Toothbrushes
PassToothbrushes scores 66 out of 100, a Pass. Shoppers spend an estimated $31.1M a year here, demand is soft, at -5.4% this quarter, and an estimated 1.1% of orders come back.
- Flapen Score
- 66 / 100Top 3% of 2,035 Health & Personal Care niches · +18 vs the category median of 4866
- Market size
- £31.1M/yr13.5M searches / yr
- 90-day growth
- -5.4%search demand this quarter
- Competition
- 41%top-5 click share · 12 brands · 288 sellers
Flapen Score
Toothbrushes against its category
The dotted line is the Health & Personal Care average. Past it, Toothbrushes is stronger. Inside it, weaker.
Market
The Toothbrushes market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Toothbrushes 13.5M times last year and spent an estimated £31.1M. The top 5 brands take 91% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 66 out of 100, a Pass.
01 · Demand
An estimated 7.8% of those searches ended in a purchase.
Shoppers searched for this 13.5M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 7.8% of those searches ended in a purchase. Searches in the last 90 days moved -5.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £31.1M a year.
- Searches, last 12 months
- 13.5M
- Growth, 90 days vs prior 90
- -5.4%
- Conversion, latest week
- 7.8%
- Market size, estimated
- £31.1Ma year
- Peak month
- December4.6× the quietest month
- Top search term
- electric toothbrush5.8M searches a year
02 · Price
A sale here is worth £29.72.
Listings sell for £29.72 on average, from £1.08 to £77.25. Amazon reports units sold in ranges, and this niche reaches the top one: 800K units or more a year. The average listing sells 15,000 to 20,000 of them. At £29.72 that is £446K to £594K a year per listing.
- Average price
- £29.72inside the $15 to $100 sweet spot
- Price range
- £1.08–£77.25
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 800K or moreAmazon's top range
- Units per listing a year
- 15,000–20,000
- Revenue per listing a year
- £446K–£594K
- Returns
- 1.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
71% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 5.9% of listings are out of stock. The average listing ranks #6 within Dental Care. It carries 10,161 reviews at 4.33 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 71%
- Prime listings
- 100%
- Out of stock, average day
- 5.9%
- Average rank
- #6in Dental Care
- Average rating
- 4.33 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 10,161per listing
- Listings tracked
- 38
04 · Newcomers
4 of last year's 4 launches cleared the first-year sales bar.
4 products launched here in the last 12 months. 4 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 43 months on average, so the names here are settling in.
- Launched, last 12 months
- 4
- Successful launches
- 4Amazon's first-year sales bar
- Average brand age
- 43 months
Products
Top Toothbrushes products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Oral-B Vitality Pro Electric Toothbrushes for Adults for Him/Her 1 Handle 2 Toothbrush Heads 3 Brushing Modes Including Sensitive Plus 2 Pin UK Plug Black
- Price
- £18.45
- Rating
- 4.1/5
- Reviews
- 24,095
- Age
- 4y ago
Oral-B Vitality Pro Electric Toothbrushes Adults 1 Handle 2 Oral B Electric Toothbrush Heads 3 Brushing Modes Including Sensitive Plus Rechargeable 2 Pin UK Plug Purple
- Price
- £18.38
- Rating
- 4.1/5
- Reviews
- 24,095
- Age
- 4y ago
Oral-B Vitality Pro Electric Toothbrushes Adults Oral B Electric Toothbrush 1 Handle 2 Toothbrush Heads 3 Brushing Modes Including Sensitive Plus Rechargeable Toothbrush 2 Pin UK Plug Blue
