Is mouthwash profitable to sell on Amazon United Kingdom?

The niche generates £1.3M/yr across 19 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -5.0%. Flapen's verdict: Skip it (49/100).

How competitive is the mouthwash niche?

7 brands and 95 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 94% of demand.

What do buyers complain about in mouthwash?

Top complaints mined from reviews: Taste-Overall, Oral Hygiene, Value For Money. The return rate is 0.1%.

When does demand for mouthwash peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the mouthwash niche?

Listings span £1.45–£10.06; the average listing price is £3.13 (sweet spot $15–$100). The average incumbent carries 5,767 reviews — the moat a new listing must climb.

mouthwash

Skip it

Prices mostly outside the sweet spot ($1.45–$10.06) — this niche doesn't clear our bar today.

Conversion

Incredible21.5%

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

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Great£1.3M

£1.3M/yr · 2.0M searches

Competition

Okay56%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad5,766.63

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-5.0%

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

Brand share

Bad94%

top-5 brand share — brand-locked demand

Avg price

Bad£3.13

avg listing price — sweet spot $15–$100

Price range

Bad£1.45–£10.06

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

According to Flapen's Amazon United Kingdom niche tracking, mouthwash is a £1.3M/yr Amazon United Kingdom market (2.0M searches/yr). The top 5 brands hold 94% of demand. Verdict: Skip it — 49/100.

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

mouthwash market data

Units sold / yr: 400K–500K; avg 15,000–20,000/product
Revenue / yr: £1.3M–£1.6M; units × avg price
Conversion rate: 21.5%
Avg BSR: #22
Page quality: 0%
Prime: 100%
Sponsored: 74%
Out of stock: 0.0%
Avg brand age: 55 months
Avg seller age: 155 days

Competition & brand share

The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 falling

Sellers

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

56%

Top 20: 100%

Open market

Listerine65%
Corsodyl9%
Colgate9%
The Breath Co.7%
HISMILE4%
Dentyl3%
Open — no brand owns it (1 brand, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top mouthwash search terms

mouthwash1.1M/yr -5.0%15.2% conv.
listerine mouthwash325K/yr -5.1%18.6% conv.
mouth wash168K/yr -9.2%15.7% conv.
listerine102K/yr +4.2%15.8% conv.
oral b mouthwash31K/yr +18.8%1.4% conv.
alcohol free mouthwash34K/yr -28.0%14.3% conv.
mouthwash alcohol free30K/yr -21.0%11.8% conv.
mouthwash listerine26K/yr -12.7%17.4% conv.
mouthwashes40K/yr -6.1%3.3% conv.
listerine total care mouthwash18K/yr +28.0%13.5% conv.

All search terms

Top mouthwash 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 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Listerine Total Care Mild Taste (Alcohol Free) Antibacterial Mouthwash (500ml) Fresh Mint Flavour with 6-in-1 Benefits Helps Reduce Plaque and Freshens Breath

Listerine£1.954.6★5,136 rev

Listerine Cool Mint Intense Classic Taste Mouthwash (1000ml) Helps Kill Germs Left After Brushing Freshens Breath and Maintain Healthy Gums

Listerine£3.184.7★7,680 rev

Listerine Total Care Intense Taste Classic Antibacterial Mouthwash (500ml) Fresh Mint Blast Flavour with 6-in-1 Benefits Helps Reduce Plaque and Freshens Breath

Listerine£1.934.7★8,945 rev

Listerine Total Care Intense Taste Classic Antibacterial Mouthwash (1000ml) Fresh Mint Blast Flavour With 6-in-1 Benefits Helps Reduce Plaque and Freshens Breath

Listerine£3.894.7★12,032 rev

Listerine Total Care Teeth & Gum Intense Taste Classic Antibacterial Mouthwash (500ml) Fresh Mint Blast Flavour With 6-in-1 Benefits

Listerine£2.024.7★5,452 rev

Newest

by launch date

Hismile iD Stain Whitening Mouthwash Gunk Removing Mouthwash for Fresh Breath Hydrogen Peroxide Mouthwash to Promote Whiter Teeth Alcohol-Free Mouthwash with Essential Oils 237ml

HISMILE£10.062,853 rev

7mo ago

The Breath Co. Alcohol Free Mouthwash. Dentist Formulated Oral Rinse for 12 Hours of Fresh Breath ICY Mint Flavour 300 ml

The Breath Co.£3.933,476 rev

1y ago

Corsodyl Mouthwash Daily Active Gum Health Fluoride Mouthwash Alcohol Free Soft Mint 500ml

Corsodyl£2.921,564 rev

2y ago

Colgate Triple Action Xtra White Mouthwash 500ml

Colgate£1.4525 rev

2y ago

Waken Whitening Mouthwash clinically Tested whitening Formula for a Brighter Smile Prevents Enamel Stains Alcohol-Free Vegan Recycled Packaging Natural Peppermint Flavour 500ml

Waken£2.261,661 rev

4y ago

What buyers say about mouthwash

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

What buyers love

Oral Hygiene23%

“Good for gum health and price great”

Value For Money11%

“Great value for money”

Taste-Overall8%

“Long lasting taste”

Quality-Overall8%

“Excellent product”

Advertised Vs Actual Product6%

“Product as advertised”

Freshness6%

“Amazing fresh feeling”

Cleansing5%

“Cleans fine”

Breathability4%

“Fresh breath”

Tooth Brightening4%

“it does seem effective at whitening teeth”

Efficiency3%

“Does the job”

What buyers complain about

Taste-Overall22%

“Strange taste”

Oral Hygiene9%

“a health hazard for anyone with a sensitive mouth”

Value For Money8%

“Bit expensive”

Advertised Vs Actual Product4%

“MISLEADING”

Stain Resistance3%

“Causes brown stains on teeth”

Strength2%

“WAY too strong”

Functionality-Overall2%

“Didnt work”

Flavor2%

“I didnt like the flavor”

Tooth Sensitivity2%

“left my teeth with a sensitive area”

Pain Relief-Overall2%

“a painful one”

Top return reasons

Advertised Vs Actual Product17%

Taste-Overall10%

Leak-Proof10%

Functionality-Overall9%

Size-Overall5%

Value For Money5%

Ingredients-Overall3%

Flavor3%

Age Suitability3%

Oral Hygiene3%

Common questions

Is mouthwash profitable to sell on Amazon United Kingdom?: The niche generates £1.3M/yr across 19 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -5.0%. Flapen's verdict: Skip it (49/100).
How competitive is the mouthwash niche?: 7 brands and 95 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 94% of demand.
What do buyers complain about in mouthwash?: Top complaints mined from reviews: Taste-Overall, Oral Hygiene, Value For Money. The return rate is 0.1%.
When does demand for mouthwash peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the mouthwash niche?: Listings span £1.45–£10.06; the average listing price is £3.13 (sweet spot $15–$100). The average incumbent carries 5,767 reviews — the moat a new listing must climb.