baby toothbrush
Skip itPrices mostly outside the sweet spot ($1.05–$11.44) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible15.9%search→purchase rate — share of searches ending in a sale
Market size
Good£555K£555K/yr · 650K searches
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay61%top-5 click share — leaders hold, buyers still browse
Review moat
Bad9,381.24avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£5.38avg listing price — sweet spot $15–$100
Growth
Bad-22.3%90-day search growth — must beat 0% to launch
Price range
Bad£1.05–£11.44cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, baby toothbrush is a £555K/yr Amazon United Kingdom market (650K searches/yr). The top 5 brands hold 81% of demand. Verdict: Skip it — 47/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
baby toothbrush market data
- Units sold / yr
- 80K–100K
- avg 3,000–4,000/product
- Revenue / yr
- £430K–£538K
- units × avg price
- Conversion rate
- 15.9%
- Avg BSR
- #7
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 67%
- Out of stock
- 2.2%
- Avg brand age
- 46 months
- Avg seller age
- 163 days
Competition & brand share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.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 & seasonality
Weekly Amazon search volume, last 104 weeks — -22.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top baby toothbrush search terms
- 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
Top baby toothbrush 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.
All 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aquafresh Milk Teeth Baby Toothbrush Specially Designed for Children aged 0-2 by Dental Experts Toddler Toothbrush in Plastic-free Packaging Extra Soft Bristles - Assorted (Random) Color
Aquafresh£1.354.6★785 rev
Colgate Kids Toothbrush 0-2 Years - Baby Toothbrush - Extra Soft bristles - Gently and Effectively Clean First Teeth - Small Brush Head - Blue bristles Toothpaste Guide - Non-Slip Handle
Colgate£1.054.6★10,466 rev
Dr. Browns Infant-to-Toddler Training Toothbrush Giraffe 0-3 Years
Dr. Brown's£5.054.8★33,676 rev
Colgate Kids Toothbrushes Multipack 0-2 Years Extra-Soft bristles for a Gentle Clean Non-Slip Handles for Little Hands Colour-Indicator bristles to Guide Toothpaste Application - 4 Pack
Colgate£3.854.6★10,466 rev
Jordan | Step 1 Baby Toothbrush | Baby Toothbrush 0-2 Years | The Original Toddler Toothbrush with Extra Soft Bristles & Soft Biting Ring for Babies Gums and Easy Grip | Mixed Color | Pack 2
Jordan*£4.434.8★18,910 rev
Newest
by launch date
Baby Toothbrush Electric Toddler Toothbrush 0-2-3 Years Old Kids Electric Tooth Brush with LED Light 2 Minutes Timer Battery Operated Sonic Technology for Infant 6 Months and Up (Blue)
DADA-TECH£11.446,391 rev
Jordan | Step 1 Baby Toothbrush | 0-2 Years | The Original Toddler Toothbrush with Extra Soft Bristles & Soft Biting Ring for Babies Gums and Easy Grip | Pink & Purple | Pack of 2
Jordan*£4.8218,910 rev
Matchstick Monkey Baby Electric Sonic Toothbrush Antimicrobial Protection Suitable from 3 Months Dusty Pink
Matchstick Monkey£10.16392 rev
Colgate Kids Bluey Toothbrush 3-5 Years Childrens Toothbrush x2 Small Brush Head for Easy Access Extra Soft Bristles for Gentle Cleaning Rounded Handle for Comfortable Grip
Colgate£1.6110,466 rev
Colgate Kids Toothbrushes Multipack 0-2 Years Extra-Soft bristles for a Gentle Clean Non-Slip Handles for Little Hands Colour-Indicator bristles to Guide Toothpaste Application - 4 Pack
Colgate£3.8510,466 rev
Trending
90-day click momentumJordan | Step 1 Baby Toothbrush | 0-2 Years | The Original Toddler Toothbrush with Extra Soft Bristles & Soft Biting Ring for Babies Gums and Easy Grip | Pink & Purple | Pack of 2
Jordan*£4.824.8★
Frida Baby Kids Toothbrush | U-Shaped Toothbrush with Triple-Angle Bristles Easy-Grip Handle Soft Toothbrush Bristles | for Toddlers and Kids 2+ Years Old | Yellow
Frida£7.044.3★
Colgate Kids Bluey Toothbrush 3-5 Years Childrens Toothbrush x2 Small Brush Head for Easy Access Extra Soft Bristles for Gentle Cleaning Rounded Handle for Comfortable Grip
Colgate£1.614.6★
Bickiepegs Finger Toothbrush 0 Years Baby Brush & Teething Gum Massager for Newborn 2pcs (Pack of 1)
Bickiepegs£4.104.4★
Matchstick Monkey Baby Electric Sonic Toothbrush Antimicrobial Protection Suitable from 3 Months Dusty Pink
Matchstick Monkey£10.164.2★
What buyers say about baby toothbrush
What buyers praise and complain about, mined from review topics.What buyers love
“Very good and gentle on my little ones teeth”
“Excellent quality”
“Good for price”
“they are soft”
“Perfect size”
“Cute design”
“Very durable”
“So easy to use”
“The handle is also really well designed”
“Cleans effectively”
What buyers complain about
“Made for small fingers”
“Not durable”
“Cheap & brilliant”
“waste of money”
“Bristles where coming of in little ones mouth had too put in the bin”
“Not the best design”
“Little one chewed it off. Not much help”
“Not extra soft”
“Some children, particularly girls, might not like the blue and yellow colours, as there are no other options”
“Didnt work particularly well for my 2 year old grandson”
Top return reasons
Common questions
- Is baby toothbrush profitable to sell on Amazon United Kingdom?
- The niche generates £555K/yr across 21 tracked products. 90-day search growth is -22.3%. Flapen's verdict: Skip it (47/100).
- How competitive is the baby toothbrush niche?
- 12 brands and 49 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in baby toothbrush?
- Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 0.1%.
- When does demand for baby toothbrush peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the baby toothbrush niche?
- Listings span £1.05–£11.44; the average listing price is £5.38 (sweet spot $15–$100). The average incumbent carries 9,381 reviews — the moat a new listing must climb.