whitening mouthwash
Skip itPrices mostly outside the sweet spot ($1.97–$15.19) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible16.9%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Growth
Okay+19.6%90-day search growth — must beat 0% to launch
Review moat
Okay2,341.38avg incumbent reviews — the moat a new listing must climb
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Market size
Bad£100K£100K/yr · 90K searches
Competition
Bad71%top-5 click share — a locked-up shelf
Avg price
Bad£6.51avg listing price — sweet spot $15–$100
Price range
Bad£1.97–£15.19cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, whitening mouthwash is a £100K/yr Amazon United Kingdom market (90K searches/yr). The top 5 brands hold 89% of demand. Verdict: Skip it — 48/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
whitening mouthwash market data
- Units sold / yr
- 15K–20K
- avg 1,000–1,250/product
- Revenue / yr
- £98K–£130K
- units × avg price
- Conversion rate
- 16.9%
- Avg BSR
- #56
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 77%
- Out of stock
- 0.5%
- Avg brand age
- 47 months
- Avg seller age
- 173 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 rising
Sellers
42
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
6%
- Listerine35%
- Waken16%
- HISMILE16%
- Colgate13%
- DrDent10%
- CB124%
- Open — no brand owns it (3 brands, 6%)
Demand
Weekly Amazon search volume, last 50 weeks — +19.6% search growth over the last 90 days.Top whitening mouthwash search terms
- whitening mouthwash51K/yr
- teeth whitening mouthwash13K/yr
- mouthwash whitening16K/yr
- listerine advanced white mouthwash5K/yr
- mouth wash whitening4K/yr
- listerine whitening mouthwash3K/yr
Top whitening mouthwash 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.
All 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Listerine Advanced White Milder Taste (Zero Alcohol) Mouthwash (500ml) Fluoride Mouthwash to Whiten and Protect from New Stains While Remineralising and Strengthening Teeth
Listerine£3.084.5★3,832 rev
Waken Whitening Mouthwash clinically Tested whitening Formula for a Brighter Smile Prevents Enamel Stains Alcohol-Free Vegan Recycled Packaging Natural Peppermint Flavour 500ml
Waken£2.264.3★1,661 rev
Hismile iD Stain Whitening Mouthwash Gunk Removing Mouthwash for Fresh Breath Hydrogen Peroxide Mouthwash to Promote Whiter Teeth Alcohol-Free Mouthwash with Essential Oils 237ml
HISMILE£10.064.3★2,853 rev
Colgate Max White Expert Whitening 500ml Mouthwash - Instantly Whiter Teeth- Alcohol Free - Clinically Tested
Colgate£2.104.4★4,765 rev
DR.DENT Purple Mouthwash for Teeth Whitening - Color Correcting Mouthwash Sachets (20 Pack) - Peroxide Free Alcohol Free - Freshens Breath Supports Gum Health - Vegan Mint Flavor
DrDent£15.193.2★220 rev
Newest
by launch date
DR.DENT Purple Mouthwash for Teeth Whitening - Color Correcting Mouthwash Sachets - Peroxide Free Alcohol Free - Freshens Breath Supports Gum Health - Vegan Mint Flavor (20 pc)
DrDent£14.33205 rev
DR.DENT Purple Mouthwash for Teeth Whitening - Color Correcting Mouthwash Sachets (20 Pack) - Peroxide Free Alcohol Free - Freshens Breath Supports Gum Health - Vegan Mint Flavor
DrDent£15.19220 rev
Hismile iD Stain Whitening Mouthwash Gunk Removing Mouthwash for Fresh Breath Hydrogen Peroxide Mouthwash to Promote Whiter Teeth Alcohol-Free Mouthwash with Essential Oils 237ml
HISMILE£10.062,853 rev
Colgate Max White Purple Mouthwash 500ml
Colgate£2.7324 rev
Waken Whitening Mouthwash clinically Tested whitening Formula for a Brighter Smile Prevents Enamel Stains Alcohol-Free Vegan Recycled Packaging Natural Peppermint Flavour 500ml
Waken£2.261,661 rev
Trending
90-day click momentumDR.DENT Purple Mouthwash for Teeth Whitening - Color Correcting Mouthwash Sachets - Peroxide Free Alcohol Free - Freshens Breath Supports Gum Health - Vegan Mint Flavor (20 pc)
DrDent£14.333.4★
Colgate Max White Purple Mouthwash 500ml
Colgate£2.734.1★
DR.DENT Purple Mouthwash for Teeth Whitening - Color Correcting Mouthwash Sachets (20 Pack) - Peroxide Free Alcohol Free - Freshens Breath Supports Gum Health - Vegan Mint Flavor
DrDent£15.193.2★
Hismile iD Stain Whitening Mouthwash Gunk Removing Mouthwash for Fresh Breath Hydrogen Peroxide Mouthwash to Promote Whiter Teeth Alcohol-Free Mouthwash with Essential Oils 237ml
HISMILE£10.064.3★
Listerine Advanced White Milder Taste (Zero Alcohol) Mouthwash (500ml) Fluoride Mouthwash to Whiten and Protect from New Stains While Remineralising and Strengthening Teeth
Listerine£3.084.5★
What buyers say about whitening mouthwash
What buyers praise and complain about, mined from review topics.What buyers love
“Good for the gums”
“Great taste”
“Excellent Quality Product”
“Brilliant, definitely whitens teeth”
“Does what is being advertised”
“Fresh mouth”
“Clean and fresh”
“Good value for money”
“Fresh Breathe”
“easy to use on the go”
What buyers complain about
“Peculiar taste”
“Bit expensive”
“gums no spectacular results for me frankly I was a little underwhelmed”
“Doesn't really do the job”
“Does not work as advertised”
“Do not whiten your teeth”
“Its already BROWN”
“But the liquid itself has a brown colouring -”
“not as amazing as its made out to be”
“its a bizarre flavour”
Top return reasons
Common questions
- Is whitening mouthwash profitable to sell on Amazon United Kingdom?
- The niche generates £100K/yr across 13 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +19.6%. Flapen's verdict: Skip it (48/100).
- How competitive is the whitening mouthwash niche?
- 9 brands and 42 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in whitening mouthwash?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Oral Hygiene. The return rate is 0.1%.
- What does it cost to enter the whitening mouthwash niche?
- Listings span £1.97–£15.19; the average listing price is £6.51 (sweet spot $15–$100). The average incumbent carries 2,341 reviews — the moat a new listing must climb.