sensitive whitening toothpaste
Worth a lookShows searches that convert (20.9% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Conversion
Incredible20.9%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Market size
Incredible$4.5M$4.5M/yr · 1.4M searches
Avg price
Great$15.11avg listing price — sweet spot $15–$100
Price range
Good$6.09–$24.11cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-0.1%90-day search growth — must beat 0% to launch
Competition
Bad71%top-5 click share — a locked-up shelf
Review moat
Bad7,713.86avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, sensitive whitening toothpaste is a $4.5M/yr Amazon United States market (1.4M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
sensitive whitening toothpaste market data
- Units sold / yr
- 300K–400K
- avg 15,000–20,000/product
- Revenue / yr
- $4.5M–$6.0M
- units × avg price
- Conversion rate
- 20.9%
- Avg BSR
- #145
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 64%
- Out of stock
- 0.0%
- Avg brand age
- 53 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 flat
Sellers
74
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
0%
- Sensodyne71%
- Colgate27%
- SENSODYNE PRONAMEL1%
Demand
Weekly Amazon search volume, last 15 weeks — -0.1% search growth over the last 90 days.Top sensitive whitening toothpaste search terms
- sensodyne toothpaste extra whitening546K/yr
- colgate sensitive toothpaste276K/yr
- sensodyne clinical white toothpaste139K/yr
- sensodyne whitening toothpaste102K/yr
- colgate sensitive whitening toothpaste41K/yr
- colgate sensitive43K/yr
- sensodyne toothpaste whitening43K/yr
- sensodyne clinical white32K/yr
- sensodyne extra whitening toothpaste30K/yr
- sensodyne whitening27K/yr
Top sensitive whitening 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 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Sensodyne Clinical White Toothpaste Clinically Proven Whitening for Sensitive Teeth Stain Protector 3.4 oz x 3
Sensodyne$23.574.7★5,887 rev
Sensodyne Extra Whitening Sensitive Teeth and Cavity Prevention Whitening Toothpaste Amazon Exclusive Cool Mint Amazon Exclusive- 4 Ounces (Pack of 4)
Sensodyne$23.534.8★5,412 rev
Sensodyne Clinical White Toothpaste Clinically Proven Whitening for Sensitive Teeth Stain Protector 3.4 oz
Sensodyne$9.104.7★5,083 rev
Colgate Sensitive Enamel Health Toothpaste for Sensitive Teeth 3 Pack Toothpaste with Fluoride and 5% Potassium Nitrate Helps Prevent Bad Breath Soothing Peppermint Flavor 6 oz 3 Pack
Colgate$13.494.8★4,865 rev
Sensodyne Extra Whitening Toothpaste for Sensitive Teeth Cavity Prevention and Sensitive Teeth Whitening - 2.7 Ounces (Pack of 2)
Sensodyne$9.704.7★539 rev
Newest
by launch date
Sensodyne Clinical Repair Whiten & Shine Toothpaste for Sensitivity Relief 3.4 oz (3 Pack)
Sensodyne$24.11838 rev
Sensodyne Clinical White Toothpaste Clinically Proven Whitening for Sensitive Teeth Enamel Strengthening 2.3 oz
Sensodyne$6.80460 rev
Sensodyne Clinical White Toothpaste Clinically Proven Whitening for Sensitive Teeth Intensive Clean 3.4 oz (3 Pack)
Sensodyne$23.681,511 rev
Sensodyne Extra Whitening Sensitive Teeth and Cavity Prevention Whitening Toothpaste Amazon Exclusive Cool Mint Amazon Exclusive- 4 Ounces (Pack of 4)
Sensodyne$23.535,412 rev
Sensodyne Pronamel Gentle Teeth Whitening Enamel Toothpaste for Sensitive Teeth to Reharden and Strengthen Enamel Amazon Exclusive Fresh Mint - 4 Ounces (Pack of 4)
SENSODYNE PRONAMEL$21.605,593 rev
Trending
90-day click momentum
Colgate Whitening Toothpaste for Sensitive Teeth Enamel Repair and Cavity Protection Fresh Mint Gel 6 Oz (Pack of 3)
Colgate$10.444.8★
Sensodyne Clinical Repair Whiten & Shine Toothpaste for Sensitivity Relief 3.4 oz (3 Pack)
Sensodyne$24.114.7★
Colgate Sensitive Everyday Protection Toothpaste Combo Pack of 160g (80g X 2) Specifically Developed for Sensitive Teeth & Healthy Gums Colgate Toothpaste for Prevention of Cavities & Plaque
Colgate$12.824.2★
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★
Sensodyne Extra Whitening Toothpaste for Sensitive Teeth Cavity Prevention and Sensitive Teeth Whitening - 2.7 Ounces (Pack of 2)
Sensodyne$9.704.7★
What buyers say about sensitive whitening toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“my teeth definitely look whiter”
“Affordable price”
“Good for sensitive teeth”
“Superior build quality”
“AS ADVERTISED”
“Squeaky clean”
“indeed effective”
“Good breath”
“Great fit”
“My teeth are definitely smoother”
What buyers complain about
“False information”
“Overpriced”
“Smaller than expected tubes”
“Pretty sure this isnt real sensodyne because it doesnt help at all with sensitivity”
“Allergic Reaction”
“Dry mouth”
“paste was very thick”
“DID NOT WORK”
“way more white”
“not be able to use it”
Top return reasons
Common questions
- Is sensitive whitening toothpaste profitable to sell on Amazon United States?
- The niche generates $4.5M/yr across 14 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -0.1%. Flapen's verdict: Worth a look (51/100).
- How competitive is the sensitive whitening toothpaste niche?
- 3 brands and 74 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in sensitive whitening toothpaste?
- Top complaints mined from reviews: Advertised Vs Actual Product, Value For Money, Size-Overall. The return rate is 0.3%.
- What does it cost to enter the sensitive whitening toothpaste niche?
- Listings span $6.09–$24.11; the average listing price is $15.11 (sweet spot $15–$100). The average incumbent carries 7,714 reviews — the moat a new listing must climb.