whitening toothpaste
Worth a lookShows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Market size
Incredible$2.4M$2.4M/yr · 1.1M searches
Avg price
Incredible$24.67avg listing price — sweet spot $15–$100
Conversion
Great9.2%search→purchase rate — share of searches ending in a sale
Competition
Great36%top-5 click share — an open shelf
Price range
Great$3.42–$61.00cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,669.66avg incumbent reviews — the moat a new listing must climb
Growth
Bad-0.8%90-day search growth — must beat 0% to launch
Brand share
Bad92%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Arab Emirates niche tracking, whitening toothpaste is a $2.4M/yr Amazon United Arab Emirates market (1.1M searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Nov. Verdict: Worth a look — 65/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
whitening toothpaste market data
- Units sold / yr
- 100K–125K
- avg 2,500–3,000/product
- Revenue / yr
- $2.5M–$3.1M
- units × avg price
- Conversion rate
- 9.2%
- Avg BSR
- #238
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 56%
- Out of stock
- 0.0%
- Avg brand age
- 71 months
- Avg seller age
- 68 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
113
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
36%
Top 20: 81%
Open market
6%
- Colgate69%
- Sensodyne10%
- Crest8%
- Himalaya3%
- closeup2%
- Close Up2%
- Open — no brand owns it (5 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.8% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.4×
Top whitening toothpaste search terms
- toothpaste612K/yr
- colgate toothpaste121K/yr
- معجون أسنان79K/yr
- colgate59K/yr
- whitening toothpaste46K/yr
- tooth paste30K/yr
- toothpaste whitening25K/yr
- معجون اسنان مبيض13K/yr
- paste11K/yr
- معجون اسنان12K/yr
Top whitening toothpaste 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Colgate Toothpaste Advanced White Whitening Toothpaste 4x100 ml 4 Pack
Colgate$21.014.4★1,214 rev
Colgate Toothpaste Max Fresh Cool Mint Toothpaste With Cooling Crystals 4x75ml 4 Pack
Colgate$12.434.6★1,209 rev
Colgate Total Active protection toothpaste Clean Mint Helps stop problems before they start 3x75ml
Colgate$29.334.5★351 rev
Colgate Max Fresh Toothpaste with Cooling Crystals Cool Mint Gel Toothpaste Travel Size - 50ml
Colgate$5.504.6★86 rev
Colgate Optic White Sparkling White Whitening Toothpaste 2x75ml 2 Pack
Colgate$24.194.5★108 rev
Newest
by launch date
Colgate Toothpaste Max Fresh Cool Mint Blue Gel Toothpaste with Cooling Crystals 6x75 ml 6 Pack
Colgate$27.931,209 rev
Colgate Toothpaste Max Fresh Clean Mint Green Gel Toothpaste With Cooling Crystals 6x75 ml 6 Pack
Colgate$28.121,209 rev
Colgate Toothpaste Advanced White Whitening Toothpaste 4x100 ml 4 Pack
Colgate$21.011,214 rev
Crest 3DWhite Clinical Miracle Glow Advanced Whitening Technology Toothpaste 75ml
Crest$28.22142 rev
Crest 3DWhite Clinical Ultra Fresh White Advanced Whitening Technology Toothpaste 75ml
Crest$25.7469 rev
Trending
90-day click momentumCrest 3DWhite Clinical Ultra Fresh White Advanced Whitening Technology Toothpaste 75ml
Crest$25.744.4★
Colgate Toothpaste Max Fresh Clean Mint Green Gel Toothpaste With Cooling Crystals 6x75 ml 6 Pack
Colgate$28.124.6★
Colgate Maximum Cavity Protection Toothpaste Great Regular Flavour 120 ml (4Pack)
Colgate$25.504.1★
Colgate Optic White Sparkling White Whitening Toothpaste 2x75ml 2 Pack
Colgate$24.194.5★
Colgate Toothpaste Advanced White Whitening Toothpaste 4x100 ml 4 Pack
Colgate$21.014.4★
What buyers say about whitening toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality”
“Good deal”
“The toothpaste feels refreshing, cleans well, and leaves my teeth looking brighter after regular use”
“Always good Toothpaste”
“Fresh feeling”
“Beast Cleaning Hyper White 😁🚀 🤣😂 instant white realy good working”
“Very effective”
“instant white realy good working”
“smooth taste with balanced mint spice”
What buyers complain about
“Quality is too bad”
“small size”
“why the paste is so watery”
“that's all; I don't feel like it offers me any other protection”
“It was damaged and 1 week”
“taste was sour”
“They only do marketing not working”
“one of The toothpaste spilled out of the tube”
“smells bad”
“The product does not show the same color”
Top return reasons
Common questions
- Is whitening toothpaste profitable to sell on Amazon United Arab Emirates?
- The niche generates $2.4M/yr across 41 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is -0.8%. Flapen's verdict: Worth a look (65/100).
- How competitive is the whitening toothpaste niche?
- 11 brands and 113 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in whitening toothpaste?
- Top complaints mined from reviews: الجودة الشاملة, الحجم الكلي, مخفف/مائي. The return rate is 0.3%.
- When does demand for whitening toothpaste peak?
- Demand peaks in Nov; the busiest month runs 1.4× the quietest.
- What does it cost to enter the whitening toothpaste niche?
- Listings span $3.42–$61.00; the average listing price is $24.67 (sweet spot $15–$100). The average incumbent carries 2,670 reviews — the moat a new listing must climb.