.624.3★23,977 rev
Lenny & Larrys Protein Cookie Chocolate Chip High Protein Snacks with 16g Plant Protein 10g Fiber Soft-Baked Vegan Non-GMO | 4oz Pack of 12
Lenny & Larry's$19.734.5★4,676 rev
Lenny & Larrys Protein Cookie Variety Pack 8 Flavors High Protein Snacks with 16g Plant Protein 10g Fiber Soft-Baked Vegan Non-GMO | 4oz Pack of 16
Lenny & Larry's$28.034.5★4,863 rev
Lenny & Larrys Protein Cookie White Chocolate Flavored Macadamia High Protein Snacks with 16g Plant Protein 10g Fiber Soft-Baked Vegan Non-GMO | 4oz Pack of 12
Lenny & Larry's$18.444.6★3,511 rev
Lenny & Larrys Protein Cookie Chocolate Chip High Protein Snacks with 8g Plant Protein 5g Fiber Soft-Baked Vegan Non-GMO | 2oz Pack of 12
Lenny & Larry's$14.754.6★3,178 rev
Newest
by launch date
My Cookie Dealer Protein Cookies Variety Pack (5-Pack 2.2oz Each) - 15-17g of Protein per Cookie - Individually Wrapped Travel Snacks
My Cookie Dealer$22.54453 rev
Quest Nutrition Frosted Protein Cookies Strawberry Cake <1g Sugar 5g Protein 1g Net Carbs Gluten Free 8 Cookies
Quest$8.751,993 rev
Quest Nutrition White Chocolate Macadamia Protein Cookie 15g Protein 1g Sugar 2g Net Carbs Keto Friendly High Protein Low Carb; 12 Count
Quest$21.24483 rev
Quest Nutrition Frosted Cookies Twin Pack Birthday Cake 1g Sugar 10g Protein 1g Net Carbs Gluten Free 16 Cookies
Quest$17.851,990 rev
Lenny & Larrys Cookie-fied Protein Bar Cookies & Creme Vegan Protein Bars 9x45g Healthy Snacks with 12g Plant Protein & 5g Fiber Gluten Free Power Bar Non-GMO & Vegan
Lenny & Larry's$12.883,179 rev
Trending
90-day click momentum
Quest Nutrition Double Chocolate Chip Protein Cookie 15g Protein 1g Sugar 3g Net Carbs Keto Friendly High Protein Low Carb; 4 Count
Quest$7.964.5★
Quest Nutrition White Chocolate Macadamia Protein Cookie 15g Protein 1g Sugar 2g Net Carbs Keto Friendly High Protein Low Carb; 12 Count
Quest$21.244.3★
Quest Nutrition Peanut Butter Chocolate Chip High Protein Cookie Keto Friendly Low Carb 24.5 Oz 12 count (Pack of 1)
Quest$21.384.2★
Quest Nutrition Frosted Protein Cookies Strawberry Cake <1g Sugar 5g Protein 1g Net Carbs Gluten Free 8 Cookies
Quest$8.754.5★
Quest Nutrition Frosted Protein Cookies Birthday Cake <1g Sugar 5g Protein 1g Net Carbs Gluten Free 8 Cookies
Quest$8.754.6★
What buyers say about protein cookies
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious and healthy”
“Good protein”
“great rich flavor profile”
“Great cookies”
“its perfectly sweetened”
“good value”
“are well made”
“they stayed soft”
“They taste fresh”
“good texture”
What buyers complain about
“Chalky taste”
“Cookie was dry”
“Not really healthy”
“A little expensive”
“Lack of flavor”
“Weird texture”
“this box was stale”
“Deceptive advertising”
“Poor Quality”
“COOKIES ARE HARD”
Top return reasons
Common questions
- Is protein cookies profitable to sell on Amazon United States?
- The niche generates $2.6M/yr across 31 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -2.9%. Flapen's verdict: Worth a look (62/100).
- How competitive is the protein cookies niche?
- 4 brands and 66 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in protein cookies?
- Top complaints mined from reviews: Taste-Overall, Moist/Dry, Nutritional Content. The return rate is 0.0%.
- When does demand for protein cookies peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the protein cookies niche?
- Listings span $6.55–$28.03; the average listing price is $16.53 (sweet spot $15–$100). The average incumbent carries 3,665 reviews — the moat a new listing must climb.