Toothbrush
PassToothbrush scores 67 out of 100, a Pass. Shoppers spend an estimated $80.1M a year here, search demand grew +1.6% this quarter, and an estimated 1.0% of orders come back.
- Flapen Score
- 67 / 100Top 3% of 14,768 Health & Household niches · +18 vs the category median of 4967
- Market size
- $80.1M/yr32.3M searches / yr
- 90-day growth
- +1.6%search demand this quarter
- Competition
- 33%top-5 click share · 20 brands · 179 sellers
Flapen Score
Toothbrush against its category
The dotted line is the Health & Household average. Past it, Toothbrush is stronger. Inside it, weaker.
Market
The Toothbrush market on Amazon at a glance
Shoppers on Amazon United States searched for Toothbrush 32.3M times last year and spent an estimated $80.1M. The top 5 brands take 79% of clicks. Demand peaks in Nov–Dec. Flapen scores it 67 out of 100, a Pass.
01 · Demand
An estimated 10.9% of those searches ended in a purchase.
Shoppers searched for this 32.3M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 10.9% of those searches ended in a purchase. Searches in the last 90 days moved +1.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated $80.1M a year.
- Searches, last 12 months
- 32.3M
- Growth, 90 days vs prior 90
- +1.6%
- Conversion, latest week
- 10.9%
- Market size, estimated
- $80.1Ma year
- Peak month
- December2.3× the quietest month
- Top search term
- electric toothbrush11.3M searches a year
02 · Price
A sale here is worth $22.63.
Listings sell for $22.63 on average, from $3.40 to $124.65. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 60,000 to 80,000 of them. At $22.63 that is $1.4M to $1.8M a year per listing.
- Average price
- $22.63inside the $15 to $100 sweet spot
- Price range
- $3.40–$124.65
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 1,000,000 or moreAmazon's top range
- Units per listing a year
- 60,000–80,000
- Revenue per listing a year
- $1.4M–$1.8M
- Returns
- 1.0%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
77% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #20 within Toothbrushes & Accessories. It carries 17,640 reviews at 4.53 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 77%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #20in Toothbrushes & Accessories
- Average rating
- 4.53 starsAmazon United States average 4.42 stars
- Average reviews
- 17,640per listing
- Listings tracked
- 52
04 · Newcomers
7 of last year's 7 launches cleared the first-year sales bar.
7 products launched here in the last 12 months. 7 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 49 months on average, so the names here are settling in.
- Launched, last 12 months
- 7
- Successful launches
- 7Amazon's first-year sales bar
- Average brand age
- 49 months
Products
Top Toothbrush products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 14, 2026. The live listing can differ.
Top sellers
by estimated 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
- Price
- $35.34
- Rating
- 4.6/5
- Reviews
- 136,545
- Age
- 9y ago
Colgate Extra Clean Toothbrush Medium Toothbrush for Adults 6 Pack
- Price
- $4.84
- Rating
- 4.6/5
- Reviews
- 57,089
- Age
- 13y ago
Oral-B Pro 1000 Rechargeable Electric Toothbrush Black
- Price
- $46.12
- Rating
- 4.6/5
- Reviews
- 79,218
- Age
- 10y ago
Colgate Extra Clean Toothbrush Soft Toothbrush for Adults 6 Count (Pack of 1)
- Price
- $4.66
- Rating
- 4.6/5
- Reviews
- 68,572
- Age
- 16y ago
Philips Sonicare 4100 Series Electric Toothbrush - Sonic Toothbrush with Advanced Sonic Technology Pressure Sensor Two Intensity Settings Smartimer & Quadpacer Black Model HX3681/24
- Price
- $37.40
- Rating
- 4.4/5
- Reviews
- 22,370
- Age
- 4y ago
Trending
estimated 90-day click momentum
Colgate 360 Vibrate Deep Clean Battery Powered Electric Toothbrush with Medium Bristles 2 Pack Sonic Powered
- Price
- $9.94
- Rating
- 4.4/5
- Reviews
- 222
- Age
- 5mo ago
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
- Price
- $64.28
- Rating
- 4.6/5
- Reviews
- 549
- Age
- 3mo ago
Reach Essentials Toothbrush with Toothbrush Caps Multi-Zoned Angled Soft Bristles Contoured Handle Tongue Scraper 6 Count
- Price
- $4.00
- Rating
- 4.7/5
- Reviews
- 13,755
- Age
- 5y ago
GuruNanda Butter On Gums Toothbrush ADA Accepted Manual Toothbrushes with 8000+ Ultra Soft Softex Bristles for Sensitive & Receding Gums Perfect for Whiter Teeth Assorted Colors 6 Ct
- Price
- $5.99
- Rating
- 4.7/5
- Reviews
- 10,853
- Age
- 3y 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
- Price
- $60.45
- Rating
- 4.4/5
- Reviews
- 1,772
- Age
- 1y ago
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 Black HX7131/03
- Price
- $64.28
- Rating
- 4.6/5
- Reviews
- 549
- Age
- 3mo ago
Colgate 360 Vibrate Deep Clean Battery Powered Electric Toothbrush with Medium Bristles 2 Pack Sonic Powered
- Price
- $9.94
- Rating
- 4.4/5
- Reviews
- 222
- Age
- 5mo ago
COSLUS C30 Electric Toothbrush for Adults Effective Yet Gentle Ultra-Clean
- Price
- $9.23
- Rating
- 4.5/5
- Reviews
- 3,511
- Age
- 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
- Price
- $60.45
- Rating
- 4.4/5
- Reviews
- 1,772
- Age
- 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
- Price
- $9.52
- Rating
- 4.3/5
- Reviews
- 13,236
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 33% of clicks, no more. An open shelf where new products get seen.
Brands
20 rising
Sellers
179
Est. top-5 brand share
79%
Top 20: 100%
Est. 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
Toothbrush search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 2.3×
Search terms
Top Toothbrush search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- electric toothbrush11.3M/yr
- toothbrush10.2M/yr
- electric toothbrush for adults2.5M/yr
- tooth brush1.7M/yr
- toothbrushes864K/yr
- oral b toothbrushes847K/yr
- soft toothbrushes for adults439K/yr
- toothbrush electric485K/yr
- toothbrush soft427K/yr
- soft bristle toothbrush363K/yr
Reviews and returns
What reviews say buyers love and hate about Toothbrush
We read the reviews and the return reasons for every product selling here.
“Breaks quickly”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
19 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Toothbrush questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data