fluoride free toothpaste
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($2.50–$17.00) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible14.3%search→purchase rate — share of searches ending in a sale
Market size
Good£746K£746K/yr · 726K searches
Competition
Good45%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,999.74avg incumbent reviews — the moat a new listing must climb
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Avg price
Bad£7.19avg listing price — sweet spot $15–$100
Growth
Bad-14.1%90-day search growth — must beat 0% to launch
Price range
Bad£2.50–£17.00cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, fluoride free toothpaste is a £746K/yr Amazon United Kingdom market (726K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Mar. Verdict: Worth a look — 53/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
fluoride free toothpaste market data
- Units sold / yr
- 100K–125K
- avg 3,000–4,000/product
- Revenue / yr
- £719K–£899K
- units × avg price
- Conversion rate
- 14.3%
- Avg BSR
- #157
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 71%
- Out of stock
- 1.3%
- Avg brand age
- 59 months
- Avg seller age
- 153 days
Competition & brand share
The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.Brands
11 flat
Sellers
83
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
45%
Top 20: 88%
Open market
9%
- BIOMED37%
- Aloe Dent27%
- Kingfisher13%
- Boka6%
- Euthymol4%
- Gutology4%
- Open — no brand owns it (5 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.1% search growth over the last 90 days.Peak months: Mar · busiest ÷ quietest = 1.9×
Top fluoride free toothpaste search terms
- fluoride free toothpaste199K/yr
- natural toothpaste66K/yr
- biomed toothpaste65K/yr
- kingfisher toothpaste51K/yr
- aloe dent toothpaste71K/yr
- toothpaste fluoride free34K/yr
- non fluoride toothpaste35K/yr
- organic toothpaste28K/yr
- fluoride free toothpaste adult28K/yr
- biomed17K/yr
Top fluoride free 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Biomed Superwhite 97% Natural Whitening Toothpaste | Enamel Strengthening | Coconut Flavour Vegan SLES Free 100g
BIOMED£2.914.4★13,311 rev
Biomed Superwhite 97% Natural Whitening Toothpaste | Enamel Strengthening | Coconut Flavour Vegan SLES Free 100g (Pack of 3)
BIOMED£8.154.4★13,311 rev
Aloe Dent - Probiotic Aloe Vera Gel Toothpaste - Fluoride Free - Balances Microbiome Supports Healthy Gums & Freshens Breath - Vegan Cruelty Free & SLS Free - 75ml - 1 Pack
Aloe Dent£4.134.6★450 rev
Aloe Dent Whitening Aloe Vera Toothpaste Fluoride Free Natural Action Vegan Cruelty Free SLS Free Naturally White Healthy Gums 100 ml packaging may vary
Aloe Dent£3.164.5★6,773 rev
Kingfisher Natural Toothpaste Mint Fluoride-Free | Suitable for Vegetarians & Vegans | Gluten-Free & GM-Free | Ethical Consumer Best Buy | 1x100ml Tube
Kingfisher£5.404.6★1,524 rev
Newest
by launch date
Aloe Dent - Whitening Aloe Vera Gel Toothpaste - Fluoride Free - Whitening Action Supports Healthy Gums & Freshens Breath - Vegan Cruelty & SLS Free - 100ml - 2 Pack
Aloe Dent£7.21260 rev
Waken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.50137 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
Biomed Coconut Oil 97% Natural Whitening Toothpaste | Gentle Whitening & Enamel Strengthening | Vegan SLES Free with FLOURIDE 100g
BIOMED£3.24233 rev
Aloe Dent - Probiotic Aloe Vera Gel Toothpaste - Fluoride Free - Balances Microbiome Supports Healthy Gums & Freshens Breath - Vegan Cruelty Free & SLS Free - 75ml - 1 Pack
Aloe Dent£4.13450 rev
Trending
90-day click momentumWaken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.504.5★
Euthymol Original Toothpaste Bundle 2 x 75ml Fluoride-Free Toothpaste for Plaque Removal Antibacterial Cavity & Gum Care Healthy Enamel Daily Oral Hygiene
Euthymol£7.454.7★
Biomed Superwhite 97% Natural Whitening Toothpaste | Enamel Strengthening | Coconut Flavour Vegan SLES Free 100g (Pack of 3)
BIOMED£8.154.4★
Biomed Coconut Oil 97% Natural Whitening Toothpaste | Gentle Whitening & Enamel Strengthening | Vegan SLES Free with FLOURIDE 100g
BIOMED£3.244.5★
Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.544.5★
What buyers say about fluoride free toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“this works well for me in terms of keeping my oral hygiene in check”
“Good taste”
“great quality safe product”
“also helps to brighten your smile”
“My teeth feel thoroughly clean”
“Good value for money”
“Theres no sensitivity after use”
“Great fresh clean”
“Subtle flavour”
“Good deep clean of the teeth etc”
What buyers complain about
“ended up making my teeth worse”
“Expensive”
“Chalky Taste”
“Strange smell”
“When I have had issues like recently with a broken filling that might become sensitive or slight chip on tooth there has been a decrease in sensitivity”
“Looked at ingredients has limonene in it can be very bad for you especially going straight in your mouth”
“got too sudsy when trying to get a good clean”
“Be aware that although many places wrongly state this mouth contains xylitol, it no longer does”
“Regarding pain relief and sensitivity: this does not give an immediate numbing or desensitising effect in the way some sensitivity toothpastes. like potassium nitrate-based formulas”
“I have an allergy to some ingredients in normal toothpaste”
Top return reasons
Common questions
- Is fluoride free toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £746K/yr across 34 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -14.1%. Flapen's verdict: Worth a look (53/100).
- How competitive is the fluoride free toothpaste niche?
- 11 brands and 83 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in fluoride free toothpaste?
- Top complaints mined from reviews: Oral Hygiene, Value For Money, Taste-Overall. The return rate is 0.1%.
- When does demand for fluoride free toothpaste peak?
- Demand peaks in Mar; the busiest month runs 1.9× the quietest.
- What does it cost to enter the fluoride free toothpaste niche?
- Listings span £2.50–£17.00; the average listing price is £7.19 (sweet spot $15–$100). The average incumbent carries 3,000 reviews — the moat a new listing must climb.