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

Boka is the best-performing purple toothpaste brand in July 2026, moving 190,000 units across 2 ASINs for 32.8% of Top 10 volume. Crest follows with 180,000 units (31.0%), ahead of Colgate on 130,000 units (22.4%).

With 6 brands splitting the Top 10 and 86.2% 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 $10.75 to $14.63, 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: B01KZ6V00W booked 20K units at $17.94, with ▲ 100.0% MoM change. On the growth side, B0GYP88T69 leads positive momentum with ▲ 200.0% MoM growth on 600 units, with B0GLPBKW22 close behind at ▲ 166.7% MoM on 8K 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.