Is purple toothpaste profitable to sell on Amazon United Kingdom?

The niche generates £410K/yr across 28 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -23.6%. Flapen's verdict: Worth a look (51/100).

How competitive is the purple toothpaste niche?

11 brands and 204 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in purple toothpaste?

Top complaints mined from reviews: Value For Money, Functionality-Overall, Tooth Brightening. The return rate is 0.1%.

When does demand for purple toothpaste peak?

Demand peaks in Nov; the busiest month runs 2.0× the quietest.

What does it cost to enter the purple toothpaste niche?

Listings span £1.90–£18.52; the average listing price is £7.83 (sweet spot $15–$100). The average incumbent carries 4,887 reviews — the moat a new listing must climb.

purple toothpaste

Worth a look

Shows low returns (0.1%), but soft demand (-23.6% this quarter) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great11.3%

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

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Market size

Good£410K

£410K/yr · 462K searches

Competition

Good52%

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

Review moat

Bad4,887.07

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£7.83

avg listing price — sweet spot $15–$100

Price range

Bad£1.90–£18.52

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

Brand share

Bad93%

top-5 brand share — brand-locked demand

Growth

Bad-23.6%

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

According to Flapen's Amazon United Kingdom niche tracking, purple toothpaste is a £410K/yr Amazon United Kingdom market (462K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Nov. Verdict: Worth a look — 51/100.

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

purple toothpaste market data

Units sold / yr: 50K–60K; avg 1,500–2,000/product
Revenue / yr: £392K–£470K; units × avg price
Conversion rate: 11.3%
Avg BSR: #240
Page quality: 0%
Prime: 93%
Sponsored: 61%
Out of stock: 13.7%
Avg brand age: 36 months
Avg seller age: 147 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 rising

Sellers

204

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

52%

Top 20: 92%

Open market

Pearl Drops34%
Colgate27%
HISMILE23%
PoundMart6%
SMILEKIT3%
STAVDLNN2%
Open — no brand owns it (5 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — -23.6% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 2.0×

Open Trend

Top purple toothpaste search terms

hismile toothpaste91K/yr -1.4%4.2% conv.
purple toothpaste67K/yr -27.4%6.2% conv.
pearl drops toothpaste65K/yr -24.4%22.2% conv.
hi smile toothpaste48K/yr -16.9%5.4% conv.
pearl drops27K/yr -30.2%15.6% conv.
colgate purple toothpaste38K/yr -53.6%7.4% conv.
colgate purple serum15K/yr +12.2%5.2% conv.
smile toothpaste12K/yr +3.2%4.8% conv.
purple toothpaste whitening14K/yr -37.4%6.7% conv.
pearl drops whitening toothpaste12K/yr -30.2%19.2% conv.

All search terms

Top purple 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Pearl Drops Strong White Toothpaste Polished Mint Flavour Clinically Proven Whitening Low Abrasion Daily Use Formula 75ml

Pearl Drops£3.364.3★4,670 rev

Hismile v34 Colour Corrector Tooth Stain Removal Purple Toothpaste Hismile V34 Tooth Colour Corrector

HISMILE£8.803.4★72,358 rev

Colgate Max White Purple Reveal Teeth Whitening Toothpaste - Clinically Proven to Remove up to 100% of Surface Stains** - Fluoride Toothpaste - Colgate Multipack - 4 X 75ml

Colgate£9.574.4★5,191 rev

Pearl Drops Luminous Bright Professional Daily Toothpaste 75ml

Pearl Drops£3.254.3★3,797 rev

Colgate Max White Purple Serum 40ml

Colgate£8.894.0★744 rev

Newest

by launch date

Colgate Max White Purple Reveal Teeth Whitening Toothpaste 125ml

Colgate£4.5146 rev

3mo ago

Hismile Tooth Armour Fluoride Free Toothpaste Serum Nano Hydroxyapatite Toothpaste Appropriate for Sensitive Teeth Supports Tooth Enamel Niacinamide Toothpaste Advanced Enamel Support | 20 ml

HISMILE£12.38238 rev

3mo ago

Nice Smile 6 Pack Flavoured Toothpaste Bundle Watermelon Grape Peach Berry Gummy & Candy Fluoride Toothpaste for Kids & Adults | Vegan Cruelty-Free Enamel-Safe | PoundMart Exclusive

PoundMart£17.7929 rev

8mo ago

Nice Smile 3 Pack Toothpaste Bundle | Berry Burst Yummy Gummy & Candy Clean Flavours | Flavoured Fluoride Toothpaste for Kids & Adults | Vegan Cruelty-Free Enamel-Safe | PoundMart Exclusive

PoundMart£10.2681 rev

11mo ago

Betterwhite Purple Teeth Whitening Toothpaste for Yellow Teeth | Colour Corrector with Stain Removal | Enamel Safe Gentle Daily Use Brightening Purple Toothpaste for a Natural White Smile - 30ml

BetterWhite£7.87439 rev

1y ago

What buyers say about purple toothpaste

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

What buyers love

Tooth Brightening21%

“Effective whitening”

Oral Hygiene16%

“It enhances gum healthy”

Quality-Overall10%

“Good product as expected from this company”

Taste-Overall10%

“Love the taste”

Value For Money8%

“Value for money”

Advertised Vs Actual Product5%

“It works and quickly as claimed”

Cleansing4%

“mouth feels clean”

Flavor3%

“Great flavour”

Efficiency2%

“Effective”

Tooth Sensitivity2%

“it doesn't cause any sensitivity”

What buyers complain about

Value For Money13%

“Waste of money”

Functionality-Overall11%

“DOESN'T WORK”

Tooth Brightening9%

“Doesnt whiten”

Taste-Overall7%

“Tastes horrible”

Oral Hygiene4%

“Dirty teeth”

Color4%

“In fact, after I use this they look green”

Stain Resistance3%

“Stains everywhere”

Quality-Overall2%

“Not a good quality nothing work its useless item i”

Advertised Vs Actual Product2%

“Doesn't do what it says on the box”

Ease Of Use2%

“you won't be able to remove it easily”

Top return reasons

Functionality-Overall22%

Advertised Vs Actual Product15%

Tooth Brightening12%

Taste-Overall8%

Value For Money5%

Dispensing Mechanism5%