Kid Toothpaste Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Kid Toothpaste sales on Amazon US totaled 436,000 units in July 2026 (▼ 6.8% vs. the prior month), generating an estimated $4,384,340 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 57.3% of unit volume and 50.4% of revenue, while a typical listing is priced at $10.47. The keyword itself pulled 19,016 Amazon queries over the same period (▲ 4.2% MoM).
Zooming out to the 12-month window ending July 2026, the kid toothpaste Top 50 moved 4,879,850 units and $50,258,580 in cumulative sales — an average of 406,654 units and $4,188,215 per month. Monthly throughput topped out at 467,600 units in June 2026 and dipped to 247,600 in May 2026, leaving the latest reading 10.0% higher than August 2025.
Kid 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
436K
▼ 6.8% MoM
Monthly Revenue 2026/07
$4.4M
▼ 7.5% MoM
Top 10 Market Share 2026/07
57.3%
Kid Toothpaste Market Share & Sales Concentration on Amazon US — July 2026
The most-sold kid toothpaste listing on Amazon US in July 2026 is ASIN B083JHCCV2 (Brand: Boka), which sold 100,000 units at $9.88 apiece — equal to 22.9% of every unit tracked in this report and 3.3× the volume of the No. 2 listing.
The Top 10 ASINs account for 250,000 units and $2,207,900 in July 2026 — 57.3% of unit volume and 50.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Kid Toothpaste' on Amazon
July 2026
Is 57.3% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B083JHCCV2
Boka Toothpaste - Fluoride Free Toothpaste, Nano Hydroxyapatite Toothpaste | Appropriate for Sensitive Teeth - Adult Oral Care - Ela Mint - 4 Oz, 1PK
100K
▲ 0.0%vs. prior month
$1.1M
latest month
12-month trend
B07ZK1573S
Crest Kid's Cavity Protection Toothpaste, Crest Kids Toothpaste, For Children And Toddlers 2+, Sparkle Fun, 4.6 Oz (Pack of 3), Toothpaste For Kids, Packaging may vary
30K
▲ 0.0%vs. prior month
$146.1K
latest month
12-month trend
B08899DKSV
Dr. Brown's Fluoride-Free Baby Toothpaste, Strawberry, 1-Pack
30K
▲ 0.0%vs. prior month
$133.2K
latest month
12-month trend
B0CP6B6P56
Boka Kids Toothpaste - Fluoride Free Nano Hydroxyapatite Toothpaste | Kids Oral Care - Strawberry Mango - 4 Oz, 1PK
20K
▼ 33.3%vs. prior month
$232.4K
latest month
12-month trend
B0DK1VDQPC
SENSODYNE PRONAMEL Kids Berry Twist Toothpaste, 4 oz (2 Pack) | Fluoride Anticavity Toothpaste for Ages 2+, Gentle On Enamel, Natural Berry Flavor With A Twist Of Mint, SLS Free
20K
▲ 100.0%vs. prior month
$159.4K
latest month
12-month trend
B00169Z2SY
Orajel Naturals PAW Patrol Kids Toothpaste, Fruity Flavor, 1.5 Oz | Fluoride-Free Training Toothpaste, For Babies and Toddlers Ages 0-3, No Artificial Colors, Dyes or Sweeteners
10K
▲ 11.1%vs. prior month
$39.1K
latest month
12-month trend
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Best Kid Toothpaste Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Boka is the best-performing kid toothpaste brand in July 2026, moving 120,000 units across 2 ASINs for 48.0% of Top 10 volume. Crest follows with 40,000 units (16.0%), ahead of Dr. Brown's on 30,000 units (12.0%).
With 7 brands splitting the Top 10 and 76.0% 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 $4.49 to $10.75, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Boka
2 ASINs in Top 10
48.0%
Units
120K
Revenue
$1.4M
Avg. price
$10.75
B083JHCCV2
$9.88·★4.5·60.9K revsBoka Toothpaste - Fluoride Free Toothpaste, Nano Hydroxyapatite Toothpaste | Appropriate for Sensitive Teeth - Adult Oral Care - Ela Mint - 4 Oz, 1PK
Units sold100KB0CP6B6P56
$11.62·★4.6·12K revsBoka Kids Toothpaste - Fluoride Free Nano Hydroxyapatite Toothpaste | Kids Oral Care - Strawberry Mango - 4 Oz, 1PK
Units sold20K
Crest
2 ASINs in Top 10
16.0%
Units
40K
Revenue
$307.9K
Avg. price
$7.97
B07ZK1573S
$4.97·★4.8·35.4K revsCrest Kid's Cavity Protection Toothpaste, Crest Kids Toothpaste, For Children And Toddlers 2+, Sparkle Fun, 4.6 Oz (Pack of 3), Toothpaste For Kids, Packaging may vary
Units sold30KB0BP5ZQ879
$10.97·★4.8·3.5K revsCrest Advanced Kid's Fluoride Toothpaste, Bubblegum Flavor, 4.2 oz, 3 Count, Color-Changing Anticavity Toothpaste
Units sold10K
Dr. Brown's
1 ASIN in Top 10
12.0%
Units
30K
Revenue
$133.2K
Avg. price
$4.49
B08899DKSV
$4.49·★4.8·9.3K revsDr. Brown's Fluoride-Free Baby Toothpaste, Strawberry, 1-Pack
Units sold30K
Trending Kid 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: B00169Z2SY booked 10K units at $3.79, with ▲ 11.1% MoM change. On the growth side, B01M9BRYDL leads positive momentum with ▲ 233.3% MoM growth on 2K 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.
B00169Z2SY
Orajel Naturals PAW Patrol Kids Toothpaste, Fruity Flavor, 1.5 Oz | Fluoride-Free Training Toothpaste, For Babies and Toddlers Ages 0-3, No Artificial Colors, Dyes or Sweeteners
Price
$3.79
Rating
4.8
Reviews
14.7K
Latest month sales
B01M9BRYDL
Jack N Jill Natural Toothpaste, Flavor Free, 1.76 oz (Pack of 1) | Fluoride Free Kids & Toddlers Toothpaste, Gently Cleans Teeth, 40% Xylitol, BPA Free, No Artificial Dyes
Price
$7.99
Rating
4.6
Reviews
3.2K
Latest month sales
B0DK1VDQPC
SENSODYNE PRONAMEL Kids Berry Twist Toothpaste, 4 oz (2 Pack) | Fluoride Anticavity Toothpaste for Ages 2+, Gentle On Enamel, Natural Berry Flavor With A Twist Of Mint, SLS Free
Unlock to view ASIN details and product titles
Price
$7.97
Rating
4.7
Reviews
2.1K
Latest month sales
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