plaque toothpaste
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great9.0%search→purchase rate — share of searches ending in a sale
Avg price
Good$13.45avg listing price — sweet spot $15–$100
Growth
Good+27.2%90-day search growth — must beat 0% to launch
Market size
Good$300K$300K/yr · 247K searches
Price range
Okay$4.68–$23.87cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Competition
Okay70%top-5 click share — leaders hold, buyers still browse
Review moat
Bad7,238.17avg incumbent reviews — the moat a new listing must climb
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, plaque toothpaste is a $300K/yr Amazon United States market (247K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Nov. Verdict: Skip it — 48/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
plaque toothpaste market data
- Units sold / yr
- 20K–25K
- avg 1,500–2,000/product
- Revenue / yr
- $269K–$336K
- units × avg price
- Conversion rate
- 9.0%
- Avg BSR
- #120
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 72%
- Out of stock
- 0.0%
- Avg brand age
- 60 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.Brands
7 flat
Sellers
106
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
1%
- Colgate69%
- LIVFRESH18%
- Crest4%
- TheraBreath4%
- Davids2%
- ENAMUR1%
- Open — no brand owns it (1 brand, 1%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +27.2% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 6.5×
Top plaque toothpaste search terms
- colgate plaque pro release toothpaste40K/yr
- colgate total plaque pro release29K/yr
- plaque toothpaste32K/yr
- plaque remover toothpaste23K/yr
- edathamil toothpaste15K/yr
- toothpaste plaque removal13K/yr
- plaque removing toothpaste9K/yr
- colgate plaque pro release13K/yr
- activated edathamil toothpaste8K/yr
- antiplaque toothpaste7K/yr
Top plaque toothpaste products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Colgate Total Plaque Pro Release Whitening Toothpaste Pack Whitening Fluoride Toothpaste Fights Plaque Bad Breath Tartar Buildup and Helps Protect Teeth from Sensitivity 2 Pack 3.0 oz
Colgate$10.604.6★9,184 rev
Colgate Total Plaque Release Toothpaste | Tooth Paste with Amino Foam & Zinc | Colgate Paste Toothpaste for Stronger Gums | 3X More Effective at Fighting Plaque - Natural Mint (80gm)(2.8 Ounce)
Colgate$17.194.3★730 rev
Colgate Total Plaque Pro Release Fresh Mint Toothpaste Anticavity Fluoride Toothpaste Fights Plaque Bad Breath Tartar Buildup and Helps Protect Teeth from Sensitivity 3.0 oz
Colgate$5.894.7★1,253 rev
LIVFRESH Toothpaste Gel Clinically Proven to Remove Plaque 250% Better Improves Gum Health 190% Better Prevents & Reduces Tartar Peppermint
LIVFRESH$23.784.2★3,758 rev
LIVFRESH Toothpaste Gel Clinically Proven to Remove Plaque 250% Better Improves Gum Health 190% Better Prevents & Reduces Tartar Freshens Breath SLS Free Dental Gel Wintergreen
LIVFRESH$23.874.2★9,632 rev
Newest
by launch date
ENAMUR Premium Advanced Oral Care Plaque & Stain Removal Toothpaste - Plant Fiber Technology Removes 7X More Plaque Than Leading Brands Whitens and Protects Enamel 5.2 oz
ENAMUR$15.82195 rev
TheraBreath Deep Clean Toothpaste Fresh Mint 4 Oz 2-Pack
TheraBreath$11.711,702 rev
Colgate Total Plaque Release Toothpaste | Tooth Paste with Amino Foam & Zinc | Colgate Paste Toothpaste for Stronger Gums | 3X More Effective at Fighting Plaque - Natural Mint (80gm)(2.8 Ounce)
Colgate$17.19730 rev
Colgate Total Active Prevention Deep Clean Toothpaste Anticavity Fluoride Toothpaste Clinically Proven Fluoride Formula Helps Fight Plaque Bacteria Mint 3 Pack 5.1 oz
Colgate$9.731,236 rev
Colgate Total Active Prevention Gum Protect Whitening Toothpaste 3 Pack SLS Free Gingivitis Toothpaste for Bleeding Gums Redness Inflammation Irritation and Sensitivity 3.0 oz
Colgate$15.47825 rev
Trending
90-day click momentum
Colgate Total Active Prevention Whitening Gel Toothpaste with Fluoride Bulk with Clinically Proven Formula That Fights Plaque Bacteria Mint 4 Pack 5.1 oz
Colgate$13.864.8★
Colgate Total Plaque Pro Release Fresh Mint Toothpaste Anticavity Fluoride Toothpaste Fights Plaque Bad Breath Tartar Buildup and Helps Protect Teeth from Sensitivity 3.0 oz
Colgate$5.894.7★
Colgate Total Plaque Release Toothpaste | Tooth Paste with Amino Foam & Zinc | Colgate Paste Toothpaste for Stronger Gums | 3X More Effective at Fighting Plaque - Natural Mint (80gm)(2.8 Ounce)
Colgate$17.194.3★
TheraBreath Deep Clean Toothpaste Fresh Mint 4 Oz 2-Pack
TheraBreath$11.714.6★
Colgate Total Whitening Toothpaste Paste 5.1 oz 2 Pack Fluoride Antibacterial for Plaque Gingivitis Sensitivity Stain Removal Clinically Proven Mint
Colgate$7.044.8★
What buyers say about plaque toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“Brightens teeth”
“The quality has been consistent year after year”
“Best value”
“Clean teeth”
“Great for Sensitive Teeth”
“It does not hurt my teeth”
“As Advertised”
“Fresh breath”
“Does A Good Job”
“Great mint taste”
What buyers complain about
“Too expensive”
“Not as advertised”
“tube smaller than expected”
“Didn't work for me”
“Harmful ingredients, bad product”
“teeth felt worse”
“Horrible Taste”
“It doesnt clean well”
“Inconsistent quality”
“Terrible texture”
Top return reasons
Common questions
- Is plaque toothpaste profitable to sell on Amazon United States?
- The niche generates $300K/yr across 18 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +27.2%. Flapen's verdict: Skip it (48/100).
- How competitive is the plaque toothpaste niche?
- 7 brands and 106 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in plaque toothpaste?
- Top complaints mined from reviews: Value For Money, Advertised Vs Actual Product, Size-Overall. The return rate is 0.3%.
- When does demand for plaque toothpaste peak?
- Demand peaks in Nov; the busiest month runs 6.5× the quietest.
- What does it cost to enter the plaque toothpaste niche?
- Listings span $4.68–$23.87; the average listing price is $13.45 (sweet spot $15–$100). The average incumbent carries 7,238 reviews — the moat a new listing must climb.