electric toothbrush
Launch itA $80.1M/yr market growing +1.6% this quarter with returns at 1.0% — clears our launch bar.
Market size
Incredible$80.1M$80.1M/yr · 32.3M searches
Returns
Incredible1.0%return rate — above 6% kills the launch gate
Avg price
Great$22.63avg listing price — sweet spot $15–$100
Conversion
Great10.9%search→purchase rate — share of searches ending in a sale
Competition
Great33%top-5 click share — an open shelf
Price range
Good$3.40–$124.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay79%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+1.6%90-day search growth — must beat 0% to launch
Review moat
Bad17,639.6avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, electric toothbrush is a $80.1M/yr Amazon United States market (32.3M searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Dec. Verdict: Launch it — 67/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 1.0M–1.0M
- avg 60,000–80,000/product
- Revenue / yr
- $22.6M–$22.6M
- units × avg price
- Launch success
- 100%
- 7 of 7 new (360d)
- Conversion rate
- 10.9%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 77%
- Out of stock
- 0.0%
- Avg brand age
- 49 months
- Avg seller age
- 137 days
Competition
Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.Brands
20 rising
Sellers
179
Top-5 brand share
79%
Top 20: 100%
Top-5 click share
33%
Top 20: 70%
Open market
17%
- Colgate25%
- Oral-B25%
- Aquasonic13%
- Philips Sonicare12%
- Amazon Basics5%
- COSLUS4%
- Open — no brand owns it (14 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.6% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.1×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 52 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aquasonic Black Series Ultra Whitening Toothbrush ADA Accepted Electric Toothbrush- 8 Brush Heads & Travel Case 40 000 VPM Electric Motor & Wireless Charging - 4 Modes w Smart Timer
Aquasonic$35.344.6★136,545 rev
Colgate Extra Clean Toothbrush Medium Toothbrush for Adults 6 Pack
Colgate$4.844.6★57,089 rev
Oral-B Pro 1000 Rechargeable Electric Toothbrush Black
Oral-B$46.124.6★79,218 rev
Colgate Extra Clean Toothbrush Soft Toothbrush for Adults 6 Count (Pack of 1)
Colgate$4.664.6★68,572 rev
Philips Sonicare 4100 Series Electric Toothbrush - Sonic Toothbrush with Advanced Sonic Technology Pressure Sensor Two Intensity Settings Smartimer & Quadpacer Black Model HX3681/24
Philips Sonicare$37.404.4★22,370 rev
Newest
by launch date
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Black HX7131/03
Philips Sonicare$64.28549 rev
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Light Pink HX7132/03
Philips Sonicare$61.87549 rev
Colgate 360 Vibrate Deep Clean Battery Powered Electric Toothbrush with Medium Bristles 2 Pack Sonic Powered
Colgate$9.94222 rev
Onlyone Electric Toothbrush for Adults Rechargeable Electric Toothbrush with 8 Brush Heads Travel Case Charging Base & Wireless Charging - 5 Modes with Smart Timer
Onlyone$22.021,446 rev
7AM2M Sonic Electric Toothbrush for Adults&Kids Type-C Charging Run for 120 Days with 6 Brush Heads 5 Modes&40000VPM Powered Rechargeable Toothbrush Travel & Home Use (Black)
7AM2M$11.611,475 rev
Trending
90-day click momentumColgate 360 Vibrate Deep Clean Battery Powered Electric Toothbrush with Medium Bristles 2 Pack Sonic Powered
Colgate$9.944.4★
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Black HX7131/03
Philips Sonicare$64.284.6★
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Light Pink HX7132/03
Philips Sonicare$61.874.6★
7AM2M Sonic Electric Toothbrush for Adults&Kids Type-C Charging Run for 120 Days with 6 Brush Heads 5 Modes&40000VPM Powered Rechargeable Toothbrush Travel & Home Use (Black)
7AM2M$11.614.5★
Colgate 360 Advanced Whitening Soft Toothbrush Pack 4 Adult Soft Toothbrushes with Cheek and Tongue Cleaner Helps Clean Your Teeth Tongue Cheeks & Gums 4 - Pack
Colgate$12.604.7★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Not expensive”
“The build quality is excellent”
“Charges well”
“Buttery soft”
“Good quality brush”
“Battery seems to last”
“Cleans great”
“makes your smile brighter”
“EASY TO USE”
“Squeaky clean”
What buyers complain about
“Breaks quickly”
“Battery wont charge”
“Poor quality control”
“Not Soft”
“Bad Battery Life”
“Smaller than expected”
“High price”
“Very hard to keep clean”
“Hard to use”
“Barely works”
Top return reasons
Common questions
- Is electric toothbrush profitable to sell on Amazon United States?
- The niche generates $80.1M/yr across 52 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is +1.6%. Flapen's verdict: Launch it (67/100).
- How competitive is the electric toothbrush niche?
- 20 brands and 179 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 79% of demand.
- What do buyers complain about in electric toothbrush?
- Top complaints mined from reviews: Durability, Charging, Quality-Overall. The return rate is 1.0%.
- When does demand for electric toothbrush peak?
- Demand peaks in Dec; the busiest month runs 2.1× the quietest.
- What does it cost to enter the electric toothbrush niche?
- Listings span $3.40–$124.65; the average listing price is $22.63 (sweet spot $15–$100). The average incumbent carries 17,640 reviews — the moat a new listing must climb.
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