baby toothpaste
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible24.1%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good1,499.71avg incumbent reviews — the moat a new listing must climb
Market size
Okay£241K£241K/yr · 282K searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-24.6%90-day search growth — must beat 0% to launch
Avg price
Bad£3.54avg listing price — sweet spot $15–$100
Competition
Bad93%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.14–£8.94cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, baby toothpaste is a £241K/yr Amazon United Kingdom market (282K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 35/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
baby toothpaste market data
- Units sold / yr
- 60K–80K
- avg 6,000–8,000/product
- Revenue / yr
- £212K–£283K
- units × avg price
- Conversion rate
- 24.1%
- Avg BSR
- #72
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 71%
- Out of stock
- 5.4%
- Avg brand age
- 64 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products capture 93% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 rising
Sellers
99
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
93%
Top 20: 100%
Open market
0%
- Aquafresh74%
- Colgate14%
- Dr. Brown's5%
- Waken4%
- TePe4%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -24.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top baby toothpaste search terms
- baby toothpaste117K/yr
- toddler toothpaste44K/yr
- baby toothpaste 0-2 years31K/yr
- milk teeth toothpaste 0-215K/yr
- 0-2 toothpaste8K/yr
- aquafresh milk teeth toothpaste 0-25K/yr
- toddler toothpaste 2+ years7K/yr
- toothpaste baby6K/yr
- toothpaste 2 year old6K/yr
- 2 year old toothpaste5K/yr
Top baby 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.
All 7 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aquafresh Paw Patrol Milk Teeth Baby Toothpaste 0-2 years Toddler Toothpaste for Infants Gentle care for Milk Teeth 50ml
Aquafresh£1.144.8★1,305 rev
Colgate Kids Toothpaste 0-2 Years 50ml (Pack of 4)
Colgate£4.254.4★136 rev
Dr. Browns HG025-P4 Toothpaste
Dr. Brown's£8.944.7★4,714 rev
COLGATE Toothpaste Teeth Kids Bubble Fruit 2-5 Years 50 ml
Colgate£3.774.4★1,044 rev
Aquafresh Paw Patrol Little Teeth 3-5 years Kids toothpaste Gently Strengthens and Protects Little Teeth 75ml
Aquafresh£1.324.7★3,028 rev
Newest
by launch date
Waken Tiny Baby Toothpaste Watermelon Fluoride Tooth Paste Mint-Free & SLS Free Gentle Toothpaste for Babies & Toddlers 02 Low-Foaming & Vegan-Friendly 75ml
Waken£2.9928 rev
Colgate Kids Toothpaste 0-2 Years 50ml (Pack of 4)
Colgate£4.25136 rev
TePe Daily Baby Toothpaste unflavoured 0-2 years gentle everyday fluoride toothpaste for babies to prevent cavities age-appropriate fluoride level
TePe£2.36243 rev
Aquafresh Paw Patrol Little Teeth 3-5 years Kids toothpaste Gently Strengthens and Protects Little Teeth 75ml
Aquafresh£1.323,028 rev
COLGATE Toothpaste Teeth Kids Bubble Fruit 2-5 Years 50 ml
Colgate£3.771,044 rev
Trending
90-day click momentumWaken Tiny Baby Toothpaste Watermelon Fluoride Tooth Paste Mint-Free & SLS Free Gentle Toothpaste for Babies & Toddlers 02 Low-Foaming & Vegan-Friendly 75ml
Waken£2.994.8★
Aquafresh Paw Patrol Milk Teeth Baby Toothpaste 0-2 years Toddler Toothpaste for Infants Gentle care for Milk Teeth 50ml
Aquafresh£1.144.8★
Dr. Browns HG025-P4 Toothpaste
Dr. Brown's£8.944.7★
COLGATE Toothpaste Teeth Kids Bubble Fruit 2-5 Years 50 ml
Colgate£3.774.4★
TePe Daily Baby Toothpaste unflavoured 0-2 years gentle everyday fluoride toothpaste for babies to prevent cavities age-appropriate fluoride level
TePe£2.364.6★
What buyers say about baby toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“the taste is lovely- it makes brushing my teeth an enjoyable experience”
“It doesnt leave a weird taste”
“Not expensive”
“The flavour is super nice”
“feels well made”
“dispenses easily without making a massive mess”
“a good size for little hands to hold and do it themselves too”
“Washing teeth with it was pleasant”
“He calls it his paw patrol toothpaste which also encourages him to brush his teeth which is always a bonus”
“Cleanse well and makes my children teeth more clean”
What buyers complain about
“Completely flavourless, and doesnt foam either”
“Taste awful, my kids did not like it”
“Less than recommended level of fluoride”
“it does seem a little expensive for what it is”
“resulting in a fair bit of wastage”
“Ends up squeezing the tube whilst trying to put the cap back on”
Top return reasons
Common questions
- Is baby toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £241K/yr across 7 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -24.6%. Flapen's verdict: Skip it (35/100).
- How competitive is the baby toothpaste niche?
- 5 brands and 99 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in baby toothpaste?
- Top complaints mined from reviews: Flavor, Taste-Overall, Calcium. The return rate is 0.0%.
- When does demand for baby toothpaste peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the baby toothpaste niche?
- Listings span £1.14–£8.94; the average listing price is £3.54 (sweet spot $15–$100). The average incumbent carries 1,500 reviews — the moat a new listing must climb.