Baby Toothpaste
brand-locked demand (top 5 brands take 100% of clicks) — Baby Toothpaste doesn't clear our bar today.
Flapen Score
Is Baby Toothpaste profitable on Amazon?
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.
Baby Toothpaste: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -24.6% over the last 90 days and 24.1% of searches end in a purchase.
£241K
revenue / yr
Who owns the niche?
The top 5 brands hold 100% of demand, so 0% of the market is open.
0%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 7 products
Top Baby Toothpaste products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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
- Price
- £1.14
- Rating
- 4.8/5
- Reviews
- 1,305
- Age
- 10y ago
Colgate Kids Toothpaste 0-2 Years 50ml (Pack of 4)
- Price
- £4.25
- Rating
- 4.4/5
- Reviews
- 136
- Age
- 1y ago
Dr. Browns HG025-P4 Toothpaste
- Price
- £8.94
- Rating
- 4.7/5
- Reviews
- 4,714
- Age
- 10y ago
COLGATE Toothpaste Teeth Kids Bubble Fruit 2-5 Years 50 ml
- Price
- £3.77
- Rating
- 4.4/5
- Reviews
- 1,044
- Age
- 10y ago
Aquafresh Paw Patrol Little Teeth 3-5 years Kids toothpaste Gently Strengthens and Protects Little Teeth 75ml
- Price
- £1.32
- Rating
- 4.7/5
- Reviews
- 3,028
- Age
- 10y ago
Trending
90-day click momentum
Waken Tiny Baby Toothpaste Watermelon Fluoride Tooth Paste Mint-Free & SLS Free Gentle Toothpaste for Babies & Toddlers 02 Low-Foaming & Vegan-Friendly 75ml
- Price
- £2.99
- Rating
- 4.8/5
- Reviews
- 28
- Age
- 4mo ago
Aquafresh Paw Patrol Milk Teeth Baby Toothpaste 0-2 years Toddler Toothpaste for Infants Gentle care for Milk Teeth 50ml
- Price
- £1.14
- Rating
- 4.8/5
- Reviews
- 1,305
- Age
- 10y ago
Dr. Browns HG025-P4 Toothpaste
- Price
- £8.94
- Rating
- 4.7/5
- Reviews
- 4,714
- Age
- 10y ago
COLGATE Toothpaste Teeth Kids Bubble Fruit 2-5 Years 50 ml
- Price
- £3.77
- Rating
- 4.4/5
- Reviews
- 1,044
- Age
- 10y ago
TePe Daily Baby Toothpaste unflavoured 0-2 years gentle everyday fluoride toothpaste for babies to prevent cavities age-appropriate fluoride level
- Price
- £2.36
- Rating
- 4.6/5
- Reviews
- 243
- Age
- 3y ago
Newest
by launch dateWaken Tiny Baby Toothpaste Watermelon Fluoride Tooth Paste Mint-Free & SLS Free Gentle Toothpaste for Babies & Toddlers 02 Low-Foaming & Vegan-Friendly 75ml
- Price
- £2.99
- Rating
- 4.8/5
- Reviews
- 28
- Age
- 4mo ago
Colgate Kids Toothpaste 0-2 Years 50ml (Pack of 4)
- Price
- £4.25
- Rating
- 4.4/5
- Reviews
- 136
- Age
- 1y ago
TePe Daily Baby Toothpaste unflavoured 0-2 years gentle everyday fluoride toothpaste for babies to prevent cavities age-appropriate fluoride level
- Price
- £2.36
- Rating
- 4.6/5
- Reviews
- 243
- Age
- 3y ago
Aquafresh Paw Patrol Little Teeth 3-5 years Kids toothpaste Gently Strengthens and Protects Little Teeth 75ml
- Price
- £1.32
- Rating
- 4.7/5
- Reviews
- 3,028
- Age
- 10y ago
COLGATE Toothpaste Teeth Kids Bubble Fruit 2-5 Years 50 ml
- Price
- £3.77
- Rating
- 4.4/5
- Reviews
- 1,044
- Age
- 10y ago
Competition: brands, sellers & click 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%)
Baby Toothpaste demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.4×
Top Baby Toothpaste search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- 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
What reviews say buyers love and hate about Baby Toothpaste
What buyers mention most, as a share of all reviews.
What buyers love
79% of reviews“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”
What buyers complain about
54% of reviews“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”
Baby Toothpaste return rate & reasons
Why buyers send it back, as a share of all return requests.
0.0%
Return rate
0%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Baby Toothpaste questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
