Is toothpaste profitable to sell on Amazon Singapore?

The niche generates $23K/yr across 69 tracked products. 90-day search growth is +16.9%. Flapen's verdict: Worth a look (50/100).

How competitive is the toothpaste niche?

19 brands and 19 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 75% of demand.

What does it cost to enter the toothpaste niche?

Listings span $2.02–$31.85; the average listing price is $11.65 (sweet spot $15–$100). The average incumbent carries 5,264 reviews — the moat a new listing must climb.

toothpaste

Worth a look

Shows low returns (0.1%), but a small market ($23K/yr) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Great21%

top-5 click share — an open shelf

Price range

Good$2.02–$31.85

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

Brand share

Okay75%

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

Avg price

Okay$11.65

avg listing price — sweet spot $15–$100

Growth

Okay+16.9%

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

Conversion

Okay3.0%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad5,264.17

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$23K

$23K/yr · 64K searches

Signals Out of Stock

According to Flapen's Amazon Singapore niche tracking, toothpaste is a $23K/yr Amazon Singapore market (64K searches/yr). The top 5 brands hold 75% of demand. Verdict: Worth a look — 50/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

toothpaste market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $93K–$117K; units × avg price
Conversion rate: 3.0%
Avg BSR: #151
Page quality: 0%
Prime: 93%
Sponsored: 12%
Out of stock: 21.6%
Avg brand age: 87 months
Avg seller age: 49 days

Competition & brand share

Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.

Brands

19 rising

Sellers

Top-5 brand share

75%

Top 20: 100%

Top-5 click share

21%

Top 20: 60%

Open market

20%

Colgate47%
Oral-B9%
クリニカ7%
Sensodyne6%
Crest6%
SENSODYNE PRONAMEL5%

Demand

Weekly Amazon search volume, last 29 weeks — +16.9% search growth over the last 90 days.

Open Trend

Top toothpaste search terms

toothpaste47K/yr +15.9%4.0% conv.
colgate toothpaste9K/yr +14.7%3.8% conv.
colgate8K/yr +26.6%2.3% conv.

All search terms

Top 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Colgate Maximum Cavity Protection Toothpaste Great Regular Flavour 175g (Pack of 3)

Colgate$7.904.6★45 rev

Colgate Total Clean Mint Antibacterial Toothpaste 150g

Colgate$6.154.5★8 rev

Colgate Total Professional Whitening Toothpaste 150Gx2 Value Pack + Free Total 60G Toothpaste

Colgate$12.465.0★2 rev

Sensodyne Pronamel Intensive Enamel Repair Toothpaste for Sensitive Teeth and Cavity Protection Whitening Toothpaste to Strengthen Enamel Arctic Breeze - 3.4 Ounces x 4

SENSODYNE PRONAMEL$30.664.8★10,732 rev

Crest 3D White Advanced Luminous Mint Teeth Whitening Toothpaste Crest Toothpaste 3.7 oz Pack of 4 - Helps Remove Surface Stains Whitens Teeth Strengthens Tooth Enamel Protects Against Cavities

Crest$22.974.8★29,838 rev

Newest

by launch date

Oral B 3DWhite Professional Enamel Strong Whitening Toothpaste 90g

Oral-B$8.3551 rev

2y ago

Colgate Optic White Purple Toothpaste 100g

Colgate$9.208 rev

2y ago

Clinica Advantage (Quasi Drug) + Whitening Toothpaste (High Concentration Fluorine 1450 ppm Blended) Clear Mint Toothpaste 4.6 oz (130 g) x 3 Packs + Y-Shaped Floss

クリニカ$7.722,458 rev

3y ago

CLINICA PRO 7-in-1 Benefits Toothpaste 95g Rich Citrus Mint

LION$7.8413 rev

3y ago

Clinica Advantage Toothpaste Soft Mint Toothpaste Fluorine 4.6 oz (130 g) x 3 Packs + Floss Included

クリニカ$9.15735 rev

4y ago

What buyers say about toothpaste

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

What buyers love

Value For Money100%

“Great price”

Top return reasons

Flavor50%

Advertised Vs Actual Product25%

Ingredients-Overall25%

Common questions

Is toothpaste profitable to sell on Amazon Singapore?: The niche generates $23K/yr across 69 tracked products. 90-day search growth is +16.9%. Flapen's verdict: Worth a look (50/100).
How competitive is the toothpaste niche?: 19 brands and 19 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 75% of demand.
What does it cost to enter the toothpaste niche?: Listings span $2.02–$31.85; the average listing price is $11.65 (sweet spot $15–$100). The average incumbent carries 5,264 reviews — the moat a new listing must climb.