---
title: "Natural Toothpaste — $111K/mo Amazon US Product Research"
canonical_url: "https://flapen.com/research/us/health-household/natural-toothpaste"
last_updated: "2026-08-12T10:21:02.578Z"
locale: en
meta:
description: "Amazon product research for natural toothpaste: $111K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:description": "Amazon product research for natural toothpaste: $111K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:title": "Natural Toothpaste — $111K/mo Amazon US Product Research"
---
# **Natural Toothpaste**
**Worth a look**
Shows low returns (0.7%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 83Growth 23Conversion 95Competition 10Returns 96Price range 95Avg price 95Brand share 0Review moat 51Quality gap 53
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.7%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Incredible****$29.34**
avg listing price — sweet spot $15–$100
**Price range**
**Incredible****$15.60–$59.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Great****$1.3M**
$1.3M/yr · 357K searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Good****1,469.2**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-4.9%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****88%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
## **Is natural toothpaste profitable on Amazon?**
According to Flapen's Amazon United States niche tracking, natural toothpaste is a $1.3M/yr Amazon United States market (357K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Aug. Verdict: Worth a look — 54/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **natural toothpaste market size & sales**
Units sold, revenue, conversion and listing quality across the tracked shelf.
- **Units sold / yr**
- **30K–40K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **$880K–$1.2M**
- units × avg price
- **Conversion rate**
- **12.7%**
- **Avg BSR**
- **#4,469**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **70%**
- **Out of stock**
- **13.2%**
- **Avg brand age**
- **49 months**
- **Avg seller age**
- **135 days**
## **Competition: brands, sellers & click share**
The top 5 products capture 88% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**2 **▼falling
**Sellers**
**24**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**88%**
Top 20: 100%
**Open market**
**0%**
- Burt's Bees78% - TOMS22% - Open — no brand owns it (0%)
## **natural toothpaste demand & seasonality**
Weekly Amazon search volume, last 103 weeks — -4.9% search growth over the last 90 days.
60K40KSpike '24Spike '25Prime Day '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jul, Aug · busiest ÷ quietest = 4.8×
[**Open Trend **](https://flapen.com/research/us/health-household/natural-toothpaste/trend)
## **Top natural toothpaste search terms shoppers use**
The exact queries shoppers type, with yearly volume, growth and conversion.
- **burts bees toothpaste**158K/yr-5.1%16.6% conv. - **burts bees kids toothpaste**18K/yr-6.9%0.1% conv. - **toms kids shoes**23K/yr-9.5%0.0% conv. - **toms kids**12K/yr+41.3%0.1% conv. - **toms toddler shoes**15K/yr-7.6%0.0% conv. - **burt bees toothpaste**11K/yr-7.3%11.7% conv. - **burts bees toothpaste fluoride free**18K/yr-25.6%14.8% conv. - **burts bees toothpaste kids**11K/yr-22.2%0.2% conv. - **toddler toms**13K/yr-4.9%0.0% conv. - **kids toms**10K/yr+37.1%0.1% conv. [**All search terms **](https://flapen.com/research/us/health-household/natural-toothpaste/search-terms)
