Is cavity toothpaste profitable to sell on Amazon United States?

The niche generates $117K/yr across 27 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +4.9%. Flapen's verdict: Worth a look (51/100).

How competitive is the cavity toothpaste niche?

14 brands and 167 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 67% of demand.

What do buyers complain about in cavity toothpaste?

Top complaints mined from reviews: Value For Money, Oral Hygiene, Size-Overall. The return rate is 0.3%.

What does it cost to enter the cavity toothpaste niche?

Listings span $2.69–$26.61; the average listing price is $12.61 (sweet spot $15–$100). The average incumbent carries 14,662 reviews — the moat a new listing must climb.

cavity toothpaste

Worth a look

Shows low returns (0.3%), but a deep review moat (14,662 avg reviews) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Great7.5%

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

Competition

Good45%

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

Brand share

Good67%

top-5 brand share — brands hold most of the demand

Avg price

Good$12.61

avg listing price — sweet spot $15–$100

Price range

Okay$2.69–$26.61

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

Growth

Okay+4.9%

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

Market size

Okay$117K

$117K/yr · 123K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad14,661.56

avg incumbent reviews — the moat a new listing must climb

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, cavity toothpaste is a $117K/yr Amazon United States market (123K searches/yr). The top 5 brands hold 67% of demand. Verdict: Worth a look — 51/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

cavity toothpaste market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: $76K–$101K; units × avg price
Conversion rate: 7.5%
Avg BSR: #79
Page quality: 0%
Prime: 100%
Sponsored: 74%
Out of stock: 0.0%
Avg brand age: 66 months
Avg seller age: 139 days

Competition & brand share

The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 rising

Sellers

167

Top-5 brand share

67%

Top 20: 97%

Top-5 click share

45%

Top 20: 93%

Open market

27%

Boka20%
Colgate16%
SENSODYNE PRONAMEL13%
Sensodyne11%
Crest7%
TheraBreath7%

Top cavity toothpaste search terms

cavity toothpaste43K/yr +16.3%6.0% conv.
anticavity toothpaste15K/yr -0.5%5.7% conv.
anti cavity toothpaste adult8K/yr +48.4%7.2% conv.
anti cavity toothpaste15K/yr -24.2%6.9% conv.
toothpaste for cavities8K/yr -11.0%5.0% conv.
toothpaste anticavity7K/yr +13.6%12.4% conv.
cavity protection15K/yr +22.1%1.4% conv.
cavity prevention toothpaste4K/yr +0.8%5.1% conv.
best toothpaste for cavities3K/yr -20.9%5.8% conv.
best cavity toothpaste3K/yr -28.5%3.3% conv.

All search terms

Top cavity 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

Boka Fluoride Free Toothpaste Nano Hydroxyapatite Toothpaste Appropriate for Sensitive Teeth - for Adult Oral Care - Ela Mint Flavor 4 Fl Oz 1Pk

Boka$11.574.5★59,113 rev

Sensodyne Pronamel Intensive Enamel Repair Toothpaste for Sensitive Teeth and Cavity Protection Whitening Toothpaste to Strengthen Enamel Arctic Breeze - 2.3 Ounces

SENSODYNE PRONAMEL$5.114.6★826 rev

Sensodyne Repair and Protect Whitening Toothpaste Toothpaste for Sensitive Teeth and Cavity Prevention 3.4 oz (Pack of 2)

Sensodyne$12.704.8★48,268 rev

Colgate Cavity Protection Toothpaste with Fluoride Minty Great Regular Flavor Anti Cavity Toothpaste 6 Pack 6 Oz Tubes

Colgate$9.844.8★65,572 rev

CAREDO Cavity Reversal Hydroxyapatite Toothpaste for Adults Cavity Tooth Filler as Home Cavity Repair Fluoride Free Reverse Cavities Treatment for Tooth Decay Repair Remineralizing Repair 3.52OZ

CAREDO$26.614.2★1,515 rev

Newest

by launch date

Sensodyne Pronamel Intensive Enamel Repair Toothpaste for Sensitive Teeth and Cavity Protection Whitening Toothpaste to Strengthen Enamel Arctic Breeze - 2.3 Ounces

SENSODYNE PRONAMEL$5.11826 rev

6mo ago

Sensodyne Cavity + Sensitivity Toothpaste Fluoride Toothpaste for Sensitive Teeth and Cavity Protection 2.7 oz

Sensodyne$4.94609 rev

7mo ago

Cocoshine 15% Nano-Hydroxyapatite Formula Toothpaste by Cocolab Fluoride-Free with Xylitol & Coconut Oil Sensitive Teeth Whitening Formula for Adults & Kids Mint 4 oz

Cocolab$14.48437 rev

8mo ago

TheraBreath Deep Clean Toothpaste Fresh Mint 4 Oz 2-Pack

TheraBreath$11.711,702 rev

12mo ago

TheraBreath Healthy Gums Toothpaste Fights Bad Breath for 12 Hours with Stannous Fluoride for Anticavity & Gingivitis Protection Clean Mint 4 Oz 2-Pack

TheraBreath$12.691,263 rev

12mo ago

What buyers say about cavity toothpaste

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

What buyers love

Oral Hygiene16%

“Great for your teeth”

Tooth Brightening12%

“Whitening toothpaste”

Quality-Overall10%

“Superior build quality”

Value For Money9%

“Great deal”

Tooth Sensitivity8%

“Doesn't hurt my teeth”

Taste-Overall7%

“Fresh taste”

Cleansing6%

“Clean feel”

Advertised Vs Actual Product4%

“As advertised”

Flavor3%

“Good flavor”

Efficiency3%

“Very effective”

What buyers complain about

Value For Money11%

“A little expensive”

Oral Hygiene8%

“Not sure if safe for teeth”

Size-Overall6%

“Tubes are smaller”

Taste-Overall5%

“Weird taste”

Functionality-Overall4%

“Didn't work”

Advertised Vs Actual Product4%

“False Advertisement”

Tooth Sensitivity3%

“Does absolutely nothing for tooth sensitivity”

Ingredients-Overall3%

“Terrible terrible ingredients”

Sensitivity-Overall3%

“Caused more sensitivity”

Tooth Brightening3%

“My teeth didn't get any whiter either”

Top return reasons

Advertised Vs Actual Product16%

Size-Overall11%

Value For Money8%

Taste-Overall7%

Ingredients-Overall7%

Functionality-Overall7%

Tooth Sensitivity5%

Tooth Brightening5%

Flavor4%

Leak-Proof4%

Common questions

Is cavity toothpaste profitable to sell on Amazon United States?: The niche generates $117K/yr across 27 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +4.9%. Flapen's verdict: Worth a look (51/100).
How competitive is the cavity toothpaste niche?: 14 brands and 167 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 67% of demand.
What do buyers complain about in cavity toothpaste?: Top complaints mined from reviews: Value For Money, Oral Hygiene, Size-Overall. The return rate is 0.3%.
What does it cost to enter the cavity toothpaste niche?: Listings span $2.69–$26.61; the average listing price is $12.61 (sweet spot $15–$100). The average incumbent carries 14,662 reviews — the moat a new listing must climb.