Mouthwash
MaybeShoppers spend an estimated $38.3M a year here. But the top 5 brands take 96% of clicks, so Mouthwash is a Maybe.
- Flapen Score
- 56 / 100Top 21% of 14,768 Health & Household niches · +7 vs the category median of 4956
- Market size
- $38.3M/yr17.5M searches / yr
- 90-day growth
- +2.1%search demand this quarter
- Competition
- 45%top-5 click share · 6 brands · 139 sellers
Flapen Score
Mouthwash against its category
The dotted line is the Health & Household average. Past it, Mouthwash is stronger. Inside it, weaker.
Market
The Mouthwash market on Amazon at a glance
Shoppers on Amazon United States searched for Mouthwash 17.5M times last year and spent an estimated $38.3M. The top 5 brands take 96% of clicks. Flapen scores it 56 out of 100, a Maybe.
01 · Demand
An estimated 18.5% of those searches ended in a purchase.
Shoppers searched for this 17.5M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 18.5% of those searches ended in a purchase. Searches in the last 90 days moved +2.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $38.3M a year.
- Searches, last 12 months
- 17.5M
- Growth, 90 days vs prior 90
- +2.1%
- Conversion, latest week
- 18.5%
- Market size, estimated
- $38.3Ma year
- Peak month
- February1.7× the quietest month
- Top search term
- mouthwash6.9M searches a year
02 · Price
A sale here is worth $11.83.
Listings sell for $11.83 on average, from $4.39 to $17.50. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 100,000 to 125,000 of them. At $11.83 that is $1.2M to $1.5M a year per listing.
- Average price
- $11.83under the $15 to $100 sweet spot
- Price range
- $4.39–$17.50
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 1,000,000 or moreAmazon's top range
- Units per listing a year
- 100,000–125,000
- Revenue per listing a year
- $1.2M–$1.5M
- Returns
- 0.2%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
83% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #52 within Mouthwash. It carries 21,404 reviews at 4.72 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 83%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #52in Mouthwash
- Average rating
- 4.72 starsAmazon United States average 4.42 stars
- Average reviews
- 21,404per listing
- Listings tracked
- 29
04 · Newcomers
3 of last year's 3 launches cleared the first-year sales bar.
3 products launched here in the last 12 months. 3 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 62 months on average, so the names here are established.
- Launched, last 12 months
- 3
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 62 months
Products
Top Mouthwash products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 14, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
TheraBreath Fresh Breath Mouthwash Icy Mint Flavor Alcohol-Free 16 Fl Oz (Pack of 2)
- Price
- $14.58
- Rating
- 4.8/5
- Reviews
- 53,246
- Age
- 10y ago
Crest Mouthwash Pro Health Complete Clean CPC (cetylpyridinium chloride) Antigingivitis/Antiplaque Alcohol Free Clean Mint 1 L (33.8 fl oz)
- Price
- $4.91
- Rating
- 4.7/5
- Reviews
- 12,710
- Age
- 16y ago
TheraBreath Healthy Gums Oral Rinse Antigingivitis Clean Mint Flavor Dentist Formulated to Help Prevent Gingivitis and Support Gum Health Alcohol Free 16 Fl Oz (Pack of 2)
- Price
- $16.48
- Rating
- 4.8/5
- Reviews
- 33,180
- Age
- 8y ago
Listerine Cool Mint Alcohol-Free Mild Mouthwash Oral Rinse Kills 99.9% of Germs that Cause Bad Breath Less Intense Taste Mild Mint Flavor 1 L
- Price
- $6.53
- Rating
- 4.7/5
- Reviews
- 13,109
- Age
- 15y ago
Crest Mouthwash Pro Health Multi-Protection 1L 2 Pack 6-in-1 Benefits Alcohol Free Enamel Repair Breath Freshener Anti Cavity Fluoride mouthwash Bad Breath Treatment for Adults Contains CPC
- Price
- $10.64
- Rating
- 4.8/5
- Reviews
- 9,800
- Age
- 3y ago
Trending
estimated 90-day click momentum
TheraBreath Complete Mouthwash Revitalizing Mint 16 fl oz 2-Pack
- Price
- $17.50
- Rating
- 4.9/5
- Reviews
- 215
- Age
- 5mo ago
Crest Mouthwash Pro-Health Bold Fresh Breath 99% Germ Kill Antigingivitis & Antiplaque Clean Mint - 1 L (33.8 fl oz) Pack of 2
- Price
- $15.82
- Rating
- 4.6/5
- Reviews
- 231
- Age
- 3mo ago
TheraBreath AM + PM Mouthwash Bundle 16 fl oz 2-Pack
- Price
- $16.07
- Rating
- 4.8/5
- Reviews
- 268
- Age
- 5mo ago
TheraBreath Whitening Mouthwash Dazzling Mint 1 Liter
- Price
- $15.98
- Rating
- 4.8/5
- Reviews
- 314
- Age
- 1y ago
TheraBreath Healthy Gums Oral Rinse Antigingivitis Clean Mint Flavor Dentist Formulated to Help Prevent Gingivitis and Support Gum Health Alcohol Free 1 Liter
- Price
- $16.00
- Rating
- 4.8/5
- Reviews
- 793
- Age
- 1y ago
Newest
by launch dateCrest Mouthwash Pro-Health Bold Fresh Breath 99% Germ Kill Antigingivitis & Antiplaque Clean Mint - 1 L (33.8 fl oz) Pack of 2
- Price
- $15.82
- Rating
- 4.6/5
- Reviews
- 231
- Age
- 3mo ago
TheraBreath AM + PM Mouthwash Bundle 16 fl oz 2-Pack
- Price
- $16.07
- Rating
- 4.8/5
- Reviews
- 268
- Age
- 5mo ago
TheraBreath Complete Mouthwash Revitalizing Mint 16 fl oz 2-Pack
- Price
- $17.50
- Rating
- 4.9/5
- Reviews
- 215
- Age
- 5mo ago
TheraBreath Whitening Mouthwash Dazzling Mint 1 Liter
- Price
- $15.98
- Rating
- 4.8/5
- Reviews
- 314
- Age
- 1y ago
TheraBreath Healthy Gums Oral Rinse Antigingivitis Clean Mint Flavor Dentist Formulated to Help Prevent Gingivitis and Support Gum Health Alcohol Free 1 Liter
- Price
- $16.00
- Rating
- 4.8/5
- Reviews
- 793
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 45% of clicks. Leaders hold, but buyers still shop past them.
Brands
6 falling
Sellers
139
Est. top-5 brand share
96%
Top 20: 100%
Est. top-5 click share
45%
Top 20: 88%
Open market
0%
- TheraBreath44%
- Listerine18%
- Crest17%
- Finish10%
- Amazon Basics7%
- The Breath Co.4%
- Open — no brand owns it (0%)
Demand
Mouthwash search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.7×
Search terms
Top Mouthwash search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- mouthwash6.9M/yr
- therabreath mouthwash2.8M/yr
- mouth wash1.2M/yr
- therabreath784K/yr
- mouth wash for adults703K/yr
- mouthwash thera breath524K/yr
- rinse aid436K/yr
- mouthwash alcohol free432K/yr
- dishwasher rinse aid390K/yr
- crest mouthwash381K/yr
Reviews and returns
What reviews say buyers love and hate about Mouthwash
We read the reviews and the return reasons for every product selling here.
“Too much alcohol”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
18 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Mouthwash questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data