Is teeth whitening pen profitable to sell on Amazon United Kingdom?

The niche generates £97K/yr across 18 tracked products. 0 of 10 products launched in the last 360 days are still selling. 90-day search growth is -30.0%. Flapen's verdict: Skip it (48/100).

How competitive is the teeth whitening pen niche?

12 brands and 54 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 75% of demand.

What do buyers complain about in teeth whitening pen?

Top complaints mined from reviews: Functionality-Overall, Value For Money, Tooth Brightening. The return rate is 0.2%.

When does demand for teeth whitening pen peak?

Demand peaks in Dec; the busiest month runs 2.2× the quietest.

What does it cost to enter the teeth whitening pen niche?

Listings span £4.21–£18.52; the average listing price is £9.00 (sweet spot $15–$100). The average incumbent carries 2,967 reviews — the moat a new listing must climb.

teeth whitening pen

Skip it

Soft demand (-30.0% this quarter) — this niche doesn't clear our bar today.

Quality gap

Incredible3.6★

avg incumbent rating — lower means beatable quality

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Great8.0%

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

Brand share

Okay75%

top-5 brand share — brands hold most of the demand

Competition

Okay60%

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

Review moat

Okay2,966.83

avg incumbent reviews — the moat a new listing must climb

Avg price

Okay£9.00

avg listing price — sweet spot $15–$100

Price range

Okay£4.21–£18.52

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

Market size

Bad£97K

£97K/yr · 134K searches

Growth

Bad-30.0%

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

Signals Quality Gap Out of Stock

According to Flapen's Amazon United Kingdom niche tracking, teeth whitening pen is a £97K/yr Amazon United Kingdom market (134K searches/yr). The top 5 brands hold 75% of demand. Demand peaks in Dec. Verdict: Skip it — 48/100.

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

teeth whitening pen market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: £72K–£90K; units × avg price
Conversion rate: 8.0%
Avg BSR: #26
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 23.8%
Avg brand age: 28 months
Avg seller age: 164 days

Competition & brand share

The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 rising

Sellers

Top-5 brand share

75%

Top 20: 100%

Top-5 click share

60%

Top 20: 100%

Open market

18%

Colgate25%
JOYAONE16%
Venus Visage12%
PankooTeeth11%
Galitoon10%
Dachitian7%
Open — no brand owns it (6 brands, 18%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -30.0% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.2×

Open Trend

Top teeth whitening pen search terms

teeth whitening pen78K/yr -17.9%5.5% conv.
tooth whitening pens14K/yr -34.0%6.1% conv.
colgate whitening pen8K/yr -48.1%6.4% conv.
whitening pen8K/yr -52.0%4.8% conv.
tooth whitening pen5K/yr -0.4%5.0% conv.
teeth whitening pens3K/yr +12.8%4.1% conv.
pen teeth whitening3K/yr -24.3%6.1% conv.
teeth whitening pen instant3K/yr +1.1%5.6% conv.
colgate overnight whitening serum3K/yr +4.0%5.5% conv.
colgate whitening serum2K/yr +47.5%5.6% conv.

All search terms

Top teeth whitening pen 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 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Colgate Max White Overnight Teeth Whitening Serum - Home Teeth Whitening Pen - Reverses 15 Years of Stains* While You Sleep - New and Improved Applicator - Enamel-Safe - Easy to Use

Colgate£8.223.7★1,616 rev

ViVisage Award Winning Teeth Whitening Gel Pen - 2 Pack Teeth Whitening Kit - 20+ Uses - Professionally Formulated - Low Sensitivity Stain Remover - Mint Flavour 0.07 fl oz/2 ml Each

Venus Visage£7.633.5★16,865 rev

Teeth Whitening Pen 2 Pcs Teeth Whitener for Stain Removal Professional Smile Brightening at Home and On-The-Go Stain Remover for Teeth Fast-Acting 4 ml (2 Pens)

