---
title: "Protein Cookies — $2.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/protein-cookies"
last_updated: "2026-08-11T16:01:18.669Z"
locale: en
meta:
description: "Niche score 62/100 · $2.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 62/100 · $2.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Protein Cookies — $2.6M/yr Amazon US Niche (2026) - Flapen"
---
# **protein cookies**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 95Growth 24Conversion 88Competition 65Returns 100Price range 61Avg price 79Brand share 0Review moat 28Quality gap 68
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Market size**
**Incredible****$2.6M**
$2.6M/yr · 1.5M searches
**Conversion**
**Great****10.2%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$16.53**
avg listing price — sweet spot $15–$100
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****$6.55–$28.03**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Okay****3,665.23**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-2.9%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
45K35KPrime Day '24Spike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/health-household/protein-cookies/trend)
## **Top protein cookies search terms**
- **protein cookies**381K/yr-2.7%5.0% conv. - **quest cookies**328K/yr-6.0%13.3% conv. - **lenny and larrys cookies**313K/yr-1.9%11.5% conv. - **protein cookie**123K/yr+2.5%4.3% conv. - **lenny and larry**64K/yr+2.9%4.8% conv. - **quest protein cookies**63K/yr-4.6%11.3% conv. - **larry and lenny protein cookies**51K/yr-3.6%12.1% conv. - **quest cookie**43K/yr+2.1%12.4% conv. - **lenny**20K/yr+25.6%1.0% conv. - **lenny and larrys**22K/yr-36.8%5.1% conv. [**All search terms **](https://flapen.com/research/us/health-household/protein-cookies/search-terms)
## **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.
0%4%$103K8%$207K12%$310K16%$414K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Quest Nutrition Chocolate Chip Protein Cookie 15g Protein 1g Sugar 2g Net Carbs Keto Friendly High Protein Low Carb; 12 Count**Quest**$23.62**4.3★23,977 rev](https://www.amazon.com/dp/B077QK3NX4) [2**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**$19.73**4.5★4,676 rev](https://www.amazon.com/dp/B004IJM4OY) [3**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**$28.03**4.5★4,863 rev](https://www.amazon.com/dp/B086QNNL78) [4**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**$18.44**4.6★3,511 rev](https://www.amazon.com/dp/B00VUK59YQ) [5**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**$14.75**4.6★3,178 rev](https://www.amazon.com/dp/B07JVWXR8L)
**~~View all top sellers →~~**
### **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**$22.54**453 rev1y ago](https://www.amazon.com/dp/B0F6WJK7XS) [**Quest Nutrition Frosted Protein Cookies Strawberry Cake <1g Sugar 5g Protein 1g Net Carbs Gluten Free 8 Cookies**Quest**$8.75**1,993 rev1y ago](https://www.amazon.com/dp/B0CVBM67XQ) [**Quest Nutrition White Chocolate Macadamia Protein Cookie 15g Protein 1g Sugar 2g Net Carbs Keto Friendly High Protein Low Carb; 12 Count**Quest**$21.24**483 rev1y ago](https://www.amazon.com/dp/B0D9HV8SZ1) [**Quest Nutrition Frosted Cookies Twin Pack Birthday Cake 1g Sugar 10g Protein 1g Net Carbs Gluten Free 16 Cookies**Quest**$17.85**1,990 rev2y ago](https://www.amazon.com/dp/B0CJ9VDSHW) [**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**$12.88**3,179 rev5y ago](https://www.amazon.com/dp/B094XB1G8J)
**~~View all new products →~~**
### **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**$7.96**4.5★**▲ 150%**](https://www.amazon.com/dp/B07BBYD85M) [**Quest Nutrition White Chocolate Macadamia Protein Cookie 15g Protein 1g Sugar 2g Net Carbs Keto Friendly High Protein Low Carb; 12 Count**Quest**$21.24**4.3★**▲ 133%**](https://www.amazon.com/dp/B0D9HV8SZ1) [**Quest Nutrition Peanut Butter Chocolate Chip High Protein Cookie Keto Friendly Low Carb 24.5 Oz 12 count (Pack of 1)**Quest**$21.38**4.2★**▲ 62%**](https://www.amazon.com/dp/B07HFWFQKJ) [**Quest Nutrition Frosted Protein Cookies Strawberry Cake <1g Sugar 5g Protein 1g Net Carbs Gluten Free 8 Cookies**Quest**$8.75**4.5★**▲ 56%**](https://www.amazon.com/dp/B0CVBM67XQ) [**Quest Nutrition Frosted Protein Cookies Birthday Cake <1g Sugar 5g Protein 1g Net Carbs Gluten Free 8 Cookies**Quest**$8.75**4.6★**▲ 53%**](https://www.amazon.com/dp/B01NBUVIUN)
**~~View all trending →~~**
## **What buyers say about protein cookies**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**32%
*“Delicious and healthy”*
**Nutritional Content**17%
*“Good protein”*
**Flavor**7%
*“great rich flavor profile”*
**Baking**6%
*“Great cookies”*
**Sweetness**5%
*“its perfectly sweetened”*
**Value For Money**3%
*“good value”*
**Quality-Overall**3%
*“are well made”*
**Soft Feel**3%
*“they stayed soft”*
**Freshness**2%
*“They taste fresh”*
**Texture/Consistency-Overall**2%
*“good texture”*
### **What buyers complain about **
**Taste-Overall**23%
*“Chalky taste”*
**Moist/Dry**9%
*“Cookie was dry”*
**Nutritional Content**7%
*“Not really healthy”*
**Value For Money**6%
*“A little expensive”*
**Flavor**6%
*“Lack of flavor”*
**Texture/Consistency-Overall**4%
*“Weird texture”*
**Stale/Rotten/Spoiled**3%
*“this box was stale”*
**Advertised Vs Actual Product**3%
*“Deceptive advertising”*
**Quality-Overall**3%
*“Poor Quality”*
**Hard Feel**3%
*“COOKIES ARE HARD”*
### **Top return reasons **
**Taste-Overall**31%
**Flavor**13%
**Advertised Vs Actual Product**6%
**Value For Money**5%
**Size-Overall**5%
**Nutritional Content**5%
**Stale/Rotten/Spoiled**4%
**Moist/Dry**4%
**Ingredients-Overall**4%
**Sweetness**4%
## **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.
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