- Price
- £18.66
- Rating
- 4.1/5
- Reviews
- 24,095
- Age
- 3y ago
Oral-B iO2 Electric Toothbrush Night Black - Long-Lasting Battery for Travel Includes Gentle Care Brush Head Travel Case and Refill Holder Easy Switch to Electric Brushing UK Two Pin Plug
- Price
- £31.82
- Rating
- 4.4/5
- Reviews
- 4,483
- Age
- 1y ago
Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun
- Price
- £31.59
- Rating
- 4.4/5
- Reviews
- 432
- Age
- 1y ago
Trending
estimated 90-day click momentum
SURI 2.0 New Sonic Electric Toothbrush with Pressure Sensor | 1 Month+ Battery| Electric Toothbrush Adults | Sonic Toothbrushes | Green
- Price
- £64.62
- Rating
- 4.6/5
- Reviews
- 2,302
- Age
- 11mo ago
Oral-B iO5 Electric Toothbrushes for Adults 1 Toothbrush Head and Travel Case 5 Modes with Teeth Whitening 2 Pin Plug White
- Price
- £75.44
- Rating
- 4.4/5
- Reviews
- 3,256
- Age
- 4y ago
Oral-B Allrounder Black Manual Toothbrush x3
- Price
- £1.67
- Rating
- 4.6/5
- Reviews
- 379
- Age
- 6y ago
Oral-B Vitality Pro 2x Electric Toothbrushes For Adults 2 Toothbrush Heads 3 Brushing Modes Including Sensitive Plus 2 Pin UK Plug Black & Blue
- Price
- £29.77
- Rating
- 4.1/5
- Reviews
- 24,095
- Age
- 3y ago
Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun
- Price
- £31.59
- Rating
- 4.4/5
- Reviews
- 432
- Age
- 1y ago
Newest
by launch dateSURI 2.0 New Sonic Electric Toothbrush with Pressure Sensor | 1 Month+ Battery| Electric Toothbrush Adults | Sonic Toothbrushes | Green
- Price
- £64.62
- Rating
- 4.6/5
- Reviews
- 2,302
- Age
- 11mo ago
Oral-B iO2 Night Black Electric Toothbrush 1 Toothbrush Head 1 Travel Case Designed by Braun
- Price
- £31.59
- Rating
- 4.4/5
- Reviews
- 432
- Age
- 1y ago
Oral-B iO5 Electric Toothbrush 1 Handle Black - 2 Brush Heads Travel Case Toothbrush for Adults 5 Modes Teeth Whitening UK Two Pin Plug
- Price
- £77.25
- Rating
- 4.3/5
- Reviews
- 1,560
- Age
- 1y ago
Oral-B iO2 Electric Toothbrush Night Black - Long-Lasting Battery for Travel Includes Gentle Care Brush Head Travel Case and Refill Holder Easy Switch to Electric Brushing UK Two Pin Plug
- Price
- £31.82
- Rating
- 4.4/5
- Reviews
- 4,483
- Age
- 1y ago
Oral-B iO2 Electric Toothbrush for Adults 1 Handle Calm Pink - 1 Gentle Care Brush Head Travel Case Travel Refill Holder Designed by Braun UK Two Pin Plug
- Price
- £32.37
- Rating
- 4.4/5
- Reviews
- 4,483
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 41% of clicks. Leaders hold, but buyers still shop past them.
Brands
12 falling
Sellers
288
Est. top-5 brand share
91%
Top 20: 99%
Est. top-5 click share
41%
Top 20: 82%
Open market
8%
- Oral-B75%
- Colgate9%
- AJELU3%
- PHILIPS2%
- Bitvae2%
- SURI2%
- Open — no brand owns it (6 brands, 8%)
Demand
Toothbrushes search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.6×
Search terms
Top Toothbrushes search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- electric toothbrush5.8M/yr
- toothbrush2.1M/yr
- oral b electric toothbrushes2.2M/yr
- oral b toothbrush822K/yr
- electric toothbrush adults317K/yr
- oral b474K/yr
- oral b electric toothbrush283K/yr
- electric toothbrush oral b258K/yr
- tooth brush165K/yr
- toothbrushes126K/yr
Reviews and returns
What reviews say buyers love and hate about Toothbrushes
We read the reviews and the return reasons for every product selling here.
“No charge”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
16 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Toothbrushes questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data