Is toothbrush profitable to sell on Amazon United States?

The niche generates $80.1M/yr across 52 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is +1.6%. Flapen's verdict: Launch it (67/100).

How competitive is the toothbrush niche?

20 brands and 179 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in toothbrush?

Top complaints mined from reviews: Durability, Charging, Quality-Overall. The return rate is 1.0%.

When does demand for toothbrush peak?

Demand peaks in Nov–Dec; the busiest month runs 2.3× the quietest.

What does it cost to enter the toothbrush niche?

Listings span $3.40–$124.65; the average listing price is $22.63 (sweet spot $15–$100). The average incumbent carries 17,640 reviews — the moat a new listing must climb.

toothbrush

Launch it

A $80.1M/yr market growing +1.6% this quarter with returns at 1.0% — clears our launch bar.

Market size

Incredible$80.1M

$80.1M/yr · 32.3M searches

Returns

Incredible1.0%

return rate — above 5% kills the launch gate

Avg price

Great$22.63

avg listing price — sweet spot $15–$100

Conversion

Great10.9%

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

Competition

Great33%

top-5 click share — an open shelf

Price range

Good$3.40–$124.65

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

Brand share

Okay79%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+1.6%

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

Review moat

Bad17,639.6

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, toothbrush is a $80.1M/yr Amazon United States market (32.3M searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Nov–Dec. Verdict: Launch it — 67/100.

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

toothbrush market data

Units sold / yr: 1.0M–1.0M; avg 60,000–80,000/product
Revenue / yr: $22.6M–$22.6M; units × avg price
Conversion rate: 10.9%
Avg BSR: #20
Page quality: 0%
Prime: 100%
Sponsored: 77%
Out of stock: 0.0%
Avg brand age: 49 months
Avg seller age: 137 days

Competition & brand share

Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.

Brands

20 rising

Sellers

179

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

33%

Top 20: 70%

Open market

17%

Colgate25%
Oral-B25%
Aquasonic13%
Philips Sonicare12%
Amazon Basics5%
COSLUS4%
Open — no brand owns it (14 brands, 17%)

Demand & seasonality

Weekly Amazon search volume, last 67 weeks — +1.6% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.3×

Open Trend

Top toothbrush search terms

electric toothbrush11.3M/yr +1.6%4.8% conv.
toothbrush10.2M/yr +3.0%10.4% conv.
electric toothbrush for adults2.5M/yr -3.0%6.0% conv.
tooth brush1.7M/yr +7.1%9.6% conv.
toothbrushes864K/yr +4.5%11.6% conv.
oral b toothbrushes847K/yr -0.8%3.7% conv.
soft toothbrushes for adults439K/yr +17.8%13.0% conv.
toothbrush electric485K/yr +0.6%5.4% conv.
toothbrush soft427K/yr +2.1%14.0% conv.
soft bristle toothbrush363K/yr +1.8%10.5% conv.

All search terms

Top 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Aquasonic Black Series Ultra Whitening Toothbrush ADA Accepted Electric Toothbrush- 8 Brush Heads & Travel Case 40 000 VPM Electric Motor & Wireless Charging - 4 Modes w Smart Timer

Aquasonic$35.344.6★136,545 rev

Colgate Extra Clean Toothbrush Medium Toothbrush for Adults 6 Pack

Colgate$4.844.6★57,089 rev

Oral-B Pro 1000 Rechargeable Electric Toothbrush Black

Oral-B$46.124.6★79,218 rev

Colgate Extra Clean Toothbrush Soft Toothbrush for Adults 6 Count (Pack of 1)

Colgate$4.664.6★68,572 rev

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

Newest

by launch date

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

3mo ago

Colgate 360 Vibrate Deep Clean Battery Powered Electric Toothbrush with Medium Bristles 2 Pack Sonic Powered

Colgate$9.94222 rev

5mo ago

COSLUS C30 Electric Toothbrush for Adults Effective Yet Gentle Ultra-Clean

COSLUS$9.233,511 rev

11mo ago

Oral-B iO Series 2 Limited Simple Clean Rechargeable Electric Toothbrush for Adults Night Black 3 Modes Automatic Pressure Sensor for Gum Care Travel Case

Oral-B$60.451,772 rev

1y ago

AJELU Sonic Electric Toothbrush for Adults USB Rechargeable Sonic Toothbrush with 8 Brush Heads Smart Timer 5 Modes 2-Hour Fast Charge Last 30 Days Pink

AJELU$9.5213,236 rev

3y ago

What buyers say about toothbrush

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

What buyers love

Value For Money17%

“Not expensive”

Quality-Overall13%

“The build quality is excellent”

Charging7%

“Charges well”

Soft Feel6%

“Buttery soft”

Brush Quality5%

“Good quality brush”

Battery Life5%

“Battery seems to last”

Ease Of Cleaning5%

“Cleans great”

Tooth Brightening4%

“makes your smile brighter”

Ease Of Use4%

“EASY TO USE”

Cleansing4%

“Squeaky clean”

What buyers complain about

Durability18%

“Breaks quickly”

Charging18%

“Battery wont charge”

Quality-Overall7%

“Poor quality control”

Hard Feel5%

“Not Soft”

Battery Life5%

“Bad Battery Life”

Size-Overall5%

“Smaller than expected”

Value For Money4%

“High price”

Ease Of Cleaning4%

“Very hard to keep clean”

Ease Of Use4%

“Hard to use”

Functionality-Overall3%

“Barely works”

Top return reasons

Charging18%

Functionality-Overall14%

Size-Overall12%

Advertised Vs Actual Product10%

Value For Money9%

Defective Material/Parts4%

Product Condition4%

Quality-Overall3%

Color3%

Strength3%

Common questions

Is toothbrush profitable to sell on Amazon United States?: The niche generates $80.1M/yr across 52 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is +1.6%. Flapen's verdict: Launch it (67/100).
How competitive is the toothbrush niche?: 20 brands and 179 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in toothbrush?: Top complaints mined from reviews: Durability, Charging, Quality-Overall. The return rate is 1.0%.
When does demand for toothbrush peak?: Demand peaks in Nov–Dec; the busiest month runs 2.3× the quietest.
What does it cost to enter the toothbrush niche?: Listings span $3.40–$124.65; the average listing price is $22.63 (sweet spot $15–$100). The average incumbent carries 17,640 reviews — the moat a new listing must climb.