---
title: "Unflavored Toothpaste — $525K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/unflavored-toothpaste"
last_updated: "2026-08-10T01:16:44.177Z"
locale: en
meta:
description: "Niche score 47/100 · $525K/yr market · 200K searches/yr · $20.22 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $525K/yr market · 200K searches/yr · $20.22 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Unflavored Toothpaste — $525K/yr Amazon US Niche (2026) - Flapen"
---
# **unflavored toothpaste**
**Skip it**
A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Market size 61Growth 31Conversion 96Competition 0Returns 97Price range 81Avg price 88Brand share 0Review moat 49Quality gap 28
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.0%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$20.22**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$7.22–$50.28**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****$525K**
$525K/yr · 200K searches
**Review moat**
**Okay****1,557**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Okay****+4.6%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****100%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Sep · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/health-household/unflavored-toothpaste/trend)
## **Top unflavored toothpaste search terms**
- **unflavored toothpaste**46K/yr+1.9%5.6% conv. - **dr bobs unflavored toothpaste**21K/yr+18.1%29.3% conv. - **flavorless toothpaste**26K/yr-5.6%8.4% conv. - **oranurse unflavoured toothpaste**18K/yr+16.6%7.5% conv. - **flavorless toothpaste for kids**12K/yr-18.0%11.9% conv. - **unflavored toothpaste for adults**10K/yr-13.1%5.9% conv. - **dr bob toothpaste**8K/yr+5.7%16.4% conv. - **unscented toothpaste**6K/yr+133.4%3.9% conv. - **unflavored toothpaste for kids**7K/yr-6.0%10.8% conv. - **flavor free toothpaste**6K/yr+38.3%6.0% conv. [**All search terms **](https://flapen.com/research/us/health-household/unflavored-toothpaste/search-terms)
## **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.
0%20%$105K40%$210K60%$315K80%$420K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 4 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$10.47**4.6★2,000 rev](https://www.amazon.com/dp/B0963WCPZC) [2**Cleure Original Fluoride Free Toothpaste Flavor Free SLS Free Mint Free for Adults with Sensitive Mouth (4 oz Tube)**Cleure**$12.93**4.4★2,244 rev](https://www.amazon.com/dp/B09T3X266D) [3**Oranurse 50ml Unflavoured Toothpaste (Pack Of 12)**Oranurse**$50.28**4.6★279 rev](https://www.amazon.com/dp/B014LA9RKS) [4**Crest Pro-Health Sensitive & Enamel Shield Toothpaste (4.3oz)**Crest**$7.22**4.7★1,705 rev](https://www.amazon.com/dp/B0BQ1JY249)
### **Newest**
by launch date
[**Crest Pro-Health Sensitive & Enamel Shield Toothpaste (4.3oz)**Crest**$7.22**1,705 rev3y ago](https://www.amazon.com/dp/B0BQ1JY249) [**Cleure Original Fluoride Free Toothpaste Flavor Free SLS Free Mint Free for Adults with Sensitive Mouth (4 oz Tube)**Cleure**$12.93**2,244 rev4y ago](https://www.amazon.com/dp/B09T3X266D) [**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**$10.47**2,000 rev5y ago](https://www.amazon.com/dp/B0963WCPZC) [**Oranurse 50ml Unflavoured Toothpaste (Pack Of 12)**Oranurse**$50.28**279 rev10y ago](https://www.amazon.com/dp/B014LA9RKS)
### **Trending**
90-day click momentum
[**Crest Pro-Health Sensitive & Enamel Shield Toothpaste (4.3oz)**Crest**$7.22**4.7★**▲ 35%**](https://www.amazon.com/dp/B0BQ1JY249) [**Oranurse 50ml Unflavoured Toothpaste (Pack Of 12)**Oranurse**$50.28**4.6★**— 1%**](https://www.amazon.com/dp/B014LA9RKS) [**Cleure Original Fluoride Free Toothpaste Flavor Free SLS Free Mint Free for Adults with Sensitive Mouth (4 oz Tube)**Cleure**$12.93**4.4★**— 1%**](https://www.amazon.com/dp/B09T3X266D) [**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**$10.47**4.6★**— 1%**](https://www.amazon.com/dp/B0963WCPZC)
## **What buyers say about unflavored toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Tooth Sensitivity**22%
*“Perfect for sensitive mouth”*
**Quality-Overall**14%
*“Excellent product”*
**Cleansing**6%
*“Clean and Gentle”*
**Advertised Vs Actual Product**6%
*“As advertised”*
**Ease Of Cleaning**6%
*“My mouth still feels clean afterwards”*
**Efficiency**6%
*“works well”*
**Tooth Brightening**5%
*“I highly recommend this toothpaste especially for more particular palettes”*
**Allergies**5%
*“Allergy friendly”*
**Value For Money**5%
*“its totally worth the price”*
**Texture/Consistency-Overall**3%
*“The consistency is great”*
### **What buyers complain about **
**Value For Money**15%
*“Its expensive”*
**Allergies**15%
*“I have a lot of allergies”*
**Ease Of Cleaning**9%
*“Doesnt clean well”*
**Texture/Consistency-Overall**6%
*“The cons: The texture is quite runny”*
**Color**5%
*“This has no color. clear.”*
**Smell**5%
*“My breath has no discernible scent at all”*
**Ingredients-Overall**4%
*“The ingredients in this may appear to be boring”*
**Sensitivity-Overall**3%
*“Too Strong and Burning for Sensitive Dry Mouth, I bought this toothpaste because I have very sensitive teeth and dry mouth issues,”*
**Ease Of Use**3%
*“It was very difficult to get her to brush her teeth”*
**Adhesion/Stickiness**2%
*“the lack of sticky paste everywhere”*
### **Top return reasons **
**Advertised Vs Actual Product**32%
**Leak-Proof**9%
**Ingredients-Overall**8%
**Texture/Consistency-Overall**8%
**Size-Overall**6%
**Functionality-Overall**6%
**Smell**5%
**Defective Material/Parts**4%
**Value For Money**3%
**Gap/Hole**3%
## **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.
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