Is whitening toothpaste profitable to sell on Amazon United Kingdom?

The niche generates £1.6M/yr across 33 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is -8.4%. Flapen's verdict: Worth a look (52/100).

How competitive is the whitening toothpaste niche?

6 brands and 216 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in whitening toothpaste?

Top complaints mined from reviews: Taste-Overall, Value For Money, Oral Hygiene. The return rate is 0.0%.

When does demand for whitening toothpaste peak?

Demand peaks in Feb–Mar–Apr–May–Jun; the busiest month runs 2.7× the quietest.

What does it cost to enter the whitening toothpaste niche?

Listings span £1.89–£10.26; the average listing price is £5.74 (sweet spot $15–$100). The average incumbent carries 3,168 reviews — the moat a new listing must climb.

whitening toothpaste

Worth a look

Shows low returns (0.0%), but prices mostly outside the sweet spot ($1.89–$10.26) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible14.6%

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

Market size

Great£1.6M

£1.6M/yr · 2.0M searches

Competition

Good51%

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

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay3,167.76

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-8.4%

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

Avg price

Bad£5.74

avg listing price — sweet spot $15–$100

Brand share

Bad99%

top-5 brand share — brand-locked demand

Price range

Bad£1.89–£10.26

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

According to Flapen's Amazon United Kingdom niche tracking, whitening toothpaste is a £1.6M/yr Amazon United Kingdom market (2.0M searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Feb–Mar–Apr–May–Jun. Verdict: Worth a look — 52/100.

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

whitening toothpaste market data

Units sold / yr: 250K–300K; avg 6,000–8,000/product
Revenue / yr: £1.4M–£1.7M; units × avg price
Conversion rate: 14.6%
Avg BSR: #76
Page quality: 0%
Prime: 100%
Sponsored: 79%
Out of stock: 0.9%
Avg brand age: 43 months
Avg seller age: 148 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 falling

Sellers

216

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

51%

Top 20: 87%

Open market

Oral-B46%
Colgate35%
Arm & Hammer11%
Marvis4%
Pearl Drops2%
BIOMED1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.4% search growth over the last 90 days.

Peak months: Feb, Mar, Apr, May, Jun · busiest ÷ quietest = 2.7×

Open Trend

Top whitening toothpaste search terms

whitening toothpaste501K/yr +0.1%10.3% conv.
oral b toothpaste430K/yr -8.9%13.2% conv.
toothpaste whitening234K/yr +1.4%12.1% conv.
teeth whitening toothpaste151K/yr -25.4%8.3% conv.
colgate max white107K/yr +30.9%9.4% conv.
arm and hammer toothpaste111K/yr -23.5%15.3% conv.
colgate whitening toothpaste96K/yr -29.1%9.4% conv.
oral b whitening toothpaste48K/yr -18.0%16.6% conv.
toothpaste oral b51K/yr -15.0%14.5% conv.
colgate optic white23K/yr +29.5%5.1% conv.

All search terms

Top whitening toothpaste 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Oral-B 3D White Luxe Perfection Toothpaste 75 ml

Oral-B£2.414.8★750 rev

Oral-B Pro-3D White Clinical Intensive Whitening Toothpaste Radiant White 75ml

Oral-B£7.724.4★2,590 rev

Colgate Max White Ultimate Radiance Whitening Toothpaste 75ml - 10X Whiter Teeth* - Instant Teeth Whitening Toothpaste^ - Deeply* Whitens - Helps Prevent Future Stains - Enamel Safe for Daily Use

Colgate£7.844.2★10,471 rev

Oral-B Pro-Expert Professional Protection Toothpaste 125ml

Oral-B£2.544.7★1,121 rev

Arm & Hammer Advance White Pro Toothpaste Baking Soda Teeth Whitening Toothpaste with Micro Polisher Technology 2 Shades Whiter in 4 Weeks 75 ml Tube

Arm & Hammer£1.964.6★1,649 rev

Newest

by launch date

Arm & Hammer Advance White Toothpaste Baking Soda Toothpaste for a Brighter Whiter Smile 75 mL Tube Pack of 4

Arm & Hammer£5.9153 rev

7mo ago

Arm & Hammer Advance Deep Clean Toothpaste Baking Soda Toothpaste Penetrates Deep Between Teeth and in Hard-to-Reach Areas 75 mL Tube Pack of 4

Arm & Hammer£5.7559 rev

7mo ago

Colgate Max White Ultra+ Enamel Toothpaste 75ml

Colgate£4.8439 rev

8mo ago

Oral-B Pro-3D White Clinical Intensive Whitening Toothpaste Bright Brilliance 75ml

Oral-B£7.34462 rev

2y ago

Oral-B Pro-3D White Clinical Intensive Whitening Toothpaste Radiant White 75ml

Oral-B£7.722,590 rev

2y ago

What buyers say about whitening toothpaste

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

What buyers love

Oral Hygiene20%

“teeth are healthy”

Tooth Brightening18%

“Whitens teeth well”

Value For Money11%

“Good value for price”

Taste-Overall8%

“Great taste”

Quality-Overall7%

“Excellent Product”

Cleansing6%

“Teeth super clean”

Advertised Vs Actual Product4%

“As advertised”

Freshness3%

“Fresh and clean”

Flavor2%

“Nice flavour”

Efficiency2%

“Does the job nicely”

What buyers complain about

Taste-Overall12%

“Horrible taste”

Value For Money11%

“Waste of money”

Oral Hygiene9%

“Not for sensitive gums”

Tooth Brightening8%

“Not as good as described that it whitens your teeth Not correct”

Functionality-Overall6%

“Doesn't work”

Color4%

“Not white”

Advertised Vs Actual Product3%

“Not as advertised”

Smell2%

“Couldnt stand the strange smell”

Allergies2%

“I have an allergy to some ingredients in normal toothpaste”

Flavor1%

“Taste is slightly different different from typical mint that might be acquired for many”

Top return reasons

Value For Money17%

Tooth Brightening15%

Functionality-Overall14%

Taste-Overall9%

Advertised Vs Actual Product7%

Leak-Proof6%

Oral Hygiene6%

Tooth Sensitivity4%