sls free toothpaste
Skip itPrices mostly outside the sweet spot ($1.80–$5.45) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible15.4%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,478.38avg incumbent reviews — the moat a new listing must climb
Competition
Bad76%top-5 click share — a locked-up shelf
Growth
Bad-11.9%90-day search growth — must beat 0% to launch
Market size
Bad£50K£50K/yr · 111K searches
Avg price
Bad£2.92avg listing price — sweet spot $15–$100
Brand share
Bad97%top-5 brand share — brand-locked demand
Price range
Bad£1.80–£5.45cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, sls free toothpaste is a £50K/yr Amazon United Kingdom market (111K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in May. Verdict: Skip it — 35/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
sls free toothpaste market data
- Units sold / yr
- 15K–20K
- avg 750–1,000/product
- Revenue / yr
- £44K–£58K
- units × avg price
- Conversion rate
- 15.4%
- Avg BSR
- #76
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 12.0%
- Avg brand age
- 66 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
83
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
0%
- Waken63%
- Sensodyne16%
- oralieve9%
- TePe6%
- Aloe Dent3%
- BIOMED3%
Demand & seasonality
Weekly Amazon search volume, last 89 weeks — -11.9% search growth over the last 90 days.Peak months: May · busiest ÷ quietest = 1.9×
Top sls free toothpaste search terms
- sls free toothpaste49K/yr
- waken toothpaste39K/yr
- sls free toothpaste uk8K/yr
- sodium lauryl sulfate free toothpaste5K/yr
- waken whitening toothpaste4K/yr
- non abrasive toothpaste3K/yr
- toothpaste sls free4K/yr
Top sls free 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.544.5★144 rev
Waken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.504.5★137 rev
Waken Whitening Toothpaste Natural Enzymes & Peppermint Tooth paste with Fluoride Hydrogen Peroxide-Free Toothpaste Whitening Fresh Breath & White Teeth Vegan 75ml
Waken£3.524.3★730 rev
Oralieve Ultra Mild Mint Toothpaste (1 x 75ml)
oralieve£5.454.4★977 rev
Sensodyne Pronamel Toothpaste Daily Protection Enamel Care Fluoride Toothpaste Mint Flavour 75ml
Sensodyne£2.074.7★857 rev
Newest
by launch dateWaken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.54144 rev
Waken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.50137 rev
Waken Sensitive Care Toothpaste SLS Free with Chamomile & Calendula Extracts Suitable for Those with Sensitive Teeth Gentle Fluoride Vegan & Natural Toothpaste 75ml
Waken£3.5883 rev
Aloe Dent - Probiotic Aloe Vera Gel Toothpaste - Fluoride Free - Balances Microbiome Supports Healthy Gums & Freshens Breath - Vegan Cruelty Free & SLS Free - 75ml - 1 Pack
Aloe Dent£4.13450 rev
TePe Daily Toothpaste mild Peppermint Flavour Gentle Everyday Toothpaste to Prevent Cavities with an Age-Appropriate Fluoride Level
TePe£2.11305 rev
Trending
90-day click momentumWaken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.504.5★
Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.544.5★
TePe Daily Toothpaste mild Peppermint Flavour Gentle Everyday Toothpaste to Prevent Cavities with an Age-Appropriate Fluoride Level
TePe£2.114.5★
Aloe Dent - Probiotic Aloe Vera Gel Toothpaste - Fluoride Free - Balances Microbiome Supports Healthy Gums & Freshens Breath - Vegan Cruelty Free & SLS Free - 75ml - 1 Pack
Aloe Dent£4.134.6★
Sensodyne Toothpaste Sensitive Daily Care Gentle Teeth Whitening Toothpaste for Everyday Care 75ml
Sensodyne£1.884.7★
What buyers say about sls free toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“cleans my teeth very well”
“Good price”
“Good taste”
“Great quality and value from Waken as always, I also like their mouthwashes”
“Great for sensitive teeth”
“Brilliant, definitely whitens teeth”
“cleans my teeth thoroughly”
“the taste is a fresh”
“Is as advertised”
“I find the flavour pleasant”
What buyers complain about
“Peculiar taste”
“Cant say I really noticed any difference just a mild mouthwash”
“pricey”
“Strange smell”
“I have an allergy to some ingredients in normal toothpaste”
“do not feel fresh or clean”
“Be aware that although many places wrongly state this mouth contains xylitol, it no longer does”
“the cap is a very poor fit”
“Doesn't have a very strong a peppermint flavour”
“it's not working for me”
Top return reasons
Common questions
- Is sls free toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £50K/yr across 13 tracked products. 90-day search growth is -11.9%. Flapen's verdict: Skip it (35/100).
- How competitive is the sls free toothpaste niche?
- 6 brands and 83 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in sls free toothpaste?
- Top complaints mined from reviews: Taste-Overall, Oral Hygiene, Value For Money. The return rate is 0.0%.
- When does demand for sls free toothpaste peak?
- Demand peaks in May; the busiest month runs 1.9× the quietest.
- What does it cost to enter the sls free toothpaste niche?
- Listings span £1.80–£5.45; the average listing price is £2.92 (sweet spot $15–$100). The average incumbent carries 2,478 reviews — the moat a new listing must climb.