sonicare e series toothbrush
Worth a lookShows a $53.4M/yr market, but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size
Incredible$53.4M$53.4M/yr · 8.2M searches
Avg price
Great$85.53avg listing price — sweet spot $15–$100
Conversion
Great7.7%search→purchase rate — share of searches ending in a sale
Returns
Great2.0%return rate — above 5% kills the launch gate
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Price range
Okay$19.54–$211.17cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+1.9%90-day search growth — must beat 0% to launch
Review moat
Bad10,717.44avg 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, sonicare e series toothbrush is a $53.4M/yr Amazon United States market (8.2M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 54/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
sonicare e series toothbrush market data
- Units sold / yr
- 600K–800K
- avg 20,000–25,000/product
- Revenue / yr
- $51.3M–$68.4M
- units × avg price
- Conversion rate
- 7.7%
- Avg BSR
- #18
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 56%
- Out of stock
- 0.5%
- Avg brand age
- 35 months
- Avg seller age
- 149 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
2 flat
Sellers
34
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
52%
Top 20: 94%
Open market
0%
- Philips Sonicare97%
- Aquasonic3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.9% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.5×
Top sonicare e series toothbrush search terms
- sonicare toothbrush2.7M/yr
- philips sonicare toothbrush1.9M/yr
- phillips sonicare electric toothbrush1.0M/yr
- sonicare518K/yr
- philips sonicare341K/yr
- phillips sonicare229K/yr
- sonicare electric toothbrush290K/yr
- sonicare 4100120K/yr
- philips toothbrush125K/yr
- philips sonicare 410093K/yr
Top sonicare e series toothbrush 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Philips Sonicare 4100 Series Electric Toothbrush - Sonic Toothbrush with Advanced Sonic Technology Pressure Sensor Two Intensity Settings Smartimer & Quadpacer Black Model HX3681/24
Philips Sonicare$37.404.4★22,370 rev
Philips Sonicare 4100 Series Electric Toothbrush - Sonic Toothbrush with Advanced Sonic Technology Pressure Sensor Two Intensity Settings Smartimer & Quadpacer White Model HX3681/23
Philips Sonicare$37.994.2★20,370 rev
PHILIPS Sonicare 1100 Series Electric Toothbrush - Sonic Toothbrush with Advanced Sonic Technology EasyStart Smartimer & Quadpacer White Model HX3641/02
Philips Sonicare$19.544.5★9,304 rev
Philips Sonicare 4100 Series Electric Toothbrush - Sonic Toothbrush with Advanced Sonic Technology Pressure Sensor Two Intensity Settings Smartimer & Quadpacer Deep Pink Model HX3681/26
Philips Sonicare$39.014.4★14,214 rev
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case White HX7130/03
Philips Sonicare$66.534.6★549 rev
Newest
by launch datePhilips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case White HX7130/03
Philips Sonicare$66.53549 rev
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Black HX7131/03
Philips Sonicare$64.28549 rev
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Light Pink HX7132/03
Philips Sonicare$61.87549 rev
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Navy Blue HX7133/03
Philips Sonicare$64.30549 rev
Philips Sonicare DiamondClean 9000 Electric Toothbrush - Sonic Toothbrush with App Pressure Sensor 12 Brushing Settings Replacement Reminder USB Charging Case Black & Rose Gold 2-Pack HX9912/71
Philips Sonicare$211.17247 rev
Trending
90-day click momentumPhilips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case White HX7130/03
Philips Sonicare$66.534.6★
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Navy Blue HX7133/03
Philips Sonicare$64.304.6★
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Light Pink HX7132/03
Philips Sonicare$61.874.6★
Philips Sonicare 5950 Series Electric Toothbrush with Pressure Sensor for Sensitive Gums 6 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Black HX7131/03
Philips Sonicare$64.284.6★
Philips Sonicare 7300 Series Electric Toothbrush - Next-Generation Sonicare Technology Pressure Sensor 12 Brushing Settings SmarTimer BrushPacer 21-Day Runtime Travel Case Black HX7421/07
Philips Sonicare$121.894.6★
What buyers say about sonicare e series toothbrush
What buyers praise and complain about, mined from review topics.What buyers love
“Money well spent”
“The build quality is great”
“Charges quickly”
“Sparkling teeth”
“Easy to hold”
“Long battery life”
“As described”
“Really effective at cleaning”
“Does an excellent job”
“Deep Clean”
What buyers complain about
“Breaks quickly”
“Not charging”
“Poor quality control”
“It was smaller”
“WASTE OF MONEY”
“Short Battery Life”
“Not easy to use”
“Not Strong Enough”
“Did not clean well”
“Didnt work”
Top return reasons
Common questions
- Is sonicare e series toothbrush profitable to sell on Amazon United States?
- The niche generates $53.4M/yr across 25 tracked products. 14 of 14 products launched in the last 360 days are still selling. 90-day search growth is +1.9%. Flapen's verdict: Worth a look (54/100).
- How competitive is the sonicare e series toothbrush niche?
- 2 brands and 34 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in sonicare e series toothbrush?
- Top complaints mined from reviews: Durability, Charging, Quality-Overall. The return rate is 2.0%.
- When does demand for sonicare e series toothbrush peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.5× the quietest.
- What does it cost to enter the sonicare e series toothbrush niche?
- Listings span $19.54–$211.17; the average listing price is $85.53 (sweet spot $15–$100). The average incumbent carries 10,717 reviews — the moat a new listing must climb.