---
title: "Electric Toothbrush — £30.7M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/electric-toothbrush"
last_updated: "2026-07-31T13:11:09.989Z"
locale: en
meta:
description: "Niche score 65/100 · £30.7M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 65/100 · £30.7M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Electric Toothbrush — £30.7M/yr Amazon UK Niche (2026) - Flapen"
---
# **electric toothbrush**
**Worth a look**
Shows a $30.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 22Conversion 77Competition 71Returns 92Price range 80Avg price 95Brand share 24Review moat 22Quality gap 70
**Market size**
**Incredible****£30.7M**
£30.7M/yr · 13.4M searches
**Avg price**
**Incredible****£30.44**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.1%**
return rate — above 5% kills the launch gate
**Price range**
**Great****£1.08–£77.25**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Great****7.5%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Growth**
**Bad****-5.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****10,372.22**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
600K400KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/electric-toothbrush/trend)
## **Top electric toothbrush search terms**
- **electric toothbrush**5.8M/yr-6.8%4.6% conv. - **toothbrush**2.1M/yr+2.7%8.0% conv. - **oral b electric toothbrushes**2.2M/yr-14.2%4.2% conv. - **oral b toothbrush**822K/yr+2.5%3.3% conv. - **electric toothbrush adults**317K/yr-0.2%5.2% conv. - **oral b**474K/yr+4.0%1.6% conv. - **oral b electric toothbrush**283K/yr-5.3%4.0% conv. - **electric toothbrush oral b**258K/yr-10.8%4.6% conv. - **tooth brush**165K/yr-0.5%8.1% conv. - **electric toothbrushes**154K/yr-10.7%2.7% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/electric-toothbrush/search-terms)
## **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.
0%4%£1.2M8%£2.5M12%£3.7M16%£4.9M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£18.45**4.1★24,095 rev](https://www.amazon.co.uk/dp/B0B18V92KS) [2**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**£18.38**4.1★24,095 rev](https://www.amazon.co.uk/dp/B0B18Z7VRK) [3**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**£18.66**4.1★24,095 rev](https://www.amazon.co.uk/dp/B0C3JBKSR7) [4**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**£31.82**4.4★4,483 rev](https://www.amazon.co.uk/dp/B0DNG35BVM) [5**Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun**Oral-B**£31.59**4.4★432 rev](https://www.amazon.co.uk/dp/B0F24ZVQSL)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**SURI 2.0 New Sonic Electric Toothbrush with Pressure Sensor | 1 Month+ Battery| Electric Toothbrush Adults | Sonic Toothbrushes | Green**SURI**£64.62**2,302 rev11mo ago](https://www.amazon.co.uk/dp/B0FLRZ5S7Y) [**Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun**Oral-B**£31.59**432 rev1y ago](https://www.amazon.co.uk/dp/B0F24ZVQSL) [**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**£77.25**1,560 rev1y ago](https://www.amazon.co.uk/dp/B0DWXW8Z69) [**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**£31.82**4,483 rev1y ago](https://www.amazon.co.uk/dp/B0DNG35BVM) [**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**£32.37**4,483 rev1y ago](https://www.amazon.co.uk/dp/B0DNFX5LYG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**SURI 2.0 New Sonic Electric Toothbrush with Pressure Sensor | 1 Month+ Battery| Electric Toothbrush Adults | Sonic Toothbrushes | Green**SURI**£64.62**4.6★**▲ 386%**](https://www.amazon.co.uk/dp/B0FLRZ5S7Y) [**Oral-B iO5 Electric Toothbrushes for Adults 1 Toothbrush Head and Travel Case 5 Modes with Teeth Whitening 2 Pin Plug White**Oral-B**£75.44**4.4★**▲ 300%**](https://www.amazon.co.uk/dp/B0B18SR5V4) [**Oral-B Allrounder Black Manual Toothbrush x3**Oral-B**£1.67**4.6★**▲ 238%**](https://www.amazon.co.uk/dp/B07X42YJBG) [**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**£29.77**4.1★**▲ 189%**](https://www.amazon.co.uk/dp/B0BZPRTFTK) [**Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun**Oral-B**£31.59**4.4★**▲ 139%**](https://www.amazon.co.uk/dp/B0F24ZVQSL)
**~~View all trending →~~**
## **What buyers say about electric toothbrush**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Oral Hygiene**30%
*“Keeps The Teeth Clean”*
**Value For Money**16%
*“Great deal”*
**Quality-Overall**11%
*“Great value and quality arrived quickly”*
**Charging**5%
*“Holds charge well”*
**Battery Life**3%
*“battery lasts ages”*
**Ease Of Cleaning**3%
*“effective cleaning”*
**Advertised Vs Actual Product**3%
*“Exactly what I needed”*
**Ease Of Use**2%
*“Easy to hold”*
**Cleansing**2%
*“Cleans the teeth”*
**Tooth Brightening**1%
*“Cleans teeth well”*
### **What buyers complain about **
**Charging**26%
*“No charge”*
**Oral Hygiene**11%
*“Obviously not as good as an Oral B”*
**Durability**9%
*“Broke immediately”*
**Battery Life**8%
*“Rubbish battery life”*
**Quality-Overall**5%
*“Bad quality”*
**Value For Money**4%
*“Not worth it”*
**Ease Of Cleaning**2%
*“its very hard to clean”*
**Functionality-Overall**2%
*“Didn't work”*
**Vibration/Speed Control**2%
*“The vibration is very irritating”*
**Strength**2%
*“Very weak”*
### **Top return reasons **
**Charging**42%
**Functionality-Overall**12%
**Oral Hygiene**6%
**Defective Material/Parts**5%
**Battery Life**4%
**Quality-Overall**3%
**Compatibility-Overall**3%
**Durability**2%
**Advertised Vs Actual Product**2%
**Strength**2%
## **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.
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