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

Crest is the best-performing colgate whitening toothpaste brand in July 2026, moving 210,000 units across 4 ASINs for 45.7% of Top 10 volume. Colgate follows with 200,000 units (43.5%), ahead of Sensodyne on 30,000 units (6.5%).

With 4 brands splitting the Top 10 and 95.7% 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 $10.70 to $24.47, 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. Specifically, one ASIN forced its way in: B0CMW3X9ZK booked 30K units at $8.97, with ▲ 50.0% MoM change. On the growth side, B07XC1SJD3 leads positive momentum with ▲ 133.3% MoM growth on 700 units, with B087MSHGN4 close behind at ▲ 100.0% 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.