---
title: "Sls Free Toothpaste — £50K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/sls-free-toothpaste"
last_updated: "2026-07-31T10:30:42.569Z"
locale: en
meta:
description: "Niche score 35/100 · £50K/yr market · 111K searches/yr · £2.92 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 35/100 · £50K/yr market · 111K searches/yr · £2.92 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Sls Free Toothpaste — £50K/yr Amazon UK Niche (2026) - Flapen"
---
# **sls free toothpaste**
**Skip it**
Prices mostly outside the sweet spot ($1.80–$5.45) — this niche doesn't clear our bar today.
Market size 12Growth 19Conversion 97Competition 20Returns 100Price range 0Avg price 8Brand share 6Review moat 40Quality gap 42
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.4%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****2,478.38**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****76%**
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****£2.92**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.80–£5.45**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KSpike '25Prime Day '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: May · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/sls-free-toothpaste/trend)
## **Top sls free toothpaste search terms**
- **sls free toothpaste**49K/yr-29.3%10.2% conv. - **waken toothpaste**39K/yr-5.8%22.9% conv. - **sls free toothpaste uk**8K/yr+162.9%8.8% conv. - **sodium lauryl sulfate free toothpaste**5K/yr-18.1%6.8% conv. - **waken whitening toothpaste**4K/yr+14.0%17.4% conv. - **non abrasive toothpaste**3K/yr+25.1%1.0% conv. - **toothpaste sls free**4K/yr-70.2%9.8% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/sls-free-toothpaste/search-terms)
## **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.
0%10%£5K20%£10K30%£15K40%£20K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml**Waken**£2.54**4.5★144 rev](https://www.amazon.co.uk/dp/B0F7RNKDMB) [2**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**£2.50**4.5★137 rev](https://www.amazon.co.uk/dp/B0F7RP8V8Z) [3**Waken Whitening Toothpaste Natural Enzymes & Peppermint Tooth paste with Fluoride Hydrogen Peroxide-Free Toothpaste Whitening Fresh Breath & White Teeth Vegan 75ml**Waken**£3.52**4.3★730 rev](https://www.amazon.co.uk/dp/B09Z6RLB87) [4**Oralieve Ultra Mild Mint Toothpaste (1 x 75ml)**oralieve**£5.45**4.4★977 rev](https://www.amazon.co.uk/dp/B0161HR7F6) [5**Sensodyne Pronamel Toothpaste Daily Protection Enamel Care Fluoride Toothpaste Mint Flavour 75ml**Sensodyne**£2.07**4.7★857 rev](https://www.amazon.co.uk/dp/B013XCJT9Y)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml**Waken**£2.54**144 rev1y ago](https://www.amazon.co.uk/dp/B0F7RNKDMB) [**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**£2.50**137 rev1y ago](https://www.amazon.co.uk/dp/B0F7RP8V8Z) [**Waken Sensitive Care Toothpaste SLS Free with Chamomile & Calendula Extracts Suitable for Those with Sensitive Teeth Gentle Fluoride Vegan & Natural Toothpaste 75ml**Waken**£3.58**83 rev1y ago](https://www.amazon.co.uk/dp/B0F7RR7CBT) [**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**£4.13**450 rev2y ago](https://www.amazon.co.uk/dp/B0D2J19SRQ) [**TePe Daily Toothpaste mild Peppermint Flavour Gentle Everyday Toothpaste to Prevent Cavities with an Age-Appropriate Fluoride Level**TePe**£2.11**305 rev3y ago](https://www.amazon.co.uk/dp/B0C28QT2BW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£2.50**4.5★**▲ 50%**](https://www.amazon.co.uk/dp/B0F7RP8V8Z) [**Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml**Waken**£2.54**4.5★**▲ 46%**](https://www.amazon.co.uk/dp/B0F7RNKDMB) [**TePe Daily Toothpaste mild Peppermint Flavour Gentle Everyday Toothpaste to Prevent Cavities with an Age-Appropriate Fluoride Level**TePe**£2.11**4.5★**▲ 38%**](https://www.amazon.co.uk/dp/B0C28QT2BW) [**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**£4.13**4.6★**▲ 12%**](https://www.amazon.co.uk/dp/B0D2J19SRQ) [**Sensodyne Toothpaste Sensitive Daily Care Gentle Teeth Whitening Toothpaste for Everyday Care 75ml**Sensodyne**£1.88**4.7★**— 6%**](https://www.amazon.co.uk/dp/B000LNIRC4)
**~~View all trending →~~**
## **What buyers say about sls free toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Oral Hygiene**22%
*“cleans my teeth very well”*
**Value For Money**11%
*“Good price”*
**Taste-Overall**9%
*“Good taste”*
**Quality-Overall**7%
*“Great quality and value from Waken as always, I also like their mouthwashes”*
**Tooth Sensitivity**7%
*“Great for sensitive teeth”*
**Tooth Brightening**5%
*“Brilliant, definitely whitens teeth”*
**Cleansing**5%
*“cleans my teeth thoroughly”*
**Freshness**4%
*“the taste is a fresh”*
**Advertised Vs Actual Product**3%
*“Is as advertised”*
**Flavor**2%
*“I find the flavour pleasant”*
### **What buyers complain about **
**Taste-Overall**13%
*“Peculiar taste”*
**Oral Hygiene**11%
*“Cant say I really noticed any difference just a mild mouthwash”*
**Value For Money**8%
*“pricey”*
**Smell**8%
*“Strange smell”*
**Allergies**4%
*“I have an allergy to some ingredients in normal toothpaste”*
**Ease Of Cleaning**3%
*“do not feel fresh or clean”*
**Advertised Vs Actual Product**2%
*“Be aware that although many places wrongly state this mouth contains xylitol, it no longer does”*
**Size-Overall**2%
*“the cap is a very poor fit”*
**Flavor**2%
*“Doesn't have a very strong a peppermint flavour”*
**Functionality-Overall**2%
*“it's not working for me”*
### **Top return reasons **
**Ingredients-Overall**26%
**Advertised Vs Actual Product**26%
**Joint Pain**11%
**Leak-Proof**11%
**Dilute/Watery**5%
**Nutritional Content**5%
**Value For Money**5%
**Taste-Overall**5%
**Tooth Brightening**5%
## **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.
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