electric toothbrush
Worth a lookShows a $30.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible£30.7M£30.7M/yr · 13.4M searches
Avg price
Incredible£30.44avg listing price — sweet spot $15–$100
Returns
Great1.1%return rate — above 5% kills the launch gate
Price range
Great£1.08–£77.25cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great7.5%search→purchase rate — share of searches ending in a sale
Competition
Good42%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Brand share
Bad91%top-5 brand share — brand-locked demand
Growth
Bad-5.5%90-day search growth — must beat 0% to launch
Review moat
Bad10,372.22avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, electric toothbrush is a £30.7M/yr Amazon United Kingdom market (13.4M searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 65/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
electric toothbrush market data
- Units sold / yr
- 800K–1.0M
- avg 15,000–20,000/product
- Revenue / yr
- £24.4M–£30.4M
- units × avg price
- Conversion rate
- 7.5%
- Avg BSR
- #6
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 70%
- Out of stock
- 5.9%
- Avg brand age
- 44 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
285
Top-5 brand share
91%
Top 20: 99%
Top-5 click share
42%
Top 20: 82%
Open market
8%
- Oral-B77%
- Colgate7%
- AJELU3%
- PHILIPS2%
- Bitvae2%
- SURI2%
- Open — no brand owns it (6 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.5% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.0×
Top electric toothbrush search terms
- electric toothbrush5.8M/yr
- toothbrush2.1M/yr
- oral b electric toothbrushes2.2M/yr
- oral b toothbrush822K/yr
- electric toothbrush adults317K/yr
- oral b474K/yr
- oral b electric toothbrush283K/yr
- electric toothbrush oral b258K/yr
- tooth brush165K/yr
- electric toothbrushes154K/yr
Top electric toothbrush 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 Vitality Pro Electric Toothbrushes for Adults for Him/Her 1 Handle 2 Toothbrush Heads 3 Brushing Modes Including Sensitive Plus 2 Pin UK Plug Black
Oral-B£18.454.1★24,095 rev
Oral-B Vitality Pro Electric Toothbrushes Adults 1 Handle 2 Oral B Electric Toothbrush Heads 3 Brushing Modes Including Sensitive Plus Rechargeable 2 Pin UK Plug Purple
Oral-B£18.384.1★24,095 rev
Oral-B Vitality Pro Electric Toothbrushes Adults Oral B Electric Toothbrush 1 Handle 2 Toothbrush Heads 3 Brushing Modes Including Sensitive Plus Rechargeable Toothbrush 2 Pin UK Plug Blue
Oral-B£18.664.1★24,095 rev
Oral-B iO2 Electric Toothbrush Night Black - Long-Lasting Battery for Travel Includes Gentle Care Brush Head Travel Case and Refill Holder Easy Switch to Electric Brushing UK Two Pin Plug
Oral-B£31.824.4★4,483 rev
Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun
Oral-B£31.594.4★432 rev
Newest
by launch date
SURI 2.0 New Sonic Electric Toothbrush with Pressure Sensor | 1 Month+ Battery| Electric Toothbrush Adults | Sonic Toothbrushes | Green
SURI£64.622,302 rev
Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun
Oral-B£31.59432 rev
Oral-B iO5 Electric Toothbrush 1 Handle Black - 2 Brush Heads Travel Case Toothbrush for Adults 5 Modes Teeth Whitening UK Two Pin Plug
Oral-B£77.251,560 rev
Oral-B iO2 Electric Toothbrush Night Black - Long-Lasting Battery for Travel Includes Gentle Care Brush Head Travel Case and Refill Holder Easy Switch to Electric Brushing UK Two Pin Plug
Oral-B£31.824,483 rev
Oral-B iO2 Electric Toothbrush for Adults 1 Handle Calm Pink - 1 Gentle Care Brush Head Travel Case Travel Refill Holder Designed by Braun UK Two Pin Plug
Oral-B£32.374,483 rev
Trending
90-day click momentumSURI 2.0 New Sonic Electric Toothbrush with Pressure Sensor | 1 Month+ Battery| Electric Toothbrush Adults | Sonic Toothbrushes | Green
SURI£64.624.6★
Oral-B iO5 Electric Toothbrushes for Adults 1 Toothbrush Head and Travel Case 5 Modes with Teeth Whitening 2 Pin Plug White
Oral-B£75.444.4★
Oral-B Allrounder Black Manual Toothbrush x3
Oral-B£1.674.6★
Oral-B Vitality Pro 2x Electric Toothbrushes For Adults 2 Toothbrush Heads 3 Brushing Modes Including Sensitive Plus 2 Pin UK Plug Black & Blue
Oral-B£29.774.1★
Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun
Oral-B£31.594.4★
What buyers say about electric toothbrush
What buyers praise and complain about, mined from review topics.What buyers love
“Keeps The Teeth Clean”
“Great deal”
“Great value and quality arrived quickly”
“Holds charge well”
“battery lasts ages”
“effective cleaning”
“Exactly what I needed”
“Easy to hold”
“Cleans the teeth”
“Cleans teeth well”
What buyers complain about
“No charge”
“Obviously not as good as an Oral B”
“Broke immediately”
“Rubbish battery life”
“Bad quality”
“Not worth it”
“its very hard to clean”
“Didn't work”
“The vibration is very irritating”
“Very weak”
Top return reasons
Common questions
- Is electric toothbrush profitable to sell on Amazon United Kingdom?
- The niche generates £30.7M/yr across 37 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -5.5%. Flapen's verdict: Worth a look (65/100).
- How competitive is the electric toothbrush niche?
- 12 brands and 285 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in electric toothbrush?
- Top complaints mined from reviews: Charging, Oral Hygiene, Durability. The return rate is 1.1%.
- When does demand for electric toothbrush peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 2.0× the quietest.
- What does it cost to enter the electric toothbrush niche?
- Listings span £1.08–£77.25; the average listing price is £30.44 (sweet spot $15–$100). The average incumbent carries 10,372 reviews — the moat a new listing must climb.