---
title: "Toothpaste Gel — $898K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/toothpaste-gel"
last_updated: "2026-08-10T15:16:04.370Z"
locale: en
meta:
description: "Niche score 46/100 · $898K/yr market · 536K searches/yr · $12.36 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $898K/yr market · 536K searches/yr · $12.36 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Toothpaste Gel — $898K/yr Amazon US Niche (2026) - Flapen"
---
# **toothpaste gel**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 76Growth 21Conversion 96Competition 24Returns 99Price range 47Avg price 53Brand share 0Review moat 23Quality gap 20
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.6%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****$898K**
$898K/yr · 536K searches
**Avg price**
**Good****$12.36**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****$3.34–$25.51**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Bad****71%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****7,753.85**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-7.1%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
15K10KSpike '25Prime Day '25Holiday '25Spike '26 seasonAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Jan, Feb, Mar, Dec · busiest ÷ quietest = 7.0×
[**Open Trend **](https://flapen.com/research/us/health-household/toothpaste-gel/trend)
## **Top toothpaste gel search terms**
- **colgate maxfresh toothpaste**117K/yr-9.3%15.1% conv. - **colgate max fresh**42K/yr-1.5%11.0% conv. - **toothpaste gel**44K/yr-3.8%7.1% conv. - **gel toothpaste**33K/yr+3.8%4.8% conv. - **colgate max fresh toothpaste**33K/yr+10.0%15.6% conv. - **toothpaste colgate max fresh**39K/yr-34.8%16.2% conv. - **crest cool mint gel toothpaste**21K/yr+30.6%3.6% conv. - **crest gel toothpaste**20K/yr+16.5%3.3% conv. - **max fresh toothpaste**20K/yr+10.5%13.2% conv. - **colgate gel toothpaste**21K/yr-8.1%9.6% conv. [**All search terms **](https://flapen.com/research/us/health-household/toothpaste-gel/search-terms)
## **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.
0%10%$90K20%$180K30%$269K40%$359K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$14.08**4.8★15,139 rev](https://www.amazon.com/dp/B0F2QKRXRJ) [2**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**$11.69**4.8★15,139 rev](https://www.amazon.com/dp/B0BLX8VSCH) [3**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**$13.86**4.8★4,813 rev](https://www.amazon.com/dp/B0BLWFJMQQ) [4**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**$3.40**4.7★376 rev](https://www.amazon.com/dp/B0B9FRZKRV) [5**Colgate Max Fresh Knockout Gel Toothpaste 2.5 Ounce Pack Of 3**Colgate**$9.71**4.4★2,052 rev](https://www.amazon.com/dp/B01ICOR0US)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$14.08**15,139 rev1y ago](https://www.amazon.com/dp/B0F2QKRXRJ) [**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**$12.50**1,152 rev1y ago](https://www.amazon.com/dp/B0DMWFLP9R) [**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**$11.69**15,139 rev3y ago](https://www.amazon.com/dp/B0BLX8VSCH) [**Crest Pro-Health Whitening Gel Toothpaste (4.3oz)**Crest**$3.98**1,933 rev3y ago](https://www.amazon.com/dp/B0BQ1M98FB) [**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**$13.86**4,813 rev3y ago](https://www.amazon.com/dp/B0BLWFJMQQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Crest Cavity Protection Toothpaste Gel Cool Mint 8.20 oz (Pack of 5)**Crest**$25.51**4.7★**▲ 245%**](https://www.amazon.com/dp/B01IADUSO6) [**Colgate Max Fresh Liquid Toothpaste with Mini Breath Strips Cool Mint 4.6 oz Blue**Colgate**$3.34**4.7★**▲ 212%**](https://www.amazon.com/dp/B0014CV5MA) [**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**$14.08**4.8★**▲ 27%**](https://www.amazon.com/dp/B0F2QKRXRJ) [**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**$3.40**4.7★**▲ 16%**](https://www.amazon.com/dp/B0B9FRZKRV) [**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**$13.86**4.8★**▲ 12%**](https://www.amazon.com/dp/B0BLWFJMQQ)
**~~View all trending →~~**
## **What buyers say about toothpaste gel**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**33%
*“Excellent price”*
**Quality-Overall**17%
*“Excellent product”*
**Tooth Brightening**10%
*“My teeth enjoy it”*
**Cleansing**9%
*“Cleans the teeth great”*
**Breathability**7%
*“freshens breath”*
**Advertised Vs Actual Product**7%
*“As advertised”*
**Ease Of Use**2%
*“it works well for everyday use”*
**Ease Of Cleaning**2%
*“Great for after deep cleaning”*
**Tooth Sensitivity**2%
*“The toothpaste does not cause sensitivity in my teeth like some other toothpastes”*
**Size-Overall**2%
*“Perfect size and easy to use”*
### **What buyers complain about **
**Value For Money**13%
*“price could be better”*
**Quality-Overall**12%
*“what they did get was garbage”*
**Advertised Vs Actual Product**11%
*“False advertisement”*
**Size-Overall**10%
*“Huge”*
**Ease Of Cleaning**7%
*“What a mess”*
**Product Condition**4%
*“Brand new & the side tore”*
**Ingredients-Overall**4%
*“Contains: TITANIUM DIOXIDE IS one of the ingredients”*
**Ease Of Use**3%
*“If youre not familiar with jell toothpaste its easy to accidentally use too much”*
**Taste-Overall**3%
*“Great taste, not great on my sink drain”*
**Safety Standards**2%
*“Didnt have a safety end cap on the tube”*
### **Top return reasons **
**Size-Overall**31%
**Advertised Vs Actual Product**20%
**Value For Money**14%
**Product Condition**8%
**Defective Material/Parts**5%
**Leak-Proof**4%
**Color**3%
**Functionality-Overall**2%
**Smell**2%
**Ingredients-Overall**1%
## **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.
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