---
title: "Non Toxic Toothpaste — $27K/mo Amazon US Product Research"
canonical_url: "https://flapen.com/research/us/health-household/non-toxic-toothpaste"
last_updated: "2026-08-12T05:14:03.489Z"
locale: en
meta:
description: "Amazon product research for non toxic toothpaste: $27K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:description": "Amazon product research for non toxic toothpaste: $27K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:title": "Non Toxic Toothpaste — $27K/mo Amazon US Product Research"
---
# **Non Toxic Toothpaste**
**Worth a look**
Shows low returns (0.3%), but a deep review moat (12,089 avg reviews) keeps it on the watch list.
Market size 52Growth 53Conversion 95Competition 41Returns 99Price range 49Avg price 43Brand share 23Review moat 21Quality gap 42
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.3%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Good****+24.1%**
90-day search growth — must beat 0% to launch
**Market size**
**Good****$323K**
$323K/yr · 237K searches
**Price range**
**Okay****$7.09–$22.64**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$11.12**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****60%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****12,089.25**
avg incumbent reviews — the moat a new listing must climb
## **Is non toxic toothpaste profitable on Amazon?**
According to Flapen's Amazon United States niche tracking, non toxic toothpaste is a $323K/yr Amazon United States market (237K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in May. Verdict: Worth a look — 53/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **non toxic toothpaste market size & sales**
Units sold, revenue, conversion and listing quality across the tracked shelf.
- **Units sold / yr**
- **30K–40K**
- avg 1,000–1,250/product
- **Revenue / yr**
- **$334K–$445K**
- units × avg price
- **Conversion rate**
- **12.3%**
- **Avg BSR**
- **#146**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **100%**
- **Out of stock**
- **0.6%**
- **Avg brand age**
- **66 months**
- **Avg seller age**
- **129 days**
## **Competition: brands, sellers & click share**
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**11 **▲rising
**Sellers**
**591**
**Top-5 brand share**
**91%**
Top 20: 100%
**Top-5 click share**
**60%**
Top 20: 96%
**Open market**
**6%**
- BIO SPECTRA ATTITUDE35% - Boka21% - ATTITUDE19% - Davids11% - Himalaya5% - Tom's of Maine3% - Open — no brand owns it (5 brands, 6%)
## **non toxic toothpaste demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +24.1% search growth over the last 90 days.
8K6KSpike '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/health-household/non-toxic-toothpaste/trend)
## **Top non toxic toothpaste search terms shoppers use**
The exact queries shoppers type, with yearly volume, growth and conversion.
- **non toxic toothpaste**98K/yr+38.3%6.1% conv. - **attitude toothpaste**69K/yr+7.3%19.1% conv. - **clean toothpaste**23K/yr+25.6%6.5% conv. - **toothpaste non toxic**14K/yr+54.5%8.1% conv. - **clean toothpaste for adults**11K/yr+11.5%6.6% conv. - **attitude toothpaste fluoride free**9K/yr-1.3%13.9% conv. - **non toxic toothpaste for adults**8K/yr+0.5%5.5% conv. - **best non toxic toothpaste**4K/yr+18.1%4.3% conv. - **attitude toothpaste whitening**1K/yr-10.7%20.1% conv. [**All search terms **](https://flapen.com/research/us/health-household/non-toxic-toothpaste/search-terms)
## **Top non toxic 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%5%$16K10%$32K15%$48K20%$65K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Attitude Whitening Fluoride-Free Toothpaste Peppermint Flavor Sugar-Free Plant & Mineral-Based Formula Vegan & Cruelty-Free Clean Oral Care 4.2 Oz**ATTITUDE**$8.76**4.7★989 rev](https://www.amazon.com/dp/B0B89DG4CB) [2**Boka Fluoride Free Toothpaste Nano Hydroxyapatite Toothpaste Appropriate for Sensitive Teeth - for Adult Oral Care - Ela Mint Flavor 4 Fl Oz 1Pk**Boka**$11.57**4.5★59,113 rev](https://www.amazon.com/dp/B083JHCCV2) [3**Attitude Fluoride-Free Fresh Breath Toothpaste Peppermint Flavor EWG Verified Vegan & Cruelty-Free Sugar-Free Plant & Mineral-Based Ingredients Clean Oral Care 4.2 Oz**BIO SPECTRA ATTITUDE**$8.68**4.6★402 rev](https://www.amazon.com/dp/B09P5YN72X) [4**Davids Hydroxi Fluoride Free Nano Hydroxyapatite Toothpaste for Remineralizing Sensitive Support Whitening Antiplaque SLS Free Natural Peppermint 4oz Made in USA**Davids**$9.63**4.4★20,667 rev](https://www.amazon.com/dp/B0D1W289B2) [5**Attitude Whitening Toothpaste with Fluoride Peppermint Flavor EWG Verified Vegan & Cruelty-Free Sugar-Free Plant & Mineral-Based Ingredients Clean Oral Care 4.2 Oz**BIO SPECTRA ATTITUDE**$9.18**4.6★397 rev](https://www.amazon.com/dp/B091J7VC62)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Hello