Is charcoal toothpaste profitable to sell on Amazon United States?

The niche generates $1.7M/yr across 20 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -9.3%. Flapen's verdict: Worth a look (53/100).

How competitive is the charcoal toothpaste niche?

11 brands and 155 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in charcoal toothpaste?

Top complaints mined from reviews: Functionality-Overall, Color, Ease Of Cleaning. The return rate is 0.3%.

When does demand for charcoal toothpaste peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the charcoal toothpaste niche?

Listings span $5.34–$24.95; the average listing price is $12.71 (sweet spot $15–$100). The average incumbent carries 8,152 reviews — the moat a new listing must climb.

charcoal toothpaste

Worth a look

Shows low returns (0.3%), but soft demand (-9.3% this quarter) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Incredible17.5%

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

Market size

Great$1.7M

$1.7M/yr · 775K searches

Avg price

Good$12.71

avg listing price — sweet spot $15–$100

Price range

Good$5.34–$24.95

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

Competition

Okay65%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Brand share

Bad91%

top-5 brand share — brand-locked demand

Review moat

Bad8,152.4

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-9.3%

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

According to Flapen's Amazon United States niche tracking, charcoal toothpaste is a $1.7M/yr Amazon United States market (775K searches/yr). The top 5 brands hold 91% of demand. Verdict: Worth a look — 53/100.

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

charcoal toothpaste market data

Units sold / yr: 100K–125K; avg 5,000–6,000/product
Revenue / yr: $1.3M–$1.6M; units × avg price
Conversion rate: 17.5%
Avg BSR: #329
Page quality: 0%
Prime: 100%
Sponsored: 65%
Out of stock: 0.0%
Avg brand age: 55 months
Avg seller age: 129 days

Competition & brand share

The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 rising

Sellers

155

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

Crest31%
hello30%
Colgate15%
Burt's Bees8%
Himalaya7%
ESSENTIAL TOOTHPASTE3%
Open — no brand owns it (5 brands, 6%)

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — -9.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top charcoal toothpaste search terms

charcoal toothpaste399K/yr -13.5%13.6% conv.
crest charcoal toothpaste55K/yr +11.4%16.8% conv.
toothpaste charcoal53K/yr -0.8%14.8% conv.
colgate charcoal toothpaste49K/yr -2.7%10.0% conv.
hello charcoal toothpaste30K/yr -0.5%25.2% conv.
charcoal toothpaste whitening26K/yr -8.5%11.5% conv.
black toothpaste20K/yr -8.8%8.7% conv.
burts bees charcoal toothpaste18K/yr -24.6%15.7% conv.
crest charcoal toothpaste whitening13K/yr +11.0%16.6% conv.
toothpaste charcoal whitening15K/yr -0.9%17.7% conv.

All search terms

Top charcoal 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 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

hello Epic Whitening Charcoal Fluoride Free Toothpaste Activated Charcoal Toothpaste with Coconut Oil Whitens Teeth Naturally SLS Free Fresh Mint 3 Pack 4.0 Oz Tubes

hello$15.644.5★46,475 rev

hello Epic Whitening Charcoal Fluoride Free Toothpaste Activated Charcoal Toothpaste with Coconut Oil Whitens Teeth Naturally SLS Free Fresh Mint 4.0 Oz Tube

hello$5.344.5★46,475 rev

Crest 3D White Whitening Therapy Charcoal Deep Clean Invigorating Mint Teeth Whitening Toothpaste 4.6 oz Pack of 3 Anticavity Fluoride Toothpaste Gently Brightens Teeth Strengthens Enamel

Crest$20.964.8★1,280 rev

CR 3DW Adv Charcoal 4/3x3.3oz

Crest$12.424.8★2,841 rev

Burts Bees Toothpaste Natural Flavor Charcoal with Fluoride Toothpaste Mountain Mint 3 x 4.7oz

Burt's Bees$15.604.6★3,753 rev

Newest

by launch date

Colgate Optic White with Charcoal Teeth Whitening Toothpaste Anticavity Toothpaste with Fluoride Cool Mint Flavor 3 Pack 3.8 OZ

Colgate$17.076,124 rev

7mo ago

Crest 3D White Whitening Therapy Charcoal Deep Clean Invigorating Mint Teeth Whitening Toothpaste 4.6 oz Pack of 3 Anticavity Fluoride Toothpaste Gently Brightens Teeth Strengthens Enamel

Crest$20.961,280 rev

2y ago

CR 3DW Adv Charcoal 4/3x3.3oz

Crest$12.422,841 rev

2y ago

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

Boka$12.339,629 rev

3y ago

BURST Charcoal Whitening Toothpaste for Adults (4.7oz) | for Sensitive Teeth with Cavity Fighting Fluoride & Xylitol |Vegan | Gluten & SLS Free | Coconut Salt

Burst$10.7566 rev

3y ago

What buyers say about charcoal toothpaste

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

What buyers love

Tooth Brightening30%

“keeps my teeth white”

Quality-Overall14%

“No complaints here”

Cleansing11%

“Cleans Well”

Value For Money7%

“Great value for the money”

Advertised Vs Actual Product6%

“Works as advertised”

Efficiency4%

“works well”

Ease Of Cleaning4%

“This toothpaste does a fine job of cleaning”

Ease Of Use3%

“easy to work into a routine”

Texture/Consistency-Overall2%

“The texture is nice”

Tooth Sensitivity2%

“It does its job without that harsh feeling on your gums”

What buyers complain about

Functionality-Overall13%

“Doesnt work”

Color9%

“it's a bit darker when ya spit it out”

Ease Of Cleaning7%

“my teeth didnt have that smooth clean feeling at all”

Sensitivity-Overall7%

“it burns horribly”

Advertised Vs Actual Product5%

“Deceptive advertising”

Value For Money5%

“It's a bit pricey at almost $20”

Stain Resistance4%

“they are STAINED BLACK”

Allergies3%

“my sensitivity got worse”

Texture/Consistency-Overall3%

“Messy just like any other charcoal powder”

Quality-Overall2%

“Trash product”

Top return reasons

Advertised Vs Actual Product27%

Product Condition9%

Ingredients-Overall9%

Functionality-Overall9%

Value For Money9%

Leak-Proof6%

Size-Overall4%

Defective Material/Parts4%