---
title: "Charcoal Toothpaste — $1.7M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/charcoal-toothpaste"
last_updated: "2026-08-10T21:48:12.481Z"
locale: en
meta:
description: "Niche score 53/100 · $1.7M/yr market · 775K searches/yr · $12.71 avg price. Soft demand (-9.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $1.7M/yr market · 775K searches/yr · $12.71 avg price. Soft demand (-9.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Charcoal Toothpaste — $1.7M/yr Amazon US Niche (2026) - Flapen"
---
# **charcoal toothpaste**
**Worth a look**
Shows low returns (0.3%), but soft demand (-9.3% this quarter) keeps it on the watch list.
Market size 90Growth 20Conversion 98Competition 34Returns 99Price range 51Avg price 56Brand share 23Review moat 23Quality gap 27
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****17.5%**
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**
**Okay****65%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****8,152.4**
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 ~~](https://flapen.com/research/methodology)
## **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**
**6%**
- 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.
20K15KPrime Day '25Spike '26 seasonDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/health-household/charcoal-toothpaste/trend)
## **Top charcoal toothpaste search terms**
- **charcoal toothpaste**399K/yr-13.5%13.6% conv. - **crest charcoal toothpaste**55K/yr+11.4%16.8% conv. - **toothpaste charcoal**53K/yr-0.8%14.8% conv. - **colgate charcoal toothpaste**49K/yr-2.7%10.0% conv. - **hello charcoal toothpaste**30K/yr-0.5%25.2% conv. - **charcoal toothpaste whitening**26K/yr-8.5%11.5% conv. - **black toothpaste**20K/yr-8.8%8.7% conv. - **burts bees charcoal toothpaste**18K/yr-24.6%15.7% conv. - **crest charcoal toothpaste whitening**13K/yr+11.0%16.6% conv. - **toothpaste charcoal whitening**15K/yr-0.9%17.7% conv. [**All search terms **](https://flapen.com/research/us/health-household/charcoal-toothpaste/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.
0%4%$69K8%$138K12%$207K16%$276K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$15.64**4.5★46,475 rev](https://www.amazon.com/dp/B09P1V89KL) [2**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**$5.34**4.5★46,475 rev](https://www.amazon.com/dp/B076B8PX14) [3**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**$20.96**4.8★1,280 rev](https://www.amazon.com/dp/B0CMVTMM5S) [4**CR 3DW Adv Charcoal 4/3x3.3oz**Crest**$12.42**4.8★2,841 rev](https://www.amazon.com/dp/B0CGL1QT25) [5**Burts Bees Toothpaste Natural Flavor Charcoal with Fluoride Toothpaste Mountain Mint 3 x 4.7oz**Burt's Bees**$15.60**4.6★3,753 rev](https://www.amazon.com/dp/B0BP6FY11N)
**~~View all top sellers →~~**
### **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**$17.07**6,124 rev7mo ago](https://www.amazon.com/dp/B0G5VM1YYX) [**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**$20.96**1,280 rev2y ago](https://www.amazon.com/dp/B0CMVTMM5S) [**CR 3DW Adv Charcoal 4/3x3.3oz**Crest**$12.42**2,841 rev2y ago](https://www.amazon.com/dp/B0CGL1QT25) [**Boka Fluoride Free Toothpaste Nano Hydroxyapatite Toothpaste Appropriate for Sensitive Teeth - for Adult Oral Care - Charcoal Yuzu Mint Flavor 4 Fl Oz 1Pk**Boka**$12.33**9,629 rev3y ago](https://www.amazon.com/dp/B0C9L92PMM) [**BURST Charcoal Whitening Toothpaste for Adults (4.7oz) | for Sensitive Teeth with Cavity Fighting Fluoride & Xylitol |Vegan | Gluten & SLS Free | Coconut Salt**Burst**$10.75**66 rev3y ago](https://www.amazon.com/dp/B0C29Z73MZ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Colgate Optic White with Charcoal Teeth Whitening Toothpaste Anticavity Toothpaste with Fluoride Cool Mint Flavor 3 Pack 3.8 OZ**Colgate**$17.07**4.7★**▲ 174%**](https://www.amazon.com/dp/B0G5VM1YYX) [**Himalaya Botanique Whitening Antiplaque Toothpaste with Charcoal + Black Seed Oil Fluoride Free for Whiter Teeth 4 oz 2 Pack**Himalaya**$13.36**4.6★**▲ 52%**](https://www.amazon.com/dp/B08SQPT4X7) [**Crest 3D White Whitening Therapy Charcoal Deep Clean Fluoride Toothpaste Invigorating Mint 3.5 Ounce Pack of 3**Crest**$24.95**4.6★**▲ 47%**](https://www.amazon.com/dp/B0BLJ5TNWZ) [**Desert Essence Activated Charcoal Toothpaste - Fluoride and Carrageenan Free - Brighter Teeth and Fresher Breath with Activated Coconut Shell Charcoal Baking Soda and Fresh Mint - 6.25 oz**Desert Essence**$8.58**4.7★**▲ 40%**](https://www.amazon.com/dp/B07HBT4DSB) [**BURST Charcoal Whitening Toothpaste for Adults (4.7oz) | for Sensitive Teeth with Cavity Fighting Fluoride & Xylitol |Vegan | Gluten & SLS Free | Coconut Salt**Burst**$10.75**4.4★**▲ 37%**](https://www.amazon.com/dp/B0C29Z73MZ)
**~~View all trending →~~**
## **What buyers say about charcoal toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Tooth Brightening**30%
*“keeps my teeth white”*
**Quality-Overall**14%
*“No complaints here”*
**Cleansing**11%
*“Cleans Well”*
**Value For Money**7%
*“Great value for the money”*
**Advertised Vs Actual Product**6%
*“Works as advertised”*
**Efficiency**4%
*“works well”*
**Ease Of Cleaning**4%
*“This toothpaste does a fine job of cleaning”*
**Ease Of Use**3%
*“easy to work into a routine”*
**Texture/Consistency-Overall**2%
*“The texture is nice”*
**Tooth Sensitivity**2%
*“It does its job without that harsh feeling on your gums”*
### **What buyers complain about **
**Functionality-Overall**13%
*“Doesnt work”*
**Color**9%
*“it's a bit darker when ya spit it out”*
**Ease Of Cleaning**7%
*“my teeth didnt have that smooth clean feeling at all”*
**Sensitivity-Overall**7%
*“it burns horribly”*
**Advertised Vs Actual Product**5%
*“Deceptive advertising”*
**Value For Money**5%
*“It's a bit pricey at almost $20”*
**Stain Resistance**4%
*“they are STAINED BLACK”*
**Allergies**3%
*“my sensitivity got worse”*
**Texture/Consistency-Overall**3%
*“Messy just like any other charcoal powder”*
**Quality-Overall**2%
*“Trash product”*
### **Top return reasons **
**Advertised Vs Actual Product**27%
**Product Condition**9%
**Ingredients-Overall**9%
**Functionality-Overall**9%
**Value For Money**9%
**Leak-Proof**6%
**Size-Overall**4%
**Defective Material/Parts**4%
**Texture/Consistency-Overall**2%
**Stain Resistance**2%
## **Common questions**
- **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.
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