toothpaste gel
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible13.6%search→purchase rate — share of searches ending in a sale
Market size
Great$898K$898K/yr · 536K searches
Avg price
Good$12.36avg listing price — sweet spot $15–$100
Price range
Okay$3.34–$25.51cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Bad71%top-5 click share — a locked-up shelf
Review moat
Bad7,753.85avg incumbent reviews — the moat a new listing must climb
Growth
Bad-7.1%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, toothpaste gel is a $898K/yr Amazon United States market (536K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb–Mar–Dec. Verdict: Skip it — 46/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
toothpaste gel market data
- Units sold / yr
- 60K–80K
- avg 2,000–2,500/product
- Revenue / yr
- $742K–$989K
- units × avg price
- Conversion rate
- 13.6%
- Avg BSR
- #276
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 62%
- Out of stock
- 0.0%
- Avg brand age
- 69 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
146
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
0%
- Colgate88%
- Crest12%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 68 weeks — -7.1% search growth over the last 90 days.Peak months: Jan, Feb, Mar, Dec · busiest ÷ quietest = 7.0×
Top toothpaste gel search terms
- colgate maxfresh toothpaste117K/yr
- colgate max fresh42K/yr
- toothpaste gel44K/yr
- gel toothpaste33K/yr
- colgate max fresh toothpaste33K/yr
- toothpaste colgate max fresh39K/yr
- crest cool mint gel toothpaste21K/yr
- crest gel toothpaste20K/yr
- max fresh toothpaste20K/yr
- colgate gel toothpaste21K/yr
Top toothpaste gel 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Colgate MaxFresh Cool Mint Toothpaste Pack Fresh Breath Toothpaste with Fluoride and Hundreds of Mini Breath Strips Leaves Mouth Feeling Refreshed for Hours 4 Pack 6.3 oz
Colgate$14.084.8★15,139 rev
Colgate MaxFresh Clean Mint Toothpaste Pack Fresh Breath Toothpaste with Fluoride and Hundreds of Mini Breath Strips Leaves Mouth Feeling Refreshed for Hours 4 Pack 6.3 oz
Colgate$11.694.8★15,139 rev
Colgate Total Active Prevention Whitening Gel Toothpaste with Fluoride Bulk with Clinically Proven Formula That Fights Plaque Bacteria Mint 4 Pack 5.1 oz
Colgate$13.864.8★4,813 rev
Colgate MaxFresh Cool Mint Toothpaste Fresh Breath Toothpaste with Fluoride and Hundreds of Mini Breath Strips Leaves Mouth Feeling Refreshed for Hours 6.3 oz
Colgate$3.404.7★376 rev
Colgate Max Fresh Knockout Gel Toothpaste 2.5 Ounce Pack Of 3
Colgate$9.714.4★2,052 rev
Newest
by launch dateColgate MaxFresh Cool Mint Toothpaste Pack Fresh Breath Toothpaste with Fluoride and Hundreds of Mini Breath Strips Leaves Mouth Feeling Refreshed for Hours 4 Pack 6.3 oz
Colgate$14.0815,139 rev
Colgate MaxFresh Rainbow Fresh Gel Toothpaste with Heart Shaped Cooling Crystals Triple Mint Flavour and Ultrafreeze Technology for Intense Freshness Vegan Gluten-Free 100g/3.5oz
Colgate$12.501,152 rev
Colgate MaxFresh Clean Mint Toothpaste Pack Fresh Breath Toothpaste with Fluoride and Hundreds of Mini Breath Strips Leaves Mouth Feeling Refreshed for Hours 4 Pack 6.3 oz
Colgate$11.6915,139 rev
Crest Pro-Health Whitening Gel Toothpaste (4.3oz)
Crest$3.981,933 rev
Colgate Total Active Prevention Whitening Gel Toothpaste with Fluoride Bulk with Clinically Proven Formula That Fights Plaque Bacteria Mint 4 Pack 5.1 oz
Colgate$13.864,813 rev
Trending
90-day click momentum
Crest Cavity Protection Toothpaste Gel Cool Mint 8.20 oz (Pack of 5)
Crest$25.514.7★
Colgate Max Fresh Liquid Toothpaste with Mini Breath Strips Cool Mint 4.6 oz Blue
Colgate$3.344.7★
Colgate MaxFresh Cool Mint Toothpaste Pack Fresh Breath Toothpaste with Fluoride and Hundreds of Mini Breath Strips Leaves Mouth Feeling Refreshed for Hours 4 Pack 6.3 oz
Colgate$14.084.8★
Colgate MaxFresh Cool Mint Toothpaste Fresh Breath Toothpaste with Fluoride and Hundreds of Mini Breath Strips Leaves Mouth Feeling Refreshed for Hours 6.3 oz
Colgate$3.404.7★
Colgate Total Active Prevention Whitening Gel Toothpaste with Fluoride Bulk with Clinically Proven Formula That Fights Plaque Bacteria Mint 4 Pack 5.1 oz
Colgate$13.864.8★
What buyers say about toothpaste gel
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent price”
“Excellent product”
“My teeth enjoy it”
“Cleans the teeth great”
“freshens breath”
“As advertised”
“it works well for everyday use”
“Great for after deep cleaning”
“The toothpaste does not cause sensitivity in my teeth like some other toothpastes”
“Perfect size and easy to use”
What buyers complain about
“price could be better”
“what they did get was garbage”
“False advertisement”
“Huge”
“What a mess”
“Brand new & the side tore”
“Contains: TITANIUM DIOXIDE IS one of the ingredients”
“If youre not familiar with jell toothpaste its easy to accidentally use too much”
“Great taste, not great on my sink drain”
“Didnt have a safety end cap on the tube”
Top return reasons
Common questions
- Is toothpaste gel profitable to sell on Amazon United States?
- The niche generates $898K/yr across 13 tracked products. 90-day search growth is -7.1%. Flapen's verdict: Skip it (46/100).
- How competitive is the toothpaste gel niche?
- 2 brands and 146 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in toothpaste gel?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Advertised Vs Actual Product. The return rate is 0.2%.
- When does demand for toothpaste gel peak?
- Demand peaks in Jan–Feb–Mar–Dec; the busiest month runs 7.0× the quietest.
- What does it cost to enter the toothpaste gel niche?
- Listings span $3.34–$25.51; the average listing price is $12.36 (sweet spot $15–$100). The average incumbent carries 7,754 reviews — the moat a new listing must climb.