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Baby Electric Toothbrush

Fail

Demand is soft, at -24.3% this quarter, so Baby Electric Toothbrush is a Fail.

Flapen Score
42
42 / 100
Ranks 1,521 of 2,035 Health & Personal Care niches · −6 vs the category median of 48
Market size
£129K/yr130K searches / yr
90-day growth
-24.3%search demand this quarter
Competition
61%top-5 click share · 9 brands · 53 sellers

Flapen Score

Baby Electric Toothbrush against its category

The dotted line is the Health & Personal Care average. Past it, Baby Electric Toothbrush is stronger. Inside it, weaker.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Baby Electric Toothbrush market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Baby Electric Toothbrush 130K times last year and spent an estimated £129K. The top 5 brands take 94% of clicks. Demand peaks in Nov. Flapen scores it 42 out of 100, a Fail.

01 · Demand

8.0% of searches ended in a purchase last week.

Shoppers searched for this 130K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 8.0% of those searches ended in a purchase. Searches in the last 90 days moved -24.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £129K a year.

Searches, last 12 months
130K
Growth, 90 days vs prior 90
-24.3%
Conversion, latest week
8.0%
Market size, estimated
£129Ka year
Peak month
November1.4× the quietest month
Top search term
toddler electric toothbrush34K searches a year

02 · Price

A sale here is worth £12.41.

Listings sell for £12.41 on average, from £3.45 to £22.55. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £12.41 that is £3K to £6K a year per listing.

Average price
£12.41under the $15 to $100 sweet spot
Price range
£3.45–£22.55
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£6K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

79% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 10.9% of listings are out of stock. The average listing ranks #16 within Dental Care. It carries 3,284 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
100%
Out of stock, average day
10.9%
Average rank
#16in Dental Care
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,284per listing
Listings tracked
24

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 48 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
48 months

Products

Top Baby Electric Toothbrush products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 61% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£13K£19K£26K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

53

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

61%

Top 20: 97%

Open market

4%

  • Brush-Baby48%
  • Matchstick Monkey19%
  • DADA-TECH12%
  • Colgate8%
  • Oral-B7%
  • seago2%
  • Open — no brand owns it (3 brands, 4%)

Demand

Baby Electric Toothbrush search demand

Weekly searches over the year, seasonality beneath. Pick a range.

4K3KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov · busiest ÷ quietest = 1.4×

Search terms

Top Baby Electric Toothbrush search terms shoppers use

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

  • toddler electric toothbrush34K/yr
  • baby electric toothbrush29K/yr
  • brush baby toothbrush15K/yr
  • brush baby15K/yr
  • toddler electric toothbrush 2 years12K/yr
  • toddler electric toothbrush 2+ years6K/yr
  • baby electric toothbrush 0-2 years3K/yr
  • baby sonic toothbrush4K/yr
  • toddler toothbrush electric4K/yr
  • electric toothbrush for 2 year old4K/yr

Reviews and returns

What reviews say buyers love and hate about Baby Electric Toothbrush

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Charging20%−0.11

Doesnt charge

Stopped charging after a few months

Just stopped charging completely

Durability18%−0.12

Breaks after 3 months

Broke

Does not last

Battery Life10%−0.02

Low battery life

Battery doesn't last

Rubbish Battery Life

Advertised Vs Actual Product9%−0.07

misleading product

Very misleading

Misleading info

Oral Hygiene6%+2.60

was obsessed with our electric toothbrushes bur sadly doesn't work

Mold developed inside the toothbrush after 3 months

Really rubbish toothbrush

Love

Oral Hygiene38%+2.60

Great product yo encourage cleaning teeth

This toothbrush has made brushing teeth significantly easier in our household

Great toothbrush

Quality-Overall9%−0.02

Nice cute quality good baby brush

Excellent quality

Great product

Value For Money7%+0.53

Great value for money

Got it whilst on sale so very happy with the reasonable price

Worth it

Ease Of Use4%+0.34

very easy to use

Perfect, its well used

which is really convenient

Battery Life4%−0.02

The battery life is excellent

Battery great- months on

Battery lasts for ages

Return

0.7% Return rate 23% Fixable by listing

Charging27%█▆▄▇▄▄

Doesnt charge

Stopped charging after a few months

Just stopped charging completely

Size-Overall16%▅█▅▅█▇
Functionality-Overall15%▄▆█▆▆▅
Defective Material/Parts6%▆▆▆▂█▅
Durability4%▆▃█▄▆▆

Breaks after 3 months

Broke

Does not last

FAQ

Common Baby Electric Toothbrush questions

Answered from the same tracked data.