kids toothpaste
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible23.0%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Good£491K£491K/yr · 705K searches
Review moat
Good1,414.93avg incumbent reviews — the moat a new listing must climb
Competition
Bad73%top-5 click share — a locked-up shelf
Growth
Bad-5.9%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£3.02avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£0.78–£8.25cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, kids toothpaste is a £491K/yr Amazon United Kingdom market (705K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 41/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
kids toothpaste market data
- Units sold / yr
- 150K–200K
- avg 10,000–12,500/product
- Revenue / yr
- £453K–£604K
- units × avg price
- Conversion rate
- 23.0%
- Avg BSR
- #25
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 57%
- Out of stock
- 1.8%
- Avg brand age
- 65 months
- Avg seller age
- 155 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 falling
Sellers
64
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
0%
- Aquafresh66%
- Colgate15%
- SENSODYNE PRONAMEL13%
- Waken4%
- Gutology2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top kids toothpaste search terms
- kids toothpaste274K/yr
- aquafresh toothpaste90K/yr
- kids toothpaste 6-1250K/yr
- toothpaste kids43K/yr
- strawberry toothpaste43K/yr
- childrens toothpaste31K/yr
- kids toothpaste 3-529K/yr
- aquafresh23K/yr
- colgate kids toothpaste12K/yr
- strawberry toothpaste 3-812K/yr
Top kids 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 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aquafresh Paw Patrol Splash Toothpaste 3-8 years Kids toothpaste Strawberry flavour toothpaste 75ml
Aquafresh£1.274.7★1,825 rev
Sensodyne Pronamel Junior 6-12 Years Toothpaste for Juniors 2X Stronger Enamel Defence* Bubble Mint Flavour 50 ml *Protection from Sugar acids vs Your Mouths Natural defences.
SENSODYNE PRONAMEL£1.624.7★736 rev
Aquafresh Big Teeth Toothpaste 6-8 years Kids toothpaste Lasting Protection for New Permanent Teeth 75ml
Aquafresh£1.274.7★743 rev
Aquafresh Paw Patrol Little Teeth 3-5 years Kids toothpaste Gently Strengthens and Protects Little Teeth 75ml
Aquafresh£1.324.7★3,028 rev
Colgate Total Kids 7-12 Years Mild Mint Toothpaste 50ml - for new Permanent Teeth - Fights Root Causes of Many Oral Health Problems - Sugar Acid Protection - Suitable for Braces
Colgate£1.614.7★262 rev
Newest
by launch date
Waken Kids Toothpaste Watermelon Fluoride Tooth Paste SLS Free Mint-Free Gentle Flavoured Toothpaste for Children 312 Low-Foaming & Vegan-Friendly 75ml
Waken£2.9256 rev
Colgate Total Kids 7-12 Years Mild Mint Toothpaste 50ml - for new Permanent Teeth - Fights Root Causes of Many Oral Health Problems - Sugar Acid Protection - Suitable for Braces
Colgate£1.61262 rev
Colgate Total Kids Toothpaste 7-12 Years 50ml (Pack of 4)
Colgate£6.28262 rev
Gutology Kids Hydroxyapatite Mineral Toothpaste 75ml Fluoride Free Toothpaste Microbiome Friendly Suitable for Sensitive Teeth & Children - Wild Strawberry Flavour
Gutology£8.25522 rev
Sensodyne Pronamel Junior 6-12 Years Toothpaste for Juniors 2X Stronger Enamel Defence* Bubble Mint Flavour 50 ml *Protection from Sugar acids vs Your Mouths Natural defences.
SENSODYNE PRONAMEL£1.62736 rev
Trending
90-day click momentumWaken Kids Toothpaste Watermelon Fluoride Tooth Paste SLS Free Mint-Free Gentle Flavoured Toothpaste for Children 312 Low-Foaming & Vegan-Friendly 75ml
Waken£2.924.7★
Colgate Total Kids 7-12 Years Mild Mint Toothpaste 50ml - for new Permanent Teeth - Fights Root Causes of Many Oral Health Problems - Sugar Acid Protection - Suitable for Braces
Colgate£1.614.7★
Aquafresh Big Teeth Toothpaste 6-8 years Kids toothpaste Lasting Protection for New Permanent Teeth 75ml
Aquafresh£1.274.7★
Aquafresh Paw Patrol Splash Toothpaste 3-8 years Kids toothpaste Strawberry flavour toothpaste 75ml
Aquafresh£1.274.7★
Sensodyne Pronamel Junior 6-12 Years Toothpaste for Juniors 2X Stronger Enamel Defence* Bubble Mint Flavour 50 ml *Protection from Sugar acids vs Your Mouths Natural defences.
SENSODYNE PRONAMEL£1.624.7★
What buyers say about kids toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“Cleans teeth well”
“Good taste”
“Not expensive”
“Very good seller”
“Unique flavor”
“leaving their breath smelling fresh”
“Fresh”
“It seems to do a really good job at cleaning their teeth”
“its cap is easy to open”
“it cleans your teeth”
What buyers complain about
“A complete waste of money”
“the taste seemed very strange”
“small”
“My kids really dont like mint flavour toothpaste”
“My kid is so picky with toothpaste doesnt like mint”
“Not properly stored or out of date”
“WARNING - Misleading information about the flouride content”
“Too sweet”
“Stains clothing if spilt”
“I cannot use it”
Top return reasons
Common questions
- Is kids toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £491K/yr across 14 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -5.9%. Flapen's verdict: Skip it (41/100).
- How competitive is the kids toothpaste niche?
- 5 brands and 64 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in kids toothpaste?
- Top complaints mined from reviews: Value For Money, Taste-Overall, Size-Overall. The return rate is 0.1%.
- When does demand for kids toothpaste peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the kids toothpaste niche?
- Listings span £0.78–£8.25; the average listing price is £3.02 (sweet spot $15–$100). The average incumbent carries 1,415 reviews — the moat a new listing must climb.