Is flavoured toothpaste profitable to sell on Amazon United Kingdom?

The niche generates £240K/yr across 9 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Skip it (39/100).

How competitive is the flavoured toothpaste niche?

3 brands and 45 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in flavoured toothpaste?

Top complaints mined from reviews: Flavor, Taste-Overall, Oral Hygiene. The return rate is 0.0%.

When does demand for flavoured toothpaste peak?

Demand peaks in Jul; the busiest month runs 2.5× the quietest.

What does it cost to enter the flavoured toothpaste niche?

Listings span £2.36–£16.61; the average listing price is £7.14 (sweet spot $15–$100). The average incumbent carries 1,305 reviews — the moat a new listing must climb.

flavoured toothpaste

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Conversion

Incredible20.6%

search→purchase rate — share of searches ending in a sale

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Review moat

Good1,304.89

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£240K

£240K/yr · 163K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-8.6%

90-day search growth — must beat 0% to launch

Avg price

Bad£7.14

avg listing price — sweet spot $15–$100

Competition

Bad85%

top-5 click share — a locked-up shelf

Price range

Bad£2.36–£16.61

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, flavoured toothpaste is a £240K/yr Amazon United Kingdom market (163K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Skip it — 39/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

flavoured toothpaste market data

Units sold / yr: 30K–40K; avg 3,000–4,000/product
Revenue / yr: £214K–£286K; units × avg price
Conversion rate: 20.6%
Avg BSR: #260
Page quality: 0%
Prime: 78%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 67 months
Avg seller age: 151 days

Competition & brand share

The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

Oranurse89%
TePe8%
oralieve3%

Demand & seasonality

Weekly Amazon search volume, last 103 weeks — -8.6% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 2.5×

Open Trend

Top flavoured toothpaste search terms

oranurse unflavoured toothpaste44K/yr -3.5%27.5% conv.
oranurse21K/yr -10.9%23.6% conv.
flavourless toothpaste19K/yr -4.5%18.5% conv.
unflavoured toothpaste15K/yr -8.7%14.3% conv.
oranurse toothpaste14K/yr -18.2%18.5% conv.
non mint toothpaste12K/yr +2.8%2.7% conv.
ora nurse unflavoured toothpaste8K/yr +0.9%28.5% conv.
tasteless toothpaste for kids5K/yr -6.5%22.5% conv.
non mint toothpaste for adults5K/yr -21.0%3.5% conv.
flavourless toothpaste kids5K/yr -23.2%17.7% conv.

All search terms

Top flavoured 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 9 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Oranurse 50 ml Unflavoured Toothpaste by Oranurse

Oranurse£8.514.6★3,820 rev

Oranurse Unflavoured Toothpaste for Kids and Adults Non Flavoured Toothpaste with 1450ppm Fluoride for Sensitive Mouths | Non Foaming SLS Free Adults and Kids Toothpaste | 50ml

Oranurse£4.364.4★4,378 rev

Oranurse 50 ml Unflavoured Toothpaste by Oranurse-Pack of 2

Oranurse£6.484.7★1,671 rev

Oranurse Unflavoured Toothpaste 3 Pack - Non-Foaming SLS-Free for Kids and Adults with 1000ppm Fluoride for Sensitive Mouths | 50ml

Oranurse£11.114.6★56 rev

Oranurse Unflavoured Toothpaste for Kids and Adults - Non Flavoured with 1000ppm Fluoride for Sensitive Mouths | Non Foaming SLS Free | 50ml

Oranurse£5.144.3★269 rev

Newest

by launch date

Oralieve Flavour Free Toothpaste (1 x 75ml)

oralieve£5.4553 rev

8mo ago

Oranurse Unflavoured Toothpaste 3 Pack - Non-Foaming SLS-Free for Kids and Adults with 1000ppm Fluoride for Sensitive Mouths | 50ml

Oranurse£11.1156 rev

2y ago

TePe Pure Toothpaste unflavoured Very Gentle Everyday Fluoride Toothpaste for Very Sensitive Gums and Dry Mouth Age-Appropriate Fluoride Level

TePe£4.25337 rev

3y ago

TePe Daily Baby Toothpaste unflavoured 0-2 years gentle everyday fluoride toothpaste for babies to prevent cavities age-appropriate fluoride level

TePe£2.36243 rev

3y ago

Oranurse 50 ml Unflavoured Toothpaste by Oranurse-Pack of 2

Oranurse£6.481,671 rev

10y ago

What buyers say about flavoured toothpaste

What buyers praise and complain about, mined from review topics.

What buyers love

Oral Hygiene37%

“Great for those with sensory issues at toothbrushing time”

Quality-Overall10%

“no issues or complaints”

Tooth Sensitivity8%

“Great for sensory sensitivity”

Value For Money5%

“Value for money”

Taste-Overall4%

“No problems with this tasteless paste”

Flavor4%

“It's flavourless which is perfect for her”

Tooth Brightening3%

“Good flavourless fluoride toothpaste”

Advertised Vs Actual Product2%

“As described”

Ease Of Use1%

“Easy to use”

Ease Of Cleaning1%

“Cleans well”

What buyers complain about

Flavor17%

“Completely flavourless, and doesnt foam either”

Taste-Overall15%

“Hate mint or similar taste, tastes of nothing, great”

Oral Hygiene8%

“sometimes I throw up when I clean my teeth. very counter-productive”

Allergies5%

“Flouride allergy”

Tooth Sensitivity4%

“got upset when he had to brush his teeth”

Sensitivity-Overall4%

“I experienced extremely sensitive teeth”

Value For Money3%

“But expensive”

Texture/Consistency-Overall3%

“Game changer for asd that doesnt like the texture and mint”

Ease Of Cleaning2%

“I dont get that squeaky clean feeling”

Ease Of Use1%

“Can be hard to track down”

Top return reasons

Leak-Proof14%

Oral Hygiene14%

Ingredients-Overall11%

Tooth Sensitivity11%

Advertised Vs Actual Product7%

Color7%

Charging7%

Hard Feel7%

Functionality-Overall7%

Value For Money7%

Common questions

Is flavoured toothpaste profitable to sell on Amazon United Kingdom?: The niche generates £240K/yr across 9 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Skip it (39/100).
How competitive is the flavoured toothpaste niche?: 3 brands and 45 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in flavoured toothpaste?: Top complaints mined from reviews: Flavor, Taste-Overall, Oral Hygiene. The return rate is 0.0%.
When does demand for flavoured toothpaste peak?: Demand peaks in Jul; the busiest month runs 2.5× the quietest.
What does it cost to enter the flavoured toothpaste niche?: Listings span £2.36–£16.61; the average listing price is £7.14 (sweet spot $15–$100). The average incumbent carries 1,305 reviews — the moat a new listing must climb.