toothbrushes
Launch itA $13.1M/yr market growing +0.7% this quarter with returns at 0.7% — clears our launch bar.
Market size
Incredible$13.1M$13.1M/yr · 6.0M searches
Conversion
Incredible14.7%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Competition
Great31%top-5 click share — an open shelf
Avg price
Great$14.97avg listing price — sweet spot $15–$100
Price range
Good$2.54–$140.27cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Okay+0.7%90-day search growth — must beat 0% to launch
Review moat
Bad13,865.12avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, toothbrushes is a $13.1M/yr Amazon United States market (6.0M searches/yr). The top 5 brands hold 87% of demand. Verdict: Launch it — 64/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
toothbrushes market data
- Units sold / yr
- 800K–1.0M
- avg 12,500–15,000/product
- Revenue / yr
- $12.0M–$15.0M
- units × avg price
- Conversion rate
- 14.7%
- Avg BSR
- #55
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 64%
- Out of stock
- 0.0%
- Avg brand age
- 49 months
- Avg seller age
- 141 days
Competition & brand share
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.Brands
19 rising
Sellers
240
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
31%
Top 20: 63%
Open market
11%
- Colgate37%
- Oral-B32%
- GuruNanda8%
- Amazon Basics6%
- Reach4%
- EasyHonor2%
- Open — no brand owns it (13 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top toothbrushes search terms
- toothbrushes864K/yr
- oral b toothbrushes847K/yr
- soft toothbrushes for adults439K/yr
- toothbrush soft427K/yr
- soft bristle toothbrush363K/yr
- cepillo de dientes429K/yr
- colgate toothbrush356K/yr
- soft toothbrush406K/yr
- oral b toothbrush301K/yr
- toothbrush medium271K/yr
Top toothbrushes 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
Colgate Extra Clean Toothbrush Soft Toothbrush for Adults 6 Count (Pack of 1)
Colgate$4.664.6★68,572 rev
Colgate Extra Clean Toothbrush Medium Toothbrush for Adults 6 Pack
Colgate$4.844.6★57,089 rev
Oral-B Pro Clean CrossAction Manual Toothbrush 6- Pack Medium Soft Bristle Brushes for Adults Deep Plaque Removal Daily Gum Health and Fresh Breath Travel Toiletries
Oral-B$15.764.7★22,198 rev
Amazon Basics Clean Plus Soft Bristle Toothbrushes with Angled End-Tuft Cheek and Tongue Cleaner Full Size 10 Count 1 Pack (Previously Solimo)
Amazon Basics$5.024.6★7,136 rev
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
GuruNanda$5.994.7★10,853 rev
Newest
by launch date
Oral-B Toothbrush Dual Clean Medium 6 Count
Oral-B$4.98231 rev
Colgate Total Active Prevention Foaming Clean Soft Toothbrushes Soft Bristle Toothbrush Pack for Plaque Removal Helps Reach Deeper Along the Gumline and Between Teeth White 2 Pack
Colgate$7.61871 rev
GuruNanda Butter on Gums Charcoal Toothbrush - 8000+ SoftexTM Bristles for Sensitive Teeth & Gums Aids in Teeth Whitening Extra Soft (6 Count)
GuruNanda$5.752,836 rev
GuruNanda Butter on Gums Toothbrush with Extra Soft Bristles for Sensitive Gums Soft Toothbrush for Kids & Adults 2 ct
GuruNanda$2.5410,853 rev
Colgate Gum Expert Ultra Soft Toothbrush Pack Extra Soft Toothbrush for Sensitive Gums Bleeding and Irritation 2 Pack
Colgate$9.391,986 rev
Trending
90-day click momentum
Oral-B Pro Health CrossAction Plaque Removal toothbrushes 2 Count Toothbrush Medium Deep Reach in Tight Spaces Tongue Scraper Tooth Brush Plaque Fighter Gentle on Teeth Gum stimulators
Oral-B$8.784.7★
Oral-B Toothbrush Dual Clean Medium 6 Count
Oral-B$4.984.5★
Colgate 360 Optic White Whitening Toothbrush Adult Soft Toothbrush with Whitening Cups Helps Whiten Teeth and Removes Odor Causing Bacteria 4 Pack
Colgate$9.834.7★
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
GuruNanda$5.994.7★
Reach Essentials Toothbrush with Toothbrush Caps Multi-Zoned Angled Soft Bristles Contoured Handle Tongue Scraper 6 Count
Reach$4.004.7★
What buyers say about toothbrushes
What buyers praise and complain about, mined from review topics.What buyers love
“fair price”
“Excellent Product”
“So soft and smooth”
“BEST BRUSH EVER”
“I almost feel like my teeth are brighter”
“As advertised”
“Great Cleaning”
“Super Clean”
“easy to control”
“Perfect for tooth sensitivity”
What buyers complain about
“Will not recharge”
“didn't last 3 months”
“Not Soft”
“Bad quality”
“one did not fit”
“Battery did not last”
“Very hard to keep clean”
“Too expensive”
“Hard to use”
“Barely works”
Top return reasons
Common questions
- Is toothbrushes profitable to sell on Amazon United States?
- The niche generates $13.1M/yr across 67 tracked products. 8 of 8 products launched in the last 360 days are still selling. 90-day search growth is +0.7%. Flapen's verdict: Launch it (64/100).
- How competitive is the toothbrushes niche?
- 19 brands and 240 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in toothbrushes?
- Top complaints mined from reviews: Charging, Durability, Hard Feel. The return rate is 0.7%.
- When does demand for toothbrushes peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the toothbrushes niche?
- Listings span $2.54–$140.27; the average listing price is $14.97 (sweet spot $15–$100). The average incumbent carries 13,865 reviews — the moat a new listing must climb.