Is mouthwash profitable to sell on Amazon United States?

The niche generates $38.3M/yr across 29 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +2.1%. Flapen's verdict: Launch it (56/100).

How competitive is the mouthwash niche?

6 brands and 139 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in mouthwash?

Top complaints mined from reviews: Alcohol Content, Value For Money, Dilute/Watery. The return rate is 0.2%.

When does demand for mouthwash peak?

Demand is steady year-round — the busiest month runs 1.7× the quietest.

What does it cost to enter the mouthwash niche?

Listings span $4.39–$17.50; the average listing price is $11.83 (sweet spot $15–$100). The average incumbent carries 21,404 reviews — the moat a new listing must climb.

Mouthwash

Launch it

A $38.3M/yr market growing +2.1% this quarter with returns at 0.2% — clears our launch bar.

Market size

Incredible$38.3M

$38.3M/yr · 17.5M searches

Conversion

Incredible18.5%

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

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Competition

Good45%

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

Avg price

Okay$11.83

avg listing price — sweet spot $15–$100

Growth

Okay+2.1%

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

Price range

Bad$4.39–$17.50

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Review moat

Bad21,404.03

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad96%

top-5 brand share — brand-locked demand

Is mouthwash profitable on Amazon?

According to Flapen's Amazon United States niche tracking, mouthwash is a $38.3M/yr Amazon United States market (17.5M searches/yr). The top 5 brands hold 96% of demand. Verdict: Launch it — 56/100.

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

mouthwash market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 1.0M–1.0M; avg 100,000–125,000/product
Revenue / yr: $11.8M–$11.8M; units × avg price
Conversion rate: 18.5%
Avg BSR: #52
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 0.0%
Avg brand age: 62 months
Avg seller age: 140 days

Competition: brands, sellers & click share

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

Brands

6 falling

Sellers

139

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

45%

Top 20: 88%

Open market

TheraBreath44%
Listerine18%
Crest17%
Finish10%
Amazon Basics7%
The Breath Co.4%
Open — no brand owns it (0%)

mouthwash demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.1% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.7×

Open Trend

Top mouthwash search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

mouthwash6.9M/yr +1.8%13.3% conv.
therabreath mouthwash2.8M/yr +1.1%14.3% conv.
mouth wash1.2M/yr +4.3%12.2% conv.
therabreath784K/yr +1.1%8.8% conv.
mouth wash for adults703K/yr -9.8%14.8% conv.
mouthwash thera breath524K/yr +4.7%19.4% conv.
rinse aid436K/yr +14.4%19.6% conv.
mouthwash alcohol free432K/yr +8.0%12.7% conv.
dishwasher rinse aid390K/yr +11.0%18.2% conv.
crest mouthwash381K/yr -0.7%11.5% conv.

All search terms

Top mouthwash products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

TheraBreath Fresh Breath Mouthwash Icy Mint Flavor Alcohol-Free 16 Fl Oz (Pack of 2)

TheraBreath$14.584.8★53,246 rev

Crest Mouthwash Pro Health Complete Clean CPC (cetylpyridinium chloride) Antigingivitis/Antiplaque Alcohol Free Clean Mint 1 L (33.8 fl oz)

Crest$4.914.7★12,710 rev

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)

TheraBreath$16.484.8★33,180 rev

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

Listerine$6.534.7★13,109 rev

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

Crest$10.644.8★9,800 rev

Newest

by launch date

Crest Mouthwash Pro-Health Bold Fresh Breath 99% Germ Kill Antigingivitis & Antiplaque Clean Mint - 1 L (33.8 fl oz) Pack of 2

Crest$15.82231 rev

3mo ago

TheraBreath AM + PM Mouthwash Bundle 16 fl oz 2-Pack

TheraBreath$16.07268 rev

5mo ago

TheraBreath Complete Mouthwash Revitalizing Mint 16 fl oz 2-Pack

TheraBreath$17.50215 rev

5mo ago

TheraBreath Whitening Mouthwash Dazzling Mint 1 Liter

TheraBreath$15.98314 rev

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

TheraBreath$16.00793 rev

1y ago

What reviews say buyers love and hate about mouthwash

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

What buyers love

Value For Money18%

“Great Value”

Breathability15%

“Fresh Breath”

Quality-Overall15%

“Awesome quality”

Cleansing8%

“Good clean feeling”

Efficiency7%

“Does the job”

Advertised Vs Actual Product6%

“Arrived as described”

Ease Of Cleaning4%

“Cleans Well”

Alcohol Content3%

“contains no alcohol”

Ease Of Use3%

“Easy Fill”

Tooth Brightening3%

“Great for whitening”

What buyers complain about

Alcohol Content8%

“Too much alcohol”

Value For Money7%

“A little expensive”

Dilute/Watery6%

“Watered down”

Breathability5%

“But it does not give you good breath”

Functionality-Overall5%

“Not effective at all”

Ingredients-Overall4%

“Beware, one of the ingredients used can be really harsh”

Ease Of Cleaning4%

“My glasses were not being cleaned”

Leak-Proof4%

“it was leaking”

Stain Resistance4%

“Stained my teeth”

Size-Overall3%

“tiny bottle size”

Top return reasons

Leak-Proof21%

Size-Overall18%

Advertised Vs Actual Product15%

Value For Money13%

Ingredients-Overall4%

Functionality-Overall4%