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Biotene

Fail

The top 5 brands take 100% of clicks, so Biotene is a Fail.

Flapen Score
40
40 / 100
Ranks 1,670 of 2,035 Health & Personal Care niches · −8 vs the category median of 48
Market size
£94K/yr41K searches / yr
90-day growth
-4.1%search demand this quarter
Competition
90%top-5 click share · 3 brands · 61 sellers

Flapen Score

Biotene against its category

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

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Biotene market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Biotene 41K times last year and spent an estimated £94K. All 3 brands take every click. Demand peaks in Apr–May–Jun. Flapen scores it 40 out of 100, a Fail.

01 · Demand

20.4% of searches ended in a purchase last week.

Shoppers searched for this 41K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 20.4% of those searches ended in a purchase. Searches in the last 90 days moved -4.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £94K a year.

Searches, last 12 months
41K
Growth, 90 days vs prior 90
-4.1%
Conversion, latest week
20.4%
Market size, estimated
£94Ka year
Peak month
May2.4× the quietest month
Top search term
biotene17K searches a year

02 · Price

A sale here is worth £11.19.

Listings sell for £11.19 on average, from £6.15 to £26.57. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 1,000 to 1,250 of them. At £11.19 that is £11K to £14K a year per listing.

Average price
£11.19under the $15 to $100 sweet spot
Price range
£6.15–£26.57
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
1,000–1,250
Revenue per listing a year
£11K–£14K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

63% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 3.9% of listings are out of stock. The average listing ranks #403 within Dental Care. It carries 4,397 reviews at 4.44 stars, so a new listing needs social proof before a better product.

Sponsored listings
63%
Prime listings
88%
Out of stock, average day
3.9%
Average rank
#403in Dental Care
Average rating
4.44 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,397per listing
Listings tracked
8

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 82 months on average, so the names here are established.

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

Products

Top Biotene 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 90% of clicks. A locked shelf that new listings rarely crack.

£0£14K£28K£42K£56K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 rising

Sellers

61

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

90%

Top 20: 100%

Open market

0%

  • HALEON57%
  • biotène39%
  • oralieve4%

Demand

Biotene search demand

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

3K2KSpike '25Spike '26MarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Apr, May, Jun · busiest ÷ quietest = 2.4×

Search terms

Top Biotene search terms shoppers use

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

  • biotene17K/yr
  • biotene mouthwash14K/yr
  • dry mouth mouthwash5K/yr
  • biotene dry mouth4K/yr

Reviews and returns

What reviews say buyers love and hate about Biotene

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

Complain

Value For Money26%−0.11

It's also no the cheapest

Waste of money

overpriced

Oral Hygiene14%−0.10

It didn't seem to be much better than rinsing my mouth out with water

With that, I was 100% breathing through my mouth, which the mouth isn't built for, as so whilst drinking water during the day, during the night, I was waking up with the driest tongue I've ever had stuck to the roof of my mouth. my tongue had even cracked

Didnt help with CPAP dry mouth

Durability10%−0.05

the effect doesn't last very long

Not long lasting overnight

Tooth Sensitivity6%−0.05

Didnt help with CPAP dry mouth

With that, I was 100% breathing through my mouth, which the mouth isn't built for, as so whilst drinking water during the day, during the night, I was waking up with the driest tongue I've ever had stuck to the roof of my mouth. my tongue had even cracked

Ease Of Chewing/Swallowing4%−0.03

difficult to swish around your mouth

Love

Moist/Dry33%+2.53

Well for dry mouth

Great stuff very good and moisturising

Always helps with dry mouth

Advertised Vs Actual Product10%0.00

does the job

As described

.does the same job

Quality-Overall10%+0.79

Great product

Very good product

Very good does what it says

Taste-Overall8%+0.53

East to use present taste as well

tasted nice & minty

Strong tasting

Efficiency6%+0.44

WORKS WELL

Works well

Really works

Return

0.1% Return rate 14% Fixable by listing

Functionality-Overall29%▁▁█▁▁▆
Pain Relief-Overall14%▁▁▁▁▁█
Moist/Dry14%▁▁█▁▁▁
Instructions/User Manual/Troubleshooting14%▁▁▁█▁▁
Advertised Vs Actual Product14%▁▁▁▁▁█

FAQ

Common Biotene questions

Answered from the same tracked data.