Mouthwash
prices mostly outside the sweet spot ($1.45–$10.06) — Mouthwash doesn't clear our bar today.
Flapen Score
Is Mouthwash profitable on Amazon?
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.
Mouthwash: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -5.0% over the last 90 days and 21.5% of searches end in a purchase.
£1.3M
revenue / yr
Who owns the niche?
The top 5 brands hold 94% of demand, so 6% of the market is open.
6%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 19 products
Top Mouthwash products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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
- Price
- £1.95
- Rating
- 4.6/5
- Reviews
- 5,136
- Age
- 11y ago
Listerine Cool Mint Intense Classic Taste Mouthwash (1000ml) Helps Kill Germs Left After Brushing Freshens Breath and Maintain Healthy Gums
- Price
- £3.18
- Rating
- 4.7/5
- Reviews
- 7,680
- Age
- 13y ago
Listerine Total Care Intense Taste Classic Antibacterial Mouthwash (500ml) Fresh Mint Blast Flavour with 6-in-1 Benefits Helps Reduce Plaque and Freshens Breath
- Price
- £1.93
- Rating
- 4.7/5
- Reviews
- 8,945
- Age
- 18y ago
Listerine Total Care Intense Taste Classic Antibacterial Mouthwash (1000ml) Fresh Mint Blast Flavour With 6-in-1 Benefits Helps Reduce Plaque and Freshens Breath
- Price
- £3.89
- Rating
- 4.7/5
- Reviews
- 12,032
- Age
- 13y ago
Listerine Total Care Teeth & Gum Intense Taste Classic Antibacterial Mouthwash (500ml) Fresh Mint Blast Flavour With 6-in-1 Benefits
- Price
- £2.02
- Rating
- 4.7/5
- Reviews
- 5,452
- Age
- 17y ago
Trending
90-day click momentum
Colgate Triple Action Xtra White Mouthwash 500ml
- Price
- £1.45
- Rating
- 4.2/5
- Reviews
- 25
- Age
- 2y ago
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
- Price
- £10.06
- Rating
- 4.3/5
- Reviews
- 2,853
- Age
- 7mo ago
Corsodyl Mouthwash Daily Active Gum Health Fluoride Mouthwash Alcohol Free Soft Mint 500ml
- Price
- £2.92
- Rating
- 4.7/5
- Reviews
- 1,564
- Age
- 2y ago
Listerine Cool Mint Intense Classic Taste Mouthwash (1000ml) Helps Kill Germs Left After Brushing Freshens Breath and Maintain Healthy Gums
- Price
- £3.18
- Rating
- 4.7/5
- Reviews
- 7,680
- Age
- 13y ago
Dentyl Dual Action CPC Mouthwash 12hrs Fresh Breath & Total Care Alcohol Free Fresh Clove 500 ml
- Price
- £2.15
- Rating
- 4.6/5
- Reviews
- 5,704
- Age
- 7y ago
Newest
by launch dateHismile iD Stain Whitening Mouthwash Gunk Removing Mouthwash for Fresh Breath Hydrogen Peroxide Mouthwash to Promote Whiter Teeth Alcohol-Free Mouthwash with Essential Oils 237ml
- Price
- £10.06
- Rating
- 4.3/5
- Reviews
- 2,853
- Age
- 7mo ago
The Breath Co. Alcohol Free Mouthwash. Dentist Formulated Oral Rinse for 12 Hours of Fresh Breath ICY Mint Flavour 300 ml
- Price
- £3.93
- Rating
- 4.6/5
- Reviews
- 3,476
- Age
- 1y ago
Corsodyl Mouthwash Daily Active Gum Health Fluoride Mouthwash Alcohol Free Soft Mint 500ml
- Price
- £2.92
- Rating
- 4.7/5
- Reviews
- 1,564
- Age
- 2y ago
Colgate Triple Action Xtra White Mouthwash 500ml
- Price
- £1.45
- Rating
- 4.2/5
- Reviews
- 25
- Age
- 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
- Price
- £2.26
- Rating
- 4.3/5
- Reviews
- 1,661
- Age
- 4y ago
Competition: brands, sellers & click share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.
Brands
7 falling
Sellers
95
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
56%
Top 20: 100%
Open market
3%
- Listerine65%
- Corsodyl9%
- Colgate9%
- The Breath Co.7%
- HISMILE4%
- Dentyl3%
- Open — no brand owns it (1 brand, 3%)
Mouthwash demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.3×
Top Mouthwash search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- mouthwash1.1M/yr
- listerine mouthwash325K/yr
- mouth wash168K/yr
- listerine102K/yr
- oral b mouthwash31K/yr
- alcohol free mouthwash34K/yr
- mouthwash alcohol free30K/yr
- mouthwash listerine26K/yr
- mouthwashes40K/yr
- listerine total care mouthwash18K/yr
What reviews say buyers love and hate about Mouthwash
What buyers mention most, as a share of all reviews.
What buyers love
79% of reviews“Good for gum health and price great”
“Great value for money”
“Long lasting taste”
“Excellent product”
“Product as advertised”
What buyers complain about
55% of reviews“Strange taste”
“a health hazard for anyone with a sensitive mouth”
“Bit expensive”
“MISLEADING”
“Causes brown stains on teeth”
Mouthwash return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
31%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Mouthwash questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
