---
title: "Plaque Toothpaste — $300K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/plaque-toothpaste"
last_updated: "2026-08-11T17:00:39.231Z"
locale: en
meta:
description: "Niche score 48/100 · $300K/yr market · 247K searches/yr · $13.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $300K/yr market · 247K searches/yr · $13.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Plaque Toothpaste — $300K/yr Amazon US Niche (2026) - Flapen"
---
# **plaque toothpaste**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 51Growth 55Conversion 83Competition 26Returns 99Price range 46Avg price 62Brand share 6Review moat 23Quality gap 32
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.0%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Good****$13.45**
avg 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–$23.87**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****70%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****7,238.17**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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.
30K20KSpike '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 6.5×
[**Open Trend **](https://flapen.com/research/us/health-household/plaque-toothpaste/trend)
## **Top plaque toothpaste search terms**
- **colgate plaque pro release toothpaste**40K/yr+29.5%9.8% conv. - **colgate total plaque pro release**29K/yr+21.8%12.0% conv. - **plaque toothpaste**32K/yr-3.0%7.9% conv. - **plaque remover toothpaste**23K/yr-1.3%4.9% conv. - **edathamil toothpaste**15K/yr+194.9%4.9% conv. - **toothpaste plaque removal**13K/yr+17.5%9.6% conv. - **plaque removing toothpaste**9K/yr+66.5%5.6% conv. - **colgate plaque pro release**13K/yr+11.1%8.0% conv. - **activated edathamil toothpaste**8K/yr+465.1%6.1% conv. - **antiplaque toothpaste**7K/yr+29.9%2.5% conv. [**All search terms **](https://flapen.com/research/us/health-household/plaque-toothpaste/search-terms)
## **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.
0%5%$15K10%$30K15%$45K20%$60K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$10.60**4.6★9,184 rev](https://www.amazon.com/dp/B0B9FB6ZTY) [2**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**$17.19**4.3★730 rev](https://www.amazon.com/dp/B0DCZPTG8X) [3**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**$5.89**4.7★1,253 rev](https://www.amazon.com/dp/B0B9FXDMXB) [4**LIVFRESH Toothpaste Gel Clinically Proven to Remove Plaque 250% Better Improves Gum Health 190% Better Prevents & Reduces Tartar Peppermint**LIVFRESH**$23.78**4.2★3,758 rev](https://www.amazon.com/dp/B07PPVYF5N) [5**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**$23.87**4.2★9,632 rev](https://www.amazon.com/dp/B07PQYJBM3)
**~~View all top sellers →~~**
### **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**$15.82**195 rev11mo ago](https://www.amazon.com/dp/B0FDDG93ZQ) [**TheraBreath Deep Clean Toothpaste Fresh Mint 4 Oz 2-Pack**TheraBreath**$11.71**1,702 rev12mo ago](https://www.amazon.com/dp/B0FFVFJBCZ) [**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**$17.19**730 rev1y ago](https://www.amazon.com/dp/B0DCZPTG8X) [**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**$9.73**1,236 rev1y ago](https://www.amazon.com/dp/B0DNTV6T42) [**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**$15.47**825 rev1y ago](https://www.amazon.com/dp/B0DNTTPDD4)
**~~View all new products →~~**
### **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**$13.86**4.8★**▲ 87%**](https://www.amazon.com/dp/B0BLWFJMQQ) [**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**$5.89**4.7★**▲ 78%**](https://www.amazon.com/dp/B0B9FXDMXB) [**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**$17.19**4.3★**▲ 66%**](https://www.amazon.com/dp/B0DCZPTG8X) [**TheraBreath Deep Clean Toothpaste Fresh Mint 4 Oz 2-Pack**TheraBreath**$11.71**4.6★**▲ 56%**](https://www.amazon.com/dp/B0FFVFJBCZ) [**Colgate Total Whitening Toothpaste Paste 5.1 oz 2 Pack Fluoride Antibacterial for Plaque Gingivitis Sensitivity Stain Removal Clinically Proven Mint**Colgate**$7.04**4.8★**▲ 49%**](https://www.amazon.com/dp/B0B9FHRKDP)
**~~View all trending →~~**
## **What buyers say about plaque toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Tooth Brightening**14%
*“Brightens teeth”*
**Quality-Overall**13%
*“The quality has been consistent year after year”*
**Value For Money**11%
*“Best value”*
**Cleansing**10%
*“Clean teeth”*
**Oral Hygiene**8%
*“Great for Sensitive Teeth”*
**Tooth Sensitivity**6%
*“It does not hurt my teeth”*
**Advertised Vs Actual Product**5%
*“As Advertised”*
**Breathability**4%
*“Fresh breath”*
**Efficiency**3%
*“Does A Good Job”*
**Taste-Overall**3%
*“Great mint taste”*
### **What buyers complain about **
**Value For Money**18%
*“Too expensive”*
**Advertised Vs Actual Product**6%
*“Not as advertised”*
**Size-Overall**6%
*“tube smaller than expected”*
**Functionality-Overall**6%
*“Didn't work for me”*
**Ingredients-Overall**4%
*“Harmful ingredients, bad product”*
**Oral Hygiene**4%
*“teeth felt worse”*
**Taste-Overall**3%
*“Horrible Taste”*
**Ease Of Cleaning**3%
*“It doesnt clean well”*
**Quality-Overall**3%
*“Inconsistent quality”*
**Texture/Consistency-Overall**3%
*“Terrible texture”*
### **Top return reasons **
**Advertised Vs Actual Product**26%
**Value For Money**11%
**Ingredients-Overall**10%
**Size-Overall**7%
**Functionality-Overall**6%
**Leak-Proof**4%
**Taste-Overall**3%
**Defective Material/Parts**3%
**Flavor**3%
**Product Condition**2%
## **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.
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