---
title: "protein powder — $86.0M/yr Amazon United States Niche, Score 69/100 - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/protein-powder"
last_updated: "2026-07-20T19:48:53.776Z"
locale: en
meta:
description: "protein powder clears our launch bar: a $86.0M/yr market growing +8.2% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:description": "protein powder clears our launch bar: a $86.0M/yr market growing +8.2% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:title": "protein powder — $86.0M/yr Amazon United States Niche, Score 69/100 - Flapen"
---
# **protein powder**
**Launch it**
A $86.0M/yr market growing +8.2% this quarter with returns at 0.0% — clears our launch bar.
Market size 100Growth 35Conversion 53Competition 88Returns 100Price range 95Avg price 95Brand share 58Review moat 18Quality gap 37
**Market size**
**Incredible****$86.0M**
$86.0M/yr · 44.8M searches
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Avg price**
**Incredible****$44.54**
avg listing price — sweet spot $15–$100
**Price range**
**Incredible****$16.37–$95.09**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Great****27%**
top-5 click share — an open shelf
**Brand share**
**Good****70%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****4.3%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+8.2%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****17,647.62**
avg 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 ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **1.0M–1.0M**
- avg 25,000–30,000/product
- **Revenue / yr**
- **$44.5M–$44.5M**
- units × avg price
- **Launch success**
- **—**
- 0 of 0 new (360d)
- **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**
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.
1.8M1.3MPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/health-household/protein-powder/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%2%$1.7M4%$3.4M6%$5.2M8%$6.9M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 79 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 1.98 Pound (Packaging May Vary)**Optimum Nutrition**$36.18**4.6★99,182 rev](https://www.amazon.com/dp/B002DYIZH6) [2**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 2 Pound (Packaging May Vary)**Optimum Nutrition**$37.45**4.7★47,750 rev](https://www.amazon.com/dp/B000GISTZ4) [3**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**$27.22**4.5★61,842 rev](https://www.amazon.com/dp/B00J074W7Q) [4**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 5 Pound (Packaging May Vary)**Optimum Nutrition**$69.53**4.7★47,750 rev](https://www.amazon.com/dp/B000GISU1M) [5**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**$32.34**4.6★20,078 rev](https://www.amazon.com/dp/B099J2SWXV)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Premier Protein Powder Plus Fiber Vanilla 25g Protein 7g Fiber to Support Gut Health No Added Sugar (17 Servings)**Premier Protein**$27.03**1,061 rev1y ago](https://www.amazon.com/dp/B0F79XRN4F) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 1 Pound (Pack of 1)**Optimum Nutrition**$22.50**47,750 rev1y ago](https://www.amazon.com/dp/B0F5JCCCDX) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 0.68 Pound (Pack of 1)**Optimum Nutrition**$16.39**47,750 rev1y ago](https://www.amazon.com/dp/B0F22TTQL9) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 0.68 Pound (Pack of 1)**Optimum Nutrition**$16.37**99,182 rev1y ago](https://www.amazon.com/dp/B0F1ZV7PWW) [**Premier Protein Powder Indulgence Salted Caramel Truffle 30g Protein 160 Calories 2g Sugar Gluten Free (17 Servings)**Premier Protein**$26.20**972 rev1y ago](https://www.amazon.com/dp/B0DLPCJ4BZ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Premier Protein Powder Indulgence Salted Caramel Truffle 30g Protein 160 Calories 2g Sugar Gluten Free (17 Servings)**Premier Protein**$26.20**4.5★**▲ 181%**](https://www.amazon.com/dp/B0DLPCJ4BZ) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 2 Pound (Packaging May Vary)**Optimum Nutrition**$42.53**4.6★**▲ 159%**](https://www.amazon.com/dp/B000GIURIQ) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Delicious Strawberry 5 Pound (Packaging May Vary)**Optimum Nutrition**$82.37**4.6★**▲ 156%**](https://www.amazon.com/dp/B000QSRO1Y) [**Optimum Nutrition Gold Standard 100% Whey Naturally Flavored Protein Powder Vanilla 1.9 Pound (Packaging May Vary)**Optimum Nutrition**$41.66**4.5★**▲ 153%**](https://www.amazon.com/dp/B00QQA0H60) [**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**$59.55**4.5★**▲ 128%**](https://www.amazon.com/dp/B0CQ3JTR6F)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**24%
*“Delicious smoothie”*
**Nutritional Content**19%
*“Excellent Protein Powder”*
**Flavor**9%
*“Delicious vanilla flavor”*
**Quality-Overall**9%
*“The quality feels consistent”*
**Solubility**4%
*“Easy to Mix”*
**Value For Money**4%
*“Very affordable”*
**Blend/Ratio**3%
*“Blends well”*
**Ingredients-Overall**2%
*“Clean ingredients”*
**Sweetness**2%
*“This offers a perfect balance of sweetness”*
**Advertised Vs Actual Product**1%
*“As advertised”*
### **What buyers complain about **
**Taste-Overall**22%
*“Chalky taste”*
**Value For Money**8%
*“Costs too much”*
**Flavor**8%
*“weird flavor”*
**Nutritional Content**6%
*“Inconsistency in the nutrition facts”*
**Sweetness**4%
*“Undrinkable--too sweet”*
**Solubility**3%
*“Wouldn't dissolve”*
**Artificial Sweeteners**2%
*“It tastes like artificial sweeter”*
**Texture/Consistency-Overall**2%
*“Horrible texture”*
**Smell**2%
*“Strange smell”*
**Size-Overall**1%
*“TOO SMALL”*
### **Top return reasons **
**Size-Overall**33%
**Value For Money**20%
**Leak-Proof**7%
**Fever Relief**7%
**Product Condition**7%
**Ingredients-Overall**7%
**Taste-Overall**7%
**Joint Pain**7%
**Flavor**7%
## **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.
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