Charcoal Toothpaste Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Crest is the best-performing charcoal toothpaste brand in July 2026, moving 170,000 units across 4 ASINs for 37.8% of Top 10 volume. Colgate follows with 110,000 units (24.4%), ahead of Boka on 90,000 units (20.0%).

With 6 brands splitting the Top 10 and 82.2% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $11.62 to $16.39, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. On the growth side, B081R37SMW leads positive momentum with ▲ 200.0% MoM growth on 3K units, with B07XC1SJD3 close behind at ▲ 133.3% MoM on 700 units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.