enamel repair toothpaste
Skip itPrices mostly outside the sweet spot ($2.07–$12.07) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.1%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Okay3,315.06avg incumbent reviews — the moat a new listing must climb
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Competition
Bad72%top-5 click share — a locked-up shelf
Market size
Bad£79K£79K/yr · 101K searches
Avg price
Bad£5.92avg listing price — sweet spot $15–$100
Growth
Bad-26.6%90-day search growth — must beat 0% to launch
Price range
Bad£2.07–£12.07cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, enamel repair toothpaste is a £79K/yr Amazon United Kingdom market (101K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 38/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
enamel repair toothpaste market data
- Units sold / yr
- 10K–13K
- avg 500–750/product
- Revenue / yr
- £59K–£74K
- units × avg price
- Conversion rate
- 13.1%
- Avg BSR
- #133
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 94%
- Out of stock
- 2.4%
- Avg brand age
- 40 months
- Avg seller age
- 158 days
Competition & brand share
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.Brands
11 rising
Sellers
98
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
72%
Top 20: 100%
Open market
9%
- Sensodyne29%
- SENSODYNE PRONAMEL27%
- Regenerate15%
- Bioniq12%
- Oral-B5%
- RoongDuuDll3%
- Open — no brand owns it (5 brands, 9%)
Demand
Weekly Amazon search volume, last 33 weeks — -26.6% search growth over the last 90 days.Top enamel repair toothpaste search terms
- enamel repair toothpaste45K/yr
- toothpaste enamel repair11K/yr
- repair toothpaste6K/yr
- tooth enamel repair6K/yr
- enamel repair6K/yr
- enamel toothpaste8K/yr
- sensodyne enamel repair3K/yr
- tooth repair toothpaste3K/yr
- teeth enamel repair3K/yr
- toothpaste repair3K/yr
Top enamel repair 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Sensodyne Pronamel Intensive Enamel Repair Whitening Toothpaste 75ml
SENSODYNE PRONAMEL£3.294.6★1,583 rev
Sensodyne Pronamel Toothpaste Intensive Enamel Repair Toothpaste Formula Extra Fresh 75ml
Sensodyne£2.394.6★1,108 rev
Regenerate Advanced Toothpaste to repair tooth enamel for strong healthy teeth 75ml
Regenerate£6.184.4★9,060 rev
Dr. Wolffs Bioniq Repair Toothpaste | Hydroxyapatite Enamel Repair | for Daily Use | for Sensitive Teeth | Fluoride Free | 100 ml
Bioniq£7.824.3★2,671 rev
Sensodyne Pronamel Toothpaste Mineral Boost Fluoride Toothpaste for Acid Weakened Enamel Repair Peppermint Flavour 75ml
Sensodyne£2.694.6★1,018 rev
Newest
by launch date
Oral-B Pro 3D White Clinical Enamel Strength & Whitening Whiter Teeth in 1 Day Whitening Toothpaste 75ml
Oral-B£8.5161 rev
Colgate Max White Ultra+ Enamel Toothpaste 75ml
Colgate£4.8439 rev
Dr. Wolffs Bioniq Repair Toothpaste | Hydroxyapatite Enamel Repair | for Daily Use | for Sensitive Teeth | Fluoride Free | 100 ml
Bioniq£7.822,671 rev
Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.54144 rev
2PCS 9.9% Hydroxyapatite Toothpaste for Enamel Repair and Tooth Strengthening Nano Hydroxyapatite Remineralizing Toothpaste Fluoride Free Gentle Whitening Tooth Paste for Sensitive Teeth Fresh Mint
RoongDuuDll£7.681,319 rev
Trending
90-day click momentumColgate Max White Ultra+ Enamel Toothpaste 75ml
Colgate£4.844.2★
Hydroxyapatite Toothpaste 9.9% Hydroxyapatite Toothpaste for Enamel Protection Fluoride-Free Enamel Repair Sensitivity Relief Cavity Prevention Fresh Breath-2PCS
Tamiodfo£6.744.2★
Sensodyne Pronamel Toothpaste Intensive Enamel Repair Toothpaste Formula Extra Fresh 75ml
Sensodyne£2.394.6★
Oral-B Pro 3D White Clinical Enamel Strength & Whitening Whiter Teeth in 1 Day Whitening Toothpaste 75ml
Oral-B£8.514.0★
Dr. Wolffs Bioniq Repair Toothpaste | Hydroxyapatite Enamel Repair | for Daily Use | for Sensitive Teeth | Fluoride Free | 100 ml
Bioniq£7.824.3★
What buyers say about enamel repair toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“it keeps my teethe very clean”
“Good value for money”
“Perfect super for whitening”
“Has helped my sensitive teeth”
“Excellent product”
“Great taste”
“Does the job”
“it performs very well”
“cleans well”
“Clean and Fresh”
What buyers complain about
“Expensive”
“It's not as good as Oral-B claim it to be”
“Unpleasant taste”
“In sensitive individuals it can cause mouth ulcers and, as in my case, burning mouth syndrome”
“Didn't work for me”
“causing difficulties that way”
“Cause an allergic reaction”
“not for stain removal”
“contains SLS - FALSE ADVERTISING”
“it started foaming up on use”
Top return reasons
Common questions
- Is enamel repair toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £79K/yr across 18 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -26.6%. Flapen's verdict: Skip it (38/100).
- How competitive is the enamel repair toothpaste niche?
- 11 brands and 98 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in enamel repair toothpaste?
- Top complaints mined from reviews: Value For Money, Oral Hygiene, Taste-Overall. The return rate is 0.1%.
- What does it cost to enter the enamel repair toothpaste niche?
- Listings span £2.07–£12.07; the average listing price is £5.92 (sweet spot $15–$100). The average incumbent carries 3,315 reviews — the moat a new listing must climb.