How competitive is the Toothpaste niche on Amazon Singapore?

19 brands and 19 sellers compete in Toothpaste on Amazon Singapore. The top 5 Toothpaste products take 21% of clicks and its top 5 brands hold 75% of demand.

Toothpaste

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

Signals Out of Stock

Flapen Score

Worth a look

Top 3% of 198 Health, Household and Personal Care niches · +13 vs the category median of 37

This niche Category average · 198 niches

Is Toothpaste profitable on Amazon?

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.

Toothpaste: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved +16.9% over the last 90 days and 3.0% of searches end in a purchase.

$23K

revenue / yr

Units sold / yr10K

Search volume / yr+16.9%64K

Conversion rate3.0%

Avg price$11.65

Who owns the niche?

The top 5 brands hold 75% of demand, so 25% of the market is open.

25%

open market share

Brands · sellers19 · 19

Top-5 product click share21%

Open market25%

Avg brand age87 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 69 products

Top Toothpaste products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

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

Price: $7.90
Rating: 4.6/5
Reviews: 45
Age: 6y ago

Colgate Total Clean Mint Antibacterial Toothpaste 150g

Price: $6.15
Rating: 4.5/5
Reviews: 8
Age: 7y ago

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

Price: $12.46
Rating: 5.0/5
Reviews: 2
Age: 4y ago

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

Price: $30.66
Rating: 4.8/5
Reviews: 10,732
Age: 5y ago

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

Price: $22.97
Rating: 4.8/5
Reviews: 29,838
Age: 4y ago

Newest

by launch date

Oral B 3DWhite Professional Enamel Strong Whitening Toothpaste 90g

Price: $8.35
Rating: 4.5/5
Reviews: 51
Age: 2y ago

Colgate Optic White Purple Toothpaste 100g

Price: $9.20
Rating: 4.2/5
Reviews: 8
Age: 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

Price: $7.72
Rating: 4.4/5
Reviews: 2,458
Age: 3y ago

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

Price: $7.84
Rating: 4.5/5
Reviews: 13
Age: 3y ago

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

Price: $9.15
Rating: 4.5/5
Reviews: 735
Age: 4y ago

Competition: brands, sellers & click share

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

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

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%

Toothpaste demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume64KCVR3.0%Products69Brands19Top 5 Brands75%OOS Rate21.6%Rating4.5★Reviews5,264Avg BSR#151

Top Toothpaste search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

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

What reviews say buyers love and hate about Toothpaste

What buyers mention most, as a share of all reviews.

What buyers love

100% of reviews

Value For Money100%

“Great price”

Toothpaste return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

25%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Flavor

50%

2Advertised Vs Actual Product

25%

3Ingredients-Overall

25%

Common Toothpaste questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Toothpaste 50/100 on Amazon Singapore — Worth a look. The niche generates $23K/yr across 69 tracked products. Search demand moved +16.9% over the last 90 days.

Toothpaste sells for $11.65 on average on Amazon Singapore, outside our $15–$100 sweet spot. Listings span $2.02–$31.85. The average incumbent carries 5,264 reviews — the moat a new listing must climb.