Skip to content

Baby Toothbrush

Fail

Prices span $1.05–$11.44, mostly outside the sweet spot, so Baby Toothbrush is a Fail.

Flapen Score
47
47 / 100
Ranks 1,080 of 2,035 Health & Personal Care niches · −1 vs the category median of 48
Market size
£555K/yr650K searches / yr
90-day growth
-22.3%search demand this quarter
Competition
61%top-5 click share · 12 brands · 49 sellers

Flapen Score

Baby Toothbrush against its category

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

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Baby Toothbrush market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Baby Toothbrush 650K times last year and spent an estimated £555K. The top 5 brands take 81% of clicks. Flapen scores it 47 out of 100, a Fail.

01 · Demand

15.9% of searches ended in a purchase last week.

Shoppers searched for this 650K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 15.9% of those searches ended in a purchase. Searches in the last 90 days moved -22.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £555K a year.

Searches, last 12 months
650K
Growth, 90 days vs prior 90
-22.3%
Conversion, latest week
15.9%
Market size, estimated
£555Ka year
Peak month
February1.3× the quietest month
Top search term
baby toothbrush236K searches a year

02 · Price

A sale here is worth £5.38.

Listings sell for £5.38 on average, from £1.05 to £11.44. Amazon reports units sold in ranges. This niche sold 80K to 100K a year. The average listing sells 3,000 to 4,000 of them. At £5.38 that is £16K to £22K a year per listing.

Average price
£5.38under the $15 to $100 sweet spot
Price range
£1.05–£11.44
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
80K–100K
Units per listing a year
3,000–4,000
Revenue per listing a year
£16K–£22K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

67% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.2% of listings are out of stock. The average listing ranks #7 within Dental Care. It carries 9,381 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
67%
Prime listings
100%
Out of stock, average day
2.2%
Average rank
#7in Dental Care
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
9,381per listing
Listings tracked
21

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 46 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
46 months

Products

Top Baby 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£28K£56K£83K£111K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 falling

Sellers

49

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

61%

Top 20: 99%

Open market

14%

  • Colgate26%
  • Aquafresh20%
  • Jordan*13%
  • Dr. Brown's12%
  • Frida10%
  • Oral-B5%
  • Open — no brand owns it (6 brands, 14%)

Demand

Baby Toothbrush search demand

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

15K10KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Baby Toothbrush search terms shoppers use

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

  • baby toothbrush236K/yr
  • toddler toothbrush142K/yr
  • baby toothbrush 0-2 years74K/yr
  • toddler toothbrush 2+ years19K/yr
  • baby toothbrush 6 months20K/yr
  • 2 year old toothbrush18K/yr
  • toddler toothbrush 2 years20K/yr
  • baby tooth brush13K/yr
  • 1 year old toothbrush11K/yr
  • toothbrush toddler10K/yr

Reviews and returns

What reviews say buyers love and hate about Baby Toothbrush

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

Complain

Size-Overall12%−0.03

Made for small fingers

Not fit for purpose

its far too big

Durability10%−0.04

Not durable

its falling apart

Doesn't last long

Quality-Overall10%−0.03

Cheap & brilliant

not well made

Very poor quality

Value For Money10%

waste of money

Overpriced

doesn't offer good value for money

Oral Hygiene6%+1.77

Bristles where coming of in little ones mouth had too put in the bin

Haleon corporate can expect to hear from us shortly with respect to this toothbrush which just started disintegrating in our 16 month olds mouth

Love

Oral Hygiene30%+1.77

Very good and gentle on my little ones teeth

I have a toddler and year one children and I help keep their teeth clean and healthy

Nice toothbrushes

Quality-Overall9%−0.03

Excellent quality

Great product

overall I'm happy with it

Value For Money8%

Good for price

Worth buying

Great value

Soft Feel7%

they are soft

Nice soft bristles

Soft baby brush

Size-Overall6%−0.03

Perfect size

Good size for little ones

Small enough for little mouths

Return

0.1% Return rate 57% Fixable by listing

Color29%▃▅▄▅█▄

Some children, particularly girls, might not like the blue and yellow colours, as there are no other options

I am not happy with pink colour

The colour choices are also limited to just one

Size-Overall18%▆█▅▃█▆

Made for small fingers

Not fit for purpose

its far too big

Quality-Overall10%██▃▃▁▃

Cheap & brilliant

not well made

Very poor quality

Age Suitability9%▄▂█▄▁▁

Didnt work particularly well for my 2 year old grandson

Functionality-Overall6%▁▅▃█▁▄

Little one chewed it off. Not much help

It just doesnt work

this just doesnt work

FAQ

Common Baby Toothbrush questions

Answered from the same tracked data.