---
title: "Colgate Total Toothpaste — £371K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/colgate-total-toothpaste"
last_updated: "2026-07-31T11:26:40.570Z"
locale: en
meta:
description: "Niche score 40/100 · £371K/yr market · 326K searches/yr · £7.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £371K/yr market · 326K searches/yr · £7.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Colgate Total Toothpaste — £371K/yr Amazon UK Niche (2026) - Flapen"
---
# **colgate total toothpaste**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 54Growth 14Conversion 97Competition 25Returns 100Price range 16Avg price 22Brand share 0Review moat 52Quality gap 22
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.7%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£371K**
£371K/yr · 326K searches
**Review moat**
**Good****1,439.73**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****70%**
top-5 click share — a locked-up shelf
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£7.76**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£2.43–£17.33**
cheapest 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**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KSpike '24Holiday '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/colgate-total-toothpaste/trend)
## **Top colgate total toothpaste search terms**
- **colgate total**66K/yr+4.9%9.9% conv. - **colgate total toothpaste**107K/yr-47.8%11.0% conv. - **toothpaste multipack**63K/yr-31.4%4.3% conv. - **colgate advanced white toothpaste**12K/yr+17.1%5.6% conv. - **colgate total active prevention**10K/yr+25.5%8.6% conv. - **toothpaste bulk**12K/yr-35.4%4.7% conv. - **toothpaste colgate total**10K/yr-17.6%13.0% conv. - **bulk toothpaste**8K/yr-8.2%3.2% conv. - **colgate toothpaste total**6K/yr-1.9%10.7% conv. - **colgate original toothpaste**7K/yr-9.4%6.5% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/colgate-total-toothpaste/search-terms)
## **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.
0%10%£37K20%£74K30%£111K40%£148K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Colgate Total Active Prevention Original Toothpaste 100ml x4 | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology**Colgate**£9.38**4.7★1,030 rev](https://www.amazon.co.uk/dp/B0F39MY2TH) [2**Colgate Total Active Prevention Original Toothpaste 125ml**Colgate**£2.77**4.7★297 rev](https://www.amazon.co.uk/dp/B0F4DY6GVK) [3**Colgate Total Active Prevention Teeth Whitening Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology**Colgate**£2.60**4.6★99 rev](https://www.amazon.co.uk/dp/B0F4DZ4S8N) [4**Colgate Total Active Prevention Fresh Mint Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology**Colgate**£2.65**4.6★126 rev](https://www.amazon.co.uk/dp/B0F4DXTMSW) [5**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**£10.26**4.6★7,607 rev](https://www.amazon.co.uk/dp/B08HHTQNG3)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Colgate Total Decay + Erosion Defence Toothpaste 75ml**Colgate**£3.03**91 rev8mo ago](https://www.amazon.co.uk/dp/B0G2SZN4JS) [**Colgate Maximum Cavity Protection Toothpaste 100ml Pack of 6 Mint Flavour**Colgate**£9.96**102 rev11mo ago](https://www.amazon.co.uk/dp/B0FG66PDP7) [**Colgate Total Active Prevention Original Toothpaste 100ml Pump | fights root causes* of many oral health problems | 24h antibacterial protection | clinically proven | patented technology**Colgate**£16.20**99 rev1y ago](https://www.amazon.co.uk/dp/B0F5BFYJBW) [**Colgate Total Active Prevention Original Toothpaste 125ml**Colgate**£2.77**297 rev1y ago](https://www.amazon.co.uk/dp/B0F4DY6GVK) [**Colgate Total Active Prevention Teeth Whitening Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology**Colgate**£2.60**99 rev1y ago](https://www.amazon.co.uk/dp/B0F4DZ4S8N)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Colgate Maximum Cavity Protection Toothpaste 100ml Pack of 6 Mint Flavour**Colgate**£9.96**4.6★**▲ 161%**](https://www.amazon.co.uk/dp/B0FG66PDP7) [**Colgate Total Whitening Toothpaste 100ml (4 Pack)**Colgate**£9.31**4.7★**▲ 137%**](https://www.amazon.co.uk/dp/B0F398GJBP) [**Colgate Total Advanced Deep Clean Toothpaste 75ml**Colgate**£2.43**4.6★**▲ 125%**](https://www.amazon.co.uk/dp/B0F4DXYPB1) [**Colgate Total Decay + Erosion Defence Toothpaste 75ml**Colgate**£3.03**4.5★**▲ 113%**](https://www.amazon.co.uk/dp/B0G2SZN4JS) [**Colgate Total Active Prevention Teeth Whitening Toothpaste 125ml | Fights Root Causes* of Many Oral Health Problems | 24h Antibacterial Protection | clinically Proven | Patented Technology**Colgate**£2.60**4.6★**▲ 91%**](https://www.amazon.co.uk/dp/B0F4DZ4S8N)
**~~View all trending →~~**
## **What buyers say about colgate total toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Oral Hygiene**24%
*“Keep teeth healthy”*
**Value For Money**17%
*“Great deal”*
**Quality-Overall**12%
*“Overall, this multipack offers great value for money and consistent quality”*
**Taste-Overall**9%
*“Great taste”*
**Freshness**5%
*“Fresh and clean”*
**Cleansing**4%
*“cleans teeth”*
**Advertised Vs Actual Product**4%
*“Did the job”*
**Tooth Brightening**4%
*“so helps whiten your teeth a little”*
**Flavor**2%
*“Nice tasting”*
**Size-Overall**2%
*“fit for purpose”*
### **What buyers complain about **
**Advertised Vs Actual Product**9%
*“Not as advertised”*
**Taste-Overall**9%
*“different taste”*
**Oral Hygiene**8%
*“Do not buy this toothpaste”*
**Value For Money**7%
*“Is good I'm not sure if it's cheaper on Amazon”*
**Color**7%
*“a little milder is blue”*
**Size-Overall**5%
*“The tubes of toothpaste are much shorter than the packet that they are contained in”*
**Dilute/Watery**3%
*“Seems watered down”*
**Functionality-Overall**3%
*“Does not do the job”*
**Ethically/Sustainably Sourced**3%
*“shouldn't be sold in the UK”*
**Allergies**3%
*“my mouth was so irritated with bumps”*
### **Top return reasons **
**Advertised Vs Actual Product**69%
**Taste-Overall**7%
**Value For Money**6%
**Ingredients-Overall**5%
**Certifications**2%
**Product Condition**2%
**Protection**2%
**Oral Hygiene**2%
**Color**2%
**Language Issues**2%
## **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.
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