unflavored toothpaste
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Incredible13.0%search→purchase rate — share of searches ending in a sale
Avg price
Great$20.22avg listing price — sweet spot $15–$100
Price range
Great$7.22–$50.28cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$525K$525K/yr · 200K searches
Review moat
Okay1,557avg incumbent reviews — the moat a new listing must climb
Growth
Okay+4.6%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Competition
Bad100%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, unflavored toothpaste is a $525K/yr Amazon United States market (200K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Sep. Verdict: Skip it — 47/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
unflavored toothpaste market data
- Units sold / yr
- 20K–25K
- avg 4,000–5,000/product
- Revenue / yr
- $404K–$506K
- units × avg price
- Conversion rate
- 13.0%
- Avg BSR
- #332
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 75%
- Out of stock
- 0.0%
- Avg brand age
- 67 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 falling
Sellers
40
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- Dr. Bob63%
- Cleure19%
- Oranurse15%
- Crest4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +4.6% search growth over the last 90 days.Peak months: Sep · busiest ÷ quietest = 1.7×
Top unflavored toothpaste search terms
- unflavored toothpaste46K/yr
- dr bobs unflavored toothpaste21K/yr
- flavorless toothpaste26K/yr
- oranurse unflavoured toothpaste18K/yr
- flavorless toothpaste for kids12K/yr
- unflavored toothpaste for adults10K/yr
- dr bob toothpaste8K/yr
- unscented toothpaste6K/yr
- unflavored toothpaste for kids7K/yr
- flavor free toothpaste6K/yr
Top unflavored toothpaste 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 4 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dr. Bob Unflavored Toothpaste - Anticavity Fluoride Gel for Sensory & Taste Sensitivity Dentist-Formulated Xylitol Toothpaste for Adults Kids & Toddlers Gentle SLS-Free Oral Care 4 oz 1-Pack
Dr. Bob$10.474.6★2,000 rev
Cleure Original Fluoride Free Toothpaste Flavor Free SLS Free Mint Free for Adults with Sensitive Mouth (4 oz Tube)
Cleure$12.934.4★2,244 rev
Oranurse 50ml Unflavoured Toothpaste (Pack Of 12)
Oranurse$50.284.6★279 rev
Crest Pro-Health Sensitive & Enamel Shield Toothpaste (4.3oz)
Crest$7.224.7★1,705 rev
Newest
by launch dateCrest Pro-Health Sensitive & Enamel Shield Toothpaste (4.3oz)
Crest$7.221,705 rev
Cleure Original Fluoride Free Toothpaste Flavor Free SLS Free Mint Free for Adults with Sensitive Mouth (4 oz Tube)
Cleure$12.932,244 rev
Dr. Bob Unflavored Toothpaste - Anticavity Fluoride Gel for Sensory & Taste Sensitivity Dentist-Formulated Xylitol Toothpaste for Adults Kids & Toddlers Gentle SLS-Free Oral Care 4 oz 1-Pack
Dr. Bob$10.472,000 rev
Oranurse 50ml Unflavoured Toothpaste (Pack Of 12)
Oranurse$50.28279 rev
Trending
90-day click momentumCrest Pro-Health Sensitive & Enamel Shield Toothpaste (4.3oz)
Crest$7.224.7★
Oranurse 50ml Unflavoured Toothpaste (Pack Of 12)
Oranurse$50.284.6★
Cleure Original Fluoride Free Toothpaste Flavor Free SLS Free Mint Free for Adults with Sensitive Mouth (4 oz Tube)
Cleure$12.934.4★
Dr. Bob Unflavored Toothpaste - Anticavity Fluoride Gel for Sensory & Taste Sensitivity Dentist-Formulated Xylitol Toothpaste for Adults Kids & Toddlers Gentle SLS-Free Oral Care 4 oz 1-Pack
Dr. Bob$10.474.6★
What buyers say about unflavored toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“Perfect for sensitive mouth”
“Excellent product”
“Clean and Gentle”
“As advertised”
“My mouth still feels clean afterwards”
“works well”
“I highly recommend this toothpaste especially for more particular palettes”
“Allergy friendly”
“its totally worth the price”
“The consistency is great”
What buyers complain about
“Its expensive”
“I have a lot of allergies”
“Doesnt clean well”
“The cons: The texture is quite runny”
“This has no color. clear.”
“My breath has no discernible scent at all”
“The ingredients in this may appear to be boring”
“Too Strong and Burning for Sensitive Dry Mouth, I bought this toothpaste because I have very sensitive teeth and dry mouth issues,”
“It was very difficult to get her to brush her teeth”
“the lack of sticky paste everywhere”
Top return reasons
Common questions
- Is unflavored toothpaste profitable to sell on Amazon United States?
- The niche generates $525K/yr across 4 tracked products. 90-day search growth is +4.6%. Flapen's verdict: Skip it (47/100).
- How competitive is the unflavored toothpaste niche?
- 4 brands and 40 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in unflavored toothpaste?
- Top complaints mined from reviews: Value For Money, Allergies, Ease Of Cleaning. The return rate is 0.7%.
- When does demand for unflavored toothpaste peak?
- Demand peaks in Sep; the busiest month runs 1.7× the quietest.
- What does it cost to enter the unflavored toothpaste niche?
- Listings span $7.22–$50.28; the average listing price is $20.22 (sweet spot $15–$100). The average incumbent carries 1,557 reviews — the moat a new listing must climb.