dental floss
Worth a lookShows searches that convert (20.4% search→purchase), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Conversion
Incredible20.4%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£2.1M£2.1M/yr · 1.8M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Price range
Okay£1.42–£23.13cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Review moat
Okay3,424.76avg incumbent reviews — the moat a new listing must climb
Growth
Bad-1.1%90-day search growth — must beat 0% to launch
Avg price
Bad£5.74avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, dental floss is a £2.1M/yr Amazon United Kingdom market (1.8M searches/yr). The top 5 brands hold 86% of demand. Verdict: Worth a look — 58/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
dental floss market data
- Units sold / yr
- 300K–400K
- avg 20,000–25,000/product
- Revenue / yr
- £1.7M–£2.3M
- units × avg price
- Conversion rate
- 20.4%
- Avg BSR
- #16
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 68%
- Out of stock
- 5.4%
- Avg brand age
- 47 months
- Avg seller age
- 153 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
182
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
56%
Top 20: 94%
Open market
11%
- Oral-B62%
- Cleanse12%
- Y-Kelin6%
- Colgate4%
- HouChanges3%
- Waken3%
- Open — no brand owns it (7 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top dental floss search terms
- floss677K/yr
- dental floss556K/yr
- oral b floss108K/yr
- tooth floss93K/yr
- dental tape56K/yr
- oral b satin tape30K/yr
- teeth floss47K/yr
- oral b satin tape dental floss35K/yr
- dental floss tape27K/yr
- oral b dental floss28K/yr
Top dental floss 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Oral-B Essential Floss - Removes Plaque - Waxed Dental Floss for Tight Spaces - Shred-Resistant - Mint - 2x50M Roll
Oral-B£3.544.4★131 rev
200pcs Floss Sticks Dental Triple Clean Advanced Clean Dental Floss Stick Easy and Simple to Use Tooth Floss Picks Smoothly Work on Tight Teeth Floss Sticks Keeps Your Mouth Fresh and Clean
Cleanse£5.474.4★4,567 rev
Oral-B Satin Tape Floss Removes Plaque Waxed Dental Floss for Tight Spaces for a Fresh Clean Feeling Mint Flavour 50m Roll
Oral-B£2.314.2★87 rev
Oral-B Pro-Expert Advanced Waxed Dental Floss Deep Cleansing Removes Plaque Cool Mint Flavour Dental Tape 50 m
Oral-B£3.084.3★1,164 rev
Oral-B Satin Tape Floss Removes Plaque Waxed Dental Floss for Tight Spaces for a Fresh Clean Feeling Mint Flavour 50m Roll 2 Count
Oral-B£5.814.2★87 rev
Newest
by launch dateOral-B Satin Tape Floss Removes Plaque Waxed Dental Floss for Tight Spaces for a Fresh Clean Feeling Mint Flavour 50m Roll
Oral-B£2.3187 rev
Oral-B Essential Floss - Removes Plaque - Waxed Dental Floss for Tight Spaces - Shred-Resistant - Mint - 2x50M Roll
Oral-B£3.54131 rev
Oral-B Satin Tape Floss Removes Plaque Waxed Dental Floss for Tight Spaces for a Fresh Clean Feeling Mint Flavour 50m Roll 2 Count
Oral-B£5.8187 rev
Satin Dental Flossing Tape 25m Mint Flavoured Wide Ribbon Design Waxed Nylon Core 25m Pack of 2 (2pk Mint)
NFIBIS£7.6730 rev
50 Count Unflavored Dental Floss Picks Shred-Resistant Floss for Deep Cleaning Tight Teeth Deep Cleaning Daily Oral Care Easy Take Out Sealed Bag Portable Traveling Package On The Go(Pack of 1)
cobefy£2.49164 rev
Trending
90-day click momentumOral-B Satin Tape Floss Removes Plaque Waxed Dental Floss for Tight Spaces for a Fresh Clean Feeling Mint Flavour 50m Roll
Oral-B£2.314.2★
Oral-B Satin Tape Floss Removes Plaque Waxed Dental Floss for Tight Spaces for a Fresh Clean Feeling Mint Flavour 50m Roll 2 Count
Oral-B£5.814.2★
Oral-B Essential Floss - Removes Plaque - Waxed Dental Floss for Tight Spaces - Shred-Resistant - Mint - 2x50M Roll
Oral-B£3.544.4★
Colgate Total Pro Gum Health Interdental Floss 25m - Waxed tooth floss - Improves gum health - Helps reduce gum problems - Helps reduce tooth decay - Removes plaque between teeth and gums
Colgate£2.064.0★
Oral-B Glide Pro-Health Deep Clean Dental Floss Cool Mint 40 M Pack of 2
Oral-B£10.104.3★
What buyers say about dental floss
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing for teeth”
“EXCELLENT QUALITY”
“Decent price”
“work as advertised”
“Ease of use”
“Has a pleasant mint taste”
“I find this tape easy to use”
“The floss is strong”
“Also love the minty flavour of it”
“Helps clean between teeth effectively”
What buyers complain about
“The floss doesnt work properly”
“Bad quality”
“The floss is too thick”
“hard to use”
“Waste of money”
“It's not what I imagined, too thick and it really irritates my teeth”
“the mint taste isnt very strong”
“Very flimsy and breaks easily”
“No min flavour”
“Tape sticks”
Top return reasons
Common questions
- Is dental floss profitable to sell on Amazon United Kingdom?
- The niche generates £2.1M/yr across 25 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is -1.1%. Flapen's verdict: Worth a look (58/100).
- How competitive is the dental floss niche?
- 13 brands and 182 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in dental floss?
- Top complaints mined from reviews: Oral Hygiene, Quality-Overall, Thickness. The return rate is 0.1%.
- When does demand for dental floss peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the dental floss niche?
- Listings span £1.42–£23.13; the average listing price is £5.74 (sweet spot $15–$100). The average incumbent carries 3,425 reviews — the moat a new listing must climb.