protein powder
Launch itA $86.0M/yr market growing +8.2% this quarter with returns at 0.0% — clears our launch bar.
Market size
Incredible$86.0M$86.0M/yr · 44.8M searches
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Avg price
Incredible$44.54avg listing price — sweet spot $15–$100
Price range
Incredible$16.37–$95.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Great27%top-5 click share — an open shelf
Brand share
Good70%top-5 brand share — brands hold most of the demand
Conversion
Good4.3%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+8.2%90-day search growth — must beat 0% to launch
Review moat
Bad17,647.62avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, protein powder is a $86.0M/yr Amazon United States market (44.8M searches/yr). The top 5 brands hold 70% of demand. Verdict: Launch it — 69/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
protein powder market data
- Units sold / yr
- 1.0M–1.0M
- avg 25,000–30,000/product
- Revenue / yr
- $44.5M–$44.5M
- units × avg price
- Conversion rate
- 4.3%
- Avg BSR
- #37
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 77%
- Out of stock
- 0.0%
- Avg brand age
- 72 months
- Avg seller age
- 125 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
26 falling
Sellers
692
Top-5 brand share
70%
Top 20: 97%
Top-5 click share
27%
Top 20: 60%
Open market
26%
- Optimum Nutrition35%
- Dymatize12%
- Orgain10%
- Premier Protein7%
- Muscle Milk6%
- Levels Nutrition4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +8.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top protein powder search terms
- protein powder22.5M/yr
- protein6.1M/yr
- whey protein powder4.4M/yr
- whey protein2.3M/yr
- whey protein isolate1.2M/yr
- vanilla protein powder1.3M/yr
- optimum nutrition whey protein1.1M/yr
- chocolate protein powder647K/yr
- proteina670K/yr
- dymatize iso 100532K/yr
Top protein powder 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
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 2 Pound (Packaging May Vary)
Optimum Nutrition$37.454.7★47,750 rev
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$27.224.5★61,842 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
Dymatize ISO100 Whey Protein Powder Isolate Gourmet Vanilla 25g of Protein 5.5g BCAAs Less Than 120 Cal. Gluten Free 1g Fat 1g Sugar 2g Carb (20 Servings)
Dymatize$32.344.6★20,078 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
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
GHOST Whey Protein Powder Cinnabon - 2LB 25G of Protein - Cinnamon Roll Flavored Isolate Concentrate & Hydrolyzed Whey Protein Blend - Post Workout Shakes - Soy & Gluten Free
GHOST$49.255,182 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 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★
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$59.574.7★
Optimum Nutrition Gold Standard 100% Whey Protein Powder Extreme Milk Chocolate 2 Pound (Pack of 1) (Packaging May Vary)
Optimum Nutrition$36.644.7★
What buyers say about protein powder
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious smoothie”
“Excellent Protein Powder”
“Delicious vanilla flavor”
“The quality feels consistent”
“Easy to Mix”
“Very affordable”
“Blends well”
“Clean ingredients”
“This offers a perfect balance of sweetness”
“As advertised”
What buyers complain about
“Chalky taste”
“Costs too much”
“weird flavor”
“Inconsistency in the nutrition facts”
“Undrinkable--too sweet”
“Wouldn't dissolve”
“It tastes like artificial sweeter”
“Horrible texture”
“Strange smell”
“TOO SMALL”
Top return reasons
Common questions
- Is protein powder profitable to sell on Amazon United States?
- The niche generates $86.0M/yr across 79 tracked products. 90-day search growth is +8.2%. Flapen's verdict: Launch it (69/100).
- How competitive is the protein powder niche?
- 26 brands and 692 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 70% of demand.
- What do buyers complain about in protein powder?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Flavor. The return rate is 0.0%.
- When does demand for protein powder peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the protein powder niche?
- Listings span $16.37–$95.09; the average listing price is $44.54 (sweet spot $15–$100). The average incumbent carries 17,648 reviews — the moat a new listing must climb.