Is shake profitable to sell on Amazon United States?

The niche generates $47.4M/yr across 46 tracked products. 10 of 10 products launched in the last 360 days are still selling. 90-day search growth is +7.7%. Flapen's verdict: Launch it (66/100).

How competitive is the shake niche?

11 brands and 156 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in shake?

Top complaints mined from reviews: Taste-Overall, Value For Money, Flavor. The return rate is 0.0%.

When does demand for shake peak?

Demand peaks in Jan–Jun–Jul; the busiest month runs 2.9× the quietest.

What does it cost to enter the shake niche?

Listings span $8.30–$53.79; the average listing price is $26.55 (sweet spot $15–$100). The average incumbent carries 11,520 reviews — the moat a new listing must climb.

shake

Launch it

A $47.4M/yr market growing +7.7% this quarter with returns at 0.0% — clears our launch bar.

Market size

Incredible$47.4M

$47.4M/yr · 25.8M searches

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Incredible$26.55

avg listing price — sweet spot $15–$100

Price range

Great$8.30–$53.79

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Great36%

top-5 click share — an open shelf

Conversion

Good6.9%

search→purchase rate — share of searches ending in a sale

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+7.7%

90-day search growth — must beat 0% to launch

Brand share

Okay89%

top-5 brand share — brands hold most of the demand

Review moat

Bad11,519.96

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, shake is a $47.4M/yr Amazon United States market (25.8M searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Jan–Jun–Jul. Verdict: Launch it — 66/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

shake market data

Units sold / yr: 1.0M–1.0M; avg 30,000–40,000/product
Revenue / yr: $26.6M–$26.6M; units × avg price
Conversion rate: 6.9%
Avg BSR: #14
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.2%
Avg brand age: 71 months
Avg seller age: 128 days

Competition & brand share

Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.

Brands

11 falling

Sellers

156

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

36%

Top 20: 73%

Open market

Premier Protein61%
Core Power7%
Muscle Milk7%
nurri7%
Oikos6%
Ensure4%
Open — no brand owns it (5 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +7.7% search growth over the last 90 days.

Peak months: Jan, Jun, Jul · busiest ÷ quietest = 2.9×

Open Trend

Top shake search terms

protein shake9.7M/yr +6.8%4.3% conv.
premier protein shake5.1M/yr +6.8%6.5% conv.
protein drinks2.1M/yr +11.1%3.6% conv.
protein shakes2.0M/yr +9.1%3.9% conv.
premier protein1.3M/yr +8.8%4.9% conv.
muscle milk947K/yr +32.5%3.1% conv.
nurri milkshake protein drink851K/yr -14.3%6.6% conv.
muscle milk protein shake449K/yr +80.1%3.8% conv.
protein drink610K/yr +5.0%2.3% conv.
protein milk369K/yr +7.4%0.6% conv.

All search terms

Top shake 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.

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

Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack

Premier Protein$23.604.8★7,705 rev

Premier Protein Shake Vanilla 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack

Premier Protein$23.674.7★6,730 rev

Premier Protein Shake Chocolate 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health Gluten-Free 11.5 fl oz (12 Pack)

Premier Protein$26.254.6★59,773 rev

Premier Protein Shake Caf Latte with Caffeine for Energy 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health 11 fl oz 12 Pack

Premier Protein$23.504.8★5,439 rev

Premier Protein Shake 8 Flavor Variety Pack 30g Protein No Added Sugar 24 Vitamins & Minerals to Support Immune Health Gluten-Free 11.5 fl oz (8 Pack)

Premier Protein$24.494.6★14,839 rev

Newest

by launch date

Muscle Milk High Protein Shake Chocolate 11 fl oz Cartons (12 Pack) Ultra Filtered Milk 26g High Quality Protein Shake 3g Sugar 160 Calories No Artificial Flavors No Artificial Sweeteners No Added Colors

Muscle Milk$20.02300 rev

2mo ago

Muscle Milk Pro High Protein Shake Chocolate 11 fl oz Cartons (12 Pack) Ultra Filtered Milk 33g High Quality Protein Shake 3g Sugar 200 Calories No Artificial Flavors or Artificial Sweeteners No Added Colors

Muscle Milk$25.70271 rev

2mo ago

Premier Protein Shake INDULGENCE White Chocolate Raspberry 30g Protein 170 Calories 3g Sugar 11 fl oz 12 Pack

Premier Protein$17.55964 rev

5mo ago

Premier Protein COFFEEHOUSE Caramel Macchiato Protein Shake with Caffeine 30g Protein No Added Sugar 24 Vitamins & Minerals Coffee Beverage for Energy Gluten-Free 11.5 fl oz (12 Pack)

Premier Protein$26.501,170 rev

7mo ago

Nurri - 30g Protein Ultra Filtered Milk Shake Vanilla - Lactose Free Low Sugar 150 Calories 10 Vitamins and Minerals - 11 fl oz 10 Cans

nurri$21.971,939 rev

9mo ago

What buyers say about shake

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall36%

“Delicious shakes”

Nutritional Content23%

“Great Nutrition”

Flavor13%

“Flavors are delicious”

Quality-Overall4%

“Excellent Product”

Value For Money3%

“Decent price”

Sweetness1%

“Its not too sweet”

Ease Of Use1%

“easier to handle”

Advertised Vs Actual Product1%

“As advertised”

Texture/Consistency-Overall1%

“Great consistency”

Soft Feel1%

“Smooth and creamy”

What buyers complain about

Taste-Overall26%

“Chalky Taste”

Value For Money9%

“Price is very high”

Flavor9%

“Bad flavor”

Nutritional Content6%

“Unhealthy”

Sweetness4%

“Horribly sweet”

Dilute/Watery3%

“Too watery”

Thickness2%

“It lacked the thick”

Artificial Sweeteners2%

“a there is just a tiny glimmer of an artificial sweetener taste if you really search for it”

Quality-Overall2%

“Lowest quality”

Texture/Consistency-Overall1%

“the texture was too thin for me”

Top return reasons

Size-Overall40%

Temperature Control20%

Functionality-Overall20%

Flavor20%

Common questions

Is shake profitable to sell on Amazon United States?: The niche generates $47.4M/yr across 46 tracked products. 10 of 10 products launched in the last 360 days are still selling. 90-day search growth is +7.7%. Flapen's verdict: Launch it (66/100).
How competitive is the shake niche?: 11 brands and 156 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 89% of demand.
What do buyers complain about in shake?: Top complaints mined from reviews: Taste-Overall, Value For Money, Flavor. The return rate is 0.0%.
When does demand for shake peak?: Demand peaks in Jan–Jun–Jul; the busiest month runs 2.9× the quietest.
What does it cost to enter the shake niche?: Listings span $8.30–$53.79; the average listing price is $26.55 (sweet spot $15–$100). The average incumbent carries 11,520 reviews — the moat a new listing must climb.