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Biotene Toothpaste

Fail

Shoppers spend only $42K a year here, so Biotene Toothpaste 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
£42K/yr53K searches / yr
90-day growth
+79.2%search demand this quarter
Competition
79%top-5 click share · 7 brands · 62 sellers

Flapen Score

Biotene Toothpaste against its category

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

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

Market

The Biotene Toothpaste market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Biotene Toothpaste 53K times last year and spent an estimated £42K. The top 5 brands take 94% of clicks. Demand peaks in Apr–May–Jun. Flapen scores it 47 out of 100, a Fail.

01 · Demand

8.5% of searches ended in a purchase last week.

Shoppers searched for this 53K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 8.5% of those searches ended in a purchase. Searches in the last 90 days moved +79.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £42K a year.

Searches, last 12 months
53K
Growth, 90 days vs prior 90
+79.2%
Conversion, latest week
8.5%
Market size, estimated
£42Ka year
Peak month
June3.6× the quietest month
Top search term
biotene toothpaste39K searches a year

02 · Price

A sale here is worth £9.35.

Listings sell for £9.35 on average, from £2.11 to £26.57. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 500 to 750 of them. At £9.35 that is £5K to £7K a year per listing.

Average price
£9.35under the $15 to $100 sweet spot
Price range
£2.11–£26.57
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
500–750
Revenue per listing a year
£5K–£7K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

77% of listings pay for placement with sponsored ads. 85% ship with Prime. On an average day, 10.3% of listings are out of stock. The average listing ranks #427 within Dental Care. It carries 2,128 reviews at 4.44 stars, so a new listing needs social proof before a better product.

Sponsored listings
77%
Prime listings
85%
Out of stock, average day
10.3%
Average rank
#427in Dental Care
Average rating
4.44 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,128per listing
Listings tracked
13

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 76 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
76 months

Products

Top Biotene Toothpaste 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 79% of clicks. A locked shelf that new listings rarely crack.

£0£6K£13K£19K£25K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 rising

Sellers

62

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

2%

  • biotène57%
  • oralieve21%
  • HALEON7%
  • TePe5%
  • Oral74%
  • MEDICINE MARKET PLACE3%
  • Open — no brand owns it (1 brand, 2%)

Demand

Biotene Toothpaste search demand

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

3K2KSpike '25Prime Day '25Spike '26AprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Apr, May, Jun · busiest ÷ quietest = 3.6×

Search terms

Top Biotene Toothpaste search terms shoppers use

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

  • biotene toothpaste39K/yr
  • dry mouth toothpaste8K/yr
  • biotene toothpaste dry mouth5K/yr

Reviews and returns

What reviews say buyers love and hate about Biotene Toothpaste

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

Complain

Value For Money17%−0.14

Too expensive

overpriced

Waste of money

Oral Hygiene16%+0.54

not as good as biotene for severe dry mouth issues

burning on the gums

mouth never felt clean

Taste-Overall9%+0.13

Doesn't taste very nice

However, it seems to taste different depending on whether we are in a hard water or soft water area

I couldn't get him onto the more well known brands as the minty taste was too strong

Allergies7%

Flouride allergy

I have allergies

Caused major reaction on lips

Tooth Sensitivity4%−0.03

burned my gums

Didnt help with CPAP dry mouth

In my opinion it is not suitable for people with sore mouths, it stings and burns

Love

Oral Hygiene21%+0.54

mouth still feels clean

Excellent toothpaste

Brilliant at helping heal cavities and for sensitive teeth

Moist/Dry14%+0.94

Well for dry mouth

Great stuff very good and moisturising

Always helps with dry mouth

Taste-Overall8%+0.13

a lovely fresh taste

Nice taste

it tastes delicious

Value For Money6%−0.14

excellent value for money

it's worth it

Good value

Tooth Sensitivity4%−0.03

Oralieve ultra mild toothpaste

Nicely mild for a sensitive mouth

Great toothpaste for sensitive mouths

Return

0.0% Return rate 15% Fixable by listing

Tooth Sensitivity19%▁█▁▅▂▁

burned my gums

Didnt help with CPAP dry mouth

In my opinion it is not suitable for people with sore mouths, it stings and burns

Value For Money15%▁▁▁▁██

Too expensive

overpriced

Waste of money

Leak-Proof15%█▁█▁▁▁
Advertised Vs Actual Product15%▁▁▁▁▁█
Ingredients-Overall12%█▁▁▁▃▁

FAQ

Common Biotene Toothpaste questions

Answered from the same tracked data.