How competitive is the Biotene Toothpaste niche on Amazon United Kingdom?

7 brands and 62 sellers compete in Biotene Toothpaste on Amazon United Kingdom. The top 5 Biotene Toothpaste products take 79% of clicks and its top 5 brands hold 94% of demand.

What do buyers complain about in Biotene Toothpaste?

Biotene Toothpaste buyers on Amazon United Kingdom complain most about Value For Money, Oral Hygiene, Taste-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Biotene Toothpaste niche?

Biotene Toothpaste sells for £9.35 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.11–£26.57. The average incumbent carries 2,128 reviews — the moat a new listing must climb.

Biotene Toothpaste

a small market ($42K/yr) — Biotene Toothpaste doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Biotene Toothpaste profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Biotene Toothpaste is a £42K/yr Amazon United Kingdom market (53K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Apr–May–Jun. Verdict: Skip it — 47/100.

Biotene 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 +79.2% over the last 90 days and 8.5% of searches end in a purchase.

£42K

revenue / yr

Units sold / yr10K

Search volume / yr+79.2%53K

Conversion rate8.5%

Avg price£9.35

Who owns the niche?

The top 5 brands hold 94% of demand, so 6% of the market is open.

open market share

Brands · sellers7 · 62

Top-5 product click share79%

Open market6%

Avg brand age76 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 13 products

Top Biotene 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

Biotene Fresh Mint Original Fluoride Toothpaste 4.3 ounce

Price: £13.82
Rating: 4.7/5
Reviews: 9,915
Age: 12y ago

Oralieve Ultra Mild Mint Toothpaste (1 x 75ml)

Price: £5.45
Rating: 4.4/5
Reviews: 977
Age: 8y ago

Change to Biotène Dry Mouth Moisturising Gel Long Lasting Moisturisation Helps Soothe Dry Mouth Discomfort 50 g

Price: £7.59
Rating: 4.3/5
Reviews: 1,634
Age: 9y ago

Biotène Dry Mouth Mouthwash Moisturising & Alcohol Free Oral Wash for Dry Mouth Relief 500ml

Price: £6.15
Rating: 4.4/5
Reviews: 1,894
Age: 16y ago

Oral7 Moisturising Toothpaste (75ml) for Dry & Sensitive Mouths | Active Enzymes with Fluoride & Calcium | Sugar Free with Xylitol | SLS Free Low Foaming Formula

Price: £7.63
Rating: 4.0/5
Reviews: 92
Age: 13y ago

Newest

by launch date

Oralieve Flavour Free Toothpaste (1 x 75ml)

Price: £5.45
Rating: 4.7/5
Reviews: 53
Age: 8mo ago

TePe Pure Toothpaste unflavoured Very Gentle Everyday Fluoride Toothpaste for Very Sensitive Gums and Dry Mouth Age-Appropriate Fluoride Level

Price: £4.25
Rating: 4.4/5
Reviews: 337
Age: 3y ago

TePe Daily Toothpaste mild Peppermint Flavour Gentle Everyday Toothpaste to Prevent Cavities with an Age-Appropriate Fluoride Level

Price: £2.11
Rating: 4.5/5
Reviews: 305
Age: 3y ago

Oralieve Ultra Mild Mint Toothpaste (3 x 75ml)

Price: £14.43
Rating: 4.4/5
Reviews: 977
Age: 5y ago

biotène Dry Mouth Lozenges for Dry Mouth and Fresh Breath Dry Mouth Relief and Breath Freshener Refreshing Mint - 27 Count (Pack of 3)

Price: £26.57
Rating: 4.7/5
Reviews: 4,203
Age: 7y ago

Competition: brands, sellers & click share

The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 rising

Sellers

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

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

Biotene Toothpaste demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume53KCVR8.5%Products13Brands7Top 5 Brands94%OOS Rate10.3%Rating4.4★Reviews2,128Avg BSR#427

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

Top Biotene Toothpaste search terms shoppers use

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

biotene toothpaste39K/yr +72.9%5.8% conv.
dry mouth toothpaste8K/yr +101.6%7.5% conv.
biotene toothpaste dry mouth5K/yr +97.5%5.6% conv.

What reviews say buyers love and hate about Biotene Toothpaste

What buyers mention most, as a share of all reviews.

What buyers love

70% of reviews

Oral Hygiene21%

“mouth still feels clean”

Moist/Dry14%

“Well for dry mouth”

Taste-Overall8%

“a lovely fresh taste”

Value For Money6%

“excellent value for money”

Tooth Sensitivity4%

“Oralieve ultra mild toothpaste”

What buyers complain about

65% of reviews

Value For Money17%

“Too expensive”

Oral Hygiene16%

“not as good as biotene for severe dry mouth issues”

Taste-Overall9%

“Doesn't taste very nice”

Allergies7%

“Flouride allergy”

Tooth Sensitivity4%

“burned my gums”

Biotene Toothpaste return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

15%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Tooth Sensitivity

19%

2Value For Money

15%

3Leak-Proof

15%

4Advertised Vs Actual Product

15%

5Ingredients-Overall

12%

Common Biotene Toothpaste questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Biotene Toothpaste 47/100 on Amazon United Kingdom — Skip it. The niche generates £42K/yr across 13 tracked products. 1 of 1 products launched in the last 360 days are still selling. Search demand moved +79.2% over the last 90 days.