sensitive toothpaste
Worth a lookShows searches that convert (19.9% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Conversion
Incredible19.9%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Great£1.6M£1.6M/yr · 1.6M searches
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Review moat
Okay1,611.28avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-7.1%90-day search growth — must beat 0% to launch
Avg price
Bad£5.08avg listing price — sweet spot $15–$100
Price range
Bad£1.77–£16.11cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, sensitive toothpaste is a £1.6M/yr Amazon United Kingdom market (1.6M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 52/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
sensitive toothpaste market data
- Units sold / yr
- 300K–400K
- avg 10,000–12,500/product
- Revenue / yr
- £1.5M–£2.0M
- units × avg price
- Conversion rate
- 19.9%
- Avg BSR
- #110
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 59%
- Out of stock
- 0.0%
- Avg brand age
- 53 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
3 flat
Sellers
129
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
47%
Top 20: 90%
Open market
0%
- Sensodyne58%
- SENSODYNE PRONAMEL26%
- Colgate16%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.9×
Top sensitive toothpaste search terms
- sensodyne toothpaste836K/yr
- sensitive toothpaste141K/yr
- colgate sensitive toothpaste111K/yr
- sensodyne95K/yr
- sensodyne clinical repair50K/yr
- toothpaste sensodyne58K/yr
- sensodyne rapid relief toothpaste59K/yr
- sensodyne whitening toothpaste37K/yr
- toothpaste sensitive19K/yr
- sensitive teeth toothpaste23K/yr
Top sensitive 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Sensodyne Rapid Relief Toothpaste Daily Fast Relief Sensitive Toothpaste for Sensitive Teeth Original Mint Flavour 75ml
SENSODYNE PRONAMEL£2.574.7★6,872 rev
Sensodyne Toothpaste Sensitive Daily Care Gentle Teeth Whitening Toothpaste for Everyday Care 75ml
Sensodyne£1.884.7★3,350 rev
Sensodyne Repair and Protect Original Toothpaste for Sensitive Teeth Relief and Daily Protection Mint 75 ml
Sensodyne£3.364.6★2,015 rev
Sensodyne Toothpaste Daily Care Sensitive Toothpaste for Sensitive Teeth Original Mint 75ml
Sensodyne£1.804.7★3,441 rev
Sensodyne Pronamel Gentle Whitening Toothpaste 75 ml
SENSODYNE PRONAMEL£2.014.7★6,862 rev
Newest
by launch date
Colgate Sensitive Instant Relief Whitening Toothpaste 75ml
Colgate£2.4290 rev
Sensodyne Clinical Protect Deep Clean Toothpaste 75ml
Sensodyne£8.3123 rev
Colgate Sensitive Instant Relief Repair + Multi-Protection Toothpaste 4X 75ml Multipack - Instant Sensitivity Relief* - Cavity Protection + Gum Health - Repairs Sensitive Areas of Teeth**
Colgate£9.16753 rev
Sensodyne Clinical White Toothpaste for Sensitive Teeth Enamel Strengthening + Whitening Extra Fresh 4 × 75 ml
Sensodyne£16.11325 rev
Sensodyne Toothpaste Clinical White Teeth Whitening Toothpaste for Sensitive Teeth Stain Protector Mint Toothpaste Multipack 4 x 75ml
Sensodyne£16.01272 rev
Trending
90-day click momentumColgate Sensitive Instant Relief Whitening Toothpaste 75ml
Colgate£2.424.8★
Colgate Sensitive Instant Relief Repair + Multi-Protection Toothpaste 4X 75ml Multipack - Instant Sensitivity Relief* - Cavity Protection + Gum Health - Repairs Sensitive Areas of Teeth**
Colgate£9.164.6★
Sensodyne Clinical Protect Deep Clean Toothpaste 75ml
Sensodyne£8.314.5★
Sensodyne Toothpaste Sensitivity Gum & Enamel Sensitive Toothpaste for Sensitive Teeth with Gums Problems and Enamel Repair Mint Flavour 75ml
Sensodyne£3.094.8★
Sensodyne Repair and Protect Original Toothpaste for Sensitive Teeth Relief and Daily Protection Mint 75 ml
Sensodyne£3.364.6★
What buyers say about sensitive toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“it keeps my teethe very clean”
“Helped my teeth sensitivity”
“Good value for money”
“Usual good quality of Colgate”
“The whitening result was fantastic”
“not too overpowering in taste”
“As advertised”
“Helps sensitivity”
“The taste is fresh”
“Works well”
What buyers complain about
“my teeth are suffering”
“Awful Taste”
“Not worth it”
“I have terrible sensitive teeth”
“the ones I received are not white”
“shouldn't be used if you have any allergies”
“Teeth got super sensitive”
“Yet again, prices rise and quality drops”
“Didn't work for me”
“Incorrect information”
Top return reasons
Common questions
- Is sensitive toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £1.6M/yr across 29 tracked products. 90-day search growth is -7.1%. Flapen's verdict: Worth a look (52/100).
- How competitive is the sensitive toothpaste niche?
- 3 brands and 129 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in sensitive toothpaste?
- Top complaints mined from reviews: Oral Hygiene, Taste-Overall, Value For Money. The return rate is 0.1%.
- When does demand for sensitive toothpaste peak?
- Demand is steady year-round — the busiest month runs 1.9× the quietest.
- What does it cost to enter the sensitive toothpaste niche?
- Listings span £1.77–£16.11; the average listing price is £5.08 (sweet spot $15–$100). The average incumbent carries 1,611 reviews — the moat a new listing must climb.