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Flavoured Toothpaste

Fail

The top 5 brands take 100% of clicks, so Flavoured Toothpaste is a Fail.

Flapen Score
39
39 / 100
Ranks 1,746 of 2,035 Health & Personal Care niches · −9 vs the category median of 48
Market size
£240K/yr163K searches / yr
90-day growth
-8.6%search demand this quarter
Competition
85%top-5 click share · 3 brands · 45 sellers

Flapen Score

Flavoured Toothpaste against its category

The dotted line is the Health & Personal Care average. Past it, Flavoured Toothpaste is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Flavoured Toothpaste market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Flavoured Toothpaste 163K times last year and spent an estimated £240K. All 3 brands take every click. Demand peaks in Jul. Flapen scores it 39 out of 100, a Fail.

01 · Demand

20.6% of searches ended in a purchase last week.

Shoppers searched for this 163K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 20.6% of those searches ended in a purchase. Searches in the last 90 days moved -8.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £240K a year.

Searches, last 12 months
163K
Growth, 90 days vs prior 90
-8.6%
Conversion, latest week
20.6%
Market size, estimated
£240Ka year
Peak month
July2.5× the quietest month
Top search term
oranurse unflavoured toothpaste44K searches a year

02 · Price

A sale here is worth £7.14.

Listings sell for £7.14 on average, from £2.36 to £16.61. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 3,000 to 4,000 of them. At £7.14 that is £21K to £29K a year per listing.

Average price
£7.14under the $15 to $100 sweet spot
Price range
£2.36–£16.61
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
3,000–4,000
Revenue per listing a year
£21K–£29K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

100% of listings pay for placement with sponsored ads. 78% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #260 within Dental Care. It carries 1,305 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
78%
Out of stock, average day
0.0%
Average rank
#260in Dental Care
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,305per listing
Listings tracked
9

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 67 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
67 months

Products

Top Flavoured Toothpaste products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 85% of clicks. A locked shelf that new listings rarely crack.

£0£24K£48K£72K£96K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 rising

Sellers

45

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

0%

  • Oranurse89%
  • TePe8%
  • oralieve3%

Demand

Flavoured Toothpaste search demand

Weekly searches over the year, seasonality beneath. Pick a range.

13K8KSpike '25Prime Day '25DecMarJunAugNovMarMay

Peak months: Jul · busiest ÷ quietest = 2.5×

Search terms

Top Flavoured Toothpaste search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • oranurse unflavoured toothpaste44K/yr
  • oranurse21K/yr
  • flavourless toothpaste19K/yr
  • unflavoured toothpaste15K/yr
  • oranurse toothpaste14K/yr
  • non mint toothpaste12K/yr
  • ora nurse unflavoured toothpaste8K/yr
  • tasteless toothpaste for kids5K/yr
  • non mint toothpaste for adults5K/yr
  • flavourless toothpaste kids5K/yr

Reviews and returns

What reviews say buyers love and hate about Flavoured Toothpaste

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Flavor17%+0.56

Completely flavourless, and doesnt foam either

No flavour to it

finds all the usual flavours too spicy

Taste-Overall15%−0.09

Hate mint or similar taste, tastes of nothing, great

It has no taste

Very mild and inoffensive taste

Oral Hygiene8%+1.07

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

any other toothpaste hurts

'blander' than most toothpastes

Allergies5%−0.04

Flouride allergy

Toothpaste allergy

I have allergies

Tooth Sensitivity4%+1.11

got upset when he had to brush his teeth

foaming toothpaste can be adverse for those with autism. Im long awaiting diagnosis

Sensory. My son has sensory issues

Love

Oral Hygiene37%+1.07

Great for those with sensory issues at toothbrushing time

it cleans my teeth well

My dentist has praised me so much since using this

Quality-Overall10%−0.05

no issues or complaints

Great product

Important quality

Tooth Sensitivity8%+1.11

Great for sensory sensitivity

Fantastic for anyone with sensory needs

our teeth felt great after

Value For Money5%+0.27

Value for money

Best price

Worth it

Taste-Overall4%−0.09

No problems with this tasteless paste

Nice taste

Sweet taste

Return

0.0% Return rate 15% Fixable by listing

Leak-Proof14%▅▁█▁▁▁
Oral Hygiene14%█▇▁▁▁▁

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

any other toothpaste hurts

'blander' than most toothpastes

Ingredients-Overall11%█▁▁▁▆▁
Tooth Sensitivity11%▁█▁▁▇▁

got upset when he had to brush his teeth

foaming toothpaste can be adverse for those with autism. Im long awaiting diagnosis

Sensory. My son has sensory issues

Advertised Vs Actual Product7%▁█▁▁▁▁

FAQ

Common Flavoured Toothpaste questions

Answered from the same tracked data.