Colgate Toothpaste Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Colgate Toothpaste sales on Amazon US totaled 496,900 units in July 2026 (▼ 13.4% vs. the prior month), generating an estimated $5,463,744 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 74.5% of unit volume and 71.9% of revenue, while a typical listing is priced at $11.87. The keyword itself pulled 141,733 Amazon queries over the same period (▲ 11.3% MoM).
Zooming out to the 12-month window ending July 2026, the colgate toothpaste Top 50 moved 5,292,100 units and $57,911,319 in cumulative sales — an average of 441,008 units and $4,825,943 per month. Monthly throughput topped out at 574,100 units in June 2026 and dipped to 294,200 in May 2026, leaving the latest reading 12.6% higher than August 2025.
Colgate Toothpaste Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
496.9K
▼ 13.4% MoM
Monthly Revenue 2026/07
$5.5M
▼ 16.6% MoM
Top 10 Market Share 2026/07
74.5%
Colgate Toothpaste Market Share & Sales Concentration on Amazon US — July 2026
The most-sold colgate toothpaste listing on Amazon US in July 2026 is ASIN B005PLQIQ4 (Brand: Crest), which sold 100,000 units at $8.99 apiece — equal to 20.1% of every unit tracked in this report.
The Top 10 ASINs account for 370,000 units and $3,928,800 in July 2026 — 74.5% of unit volume and 71.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Colgate Toothpaste' on Amazon
July 2026
Is 74.5% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B005PLQIQ4
Crest + Scope Whitening Toothpaste - Pack of 3, 5.4 Oz Tubes - Anticavity Fluoride Toothpaste, Fresh Breath, Kills Germs - Tartar Protection, Enamel Protection - Minty Fresh Flavor
100K
▲ 0.0%vs. prior month
$899K
latest month
12-month trend
B082F1QH7S
Colgate Optic White Advanced Hydrogen Peroxide Toothpaste, 3 Pack, 3.2 oz | Sparkling White, Teeth Whitening Toothpaste, Removes 5 Years of Deep-Set Coffee, Tea, and Wine Stains, Enamel Safe Formula
100K
▲ 0.0%vs. prior month
$1M
latest month
12-month trend
B01BNEWDFQ
Colgate Cavity Protection Fluoride Toothpaste, Mint, 6 Pack, 6 oz | Bulk Anticavity Adult Toothpaste, Fights Cavities, Enamel Strengthening, ADA Accepted, Great Regular Mint Flavor
40K
▲ 33.3%vs. prior month
$401.6K
latest month
12-month trend
B0B9FHRKDP
Colgate Total Whitening Fluoride Toothpaste, Mint, 2 Pack, 5.1 oz | Antibacterial, Antigingivitis, Antisensitivity, Stain Removal, Strengthens Enamel, Freshens Breath
30K
▼ 25.0%vs. prior month
$228.6K
latest month
12-month trend
B0BLWLL3FV
Colgate Total Whitening Toothpaste with Fluoride, Bulk 4 Pack, 5.1 oz | Mint Flavor, Anticavity, Antigingivitis, Antisensitivity Toothpaste, Helps Remove Stains, Fights Bacteria
30K
▲ 0.0%vs. prior month
$477.9K
latest month
12-month trend
B0BLWFJMQQ
Colgate Total Whitening Toothpaste Gel with Fluoride, Bulk 4 Pack, 5.1 oz | Mint Flavor, Antibacterial, Antigingivitis, Antisensitivity, Stain Removal, Strengthens Enamel, Freshens Breath
20K
▼ 33.3%vs. prior month
$300.8K
latest month
12-month trend
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Best Colgate Toothpaste Brands on Amazon US — Top 2 Brand Sales Concentration (July 2026)
Colgate is the best-performing colgate toothpaste brand in July 2026, moving 270,000 units across 9 ASINs for 73.0% of Top 10 volume. Crest follows with 100,000 units (27.0%).
