Toothbrushes
Toothbrushes shows a $31.1M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Is Toothbrushes profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Toothbrushes is a £31.1M/yr Amazon United Kingdom market (13.5M searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 66/100.
Toothbrushes: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -5.4% over the last 90 days and 7.8% of searches end in a purchase.
£31.1M
revenue / yr
Who owns the niche?
The top 5 brands hold 91% of demand, so 9% of the market is open.
9%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.
0/100
page quality · 38 products
Top Toothbrushes products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 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
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: brands, sellers & click share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.
Brands
12 falling
Sellers
288
Top-5 brand share
91%
Top 20: 99%
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%)
Toothbrushes demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.6×
Top Toothbrushes search terms shoppers use
The exact queries shoppers type, with 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
What reviews say buyers love and hate about Toothbrushes
What buyers mention most, as a share of all reviews.
What buyers love
77% of reviews“Keeps The Teeth Clean”
“Great deal”
“Great value and quality arrived quickly”
“Holds charge well”
“battery lasts ages”
What buyers complain about
71% of reviews“No charge”
“Obviously not as good as an Oral B”
“Broke immediately”
“Rubbish battery life”
“Bad quality”
Toothbrushes return rate & reasons
Why buyers send it back, as a share of all return requests.
1.1%
Return rate
3%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Toothbrushes questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
