whitening toothpastes
Worth a lookShows searches that convert (21.2% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Conversion
Incredible21.2%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Market size
Incredible$4.9M$4.9M/yr · 1.8M searches
Avg price
Good$12.85avg listing price — sweet spot $15–$100
Price range
Okay$4.03–$21.91cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay70%top-5 click share — leaders hold, buyers still browse
Growth
Bad-2.4%90-day search growth — must beat 0% to launch
Review moat
Bad5,590.88avg incumbent reviews — the moat a new listing must climb
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, whitening toothpastes is a $4.9M/yr Amazon United States market (1.8M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
whitening toothpastes market data
- Units sold / yr
- 300K–400K
- avg 20,000–25,000/product
- Revenue / yr
- $3.9M–$5.1M
- units × avg price
- Conversion rate
- 21.2%
- Avg BSR
- #107
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 82%
- Out of stock
- 0.0%
- Avg brand age
- 65 months
- Avg seller age
- 132 days
Competition & brand share
The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.Brands
3 falling
Sellers
238
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
0%
- Arm & Hammer87%
- Crest12%
- RED SEAL1%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 27 weeks — -2.4% search growth over the last 90 days.Top whitening toothpastes search terms
- arm and hammer toothpaste880K/yr
- baking soda toothpaste165K/yr
- toothpaste arm and hammer130K/yr
- crest 3d white brilliance toothpaste156K/yr
- crest brilliance toothpaste60K/yr
- arm & hammer toothpaste41K/yr
- toothpaste baking soda36K/yr
- arm and hammer toothpaste whitening23K/yr
- arm hammer toothpaste30K/yr
- crest 3d white brilliance44K/yr
Top whitening toothpastes 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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
ARM & HAMMER Advance White Toothpaste Teeth Whitening Baking Soda Toothpaste with Stain Defense Technology and Fluoride Clean Mint Flavor 6.0 Oz (4 Pack)
Arm & Hammer$13.574.7★10,075 rev
ARM & Hammer Peroxicare Toothpaste for Gum Health Baking Soda Toothpaste Clean Mint 6.0 oz (Pack of 4
Arm & Hammer$12.934.8★21,857 rev
ARM & HAMMER Complete Care Toothpaste Teeth Whitening Toothpaste Fluoride Whole Mouth Protection Fresh Mint Flavor 6.0 oz (Pack of 1)
Arm & Hammer$4.034.8★6,831 rev
ARM & HAMMER Advance White Baking Soda & Peroxide Toothpaste Extreme Whitening 4.3 oz (Pack of 2)
Arm & Hammer$8.364.7★778 rev
ARM & Hammer Toothpaste Plus TheraBreath Breath Fresheners ICY Mint Flavor Teeth Whitening Toothpaste Anticavity Fluoride for Bad Breath 5.5 Oz (Pack of 2)
Arm & Hammer$7.384.7★3,539 rev
Newest
by launch date
Crest 3D White Deep Stain Remover Toothpaste Teeth whitening for Adults 3.1oz 2 Pack Sensitivity Safe Enamel Repair Cavity Protection Fluoride Toothpaste Travel Size Toiletries
Crest$19.758,716 rev
Crest 3D White Brilliance Bright Mint Teeth Whitening Toothpaste 4.3 oz Pack of 3 100% More Surface Stain Removal 24 Hour Active Stain Prevention Whiter Teeth in 3 Days
Crest$17.572,813 rev
Red Seal Fluoride Free Toothpaste - Baking Soda - Herbal & Mineral Formula Vegan-Friendly Cruelty-Free SLS and Paraben-Free No Artificial Flavors NATRUE Certified Natural Dry Mouth Relief
RED SEAL$9.162,897 rev
ARM & Hammer Toothpaste Plus TheraBreath Breath Fresheners ICY Mint Flavor Teeth Whitening Toothpaste Anticavity Fluoride for Bad Breath 5.5 Oz (Pack of 2)
Arm & Hammer$7.383,539 rev
Crest 3D White Teeth Whitening Toothpaste for Adults 4.6oz 3 Pack Stain Remover Cavity Protection Fluoride Toothpaste Strengthens Enamel Faster Whitening Brightens Teeth Travel Size
Crest$17.804,020 rev
Trending
90-day click momentum
Arm & Hammer Advance White Extreme Whitening Toothpaste - 6 Oz (Pack of 6)
Arm & Hammer$21.914.6★
ARM & HAMMER Complete Care Toothpaste Teeth Whitening Toothpaste Fluoride Whole Mouth Protection Fresh Mint Flavor 6.0 oz (Pack of 1)
Arm & Hammer$4.034.8★
ARM & HAMMER Advance White Baking Soda & Peroxide Toothpaste Extreme Whitening 4.3 oz (Pack of 2)
Arm & Hammer$8.364.7★
ARM & HAMMER Essentials Whiten & Strengthen Fluoride Toothpaste-4 Pack of 4.3oz Tubes Fresh Mint- 100% Natural Baking Soda- Fluoride Toothpaste
Arm & Hammer$18.744.5★
Crest 3D White Deep Stain Remover Toothpaste Teeth whitening for Adults 3.1oz 2 Pack Sensitivity Safe Enamel Repair Cavity Protection Fluoride Toothpaste Travel Size Toiletries
Crest$19.754.4★
What buyers say about whitening toothpastes
What buyers praise and complain about, mined from review topics.What buyers love
“Whitening Toothpaste”
“Ive been happy with its performance”
“Great value”
“Super clean feeling”
“It works well”
“Helps a lot with the sensitivity I have with my teeth”
“As described”
“It makes your breath feel fresh”
“Cleans really well”
“Noticeably Brighter Teeth”
What buyers complain about
“Kind of expensive”
“Didn't work”
“the little pump is Very difficult to operate”
“Awful dispenser”
“Deceptive advertisement”
“wrong size”
“Pump is stupid”
“package design is terrible”
“It breaks super easily”
“does not whiten”
Top return reasons
Common questions
- Is whitening toothpastes profitable to sell on Amazon United States?
- The niche generates $4.9M/yr across 17 tracked products. 90-day search growth is -2.4%. Flapen's verdict: Worth a look (50/100).
- How competitive is the whitening toothpastes niche?
- 3 brands and 238 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in whitening toothpastes?
- Top complaints mined from reviews: Value For Money, Functionality-Overall, Ease Of Use. The return rate is 0.3%.
- What does it cost to enter the whitening toothpastes niche?
- Listings span $4.03–$21.91; the average listing price is $12.85 (sweet spot $15–$100). The average incumbent carries 5,591 reviews — the moat a new listing must climb.