Protein Powder
Protein Powder clears our launch bar: a $86.0M/yr market growing +8.2% this quarter with returns at 0.0%.
Flapen Score
Top 2% of 14,768 Health & Household niches · +20 vs the category median of 49
Is Protein Powder profitable on Amazon?
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.
Protein Powder: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Yes. Search demand moved +8.2% over the last 90 days and 4.3% of searches end in a purchase.
$86.0M
revenue / yr
Who owns the niche?
The top 5 brands hold 70% of demand, so 30% of the market is open.
30%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 79 products
Top Protein Powder products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 1.98 Pound (Packaging May Vary)
- Price
- $36.18
- Rating
- 4.6/5
- Reviews
- 99,182
- Age
- 22y ago
Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 2 Pound (Packaging May Vary)
- Price
- $37.45
- Rating
- 4.7/5
- Reviews
- 47,750
- Age
- 27y ago
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)
- Price
- $27.22
- Rating
- 4.5/5
- Reviews
- 61,842
- Age
- 12y ago
Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 5 Pound (Packaging May Vary)
- Price
- $69.53
- Rating
- 4.7/5
- Reviews
- 47,750
- Age
- 22y ago
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)
- Price
- $32.34
- Rating
- 4.6/5
- Reviews
- 20,078
- Age
- 4y ago
Trending
90-day click momentum
Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 2 Pound (Packaging May Vary)
- Price
- $42.53
- Rating
- 4.6/5
- Reviews
- 14,932
- Age
- 27y ago
Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 5 Pound (Packaging May Vary)
- Price
- $82.37
- Rating
- 4.6/5
- Reviews
- 14,932
- Age
- 22y ago
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
- Price
- $59.55
- Rating
- 4.5/5
- Reviews
- 1,383
- Age
- 2y ago
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
- Price
- $59.57
- Rating
- 4.7/5
- Reviews
- 1,682
- Age
- 2y ago
Optimum Nutrition Gold Standard 100% Whey Protein Powder Extreme Milk Chocolate 2 Pound (Pack of 1) (Packaging May Vary)
- Price
- $36.64
- Rating
- 4.7/5
- Reviews
- 29,541
- Age
- 19y ago
Newest
by launch date
Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 0.68 Pound (Pack of 1)
- Price
- $16.39
- Rating
- 4.7/5
- Reviews
- 47,750
- Age
- 1y ago
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
- Price
- $44.40
- Rating
- 4.3/5
- Reviews
- 10,286
- Age
- 2y ago
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
- Price
- $59.57
- Rating
- 4.7/5
- Reviews
- 1,682
- Age
- 2y ago
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
- Price
- $59.55
- Rating
- 4.5/5
- Reviews
- 1,383
- Age
- 2y ago
GHOST Whey Protein Powder Cinnabon - 2LB 25G of Protein - Cinnamon Roll Flavored Isolate Concentrate & Hydrolyzed Whey Protein Blend - Post Workout Shakes - Soy & Gluten Free
- Price
- $49.25
- Rating
- 4.4/5
- Reviews
- 5,182
- Age
- 3y ago
Competition: brands, sellers & click 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%
Protein Powder demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.5×
Top Protein Powder search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- 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
What reviews say buyers love and hate about Protein Powder
What buyers mention most, as a share of all reviews.
What buyers love
76% of reviews“Delicious smoothie”
“Excellent Protein Powder”
“Delicious vanilla flavor”
“The quality feels consistent”
“Easy to Mix”
What buyers complain about
58% of reviews“Chalky taste”
“Costs too much”
“weird flavor”
“Inconsistency in the nutrition facts”
“Undrinkable--too sweet”
Protein Powder return rate & reasons
Why buyers send it back, as a share of all return requests.
0.0%
Return rate
33%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Protein Powder questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
