Categories/Protein & Energy Bars/Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar, 4g Fiber | 11 fl oz, 12 Pack

Health & Household > Diet & Sports Nutrition > Sports Nutrition > Protein > Ready to Drink

critical
amazon.comID B0791Y2LMB
Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar, 4g Fiber | 11 fl oz, 12 Pack

Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar, 4g Fiber | 11 fl oz, 12 Pack

Ensure

The Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar, 4g Fiber | 11 fl oz, 12 Pack was tracked for 29 day(s). During this period, the Buybox price ranged between Buy box price ranged from $16.78 to $27.97 against an MSRP/MAP of $27.97. The product's pricing health is currently flagged as critical.

Showing Results for Past 30 days
Last updated Jun 30, 2026
Price Overview
Severe erosion

FLOOR PRICE ($)

$16.78

MAX PRICE ($)

$27.97

AVG PRICE ($)

$26.43

SEVERE EROSION

40.01%

MSRP/MAP ($)

$27.97

Price erosion from MSRP40.01% below MSRP
Jun 2, 2026Jun 30, 2026

The product is currently selling at $27.97, following a peak of $27.97 during the tracking period. Compared to its MSRP of $27.97, the current price is at or above MSRP — no erosion detected.

Buy Box Distribution

Buy Box Share

1P100% · 29d

1P leads with 100% of Buy Box days

1P 1 seller3P 4 sellers
Seller
Condition
Current Price ($)
Buy Box Days
Erosion (%)
1PAmazon.com· Top
New
$27.97
+$0.00
29(100%)
0.00%
3PGrocesrAtHome
New
$48.95
+$20.98
0(0%)
-75.01%
3PHonest Medical
New
$47.40
+$19.43
0(0%)
-69.47%
3PEngoloids Medical LLC
New
$51.65
+$23.68
0(0%)
-84.66%
3PME MY BABY
New
$26.99
$0.98
0(0%)
3.50%
The Buy Box for Ensure Max Protein Shake | Milk Chocolate | Ready to Drink | 30g Protein for Muscle Health | 1g Sugar, 4g Fiber | 11 fl oz, 12 Pack is primarily held by Amazon.com (1P) with a 100% share, winning the Buy Box for 29 out of 29 tracked days. Only 1 of 5 total sellers have won the Buy Box.
Seller Density vs. Price Erosion
Buy-box priceActive sellers (scaled)MSRP $27.97

Peak Seller Pressure

5 sellers on Jun 2

Price Trend

Stable

Seller Proliferation

Stable

-0.04/day avg · -1 net

Buy-box price stayed between $16.78 and $27.97, largely stable over the period. Price opened right at MSRP ($27.97). Seller count peaked at 5 on 06/02, easing off since — adding -1 net seller over the full period. The crowding was short-lived — sellers came in, didn't find enough margin to stay, and pulled back.

Seller Churn and Influx

Comparing sellers before Jun 28 vs last 3 days of 29-day tracking period

Watchlist

  • 1 seller exited with no new entrants — competitive pressure may be easing.
New Entrants (0)

No new sellers in recent period.

Exited (1)
3PME MY BABY

Last Jun 7 · $26.99 · 0 Buy Box Wins

Persistent (4)
1PAmazon.com

29d · avg $26.43 · 29 Buy Box Wins · stable

3PGrocesrAtHome

29d · avg $48.95 · 0 Buy Box Wins · stable

3PHonest Medical

29d · avg $47.47 · 0 Buy Box Wins · stable

3PEngoloids Medical LLC

29d · avg $51.65 · 0 Buy Box Wins · stable

New Entrants — Sellers who appeared for the first time in the recent period.Exited — Sellers active earlier but absent in the recent period.Persistent — Sellers present throughout both the early and recent periods.
Key Findings
critical
Price Erosion

$11.19

Severe · 40.0% below MSRP

Severe erosion — floor is $11.19 (40.0%) below MSRP; the product is well below its intended price point and brand integrity is at risk.

Seller Activity

4 3P sellers

Crowded · 1 exited

4 third-party sellers active — channel showing crowding pressure, exits outnumbering arrivals.

Buy Box

Amazon.com

1P · 29 wins · $27.97

Buy-box is controlled — Amazon.com (1P) leads with 29 wins at $27.97, and 3P interference is minimal.

Recommended Actions
1

Immediate pricing intervention required — The lowest price has dropped to $16.78, which is 40.0% below MSRP ($27.97).

2

Escalate directly with Amazon — The lowest price has dropped to $16.78, which is 40.0% below MSRP ($27.97).