---
title: "Mouthwash — £1.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/mouthwash"
last_updated: "2026-07-31T16:24:56.623Z"
locale: en
meta:
description: "Niche score 49/100 · £1.3M/yr market · 2.0M searches/yr · £3.13 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £1.3M/yr market · 2.0M searches/yr · £3.13 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Mouthwash — £1.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **mouthwash**
**Skip it**
Prices mostly outside the sweet spot ($1.45–$10.06) — this niche doesn't clear our bar today.
Market size 83Growth 23Conversion 100Competition 48Returns 100Price range 0Avg price 9Brand share 16Review moat 24Quality gap 28
**Conversion**
**Incredible****21.5%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.3M**
£1.3M/yr · 2.0M searches
**Competition**
**Okay****56%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****5,766.63**
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**
**Bad****94%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -5.0% search growth over the last 90 days.
45K35KSpike '24Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/mouthwash/trend)
## **Top mouthwash search terms**
- **mouthwash**1.1M/yr-5.0%15.2% conv. - **listerine mouthwash**325K/yr-5.1%18.6% conv. - **mouth wash**168K/yr-9.2%15.7% conv. - **listerine**102K/yr+4.2%15.8% conv. - **oral b mouthwash**31K/yr+18.8%1.4% conv. - **alcohol free mouthwash**34K/yr-28.0%14.3% conv. - **mouthwash alcohol free**30K/yr-21.0%11.8% conv. - **mouthwash listerine**26K/yr-12.7%17.4% conv. - **mouthwashes**40K/yr-6.1%3.3% conv. - **listerine total care mouthwash**18K/yr+28.0%13.5% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/mouthwash/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.
0%10%£133K20%£267K30%£400K40%£534K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£1.95**4.6★5,136 rev](https://www.amazon.co.uk/dp/B006USGEOC) [2**Listerine Cool Mint Intense Classic Taste Mouthwash (1000ml) Helps Kill Germs Left After Brushing Freshens Breath and Maintain Healthy Gums**Listerine**£3.18**4.7★7,680 rev](https://www.amazon.co.uk/dp/B0063GEJM0) [3**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**£1.93**4.7★8,945 rev](https://www.amazon.co.uk/dp/B00MA5SQUO) [4**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**£3.89**4.7★12,032 rev](https://www.amazon.co.uk/dp/B00694TPTS) [5**Listerine Total Care Teeth & Gum Intense Taste Classic Antibacterial Mouthwash (500ml) Fresh Mint Blast Flavour With 6-in-1 Benefits**Listerine**£2.02**4.7★5,452 rev](https://www.amazon.co.uk/dp/B001ECQRVO)
**~~View all top sellers →~~**
### **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**£10.06**2,853 rev7mo ago](https://www.amazon.co.uk/dp/B0GC1X785H) [**The Breath Co. Alcohol Free Mouthwash. Dentist Formulated Oral Rinse for 12 Hours of Fresh Breath ICY Mint Flavour 300 ml**The Breath Co.**£3.93**3,476 rev1y ago](https://www.amazon.co.uk/dp/B0DSJK5F3P) [**Corsodyl Mouthwash Daily Active Gum Health Fluoride Mouthwash Alcohol Free Soft Mint 500ml**Corsodyl**£2.92**1,564 rev2y ago](https://www.amazon.co.uk/dp/B0CLRLYRZ6) [**Colgate Triple Action Xtra White Mouthwash 500ml**Colgate**£1.45**25 rev2y ago](https://www.amazon.co.uk/dp/B0CL21RQQF) [**Waken Whitening Mouthwash clinically Tested whitening Formula for a Brighter Smile Prevents Enamel Stains Alcohol-Free Vegan Recycled Packaging Natural Peppermint Flavour 500ml**Waken**£2.26**1,661 rev4y ago](https://www.amazon.co.uk/dp/B09VLF5VT5)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Colgate Triple Action Xtra White Mouthwash 500ml**Colgate**£1.45**4.2★**▲ 320%**](https://www.amazon.co.uk/dp/B0CL21RQQF) [**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**£10.06**4.3★**▲ 166%**](https://www.amazon.co.uk/dp/B0GC1X785H) [**Corsodyl Mouthwash Daily Active Gum Health Fluoride Mouthwash Alcohol Free Soft Mint 500ml**Corsodyl**£2.92**4.7★**▲ 57%**](https://www.amazon.co.uk/dp/B0CLRLYRZ6) [**Listerine Cool Mint Intense Classic Taste Mouthwash (1000ml) Helps Kill Germs Left After Brushing Freshens Breath and Maintain Healthy Gums**Listerine**£3.18**4.7★**▲ 26%**](https://www.amazon.co.uk/dp/B0063GEJM0) [**Dentyl Dual Action CPC Mouthwash 12hrs Fresh Breath & Total Care Alcohol Free Fresh Clove 500 ml**Dentyl**£2.15**4.6★**▲ 21%**](https://www.amazon.co.uk/dp/B07KSD8X1W)
**~~View all trending →~~**
## **What buyers say about mouthwash**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Oral Hygiene**23%
*“Good for gum health and price great”*
**Value For Money**11%
*“Great value for money”*
**Taste-Overall**8%
*“Long lasting taste”*
**Quality-Overall**8%
*“Excellent product”*
**Advertised Vs Actual Product**6%
*“Product as advertised”*
**Freshness**6%
*“Amazing fresh feeling”*
**Cleansing**5%
*“Cleans fine”*
**Breathability**4%
*“Fresh breath”*
**Tooth Brightening**4%
*“it does seem effective at whitening teeth”*
**Efficiency**3%
*“Does the job”*
### **What buyers complain about **
**Taste-Overall**22%
*“Strange taste”*
**Oral Hygiene**9%
*“a health hazard for anyone with a sensitive mouth”*
**Value For Money**8%
*“Bit expensive”*
**Advertised Vs Actual Product**4%
*“MISLEADING”*
**Stain Resistance**3%
*“Causes brown stains on teeth”*
**Strength**2%
*“WAY too strong”*
**Functionality-Overall**2%
*“Didnt work”*
**Flavor**2%
*“I didnt like the flavor”*
**Tooth Sensitivity**2%
*“left my teeth with a sensitive area”*
**Pain Relief-Overall**2%
*“a painful one”*
### **Top return reasons **
**Advertised Vs Actual Product**17%
**Taste-Overall**10%
**Leak-Proof**10%
**Functionality-Overall**9%
**Size-Overall**5%
**Value For Money**5%
**Ingredients-Overall**3%
**Flavor**3%
**Age Suitability**3%
**Oral Hygiene**3%
## **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.
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