Is whitening toothbrush profitable to sell on Amazon United States?

The niche generates $84K/yr across 27 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +3.4%. Flapen's verdict: Skip it (46/100).

How competitive is the whitening toothbrush niche?

9 brands and 113 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in whitening toothbrush?

Top complaints mined from reviews: Battery Life, Durability, Size-Overall. The return rate is 0.3%.

When does demand for whitening toothbrush peak?

Demand peaks in Nov; the busiest month runs 1.7× the quietest.

What does it cost to enter the whitening toothbrush niche?

Listings span $2.54–$51.65; the average listing price is $10.27 (sweet spot $15–$100). The average incumbent carries 8,606 reviews — the moat a new listing must climb.

whitening toothbrush

Skip it

Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Great12.0%

search→purchase rate — share of searches ending in a sale

Price range

Great$2.54–$51.65

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Good52%

top-5 click share — leaders hold, buyers still browse

Avg price

Okay$10.27

avg listing price — sweet spot $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+3.4%

90-day search growth — must beat 0% to launch

Review moat

Bad8,605.63

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$84K

$84K/yr · 69K searches

Brand share

Bad96%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, whitening toothbrush is a $84K/yr Amazon United States market (69K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Nov. Verdict: Skip it — 46/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

whitening toothbrush market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $82K–$103K; units × avg price
Conversion rate: 12.0%
Avg BSR: #249
Page quality: 0%
Prime: 89%
Sponsored: 33%
Out of stock: 0.3%
Avg brand age: 48 months
Avg seller age: 141 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 rising

Sellers

113

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

52%

Top 20: 94%

Open market

Oral-B62%
Colgate26%
GuruNanda5%
Aquasonic2%
Amazon Basics1%
Aneebart1%
Open — no brand owns it (3 brands, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +3.4% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 1.7×

Open Trend

Top whitening toothbrush search terms

toothbrush 2 pack23K/yr +8.2%11.8% conv.
oral b indicator toothbrush soft12K/yr -0.7%10.1% conv.
2 pack toothbrush8K/yr -1.0%11.1% conv.
oral b indicator toothbrush12K/yr +25.4%5.8% conv.
tooth brush 2 pack4K/yr -6.7%15.9% conv.
toothbrush two pack3K/yr +16.8%12.7% conv.
toothbrush set of 23K/yr -3.8%8.0% conv.
oral b indicator toothbrush medium4K/yr -25.8%8.2% conv.

All search terms

Top whitening toothbrush 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Oral-B Pro Health Fights Plaque & Tartar 2 Count Soft Manual Toothbrush Pack Indicator Bristles Plaque Fighter Gentle on Teeth

Oral-B$4.974.6★14,286 rev

Colgate 360 Optic White Advanced Whitening Toothbrush Adult Medium Toothbrush with Whitening Cups Helps Whiten Teeth and Removes Odor Causing Bacteria 2 Pack

Colgate$7.104.7★16,885 rev

Oral-B Indicator Toothbrush Flat Trim Compact Head 30 Soft - Pack of 6

Oral-B$19.704.7★675 rev

Oral-B Indicator Toothbrush 30 Soft (3)

Oral-B$10.674.5★2,521 rev

Oral-B 3D White Charcoal Manual Toothbrush 2-Pack Medium Bristles Teeth Whitening Brushes for Adults

Oral-B$6.824.7★29,815 rev

Newest

by launch date

Colgate 360 Vibrate Deep Clean Battery Powered Electric Toothbrush with Medium Bristles 2 Pack Sonic Powered

Colgate$9.94222 rev

5mo ago

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

1y ago

Oral-B Manual 1-2-3 Indicator Toothbrush

Oral-B$9.88446 rev

2y ago

GuruNanda Butter on Gums Toothbrush with Extra Soft Bristles for Sensitive Gums Soft Toothbrush for Kids & Adults 2 ct

GuruNanda$2.5410,853 rev

2y ago

Oral-B Indicator Toothbrush 30 Soft (3)

Oral-B$10.672,521 rev

3y ago

What buyers say about whitening toothbrush

What buyers praise and complain about, mined from review topics.

What buyers love

Soft Feel15%

“The bristles are comfortably soft”

Value For Money15%

“Great value for money”

Quality-Overall12%

“Excellent product”

Brush Quality7%

“BEST BRUSH EVER”

Tooth Brightening5%

“My teeth love them”

Ease Of Use5%

“Ease to use”

Tooth Sensitivity4%

“Great for sensitive teeth”

Cleansing4%

“Cleans very well”

Advertised Vs Actual Product4%

“As described”

Battery Life4%

“Long lasting battery”

What buyers complain about

Battery Life15%

“Bad battery life”

Durability11%

“don't last at all”

Size-Overall11%

“I dont like the size”

Hard Feel9%

“not soft”

Quality-Overall6%

“Cheap quality”

Ease Of Use6%

“They are somewhat difficult to turn on and off”

Ease Of Cleaning6%

“Did not clean at all”

Value For Money5%

“Too expensive”

Charging3%

“wont charge”

Color3%

“No purple”

Top return reasons

Size-Overall23%

Advertised Vs Actual Product18%

Functionality-Overall9%

Charging6%

Hard Feel6%

Color5%