mouthwash for bad breath
Skip itBrand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible20.7%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Good£398K£398K/yr · 222K searches
Price range
Okay£2.29–£25.76cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,649.89avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.68avg listing price — sweet spot $15–$100
Growth
Bad-18.9%90-day search growth — must beat 0% to launch
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, mouthwash for bad breath is a £398K/yr Amazon United Kingdom market (222K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 49/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
mouthwash for bad breath market data
- Units sold / yr
- 40K–50K
- avg 1,500–2,000/product
- Revenue / yr
- £347K–£434K
- units × avg price
- Conversion rate
- 20.7%
- Avg BSR
- #86
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 94%
- Out of stock
- 0.0%
- Avg brand age
- 46 months
- Avg seller age
- 173 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
8 rising
Sellers
69
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
58%
Top 20: 100%
Open market
3%
- CB1273%
- The Breath Co.9%
- Listerine7%
- UltraDEX3%
- Great Oral Health2%
- HISMILE2%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -18.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top mouthwash for bad breath search terms
- cb12 mouthwash58K/yr
- bad breath treatment for adults59K/yr
- cb1230K/yr
- bad breath25K/yr
- fresh breath22K/yr
- halitosis treatment12K/yr
- bad breath treatment6K/yr
- extreme bad breath treatment6K/yr
- cb12 toothpaste3K/yr
- bad breath killer1K/yr
Top mouthwash for bad breath 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
CB12 Mint Mouthwash 250ml
CB12£3.494.6★2,887 rev
CB12 Whitening Peppermint Mouthwash 250ml
CB12£4.004.4★2,220 rev
CB 12 Spray Instant Freshness on the Go Reduces the Root Cause of Bad Breath With Zinc Acetate Mint Flavour 15 ml
CB12£3.674.3★4,073 rev
CB12 Menthol Menthol Mouthwash - Strengthens the Enamel - Pleasant Breathing for 12 Hours - 1 Litre
CB12£11.434.6★2,887 rev
CB12 Mild Mint Menthol Mouthwash 1000 ml
CB12£10.034.5★1,493 rev
Newest
by launch date
Bad Breath Treatment for Adults 7-in-1 Advanced Breath Control Supplement & Natural Oral Breath Management with Digestive Support 120 Capsules
Vitacrazy£23.916 rev
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
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
Listerine Pocket Paks Cool Mint 72s
Listerine£6.362,433 rev
Delvina Oral Probiotics for Bad Breath Treatment for Adults - 90 Vegan Chewable Tablets for Oral Health Teeth and Gums - Dental Probiotics for Fresh Breath - with Vitamin D3 - Lemon - 3 Month Supply
DELVINA£15.211,586 rev
Trending
90-day click momentumBad Breath Treatment for Adults 7-in-1 Advanced Breath Control Supplement & Natural Oral Breath Management with Digestive Support 120 Capsules
Vitacrazy£23.915.0★
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£10.064.3★
CB12 Sensitive: Fight Bad Breath for 12 Hours for Sensitive Teeth Alcohol-Free Soft Menthol Flavor 250 ml
CB12£3.874.5★
CB12 250ML 3 Pack Mint / Menthol Mouthwash
CB12£13.024.7★
CB12 Mild Mint Menthol Mouthwash 1000 ml
CB12£10.034.5★
What buyers say about mouthwash for bad breath
What buyers praise and complain about, mined from review topics.What buyers love
“Good for the gums”
“Fresh breath”
“Good quality mouthwash”
“Nice taste”
“Does what is being advertised”
“They are perfect for on-the-go freshness”
“My teeth feel cleaner”
“Good value for money”
“it does seem effective at whitening teeth”
“Works perfectly”
What buyers complain about
“Tastes awful”
“Bit expensive”
“gums no spectacular results for me frankly I was a little underwhelmed”
“Doesnt do as stated”
“The liquid itself is a brown colour rather than what I expected to be purple”
“No difference to breath”
“Allergic reaction”
“Did it remove stains”
“Look very cheap”
“Not as strong”
Top return reasons
Common questions
- Is mouthwash for bad breath profitable to sell on Amazon United Kingdom?
- The niche generates £398K/yr across 18 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -18.9%. Flapen's verdict: Skip it (49/100).
- How competitive is the mouthwash for bad breath niche?
- 8 brands and 69 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in mouthwash for bad breath?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Oral Hygiene. The return rate is 0.1%.
- When does demand for mouthwash for bad breath peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the mouthwash for bad breath niche?
- Listings span £2.29–£25.76; the average listing price is £8.68 (sweet spot $15–$100). The average incumbent carries 2,650 reviews — the moat a new listing must climb.