Is cat toothbrush and paste profitable to sell on Amazon United Kingdom?

The niche generates £230K/yr across 15 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -12.3%. Flapen's verdict: Skip it (44/100).

How competitive is the cat toothbrush and paste niche?

8 brands and 109 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in cat toothbrush and paste?

Top complaints mined from reviews: Smell, Value For Money, Functionality-Overall. The return rate is 0.1%.

When does demand for cat toothbrush and paste peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the cat toothbrush and paste niche?

Listings span £3.60–£14.19; the average listing price is £9.50 (sweet spot $15–$100). The average incumbent carries 6,796 reviews — the moat a new listing must climb.

cat toothbrush and paste

Skip it

Prices mostly outside the sweet spot ($3.60–$14.19) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible18.3%

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

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Market size

Okay£230K

£230K/yr · 132K searches

Avg price

Okay£9.50

avg listing price — sweet spot $15–$100

Review moat

Bad6,795.67

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad91%

top-5 brand share — brand-locked demand

Competition

Bad76%

top-5 click share — a locked-up shelf

Growth

Bad-12.3%

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

Price range

Bad£3.60–£14.19

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

According to Flapen's Amazon United Kingdom niche tracking, cat toothbrush and paste is a £230K/yr Amazon United Kingdom market (132K searches/yr). The top 5 brands hold 91% of demand. Verdict: Skip it — 44/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

cat toothbrush and paste market data

Units sold / yr: 20K–25K; avg 1,500–2,000/product
Revenue / yr: £190K–£238K; units × avg price
Conversion rate: 18.3%
Avg BSR: #23
Page quality: 0%
Prime: 73%
Sponsored: 87%
Out of stock: 0.0%
Avg brand age: 54 months
Avg seller age: 174 days

Competition & brand share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

109

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

ICF27%
Logic25%
Virbac19%
Beaphar15%
PetSol5%
ProDen PlaqueOff4%
Open — no brand owns it (2 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top cat toothbrush and paste search terms

cat toothpaste68K/yr -16.1%10.3% conv.
logic toothpaste for dogs22K/yr -5.4%24.0% conv.
stomodine gel for dogs14K/yr -5.9%23.2% conv.
stomodine gel for cats9K/yr -15.7%22.4% conv.
logic oral hygiene gel for dogs6K/yr -0.9%26.8% conv.
stomodine4K/yr -18.1%18.5% conv.
toothpaste for cats4K/yr -16.6%7.3% conv.
kitten toothpaste4K/yr +0.6%6.8% conv.
logic dog toothpaste3K/yr -5.0%20.4% conv.

All search terms

Top cat toothbrush and paste 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Logic Oral Hygiene Gel For Dogs & Cats Cat Toothbrush And Paste Logic Toothpaste For Dogs 70g

Logic£9.534.5★6,824 rev

Stomodine F Dog & Cat Dental Gel No-Brush Toothpaste for Plaque 30 ml

ICF£12.154.4★2,789 rev

Beaphar - Liver Flavour Toothpaste with Enzymes - Dental Care for Cats & Dogs - Helps Control Plaque and Tartar and Freshen Breath - Supports Normal Gum Function Fluoride & Xylitol-Free - 100g Tube

Beaphar£3.604.3★15,331 rev

Virbac Enzymatic Toothpaste for Dogs & Cats - Cat & Dog Toothpaste for Plaque & Tartar Removal and Pet Breath Freshener - 70g

Virbac£12.344.6★1,720 rev

Virbac C.E.T. Enzymatic Toothpaste for Cats | Fish Flavour 43g | Reduce Plaque Control Tartar & Freshen Breath

Virbac£8.854.4★21,486 rev

Newest

by launch date

ProDen PlaqueOff Crème for Cats Clinically Proven Dental Care Helps Remove Plaque Tartar & Bad Breath - Low-Calorie Lickable Oral Care - 6 Chicken Flavour Pouches

ProDen PlaqueOff£6.596,408 rev

1mo ago

VETIQ Dental Care Cat & Dog Fresh Breath Enzymatic Toothpaste (70g)

VETIQ£4.16152 rev

2y ago

PetSol Dental Care Kit Cat Toothpaste (50g) with 2 x Pet Toothbrushes to Clean Cats Teeth Remove Plaque and Tartar Improve Gum Tooth Health & Pet Oral Hygiene

PetSol£8.357,156 rev

7y ago

PetSol Dental Care Kit for Dogs & Cats Toothpaste (100g) with 3 x Toothbrushes to Clean Pets Teeth Remove Plaque and Tartar Improve Gum and Tooth Health & Pet Oral Hygiene

PetSol£8.377,156 rev

8y ago

Stomodine F Dog & Cat Dental Gel No-Brush Toothpaste for Plaque 30 ml

ICF£12.152,789 rev

9y ago

What buyers say about cat toothbrush and paste

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

What buyers love

Taste-Overall16%

“Great taste”

Pet Friendly14%

“Cats love it”

Quality-Overall14%

“the kit itself feels well made”

Value For Money8%

“Good price”

Ease Of Use7%

“Easy to use”

Flavor6%

“My dog loves the flavour”

Ease Of Cleaning6%

“it keeps his teeth clean”

Soothing/Teething6%

“Great really works my cats teeth”

Breathability4%

“Breath freshness was okay”

Advertised Vs Actual Product3%

“Does the job”

What buyers complain about

Smell18%

“Smells strong”

Value For Money10%

“It's cheaper on Amazon though”

Functionality-Overall9%

“Didnt seem to have a great effect x”

Flavor9%

“This tooth gel is not liver flavoured”

Taste-Overall8%

“I didnt taste it was for the dog”

Texture/Consistency-Overall4%

“Texture has changed recently”

Ingredients-Overall3%

“I would be very concerned about the long term implications of this seaweed based product”

Advertised Vs Actual Product3%

“NOT THE SAME PRODUCT”

Breathability3%

“doesnt improve breath quality”

Indigestion2%

“he was pooing liquid diarrhea in the house”

Top return reasons

Functionality-Overall25%

Product Condition13%

Advertised Vs Actual Product13%

Size-Overall13%

Color6%

Escape Proof6%

Value For Money6%

Leak-Proof6%

Comfort-Overall6%

Ingredients-Overall6%

Common questions

Is cat toothbrush and paste profitable to sell on Amazon United Kingdom?: The niche generates £230K/yr across 15 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -12.3%. Flapen's verdict: Skip it (44/100).
How competitive is the cat toothbrush and paste niche?: 8 brands and 109 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 91% of demand.
What do buyers complain about in cat toothbrush and paste?: Top complaints mined from reviews: Smell, Value For Money, Functionality-Overall. The return rate is 0.1%.
When does demand for cat toothbrush and paste peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the cat toothbrush and paste niche?: Listings span £3.60–£14.19; the average listing price is £9.50 (sweet spot $15–$100). The average incumbent carries 6,796 reviews — the moat a new listing must climb.