How competitive is the Whitening Toothpaste niche on Amazon United Kingdom?

6 brands and 216 sellers compete in Whitening Toothpaste on Amazon United Kingdom. The top 5 Whitening Toothpaste products take 51% of clicks and its top 5 brands hold 99% of demand.

What do buyers complain about in Whitening Toothpaste?

Whitening Toothpaste buyers on Amazon United Kingdom complain most about Taste-Overall, Value For Money, Oral Hygiene, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Whitening Toothpaste niche?

Whitening Toothpaste sells for £5.74 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.89–£10.26. The average incumbent carries 3,168 reviews — the moat a new listing must climb.

Whitening Toothpaste

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

Flapen Score

Worth a look

This niche Category average

Is Whitening Toothpaste profitable on Amazon?

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.

Whitening Toothpaste: 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 -8.4% over the last 90 days and 14.6% of searches end in a purchase.

£1.6M

revenue / yr

Units sold / yr300K

Search volume / yr-8.4%2.0M

Conversion rate14.6%

Avg price£5.74

Who owns the niche?

The top 5 brands hold 99% of demand, so 1% of the market is open.

open market share

Brands · sellers6 · 216

Top-5 product click share51%

Open market1%

Avg brand age43 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 33 products

Top Whitening Toothpaste 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 3D White Luxe Perfection Toothpaste 75 ml

Price: £2.41
Rating: 4.8/5
Reviews: 750
Age: 10y ago

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

Price: £7.72
Rating: 4.4/5
Reviews: 2,590
Age: 2y ago

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

Price: £7.84
Rating: 4.2/5
Reviews: 10,471
Age: 6y ago

Oral-B Pro-Expert Professional Protection Toothpaste 125ml

Price: £2.54
Rating: 4.7/5
Reviews: 1,121
Age: 6y ago

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

Price: £1.96
Rating: 4.6/5
Reviews: 1,649
Age: 5y ago

Newest

by launch date

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

Price: £5.91
Rating: 4.9/5
Reviews: 53
Age: 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

Price: £5.75
Rating: 4.4/5
Reviews: 59
Age: 7mo ago

Colgate Max White Ultra+ Enamel Toothpaste 75ml

Price: £4.84
Rating: 4.2/5
Reviews: 39
Age: 8mo ago

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

Price: £7.34
Rating: 4.4/5
Reviews: 462
Age: 2y ago

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

Price: £7.72
Rating: 4.4/5
Reviews: 2,590
Age: 2y ago

Competition: brands, sellers & click share

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

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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%

Whitening Toothpaste demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume2.0MCVR14.6%Products33Brands6Top 5 Brands99%OOS Rate0.9%Rating4.5★Reviews3,168Avg BSR#76

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

Top Whitening Toothpaste search terms shoppers use

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

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.

What reviews say buyers love and hate about Whitening Toothpaste

What buyers mention most, as a share of all reviews.

What buyers love

80% of reviews

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”

What buyers complain about

57% of reviews

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”

Whitening Toothpaste return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

13%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Value For Money

17%

2Tooth Brightening

15%

3Functionality-Overall

14%

4Taste-Overall

5Advertised Vs Actual Product

Common Whitening Toothpaste questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Whitening Toothpaste 52/100 on Amazon United Kingdom — Worth a look. The niche generates £1.6M/yr across 33 tracked products. 7 of 7 products launched in the last 360 days are still selling. Search demand moved -8.4% over the last 90 days.