---
title: "Toothpaste — $23K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/health-household-and-personal-care/toothpaste"
last_updated: "2026-08-07T12:29:04.499Z"
locale: en
meta:
description: "Niche score 50/100 · $23K/yr market · 64K searches/yr · $11.65 avg price. A small market ($23K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · $23K/yr market · 64K searches/yr · $11.65 avg price. A small market ($23K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Toothpaste — $23K/yr Amazon SG Niche (2026) - Flapen"
---
# **toothpaste**
**Worth a look**
Shows low returns (0.1%), but a small market ($23K/yr) keeps it on the watch list.
Market size 6Growth 46Conversion 38Competition 94Returns 100Price range 56Avg price 47Brand share 50Review moat 24Quality gap 33
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Competition**
**Great****21%**
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**
**Okay****75%**
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**
**Okay****3.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****5,264.17**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****$23K**
$23K/yr · 64K searches
**Signals**[** Out of Stock**](https://flapen.com/research/niches?market=sg&signal=out_of_stock "OOS rate > 10%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**19**
**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.
2K2KSpike '26Jan '26Feb '26Mar '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/sg/health-household-and-personal-care/toothpaste/trend)
## **Top toothpaste search terms**
- **toothpaste**47K/yr+15.9%4.0% conv. - **colgate toothpaste**9K/yr+14.7%3.8% conv. - **colgate**8K/yr+26.6%2.3% conv. [**All search terms **](https://flapen.com/research/sg/health-household-and-personal-care/toothpaste/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.
0%2%$4534%$9066%$1K8%$2K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Colgate Maximum Cavity Protection Toothpaste Great Regular Flavour 175g (Pack of 3)**Colgate**$7.90**4.6★45 rev](https://www.amazon.sg/dp/B07YDQ8XS2) [2**Colgate Total Clean Mint Antibacterial Toothpaste 150g**Colgate**$6.15**4.5★8 rev](https://www.amazon.sg/dp/B0725BMDHH) [3**Colgate Total Professional Whitening Toothpaste 150Gx2 Value Pack + Free Total 60G Toothpaste**Colgate**$12.46**5.0★2 rev](https://www.amazon.sg/dp/B09HSJZDZ1) [4**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**$30.66**4.8★10,732 rev](https://www.amazon.sg/dp/B095Z5WQWM) [5**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**$22.97**4.8★29,838 rev](https://www.amazon.sg/dp/B09F8FZ18G)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Oral B 3DWhite Professional Enamel Strong Whitening Toothpaste 90g**Oral-B**$8.35**51 rev2y ago](https://www.amazon.sg/dp/B0BXRPYSYW) [**Colgate Optic White Purple Toothpaste 100g**Colgate**$9.20**8 rev2y ago](https://www.amazon.sg/dp/B0CYBB314M) [**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**$7.72**2,458 rev3y ago](https://www.amazon.sg/dp/B0BD4DWD1N) [**CLINICA PRO 7-in-1 Benefits Toothpaste 95g Rich Citrus Mint**LION**$7.84**13 rev3y ago](https://www.amazon.sg/dp/B0B8NQ8QP9) [**Clinica Advantage Toothpaste Soft Mint Toothpaste Fluorine 4.6 oz (130 g) x 3 Packs + Floss Included**クリニカ**$9.15**735 rev4y ago](https://www.amazon.sg/dp/B09X97CM21)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Clinica Advantage Toothpaste Soft Mint Toothpaste Fluorine 4.6 oz (130 g) x 3 Packs + Floss Included**クリニカ**$9.15**4.5★**▲ 497%**](https://www.amazon.sg/dp/B09X97CM21) [**CLINICA PRO 7-in-1 Benefits Toothpaste 95g Rich Citrus Mint**LION**$7.84**4.5★**▲ 405%**](https://www.amazon.sg/dp/B0B8NQ8QP9) [**Colgate Total Charcoal Deep Clean Toothpaste Twin Pack 2X150G**Colgate**$12.30**5.0★**▲ 171%**](https://www.amazon.sg/dp/B09HSJRW1F) [**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**$30.66**4.8★**▲ 161%**](https://www.amazon.sg/dp/B095Z5WQWM) [**Colgate Optic White Advanced Teeth Whitening Toothpaste with Fluoride 2% Hydrogen Peroxide Sparkling White - 3.2 Ounce (3 Pack)**Colgate**$27.07**4.7★**▲ 134%**](https://www.amazon.sg/dp/B082F1QH7S)
**~~View all trending →~~**
## **What buyers say about toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**100%
*“Great price”*
### **Top return reasons **
**Flavor**50%
**Advertised Vs Actual Product**25%
**Ingredients-Overall**25%
## **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.
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