biotene toothpaste
Skip itA small market ($42K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Growth
Great+79.2%90-day search growth — must beat 0% to launch
Conversion
Great8.5%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay£2.11–£26.57cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay2,128.31avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£9.35avg listing price — sweet spot $15–$100
Competition
Bad79%top-5 click share — a locked-up shelf
Brand share
Bad94%top-5 brand share — brand-locked demand
Market size
Bad£42K£42K/yr · 53K searches
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.
Data updated Jul 24, 2026 · scored weekly · How we score niches
biotene toothpaste market data
- Units sold / yr
- 8K–10K
- avg 500–750/product
- Revenue / yr
- £75K–£94K
- units × avg price
- Conversion rate
- 8.5%
- Avg BSR
- #427
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 77%
- Out of stock
- 10.3%
- Avg brand age
- 76 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.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 & seasonality
Weekly Amazon search volume, last 70 weeks — +79.2% search growth over the last 90 days.Peak months: Apr, May, Jun · busiest ÷ quietest = 3.6×
Top biotene toothpaste search terms
- biotene toothpaste39K/yr
- dry mouth toothpaste8K/yr
- biotene toothpaste dry mouth5K/yr
Top biotene 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Biotene Fresh Mint Original Fluoride Toothpaste 4.3 ounce
biotène£13.824.7★9,915 rev
Oralieve Ultra Mild Mint Toothpaste (1 x 75ml)
oralieve£5.454.4★977 rev
Change to Biotène Dry Mouth Moisturising Gel Long Lasting Moisturisation Helps Soothe Dry Mouth Discomfort 50 g
biotène£7.594.3★1,634 rev
Biotène Dry Mouth Mouthwash Moisturising & Alcohol Free Oral Wash for Dry Mouth Relief 500ml
HALEON£6.154.4★1,894 rev
Oral7 Moisturising Toothpaste (75ml) for Dry & Sensitive Mouths | Active Enzymes with Fluoride & Calcium | Sugar Free with Xylitol | SLS Free Low Foaming Formula
Oral7£7.634.0★92 rev
Newest
by launch date
Oralieve Flavour Free Toothpaste (1 x 75ml)
oralieve£5.4553 rev
TePe Pure Toothpaste unflavoured Very Gentle Everyday Fluoride Toothpaste for Very Sensitive Gums and Dry Mouth Age-Appropriate Fluoride Level
TePe£4.25337 rev
TePe Daily Toothpaste mild Peppermint Flavour Gentle Everyday Toothpaste to Prevent Cavities with an Age-Appropriate Fluoride Level
TePe£2.11305 rev
Oralieve Ultra Mild Mint Toothpaste (3 x 75ml)
oralieve£14.43977 rev
biotène Dry Mouth Lozenges for Dry Mouth and Fresh Breath Dry Mouth Relief and Breath Freshener Refreshing Mint - 27 Count (Pack of 3)
biotène£26.574,203 rev
Trending
90-day click momentumBiotene Fresh Mint Original Fluoride Toothpaste 4.3 ounce
biotène£13.824.7★
Oral7 Moisturising Toothpaste (75ml) for Dry & Sensitive Mouths | Active Enzymes with Fluoride & Calcium | Sugar Free with Xylitol | SLS Free Low Foaming Formula
Oral7£7.634.0★
TePe Daily Toothpaste mild Peppermint Flavour Gentle Everyday Toothpaste to Prevent Cavities with an Age-Appropriate Fluoride Level
TePe£2.114.5★
Oralieve Ultra Mild Mint Toothpaste (1 x 75ml)
oralieve£5.454.4★
Change to Biotène Dry Mouth Moisturising Gel Long Lasting Moisturisation Helps Soothe Dry Mouth Discomfort 50 g
biotène£7.594.3★
What buyers say about biotene toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“mouth still feels clean”
“Well for dry mouth”
“a lovely fresh taste”
“excellent value for money”
“Oralieve ultra mild toothpaste”
“it does has a very subtle minty flavour I think”
“Great product”
“This is easy to use”
“It does exactly what it says on the box”
“Good, I changed to this toothpaste as ones I had used from various supermarkets had started to make my lips dry”
What buyers complain about
“Too expensive”
“not as good as biotene for severe dry mouth issues”
“Doesn't taste very nice”
“Flouride allergy”
“burned my gums”
“Painful to use”
“dont think its helps with the dry mouth either”
“I experienced extremely sensitive teeth”
“Its small for my taps”
“Doesn't have a very strong a peppermint flavour”
Top return reasons
Common questions
- Is biotene toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £42K/yr across 13 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +79.2%. Flapen's verdict: Skip it (47/100).
- How competitive is the biotene toothpaste niche?
- 7 brands and 62 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in biotene toothpaste?
- Top complaints mined from reviews: Value For Money, Oral Hygiene, Taste-Overall. The return rate is 0.0%.
- When does demand for biotene toothpaste peak?
- Demand peaks in Apr–May–Jun; the busiest month runs 3.6× the quietest.
- What does it cost to enter the biotene toothpaste niche?
- Listings span £2.11–£26.57; the average listing price is £9.35 (sweet spot $15–$100). The average incumbent carries 2,128 reviews — the moat a new listing must climb.