Is whey protein 10 lbs profitable to sell on Amazon United States?

The niche generates $132K/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +35.0%. Flapen's verdict: Skip it (46/100).

How competitive is the whey protein 10 lbs niche?

13 brands and 544 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in whey protein 10 lbs?

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

When does demand for whey protein 10 lbs peak?

Demand peaks in Jul; the busiest month runs 1.8× the quietest.

What does it cost to enter the whey protein 10 lbs niche?

Listings span $44.24–$167.51; the average listing price is $102.76 (sweet spot $15–$100). The average incumbent carries 7,462 reviews — the moat a new listing must climb.

whey protein 10 lbs

Skip it

Weak search conversion (1.7%) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Good$102.76

avg listing price — sweet spot $15–$100

Growth

Good+35.0%

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

Price range

Okay$44.24–$167.51

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay63%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay83%

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

Market size

Okay$132K

$132K/yr · 76K searches

Review moat

Bad7,462.1

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.7%

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

Signals High Price

According to Flapen's Amazon United States niche tracking, whey protein 10 lbs is a $132K/yr Amazon United States market (76K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Jul. Verdict: Skip it — 46/100.

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

whey protein 10 lbs market data

Units sold / yr: 1K–2K; avg 0–100/product
Revenue / yr: $128K–$154K; units × avg price
Conversion rate: 1.7%
Avg BSR: #246
Page quality: 0%
Prime: 90%
Sponsored: 52%
Out of stock: 12.3%
Avg brand age: 95 months
Avg seller age: 137 days

Competition & brand share

The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 falling

Sellers

544

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

63%

Top 20: 99%

Open market

12%

Optimum Nutrition42%
BSN20%
Animal11%
COLOSSAL LABS6%
Ascent5%
RIVAL NUTRITION4%
Open — no brand owns it (7 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +35.0% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 1.8×

Open Trend

Top whey protein 10 lbs search terms

10lb protein powder15K/yr +22.5%1.7% conv.
protein 10 lbs10K/yr +26.3%1.1% conv.
10 lb protein powder8K/yr +30.7%1.8% conv.
protein powder 10lb8K/yr +44.9%1.4% conv.
protein powder 10lb bag5K/yr +197.2%2.2% conv.
10lbs protein powder5K/yr +92.0%1.3% conv.
10 lb whey protein powder6K/yr +56.9%0.9% conv.
10 pound protein powder6K/yr +5.4%1.5% conv.
whey protein powder 10lb bag7K/yr +1.0%2.1% conv.
bulk protein powder 50 lbs4K/yr +5.9%0.3% conv.

All search terms

Top whey protein 10 lbs 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Optimum Nutrition Gold Standard 100% Whey Protein Powder Extreme Milk Chocolate 10 Pound (Packaging May Vary)

Optimum Nutrition$122.144.7★29,541 rev

BSN SYNTHA-6 Whey Protein Powder with Micellar Casein Chocolate Milk Protein Isolate Powder Chocolate Milkshake 97 Servings (Package May Vary)

BSN$103.904.6★10,029 rev

Animal Whey Isolate Protein Powder - Loaded for Pre & Post Workout Muscle Builder and Recovery with Digestive Enzymes for Men & Women - 25g Protein Great Taste Low Sugar - Chocolate 10 lbs

Animal$127.704.5★1,270 rev

Optimum Nutrition Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 9.98 lb 146 Servings

Optimum Nutrition$124.434.7★47,750 rev

BSN SYNTHA-6 Whey Protein Powder Micellar Casein Milk Protein Isolate Powder Vanilla Ice Cream 97 Servings (Package May Vary)

BSN$103.924.7★9,624 rev

Newest

by launch date

RIVAL NUTRITION Clean Rival Whey True Vanilla Protein Powder I Whey Isolate Primary Source I 10.02 Lb 142 Servings I No Artificial Flavors or Colors I 25g Protein Per Scoop | Muscle Recovery

RIVAL NUTRITION$142.6872 rev

6mo ago

RIVAL NUTRITION Clean Gainer I High Protein Lean Gainer Powdered Drink Mix I 30g Protein Per Serving (10lb Chocolate Peanut Butter)

RIVAL NUTRITION$64.7222 rev

1y ago

COLOSSAL LABS Muscle Whey Protein Flavored Protein Powder 25 000mg Amino Acids/Serving Cold Filtered(Packaging May Vary) (12 Pound (Bucket) Cookies & Cream)

COLOSSAL LABS$135.2896 rev

1y ago

Rule 1 Proteins R1 Whey Blend - Vanilla Ice Cream 24g Fast-Acting Whey Protein Concentrates Isolates and Hydrolysates Per Serving with Naturally Occurring EAAs and BCAAs 10lbs (RZ0608)

Rule 1 Proteins$120.751,153 rev

4y ago

Ascent 100% Whey Protein Powder - Post Workout Whey Protein Isolate Zero Artificial Flavors & Sweeteners Gluten Free 5.5g BCAA 2.6g Leucine Essential Amino Acids Chocolate Peanut Butter 2 lb

Ascent$44.241,602 rev

7y ago

What buyers say about whey protein 10 lbs

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

What buyers love

Nutritional Content21%

“Great protein powder”

Taste-Overall13%

“Amazing Taste”

Flavor8%

“Good flavor”

Quality-Overall8%

“Good quality and arrived safely on time”

Value For Money7%

“Good deal”

Solubility6%

“Dissolves easily”

Blend/Ratio4%

“It mixes smoothly”

Ingredients-Overall2%

“Good clean ingredients”

Advertised Vs Actual Product2%

“Does the job”

Weight Loss2%

“In all, I like it, which is good considering I have 10 lbs”

What buyers complain about

Taste-Overall15%

“Something is different in the taste”

Value For Money12%

“Too expensive”

Flavor8%

“The flavor is very artificial”

Nutritional Content7%

“Not a healthy product”

Ingredients-Overall3%

“ingredient list is unreal”

Texture/Consistency-Overall3%

“The texture is not good”

Solubility2%

“does not dissolve well in water”

Advertised Vs Actual Product2%

“This is highly misleading”

Sweetness2%

“less sweet than competitors”

Artificial Sweeteners2%

“doesnt include artificial flavors or sweeteners”

Common questions

Is whey protein 10 lbs profitable to sell on Amazon United States?: The niche generates $132K/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +35.0%. Flapen's verdict: Skip it (46/100).
How competitive is the whey protein 10 lbs niche?: 13 brands and 544 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in whey protein 10 lbs?: Top complaints mined from reviews: Taste-Overall, Value For Money, Flavor. The return rate is 0.0%.
When does demand for whey protein 10 lbs peak?: Demand peaks in Jul; the busiest month runs 1.8× the quietest.
What does it cost to enter the whey protein 10 lbs niche?: Listings span $44.24–$167.51; the average listing price is $102.76 (sweet spot $15–$100). The average incumbent carries 7,462 reviews — the moat a new listing must climb.