Antiplaque and Whitening Fluoride Free Toothpaste 5 Oz Tube Whitening Toothpaste with Natural Peppermint Flavor and Tea Tree Oil Crushes Tartar and Helps Remove Surface Stains 3 Pack**hello**$15.72**464 rev7mo ago](https://www.amazon.com/dp/B0G54J7Z22) [**Cocoshine 15% Nano-Hydroxyapatite Formula Toothpaste by Cocolab Fluoride-Free with Xylitol & Coconut Oil Sensitive Teeth Whitening Formula for Adults & Kids Mint 4 oz**Cocolab**$14.48**437 rev8mo ago](https://www.amazon.com/dp/B0FKNML3SD) [**GuruNanda Hydroxyapatite Toothpaste for Whitening with Neem & Xylitol SLS & Fluoride Free Formula with Tongue Scraper & Squeezer - Freshens Breath Fights Plaque - Natural CocoMint Jasmine 4.2oz**GuruNanda**$9.53**6,984 rev1y ago](https://www.amazon.com/dp/B0DCMPJP32) [**Davids Hydroxi Fluoride Free Nano Hydroxyapatite Toothpaste for Remineralizing Sensitive Support Whitening Antiplaque SLS Free Natural Peppermint 4oz Made in USA**Davids**$9.63**20,667 rev2y ago](https://www.amazon.com/dp/B0D1W289B2) [**Boka Fluoride Free Toothpaste Nano Hydroxyapatite Toothpaste Appropriate for Sensitive Teeth for Adult Kids Oral Care - Whitening* Refresh Mint 4 Fl Oz 1Pk**Boka**$11.25**59,113 rev3y ago](https://www.amazon.com/dp/B0BSRFKKZJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Hello Antiplaque and Whitening Fluoride Free Toothpaste 5 Oz Tube Whitening Toothpaste with Natural Peppermint Flavor and Tea Tree Oil Crushes Tartar and Helps Remove Surface Stains 3 Pack**hello**$15.72**4.8★**▲ 203%**](https://www.amazon.com/dp/B0G54J7Z22) [**Cocoshine 15% Nano-Hydroxyapatite Formula Toothpaste by Cocolab Fluoride-Free with Xylitol & Coconut Oil Sensitive Teeth Whitening Formula for Adults & Kids Mint 4 oz**Cocolab**$14.48**4.3★**▲ 79%**](https://www.amazon.com/dp/B0FKNML3SD) [**Attitude Toothpaste with Fluoride Prevents Tooth Decay and Cavities Vegan Cruelty-Free and Sugar-Free Blueberry 4.2 Oz**BIO SPECTRA ATTITUDE**$9.15**4.5★**▲ 35%**](https://www.amazon.com/dp/B091J6D2SS) [**Attitude Fluoride-Free Fresh Breath Toothpaste Peppermint Flavor EWG Verified Vegan & Cruelty-Free Sugar-Free Plant & Mineral-Based Ingredients Clean Oral Care 4.2 Oz**BIO SPECTRA ATTITUDE**$8.68**4.6★**▲ 29%**](https://www.amazon.com/dp/B09P5YN72X) [**Davids Fluoride Free Toothpaste Teeth Whitening Antiplaque SLS (Sulfate) Free Promotes Enamel Health Mouth & Gum Detox EWG Verified Peppermint 5.25oz**Davids**$9.59**4.6★**▲ 21%**](https://www.amazon.com/dp/B00ZTJC26C)
**~~View all trending →~~**
## **What reviews say buyers love and hate about non toxic toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Oral Hygiene**17%
*“It really helped my teeth”*
**Tooth Brightening**15%
*“Bright teeth”*
**Quality-Overall**10%
*“I like that the tub is better quality”*
**Cleansing**8%
*“Clean and fresh”*
**Taste-Overall**7%
*“No funny taste”*
**Tooth Sensitivity**5%
*“No tooth sensitivity”*
**Value For Money**4%
*“Best value”*
**Flavor**3%
*“The flavor is subtle”*
**Efficiency**3%
*“Actually works, and works quickly”*
**Ingredients-Overall**3%
*“Clean Ingredients”*
### **What buyers complain about **
**Oral Hygiene**9%
*“my dentist didnt like it”*
**Value For Money**8%
*“Too expensive”*
**Taste-Overall**6%
*“Weird taste”*
**Ingredients-Overall**6%
*“Not healthy ingredients”*
**Advertised Vs Actual Product**5%
*“Misleading Title”*
**Functionality-Overall**4%
*“Not effective”*
**Tooth Sensitivity**4%
*“Made teeth sensitive”*
**Tooth Brightening**3%
*“Does not whiten”*
**Ease Of Cleaning**3%
*“make a mess”*
**Color**2%
*“they appears a little bit whiter”*
### **Top return reasons **
**Advertised Vs Actual Product**19%
**Ingredients-Overall**11%
**Taste-Overall**8%
**Functionality-Overall**6%
**Tooth Brightening**6%
**Value For Money**6%
**Tooth Sensitivity**6%
**Flavor**6%
**Leak-Proof**4%
**Oral Hygiene**3%
## **Common non toxic toothpaste questions**
- **Is non toxic toothpaste profitable to sell on Amazon United States?**
- The niche generates $323K/yr across 24 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +24.1%. Flapen's verdict: Worth a look (53/100).
- **How competitive is the non toxic toothpaste niche?**
- 11 brands and 591 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 91% of demand.
- **What do buyers complain about in non toxic toothpaste?**
- Top complaints mined from reviews: Oral Hygiene, Value For Money, Taste-Overall. The return rate is 0.3%.
- **When does demand for non toxic toothpaste peak?**
- Demand peaks in May; the busiest month runs 1.6× the quietest.
- **What does it cost to enter the non toxic toothpaste niche?**
- Listings span $7.09–$22.64; the average listing price is $11.12 (sweet spot $15–$100). The average incumbent carries 12,089 reviews — the moat a new listing must climb.
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