With 2 brands splitting the Top 10 and 100.0% 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 $8.99 to $12.17, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Colgate
9 ASINs in Top 10
73.0%
Units
270K
Revenue
$3M
Avg. price
$12.17
B082F1QH7S
$9.99·★4.7·51.2K revsColgate Optic White Advanced Hydrogen Peroxide Toothpaste, 3 Pack, 3.2 oz | Sparkling White, Teeth Whitening Toothpaste, Removes 5 Years of Deep-Set Coffee, Tea, and Wine Stains, Enamel Safe Formula
Units sold100KB01BNEWDFQ
$9.98·★4.8·65.9K revsColgate Cavity Protection Fluoride Toothpaste, Mint, 6 Pack, 6 oz | Bulk Anticavity Adult Toothpaste, Fights Cavities, Enamel Strengthening, ADA Accepted, Great Regular Mint Flavor
Units sold40KB0B9FHRKDP
$7.96·★4.8·5K revsColgate Total Whitening Fluoride Toothpaste, Mint, 2 Pack, 5.1 oz | Antibacterial, Antigingivitis, Antisensitivity, Stain Removal, Strengthens Enamel, Freshens Breath
Units sold30KB0BLWLL3FV
$15.92·★4.8·7.5K revsColgate Total Whitening Toothpaste with Fluoride, Bulk 4 Pack, 5.1 oz | Mint Flavor, Anticavity, Antigingivitis, Antisensitivity Toothpaste, Helps Remove Stains, Fights Bacteria
Units sold30KB0BLWFJMQQ
$13.70·★4.8·5.1K revsColgate Total Whitening Toothpaste Gel with Fluoride, Bulk 4 Pack, 5.1 oz | Mint Flavor, Antibacterial, Antigingivitis, Antisensitivity, Stain Removal, Strengthens Enamel, Freshens Breath
Units sold20KB0BLX8VSCH
$9.05·★4.8·15.4K revsColgate MaxFresh Fluoride Toothpaste, Clean Mint, 4 Pack, 6.3 oz | Fresh Breath Toothpaste with Mini Breath Strips, Bulk Size, Fluoride Formulated
Units sold20KB01BNHREXE
$7.47·★4.7·36.5K revsColgate Baking Soda & Peroxide Toothpaste - Whitens Teeth, Fights Cavities & Removes Stains, Brisk Mint, 6 Ounce (Pack of 2)
Units sold10KB0G2T1S85K
$23.49·★4.6·1.1K revsColgate Optic White Pro Series High Impact White, 3 Pack, Teeth Whitening Toothpaste with 5% Hydrogen Peroxide and ActivShine, Brilliant Mint Flavor, 3.0 OZ
Units sold10KB01LTHYWB0
$11.96·★4.8·20.8K revsColgate Whitening Sensitive Toothpaste Gel, Clean Spearmint, 3 Pack, 6 oz | With Potassium Nitrate for Sensitivity Relief, Safely Removes Surface Stains for Whiter Teeth, Promotes Healthy Gums
Units sold10K
Crest
1 ASIN in Top 10
27.0%
Units
100K
Revenue
$899K
Avg. price
$8.99
B005PLQIQ4
$8.99·★4.8·52.9K revsCrest + Scope Whitening Toothpaste - Pack of 3, 5.4 Oz Tubes - Anticavity Fluoride Toothpaste, Fresh Breath, Kills Germs - Tartar Protection, Enamel Protection - Minty Fresh Flavor
Units sold100K
Trending Colgate Toothpaste Products — Growth Leaders & New Top 10 Entrants
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. Specifically, one ASIN forced its way in: B01LTHYWB0 booked 10K units at $11.96, with ▲ 0.0% MoM change. On the growth side, B0B9FNP1DM leads positive momentum with ▲ 400.0% MoM growth on 500 units, with B0B9FRZKRV close behind at ▲ 122.2% MoM on 2K 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.
B01LTHYWB0
Colgate Whitening Sensitive Toothpaste Gel, Clean Spearmint, 3 Pack, 6 oz | With Potassium Nitrate for Sensitivity Relief, Safely Removes Surface Stains for Whiter Teeth, Promotes Healthy Gums
Price
$11.96
Rating
4.8
Reviews
20.8K
Latest month sales
B0B9FNP1DM
Colgate Total Clean Mint Toothpaste with Fluoride, 5.1 oz
Price
$5.50
Rating
4.5
Reviews
525
Latest month sales
B0B9FRZKRV
Colgate MaxFresh Fluoride Toothpaste, Cool Mint, 6.3 oz | Freshens Breath for Hours with Hundreds of Mini Breath Strips, Prevents Cavities, Invigorating Minty Anticavity Toothpaste
Unlock to view ASIN details and product titles
Price
$3.74
Rating
4.7
Reviews
383
Latest month sales
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