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Toddler Toothbrush

Fail

Prices span $1.05–$11.44, mostly outside the sweet spot, so Toddler Toothbrush is a Fail.

Flapen Score
45
45 / 100
Ranks 1,255 of 2,035 Health & Personal Care niches · −3 vs the category median of 48
Market size
£217K/yr239K searches / yr
90-day growth
-25.2%search demand this quarter
Competition
56%top-5 click share · 12 brands · 66 sellers

Flapen Score

Toddler Toothbrush against its category

The dotted line is the Health & Personal Care average. Past it, Toddler Toothbrush is stronger. Inside it, weaker.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Toddler Toothbrush market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Toddler Toothbrush 239K times last year and spent an estimated £217K. The top 5 brands take 82% of clicks. Flapen scores it 45 out of 100, a Fail.

01 · Demand

16.3% of searches ended in a purchase last week.

Shoppers searched for this 239K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 16.3% of those searches ended in a purchase. Searches in the last 90 days moved -25.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £217K a year.

Searches, last 12 months
239K
Growth, 90 days vs prior 90
-25.2%
Conversion, latest week
16.3%
Market size, estimated
£217Ka year
Peak month
February1.3× the quietest month
Top search term
toddler toothbrush142K searches a year

02 · Price

A sale here is worth £5.57.

Listings sell for £5.57 on average, from £1.05 to £11.44. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,000 to 1,250 of them. At £5.57 that is £6K to £7K a year per listing.

Average price
£5.57under the $15 to $100 sweet spot
Price range
£1.05–£11.44
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
1,000–1,250
Revenue per listing a year
£6K–£7K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

64% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #27 within Dental Care. It carries 8,369 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
64%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#27in Dental Care
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
8,369per listing
Listings tracked
22

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 46 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
46 months

Products

Top Toddler Toothbrush products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 56% of clicks. Leaders hold, but buyers still shop past them.

£0£11K£22K£33K£43K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 falling

Sellers

66

Top-5 brand share

82%

Top 20: 100%

Top-5 click share

56%

Top 20: 98%

Open market

14%

  • Colgate20%
  • Aquafresh18%
  • Oral-B17%
  • Dr. Brown's17%
  • Frida9%
  • Matchstick Monkey4%
  • Open — no brand owns it (6 brands, 14%)

Demand

Toddler Toothbrush search demand

Weekly searches over the year, seasonality beneath. Pick a range.

6K4KSpike '24Spike '25Prime Day '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Toddler Toothbrush search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • toddler toothbrush142K/yr
  • toddler toothbrush 2+ years19K/yr
  • 2 year old toothbrush18K/yr
  • toddler toothbrush 2 years20K/yr
  • toothbrush toddler10K/yr
  • toothbrush for 2 year old9K/yr
  • toothbrush 2 year old7K/yr
  • toothbrush toddler 2-35K/yr
  • toddler tooth brush5K/yr
  • baby toothbrush 2-3 years5K/yr

Reviews and returns

What reviews say buyers love and hate about Toddler Toothbrush

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Durability10%−0.04

Not durable

its falling apart

Doesn't last long

Quality-Overall10%−0.02

Cheap & brilliant

not well made

Very poor quality

Oral Hygiene9%+0.45

Bristles where coming of in little ones mouth had too put in the bin

meaning it detaches from the body of the toothbrush

Haleon corporate can expect to hear from us shortly with respect to this toothbrush which just started disintegrating in our 16 month olds mouth

Size-Overall9%−0.05

the actual size of the bristles is tiny

Not fit for purpose

its far too big

Value For Money7%+0.70

waste of money

I feel it is quite overpriced

doesn't offer good value for money

Love

Oral Hygiene26%+0.45

Very good and gentle on my little ones teeth

Nice toothbrushes

I have a toddler and year one children and I help keep their teeth clean and healthy

Quality-Overall9%−0.02

Nice cute quality good baby brush

Excellent quality

Great product

Value For Money9%+0.70

Good for price

Worth buying

Great value

Soft Feel7%

Nice soft bristles

Soft brush

Soft Bristles

Size-Overall5%−0.05

Perfect size

Small enough for little mouths

Perfect size for little hands

Return

0.1% Return rate 52% Fixable by listing

Size-Overall22%▇▇▄▂█▅

the actual size of the bristles is tiny

Not fit for purpose

its far too big

Color19%▂▆▄▅█▂

Some children, particularly girls, might not like the blue and yellow colours, as there are no other options

I am not happy with pink colour

The colour choices are also limited to just one

Quality-Overall12%█▇▅▃▅▃

Cheap & brilliant

not well made

Very poor quality

Functionality-Overall10%▁▃▆█▁▅

Little one chewed it off. Not much help

It just doesnt work

this just doesnt work

Age Suitability8%▅▃█▆▁▁

Didnt work particularly well for my 2 year old grandson

FAQ

Common Toddler Toothbrush questions

Answered from the same tracked data.