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

Boka is the best-performing hello toothpaste brand in July 2026, moving 190,000 units across 2 ASINs for 37.3% of Top 10 volume. Colgate follows with 140,000 units (27.5%), ahead of SENSODYNE PRONAMEL on 50,000 units (9.8%).

With 7 brands splitting the Top 10 and 74.5% 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 $9.98 to $23.32, 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: B0CP62LWKP booked 30K units at $24.47, with ▲ 0.0% MoM change. On the growth side, B01LZQZ36F leads positive momentum with ▲ 200.0% MoM growth on 3K units, with B0DK1VDQPC close behind at ▲ 100.0% MoM on 20K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.