Purely White Deluxe Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Purely White Deluxe sales on Amazon US totaled 431,950 units in July 2026 (▼ 5.7% vs. the prior month), generating an estimated $7,562,696 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 78.7% of unit volume and 74.9% of revenue, while a typical listing is priced at $21.81. The keyword itself pulled 18,144 Amazon queries over the same period (▼ 24.9% MoM).
Zooming out to the 12-month window ending July 2026, the purely white deluxe Top 50 moved 4,485,350 units and $82,859,146 in cumulative sales — an average of 373,779 units and $6,904,929 per month. Monthly throughput topped out at 457,850 units in June 2026 and dipped to 229,200 in May 2026, leaving the latest reading 20.6% higher than August 2025.
Purely White Deluxe 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
431.9K
▼ 5.7% MoM
Monthly Revenue 2026/07
$7.6M
▼ 7.7% MoM
Top 10 Market Share 2026/07
78.7%
Purely White Deluxe Market Share & Sales Concentration on Amazon US — July 2026
The most-sold purely white deluxe listing on Amazon US in July 2026 is ASIN B082F1QH7S (Brand: Colgate), which sold 100,000 units at $9.99 apiece — equal to 23.2% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 340,000 units and $5,661,800 in July 2026 — 78.7% of unit volume and 74.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Purely White Deluxe' on Amazon
July 2026
Is 78.7% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
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
B0BK2SC18T
GuruNanda Teeth Whitening Strips - 4X Whiter Teeth, 7-Day Whitening Kit | Non-Slip 4 Layer Dry Strip Technology|With Coconut Oil|Promotes Brighter Smile|Gentle on Enamel|Easy to Apply Teeth Whitener
50K
▼ 16.7%vs. prior month
$498.5K
latest month
12-month trend
B0DPNGKZ9P
Crest 3D White Deep Stain Remover Toothpaste, Teeth whitening for Adults, 3.1oz, 2 Pack, Sensitivity Safe, Enamel Repair, Cavity Protection, Fluoride Toothpaste, Travel Size Toiletries
50K
▲ 25.0%vs. prior month
$988.5K
latest month
12-month trend
B09VK1RKM8
Arm & Hammer Advance White Toothpaste, Clean Mint, 6.0 oz, 4-Pack | Teeth Whitening Toothpaste, Natural Whitening with Baking Soda, Stain Defense Technology, Fluoride
30K
▲ 0.0%vs. prior month
$403.8K
latest month
12-month trend
B0CP62LWKP
Sensodyne Clinical White Stain Protector Toothpaste, 3.4 oz x 3 | Clinically Proven Whitening for Sensitive Teeth, Stain Protector, 2 Shades Whiter Teeth
30K
▲ 0.0%vs. prior month
$734.1K
latest month
12-month trend
B0B5HN65QQ
InoPro Teeth Whitening Strips 14 Treatments Kit - Enamel Safe Teeth Whitener, Peroxide-Free, Green White Strips for Teeth Whitening with Arbutin, Coconut Oil, Deep Stains Removal (28 Strips)
20K
▲ 0.0%vs. prior month
$592K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Purely White Deluxe Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Colgate is the best-performing purely white deluxe brand in July 2026, moving 110,000 units across 2 ASINs for 32.4% of Top 10 volume. Crest follows with 70,000 units (20.6%), ahead of GuruNanda on 50,000 units (14.7%).
With 8 brands splitting the Top 10 and 67.6% 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 $9.97 to $29.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Colgate
2 ASINs in Top 10
32.4%
Units
110K
Revenue
$1.2M
Avg. price
$16.74
B082F1QH7S
$9.99·★4.7·51.4K 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 sold100KB0G2T1S85K
$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 sold10K
Crest
2 ASINs in Top 10
20.6%
Units
70K
Revenue
$1.7M
Avg. price
$29.99
B0DPNGKZ9P
$19.99·★4.4·9.5K revsCrest 3D White Deep Stain Remover Toothpaste, Teeth whitening for Adults, 3.1oz, 2 Pack, Sensitivity Safe, Enamel Repair, Cavity Protection, Fluoride Toothpaste, Travel Size Toiletries
Units sold50KB0BVT76MFH
$39.99·★4.4·6.2K revsCrest 3DWhitestrips Sensitive White At-Home Teeth Whitening Kit, 18 Treatments, Gently Removes 15 Years of Stains
Units sold20K
GuruNanda
1 ASIN in Top 10
14.7%
Units
50K
Revenue
$498.5K
Avg. price
$9.97
B0BK2SC18T
$9.97·★4.4·21.5K revsGuruNanda Teeth Whitening Strips - 4X Whiter Teeth, 7-Day Whitening Kit | Non-Slip 4 Layer Dry Strip Technology|With Coconut Oil|Promotes Brighter Smile|Gentle on Enamel|Easy to Apply Teeth Whitener
Units sold50K
Trending Purely White Deluxe 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. On the growth side, B0CQPP74YV leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B0GCH33CC1 close behind at ▲ 100.0% MoM on 200 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.
B0CQPP74YV
PurelyWHITE DELUXE, Updated Design Whitening Powder - Removes Stains, No Sensitivity - Enamel-Safe Toothpaste Whitening Powder for Coffee, Tea, Food, and Wine.
Price
$19.99
Rating
3.7
Reviews
4.4K
Latest month sales
B0GCH33CC1
EORORA 8 AI Hydroxyapatite Whitening Toothpaste-Fluoride-Free, SLS-Free for Sensitive Mouths, Enamel Surface Care, Coconut Oil & Aloe, Mint, Made in Korea (4.6 oz)
Price
$13.76
Rating
4.4
Reviews
23
Latest month sales
B0DPNGKZ9P
Crest 3D White Deep Stain Remover Toothpaste, Teeth whitening for Adults, 3.1oz, 2 Pack, Sensitivity Safe, Enamel Repair, Cavity Protection, Fluoride Toothpaste, Travel Size Toiletries
Unlock to view ASIN details and product titles
Price
$19.99
Rating
4.4
Reviews
9.5K
Latest month sales
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