Is soy protein powder profitable to sell on Amazon United States?

The niche generates $101K/yr across 15 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +2.9%. Flapen's verdict: Skip it (49/100).

How competitive is the soy protein powder niche?

11 brands and 567 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 88% of demand.

What do buyers complain about in soy protein powder?

Top complaints mined from reviews: Taste-Overall, Nutritional Content, Texture/Consistency-Overall. The return rate is 0.0%.

When does demand for soy protein powder peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the soy protein powder niche?

Listings span $15.04–$42.72; the average listing price is $27.85 (sweet spot $15–$100). The average incumbent carries 5,084 reviews — the moat a new listing must climb.

soy protein powder

Skip it

A concentrated shelf (top 5 take 74% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Incredible$27.85

avg listing price — sweet spot $15–$100

Price range

Incredible$15.04–$42.72

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good5.5%

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

Growth

Okay+2.9%

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

Brand share

Okay88%

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

Market size

Okay$101K

$101K/yr · 66K searches

Review moat

Bad5,083.87

avg incumbent reviews — the moat a new listing must climb

Competition

Bad74%

top-5 click share — a locked-up shelf

According to Flapen's Amazon United States niche tracking, soy protein powder is a $101K/yr Amazon United States market (66K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 49/100.

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

soy protein powder market data

Units sold / yr: 4K–5K; avg 100–250/product
Revenue / yr: $111K–$139K; units × avg price
Conversion rate: 5.5%
Avg BSR: #309
Page quality: 0%
Prime: 100%
Sponsored: 80%
Out of stock: 0.4%
Avg brand age: 81 months
Avg seller age: 143 days

Competition & brand share

The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 falling

Sellers

567

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

NOW Foods29%
Nutricost21%
BulkSupplements20%
PURE ORIGINAL INGREDIENTS10%
Minimalist7%
Earthborn Elements5%
Open — no brand owns it (5 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top soy protein powder search terms

soy protein isolate38K/yr -4.1%7.0% conv.
organic soy protein powder10K/yr +23.5%1.4% conv.
soy protein isolate powder8K/yr +9.4%5.9% conv.
soy protein vanilla powder3K/yr +44.5%0.1% conv.
soy isolate protein powder4K/yr -8.2%7.3% conv.
soy protein powder unflavored3K/yr -12.2%5.6% conv.

All search terms

Top soy 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NOW Foods Sports Nutrition Soy Protein Isolate 20 g 0 Carbs Unflavored Powder 2-Pound

NOW Foods$25.444.3★1,202 rev

BulkSupplements.com Soy Protein Isolate Powder - Vegan Protein Powder Unflavored - Pure & Gluten Free 30g per Serving 1kg (2.2 lbs) (Pack of 1)

BulkSupplements$25.974.1★1,270 rev

Nutricost Soy Protein Isolate Powder 2 LB Unflavored - 10 Grams of Protein Per Serving Vegan GMO-Free & Gluten Free

Nutricost$24.754.4★96 rev

PURE ORIGINAL INGREDIENTS Soy Protein Isolate (4 lb) Always Pure No Fillers or Additives

PURE ORIGINAL INGREDIENTS$37.244.3★155 rev

Minimalist Soy Protein Isolate Ideal for Smoothies and Shakes Packaged for Convenience in a Resealable Bag (3 Pound Soy Protein Isolate)

Minimalist$27.864.3★60 rev

Newest

by launch date

Minimalist Soy Protein Isolate Ideal for Smoothies and Shakes Packaged for Convenience in a Resealable Bag (3 Pound Soy Protein Isolate)

Minimalist$27.8660 rev

9mo ago

Minimalist Soy Protein Isolate Ideal for Smoothies and Shakes Packaged for Convenience in a Resealable Bag (1.6 Pound Soy Protein Isolate)

Minimalist$16.7760 rev

9mo ago

Nutricost Soy Protein Isolate Powder 2 LB Unflavored - 10 Grams of Protein Per Serving Vegan GMO-Free & Gluten Free

Nutricost$24.7596 rev

1y ago

Nutricost Soy Protein Isolate Powder 1 LB Unflavored - 10 Grams of Protein Per Serving Vegan GMO-Free & Gluten Free

Nutricost$19.5883 rev

1y ago

PURE ORIGINAL INGREDIENTS Soy Protein Isolate Always Pure No Fillers or Additives (1 Pound)

PURE ORIGINAL INGREDIENTS$15.04155 rev

3y ago

What buyers say about soy protein powder

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

What buyers love

Taste-Overall20%

“It makes a delicious smoothie”

Nutritional Content19%

“Great protein powder”

Quality-Overall7%

“Reliable product”

Flavor7%

“The vanilla flavor is smooth”

Vegan/Organic7%

“Great vegan protein”

Solubility4%

“It mixes well in my shaker bottle”

Blend/Ratio4%

“mixes well”

Value For Money3%

“Best price”

Sweetness2%

“Not too sweet when using half water half milk which is what I wanted”

Ease Of Use1%

“Simple to use”

What buyers complain about

Taste-Overall27%

“Weird taste”

Nutritional Content7%

“doesnt even have lots of protein”

Texture/Consistency-Overall6%

“very gritty texture”

Flavor6%

“Flavor is most unpleasant”

Sweetness5%

“TOO SWEET”

Value For Money4%

“its expensive”

Artificial Sweeteners3%

“Artificial sweetner”

Solubility2%

“It does not mix well at all”

Ease Of Use2%

“Impossible to open”

Smell1%

“There is also a very very strong chemical smell”

Top return reasons

Nutritional Content33%

Taste-Overall33%

Smell11%

Quality-Overall11%

Advertised Vs Actual Product6%