colgate total toothpaste
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible14.7%search→purchase rate — share of searches ending in a sale
Market size
Good£371K£371K/yr · 326K searches
Review moat
Good1,439.73avg incumbent reviews — the moat a new listing must climb
Competition
Bad70%top-5 click share — a locked-up shelf
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.76avg listing price — sweet spot $15–$100
Price range
Bad£2.43–£17.33cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-22.4%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, colgate total toothpaste is a £371K/yr Amazon United Kingdom market (326K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 40/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
colgate total toothpaste market data
- Units sold / yr
- 40K–50K
- avg 2,000–2,500/product
- Revenue / yr
- £310K–£388K
- units × avg price
- Conversion rate
- 14.7%
- Avg BSR
- #118
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 47%
- Out of stock
- 6.5%
- Avg brand age
- 59 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
146
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
0%
- Colgate97%
- Aquafresh3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 2.7×
Top colgate total toothpaste search terms
- colgate total66K/yr
- colgate total toothpaste107K/yr
- toothpaste multipack63K/yr
- colgate advanced white toothpaste12K/yr
- colgate total active prevention10K/yr
- toothpaste bulk12K/yr
- toothpaste colgate total10K/yr
- bulk toothpaste8K/yr
- colgate toothpaste total6K/yr
- colgate original toothpaste7K/yr
Top colgate total 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Colgate Total Active Prevention Original Toothpaste 100ml x4 | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology
Colgate£9.384.7★1,030 rev
Colgate Total Active Prevention Original Toothpaste 125ml
Colgate£2.774.7★297 rev
Colgate Total Active Prevention Teeth Whitening Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology
Colgate£2.604.6★99 rev
Colgate Total Active Prevention Fresh Mint Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology
Colgate£2.654.6★126 rev
Colgate Advanced White Toothpaste 6 x 75 ml - Whiter teeth in 10 Days - Clinically proven whitening - Teeth whitening toothpaste with micro-cleansing crystals - Mint toothpaste
Colgate£10.264.6★7,607 rev
Newest
by launch date
Colgate Total Decay + Erosion Defence Toothpaste 75ml
Colgate£3.0391 rev
Colgate Maximum Cavity Protection Toothpaste 100ml Pack of 6 Mint Flavour
Colgate£9.96102 rev
Colgate Total Active Prevention Original Toothpaste 100ml Pump | fights root causes* of many oral health problems | 24h antibacterial protection | clinically proven | patented technology
Colgate£16.2099 rev
Colgate Total Active Prevention Original Toothpaste 125ml
Colgate£2.77297 rev
Colgate Total Active Prevention Teeth Whitening Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology
Colgate£2.6099 rev
Trending
90-day click momentumColgate Maximum Cavity Protection Toothpaste 100ml Pack of 6 Mint Flavour
Colgate£9.964.6★
Colgate Total Whitening Toothpaste 100ml (4 Pack)
Colgate£9.314.7★
Colgate Total Advanced Deep Clean Toothpaste 75ml
Colgate£2.434.6★
Colgate Total Decay + Erosion Defence Toothpaste 75ml
Colgate£3.034.5★
Colgate Total Active Prevention Teeth Whitening Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology
Colgate£2.604.6★
What buyers say about colgate total toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“Keep teeth healthy”
“Great deal”
“Overall, this multipack offers great value for money and consistent quality”
“Great taste”
“Fresh and clean”
“cleans teeth”
“Did the job”
“so helps whiten your teeth a little”
“Nice tasting”
“fit for purpose”
What buyers complain about
“Not as advertised”
“different taste”
“Do not buy this toothpaste”
“Is good I'm not sure if it's cheaper on Amazon”
“a little milder is blue”
“The tubes of toothpaste are much shorter than the packet that they are contained in”
“Seems watered down”
“Does not do the job”
“shouldn't be sold in the UK”
“my mouth was so irritated with bumps”
Top return reasons
Common questions
- Is colgate total toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £371K/yr across 15 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -22.4%. Flapen's verdict: Skip it (40/100).
- How competitive is the colgate total toothpaste niche?
- 2 brands and 146 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in colgate total toothpaste?
- Top complaints mined from reviews: Advertised Vs Actual Product, Taste-Overall, Oral Hygiene. The return rate is 0.1%.
- When does demand for colgate total toothpaste peak?
- Demand is steady year-round — the busiest month runs 2.7× the quietest.
- What does it cost to enter the colgate total toothpaste niche?
- Listings span £2.43–£17.33; the average listing price is £7.76 (sweet spot $15–$100). The average incumbent carries 1,440 reviews — the moat a new listing must climb.