## **Top natural toothpaste 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.
0%10%$133K20%$267K30%$400K40%$533K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 10 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Burts Bees Toothpaste Natural Flavor Fluoride-Free Purely White Zen Peppermint 4.7 oz Pack of 3**Burt's Bees**$15.86**4.6★5,754 rev](https://www.amazon.com/dp/B09KP3JMH6) [2**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) [3**Burts Bees Extra White Toothpaste Fluoride Toothpaste Natural Flavor Mountain Mint 4.7 oz Pack of 3**Burt's Bees**$17.41**4.6★892 rev](https://www.amazon.com/dp/B0BP5NWR1N) [4**TOMS Girls Resident Plus (Toddler/Little Kid/Big Kid) Grey 1 2.5 Medium Little Kid**TOMS**$38.79**4.1★6 rev](https://www.amazon.com/dp/B0FRXSV72F) [5**TOMS Unisex Child Classic Alpargata Sneaker Black Canvas 2 Big Kid US**TOMS**$24.10**4.5★1,658 rev](https://www.amazon.com/dp/B01KYN8TZU)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**TOMS Girls Carolina Lace-Up (Little Kid/Big Kid) Multicolor 3 Medium Little Kid**TOMS**$59.88**3 rev8mo ago](https://www.amazon.com/dp/B0FXY1FCMG) [**TOMS Girls Resident Plus (Toddler/Little Kid/Big Kid) Grey 1 2.5 Medium Little Kid**TOMS**$38.79**6 rev12mo ago](https://www.amazon.com/dp/B0FRXSV72F) [**TOMS Girls Resident Plus (Toddler/Little Kid/Big Kid) Grey 1 2 Medium Little Kid**TOMS**$37.21**0 rev12mo ago](https://www.amazon.com/dp/B0FRY162NL) [**TOMS Unisex Child Resident Plus Sneaker Textile Upper Hook & Loop Closure Drizzle Grey Heritage Canvas 1 Big Kid**TOMS**$32.39**6 rev1y ago](https://www.amazon.com/dp/B0FDP4ZYFF) [**TOMS Unisex Child Classic Alpargata Sneaker Black Canvas 2 Big Kid US**TOMS**$24.10**1,658 rev1y ago](https://www.amazon.com/dp/B01KYN8TZU)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**TOMS Girls Resident Plus (Toddler/Little Kid/Big Kid) Grey 1 2.5 Medium Little Kid**TOMS**$38.79**4.1★**▲ 235%**](https://www.amazon.com/dp/B0FRXSV72F) [**TOMS Girls Carolina Lace-Up (Little Kid/Big Kid) Multicolor 3 Medium Little Kid**TOMS**$59.88**4.3★**▲ 234%**](https://www.amazon.com/dp/B0FXY1FCMG) [**TOMS Girls Resident Plus (Toddler/Little Kid/Big Kid) Grey 1 2 Medium Little Kid**TOMS**$37.21**0.0★**▲ 234%**](https://www.amazon.com/dp/B0FRY162NL) [**TOMS unisex child Espadrille Sneaker Red 4.5 Big Kid US**TOMS**$24.35**4.5★**▲ 226%**](https://www.amazon.com/dp/B01KYNADXG) [**TOMS Unisex Child Resident Plus Sneaker Textile Upper Hook & Loop Closure Drizzle Grey Heritage Canvas 1 Big Kid**TOMS**$32.39**4.1★**▲ 203%**](https://www.amazon.com/dp/B0FDP4ZYFF)
**~~View all trending →~~**
## **What reviews say buyers love and hate about natural toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Tooth Brightening**20%
*“Thanks for making my teeth look better than they have in years”*
**Quality-Overall**13%
*“Good quality”*
**Toxic/Chemical Free**10%
*“The most important part for me is its fluoride free”*
**Value For Money**8%
*“Good price”*
**Cleansing**8%
*“Our teeth feel very clean after each use”*
**Ease Of Cleaning**8%
*“Effective cleaning”*
**Efficiency**8%
*“works well”*
**Breathability**4%
*“Love everything about this toothpaste: long lasting fresh breath”*
**Color**3%
*“Purely white”*
**Ingredients-Overall**3%
*“Great toothpaste without so many unneeded additives”*
### **What buyers complain about **
**Ingredients-Overall**33%
*“Awful Ingredients”*
**Ease Of Cleaning**17%
*“No matter how long Ive brushed my teeth just do not feel clean”*
**Functionality-Overall**8%
*“they didn't work”*
**Color**8%
*“I wouldnt say its a dramatic whitening product”*
**Value For Money**8%
*“Other places that sell it, overprice it”*
### **Top return reasons **
**Advertised Vs Actual Product**24%
**Product Condition**17%
**Ingredients-Overall**10%
**Feet Fit**8%
**Size-Overall**8%
**Leak-Proof**5%
**Defective Material/Parts**3%
**Value For Money**3%
**Contamination**3%
**Safety Standards**3%
## **Common natural toothpaste questions**
- **Is natural toothpaste profitable to sell on Amazon United States?**
- The niche generates $1.3M/yr across 10 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.9%. Flapen's verdict: Worth a look (54/100).
- **How competitive is the natural toothpaste niche?**
- 2 brands and 24 sellers compete. The top 5 products take 88% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in natural toothpaste?**
- Top complaints mined from reviews: Ingredients-Overall, Ease Of Cleaning, Functionality-Overall. The return rate is 0.7%.
- **When does demand for natural toothpaste peak?**
- Demand peaks in Jul–Aug; the busiest month runs 4.8× the quietest.
- **What does it cost to enter the natural toothpaste niche?**
- Listings span $15.60–$59.88; the average listing price is $29.34 (sweet spot $15–$100). The average incumbent carries 1,469 reviews — the moat a new listing must climb.
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