---
title: "Soy Protein Powder — $101K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/soy-protein-powder"
last_updated: "2026-08-11T01:42:12.612Z"
locale: en
meta:
description: "Niche score 49/100 · $101K/yr market · 66K searches/yr · $27.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · $101K/yr market · 66K searches/yr · $27.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Soy Protein Powder — $101K/yr Amazon US Niche (2026) - Flapen"
---
# **soy protein powder**
**Skip it**
A concentrated shelf (top 5 take 74% of clicks) — this niche doesn't clear our bar today.
Market size 25Growth 29Conversion 63Competition 22Returns 100Price range 95Avg price 95Brand share 29Review moat 24Quality gap 78
**Returns**
**Incredible****0.0%**
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**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****5.5%**
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**
**Okay****88%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****$101K**
$101K/yr · 66K searches
**Review moat**
**Bad****5,083.87**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****74%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**7%**
- 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.
5K4KSpike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/health-household/soy-protein-powder/trend)
## **Top soy protein powder search terms**
- **soy protein isolate**38K/yr-4.1%7.0% conv. - **organic soy protein powder**10K/yr+23.5%1.4% conv. - **soy protein isolate powder**8K/yr+9.4%5.9% conv. - **soy protein vanilla powder**3K/yr+44.5%0.1% conv. - **soy isolate protein powder**4K/yr-8.2%7.3% conv. - **soy protein powder unflavored**3K/yr-12.2%5.6% conv. [**All search terms **](https://flapen.com/research/us/health-household/soy-protein-powder/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.
0%10%$10K20%$20K30%$30K40%$41K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**NOW Foods Sports Nutrition Soy Protein Isolate 20 g 0 Carbs Unflavored Powder 2-Pound**NOW Foods**$25.44**4.3★1,202 rev](https://www.amazon.com/dp/B0013OSS4M) [2**BulkSupplements.com Soy Protein Isolate Powder - Vegan Protein Powder Unflavored - Pure & Gluten Free 30g per Serving 1kg (2.2 lbs) (Pack of 1)**BulkSupplements**$25.97**4.1★1,270 rev](https://www.amazon.com/dp/B01K2UDXBK) [3**Nutricost Soy Protein Isolate Powder 2 LB Unflavored - 10 Grams of Protein Per Serving Vegan GMO-Free & Gluten Free**Nutricost**$24.75**4.4★96 rev](https://www.amazon.com/dp/B0DJWST3ZN) [4**PURE ORIGINAL INGREDIENTS Soy Protein Isolate (4 lb) Always Pure No Fillers or Additives**PURE ORIGINAL INGREDIENTS**$37.24**4.3★155 rev](https://www.amazon.com/dp/B092PF3PY3) [5**Minimalist Soy Protein Isolate Ideal for Smoothies and Shakes Packaged for Convenience in a Resealable Bag (3 Pound Soy Protein Isolate)**Minimalist**$27.86**4.3★60 rev](https://www.amazon.com/dp/B0FV1212W2)
**~~View all top sellers →~~**
### **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**$27.86**60 rev9mo ago](https://www.amazon.com/dp/B0FV1212W2) [**Minimalist Soy Protein Isolate Ideal for Smoothies and Shakes Packaged for Convenience in a Resealable Bag (1.6 Pound Soy Protein Isolate)**Minimalist**$16.77**60 rev9mo ago](https://www.amazon.com/dp/B0FTZYN8W4) [**Nutricost Soy Protein Isolate Powder 2 LB Unflavored - 10 Grams of Protein Per Serving Vegan GMO-Free & Gluten Free**Nutricost**$24.75**96 rev1y ago](https://www.amazon.com/dp/B0DJWST3ZN) [**Nutricost Soy Protein Isolate Powder 1 LB Unflavored - 10 Grams of Protein Per Serving Vegan GMO-Free & Gluten Free**Nutricost**$19.58**83 rev1y ago](https://www.amazon.com/dp/B0DJWSY2D3) [**PURE ORIGINAL INGREDIENTS Soy Protein Isolate Always Pure No Fillers or Additives (1 Pound)**PURE ORIGINAL INGREDIENTS**$15.04**155 rev3y ago](https://www.amazon.com/dp/B0CB952FYM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Minimalist Soy Protein Isolate Ideal for Smoothies and Shakes Packaged for Convenience in a Resealable Bag (3 Pound Soy Protein Isolate)**Minimalist**$27.86**4.3★**▲ 54%**](https://www.amazon.com/dp/B0FV1212W2) [**PURE ORIGINAL INGREDIENTS Soy Protein Isolate (4 lb) Always Pure No Fillers or Additives**PURE ORIGINAL INGREDIENTS**$37.24**4.3★**▲ 40%**](https://www.amazon.com/dp/B092PF3PY3) [**Nutricost Soy Protein Isolate Powder 2 LB Unflavored - 10 Grams of Protein Per Serving Vegan GMO-Free & Gluten Free**Nutricost**$24.75**4.4★**▲ 36%**](https://www.amazon.com/dp/B0DJWST3ZN) [**Organic Plant Based Protein Powder | Vegan Organic Protein Powder Vanilla Flavored with BCAA Amino Acids & Hemp Seed Pea Blend | Non-GMO Soy Dairy Filler & Gluten Free (Vanilla 32 Servings)**Sunwarrior**$42.72**4.5★**▲ 11%**](https://www.amazon.com/dp/B08XLQV3XQ) [**BulkSupplements.com Soy Protein Isolate Powder - Vegan Protein Powder Unflavored - Pure & Gluten Free 30g per Serving 1kg (2.2 lbs) (Pack of 1)**BulkSupplements**$25.97**4.1★**— 1%**](https://www.amazon.com/dp/B01K2UDXBK)
**~~View all trending →~~**
## **What buyers say about soy protein powder**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**20%
*“It makes a delicious smoothie”*
**Nutritional Content**19%
*“Great protein powder”*
**Quality-Overall**7%
*“Reliable product”*
**Flavor**7%
*“The vanilla flavor is smooth”*
**Vegan/Organic**7%
*“Great vegan protein”*
**Solubility**4%
*“It mixes well in my shaker bottle”*
**Blend/Ratio**4%
*“mixes well”*
**Value For Money**3%
*“Best price”*
**Sweetness**2%
*“Not too sweet when using half water half milk which is what I wanted”*
**Ease Of Use**1%
*“Simple to use”*
### **What buyers complain about **
**Taste-Overall**27%
*“Weird taste”*
**Nutritional Content**7%
*“doesnt even have lots of protein”*
**Texture/Consistency-Overall**6%
*“very gritty texture”*
**Flavor**6%
*“Flavor is most unpleasant”*
**Sweetness**5%
*“TOO SWEET”*
**Value For Money**4%
*“its expensive”*
**Artificial Sweeteners**3%
*“Artificial sweetner”*
**Solubility**2%
*“It does not mix well at all”*
**Ease Of Use**2%
*“Impossible to open”*
**Smell**1%
*“There is also a very very strong chemical smell”*
### **Top return reasons **
**Nutritional Content**33%
**Taste-Overall**33%
**Smell**11%
**Quality-Overall**11%
**Advertised Vs Actual Product**6%
**Texture/Consistency-Overall**6%
## **Common questions**
- **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.
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