Is smile toothpaste profitable to sell on Amazon United States?

The niche generates $5.3M/yr across 21 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is -4.8%. Flapen's verdict: Worth a look (56/100).

How competitive is the smile toothpaste niche?

2 brands and 66 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in smile toothpaste?

Top complaints mined from reviews: Functionality-Overall, Value For Money, Advertised Vs Actual Product. The return rate is 0.4%.

What does it cost to enter the smile toothpaste niche?

Listings span $4.35–$29.80; the average listing price is $14.44 (sweet spot $15–$100). The average incumbent carries 10,848 reviews — the moat a new listing must climb.

smile toothpaste

Worth a look

Shows a $5.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$5.3M

$5.3M/yr · 3.0M searches

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Incredible12.3%

search→purchase rate — share of searches ending in a sale

Avg price

Good$14.44

avg listing price — sweet spot $15–$100

Price range

Good$4.35–$29.80

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Okay57%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-4.8%

90-day search growth — must beat 0% to launch

Review moat

Bad10,847.52

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, smile toothpaste is a $5.3M/yr Amazon United States market (3.0M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 56/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

smile toothpaste market data

Units sold / yr: 300K–400K; avg 12,500–15,000/product
Revenue / yr: $4.3M–$5.8M; units × avg price
Conversion rate: 12.3%
Avg BSR: #164
Page quality: 0%
Prime: 100%
Sponsored: 71%
Out of stock: 0.3%
Avg brand age: 40 months
Avg seller age: 128 days

Competition & brand share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Brands

2 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

57%

Top 20: 99%

Open market

hello72%
HISMILE28%

Demand

Weekly Amazon search volume, last 42 weeks — -4.8% search growth over the last 90 days.

Open Trend

Top smile toothpaste search terms

hello toothpaste1.2M/yr +3.2%17.5% conv.
hello574K/yr +3.0%0.7% conv.
hismile478K/yr -19.4%8.2% conv.
hismile toothpaste184K/yr -12.8%2.8% conv.
hi smile81K/yr -24.8%7.8% conv.
toothpaste hello49K/yr +26.0%18.2% conv.
hello toothpaste fluoride free47K/yr -2.2%16.7% conv.
supersmile37K/yr +8.8%0.0% conv.
supersmile whitening toothpaste36K/yr +1.9%0.0% conv.
hi smile toothpaste46K/yr -13.9%2.6% conv.

All search terms

Top smile 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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$15.724.8★464 rev

Hismile iD Stain Whitening Mouthwash Gunk Removing Mouthwash for Fresh Breath Hydrogen Peroxide Mouthwash to Promote Whiter Teeth Peroxide Rinse with Essential Oils 237ml

HISMILE$19.194.3★2,733 rev

Hismile v34 Colour Corrector Tooth Stain Concealer Teeth Whitening Booster Purple Toothpaste Color Correcting Technology V34 Tooth Colour Corrector

HISMILE$17.043.4★72,926 rev

hello Epic Whitening Charcoal Fluoride Free Toothpaste Activated Charcoal Toothpaste with Coconut Oil Whitens Teeth Naturally SLS Free Fresh Mint 4.0 Oz Tube

hello$5.344.5★46,475 rev

Hello Naturally Whitening Anticavity Fluoride Toothpaste 5 Oz Tube Natural Whitening Toothpaste with Coconut Oil Whitens Naturally and Helps Remove Surface Stains SLS Free Vegan Mint 3 Pack

hello$15.024.8★114 rev

Newest

by launch date

Hello Antiplaque Whitening Fluoride Free Toothpastes and Clean Mint Alcohol Free Mouthwash Bundle Pack Whitening Toothpaste and Antigingivitis Gum Mouthwash Pack No Alcohol for Zero Burning

hello$15.40175 rev

4mo ago

Hello Whipped Mellow Mint Dream and Peppermint Stick Toothpaste Pack Minty Adult Foam Toothpaste with Fluoride SLS Free Freshens Breath Dreamy Foamy Texture Fights Cavities 2 Pack 4.0 Oz Tubes

hello$11.24204 rev

5mo ago

Hello Superfresh Natural Peppermint Fluoride Free Toothpaste for Bad Breath 5 Oz Minty Bad Breath Toothpaste SLS Free Vegan Helps Whiten Teeth by Removing Surface Stains (Pack of 3)

hello$15.2691 rev

5mo ago

Hismile iD Stain Whitening Mouthwash Gunk Removing Mouthwash for Fresh Breath Hydrogen Peroxide Mouthwash to Promote Whiter Teeth Peroxide Rinse with Essential Oils 237ml

HISMILE$19.192,733 rev

6mo ago

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$15.72464 rev

7mo ago

What buyers say about smile toothpaste

What buyers praise and complain about, mined from review topics.

What buyers love

Tooth Brightening17%

“Whitening toothpaste”

Cleansing11%

“Clean Feeling”

Quality-Overall10%

“This is a good value pack for the quality”

Oral Hygiene7%

“It is however really good at cleaning your mouth”

Value For Money6%

“Great value”

Advertised Vs Actual Product5%

“As advertised”

Breathability4%

“It keeps my breath fresh”

Efficiency4%

“Product does work”

Texture/Consistency-Overall3%

“Interesting texture”

Ingredients-Overall3%

“Great ingredients”

What buyers complain about

Functionality-Overall17%

“Not effective”

Value For Money9%

“But pricey”

Advertised Vs Actual Product9%

“deceptive advertising”

Color7%

“it brown looking”

Taste-Overall7%

“Disgusting taste”

Ingredients-Overall4%

“Some people might not like these ingredients”

Ease Of Use3%

“it became so difficult to open now”

Ease Of Cleaning3%

“Not for a deeper clean”

Quality-Overall2%

“Definitely not the same quality”

Stain Resistance2%

“they are STAINED BLACK”

Top return reasons

Advertised Vs Actual Product29%

Functionality-Overall22%

Ingredients-Overall8%

Value For Money5%

Taste-Overall5%

Defective Material/Parts3%

Adhesion/Stickiness3%

Leak-Proof3%

Certifications3%

Product Condition2%

Common questions

Is smile toothpaste profitable to sell on Amazon United States?: The niche generates $5.3M/yr across 21 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is -4.8%. Flapen's verdict: Worth a look (56/100).
How competitive is the smile toothpaste niche?: 2 brands and 66 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in smile toothpaste?: Top complaints mined from reviews: Functionality-Overall, Value For Money, Advertised Vs Actual Product. The return rate is 0.4%.
What does it cost to enter the smile toothpaste niche?: Listings span $4.35–$29.80; the average listing price is $14.44 (sweet spot $15–$100). The average incumbent carries 10,848 reviews — the moat a new listing must climb.