JOYAONE£6.123.1★13 rev

Teeth Whitening Pen Gel 5 Pack for 70+ Treatments

PankooTeeth£15.694.1★12,277 rev

Purple Teeth Whitening Pen 6PCS Teeth Whitening Gel Essence Gentle Formula Fast and Effective Removal Tooth Stain

Dachitian£6.273.8★17 rev

Newest

by launch date

Teeth Whitening Pen 2 Pcs 2ml Gel per Pen

JOYAONE£6.2423 rev

1mo ago

Teeth Whitening Pen Kit Enamel-Safe Formula No Pain for Sensitive Teeth Fast Stain Removal from Coffee Wine & Smoking 5 Pack 1-6 Shades Whiter in 1-2 Weeks Teeth Whitening Gel

PankooTeeth£13.1112,277 rev

2mo ago

Teeth Whitening Pen Tooth Whitener Pen Kit Fast & Gentle Smile Brightening Professional Teeth Whitening Gel Sensitive Teeth Friendly Enamel-Safe Coffee & Tea Stain Removal (2 Pack)

Galitoon£5.4918 rev

2mo ago

Teeth Whitening Pen 5 Packs: Teeth whitening Gel with desensitizing Pen

SoothPro£10.895 rev

3mo ago

Teeth Whitening Pen 2 Pcs Teeth Whitener for Stain Removal Professional Smile Brightening at Home and On-The-Go Stain Remover for Teeth Fast-Acting 4 ml (2 Pens)

JOYAONE£6.1213 rev

3mo ago

What buyers say about teeth whitening pen

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

What buyers love

Tooth Brightening27%

“Teeth whitening”

Quality-Overall15%

“Good product as expected from this company”

Advertised Vs Actual Product8%

“does the job spot on”

Ease Of Use6%

“Easy to use”

Value For Money6%

“it was well worth the money”

Oral Hygiene5%

“Clean teeth”

Taste-Overall5%

“Taste is actually nice too — more of a fresh mint with a slight citrus edge”

Brightness/Shine/Glow4%

“Very bright teeth”

Efficiency4%

“Works well”

Soft Feel1%

“but it does make them very smooth”

What buyers complain about

Functionality-Overall22%

“Didn't work”

Value For Money13%

“A little expensive”

Tooth Brightening11%

“there was zero different to whiteness of my teeth”

Stain Resistance6%

“they are capped so prob permanently stained”

Quality-Overall4%

“not as good as expected”

Allergies3%

“caused a blister on my lip”

Oral Hygiene3%

“Have found the gel tooth whitening product messy”

Color Fading/Discoloration3%

“my teeth were always white due to the menopause they discoloured slightly”

Color3%

“Not Hollywood white”

Visibility3%

“Can't really see any difference from using this”

Top return reasons

Functionality-Overall29%

Tooth Brightening11%

Advertised Vs Actual Product10%

Dispensing Mechanism4%

Tooth Sensitivity4%

Instructions/User Manual/Troubleshooting3%

Stain Resistance3%

Value For Money3%

Smell3%

Inflammation2%

Common questions

Is teeth whitening pen profitable to sell on Amazon United Kingdom?: The niche generates £97K/yr across 18 tracked products. 0 of 10 products launched in the last 360 days are still selling. 90-day search growth is -30.0%. Flapen's verdict: Skip it (48/100).
How competitive is the teeth whitening pen niche?: 12 brands and 54 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 75% of demand.
What do buyers complain about in teeth whitening pen?: Top complaints mined from reviews: Functionality-Overall, Value For Money, Tooth Brightening. The return rate is 0.2%.
When does demand for teeth whitening pen peak?: Demand peaks in Dec; the busiest month runs 2.2× the quietest.
What does it cost to enter the teeth whitening pen niche?: Listings span £4.21–£18.52; the average listing price is £9.00 (sweet spot $15–$100). The average incumbent carries 2,967 reviews — the moat a new listing must climb.