Teeth Whitening Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Teeth Whitening sales on Amazon US totaled 1,156,000 units in July 2026 (▼ 12.4% vs. the prior month), generating an estimated $23,542,040 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 63.1% of unit volume and 54.0% of revenue, while a typical listing is priced at $26.32. The keyword itself pulled 415,272 Amazon queries over the same period (▲ 12.1% MoM).
Zooming out to the 12-month window ending July 2026, the teeth whitening Top 50 moved 12,886,400 units and $268,206,061 in cumulative sales — an average of 1,073,867 units and $22,350,505 per month. Monthly throughput topped out at 1,319,000 units in June 2026 and dipped to 639,500 in May 2026, leaving the latest reading 15.1% higher than August 2025.
Teeth Whitening 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
1.2M
▼ 12.4% MoM
Monthly Revenue 2026/07
$23.5M
▼ 16.5% MoM
Top 10 Market Share 2026/07
63.1%
Teeth Whitening Market Share & Sales Concentration on Amazon US — July 2026
The most-sold teeth whitening listing on Amazon US in July 2026 is ASIN B005PLQIQ4 (Brand: Crest), which sold 100,000 units at $8.99 apiece — equal to 8.7% of every unit tracked in this report.
The Top 10 ASINs account for 730,000 units and $12,719,800 in July 2026 — 63.1% of unit volume and 54.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Teeth Whitening' on Amazon
July 2026
Is 63.1% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B005PLQIQ4
Crest + Scope Whitening Toothpaste - Pack of 3, 5.4 Oz Tubes - Anticavity Fluoride Toothpaste, Fresh Breath, Kills Germs - Tartar Protection, Enamel Protection - Minty Fresh Flavor
100K
▲ 0.0%vs. prior month
$899K
latest month
12-month trend
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
B09F8FZ18G
Crest 3D White Advanced, Teeth Whitening Toothpaste for Adults, 3.7 oz, 4 Pack, Cavity Protection Fluoride Toothpaste, Strengthens Enamel, Travel Size Toiletries
100K
▲ 0.0%vs. prior month
$1.5M
latest month
12-month trend
B00AHAWWO0
Crest Teeth Whitening Strips, Crest 3D Whitestrips Professional Effects, Enamel Safe Teeth Whitening Kit, 22 Treatments (44 Strips), Professional-Level Whitening, 19 Levels Whiter
90K
▼ 10.0%vs. prior month
$4M
latest month
12-month trend
B0BSRFKKZJ
Boka Toothpaste - Fluoride Free Toothpaste, Nano Hydroxyapatite Toothpaste | Appropriate for Sensitive Teeth - Adult Oral Care - Clinically Tested Formula - Whitening - 4 Oz, 1PK
90K
▼ 10.0%vs. prior month
$1M
latest month
12-month trend
B07C1ZQ5ZY
Sensodyne Repair and Protect Whitening Toothpaste, 3.4 oz (Pack of 2) | Toothpaste for Sensitive Teeth and Cavity Prevention
60K
▲ 0.0%vs. prior month
$762K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Teeth Whitening Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Crest is the best-performing teeth whitening brand in July 2026, moving 340,000 units across 4 ASINs for 46.6% of Top 10 volume. Colgate follows with 100,000 units (13.7%), ahead of Sensodyne on 100,000 units (13.7%).
With 6 brands splitting the Top 10 and 74.0% 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 $9.40 to $22.39, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Crest
4 ASINs in Top 10
46.6%
Units
340K
Revenue
$7.4M
Avg. price
$22.39
B005PLQIQ4
$8.99·★4.8·52.9K revsCrest + Scope Whitening Toothpaste - Pack of 3, 5.4 Oz Tubes - Anticavity Fluoride Toothpaste, Fresh Breath, Kills Germs - Tartar Protection, Enamel Protection - Minty Fresh Flavor
Units sold100KB09F8FZ18G
$14.94·★4.8·30.7K revsCrest 3D White Advanced, Teeth Whitening Toothpaste for Adults, 3.7 oz, 4 Pack, Cavity Protection Fluoride Toothpaste, Strengthens Enamel, Travel Size Toiletries
Units sold100KB00AHAWWO0
$45.99·★4.6·105.8K revsCrest Teeth Whitening Strips, Crest 3D Whitestrips Professional Effects, Enamel Safe Teeth Whitening Kit, 22 Treatments (44 Strips), Professional-Level Whitening, 19 Levels Whiter
Units sold90KB0DPNGKZ9P
$19.65·★4.4·9.2K 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 sold50K
Colgate
1 ASIN in Top 10
13.7%
Units
100K
Revenue
$1M
Avg. price
$9.40
B082F1QH7S
$9.40·★4.7·51.2K 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 sold100K
Sensodyne
2 ASINs in Top 10
13.7%
Units
100K
Revenue
$1.7M
Avg. price
$17.30
B07C1ZQ5ZY
$13.37·★4.8·48.6K revsSensodyne Repair and Protect Whitening Toothpaste, 3.4 oz (Pack of 2) | Toothpaste for Sensitive Teeth and Cavity Prevention
Units sold60KB0DDCRRBX2
$21.23·★4.8·5.7K revsSensodyne Extra Whitening Cool Mint Toothpaste - 4 Ounces, Pack of 4 | Amazon Exclusive, For Sensitive Teeth and Cavity Prevention, Cool Mint, Medicare Advantage OTC (MAOTC) Eligible
Units sold40K
Trending Teeth Whitening 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, B09S8JPWMK leads positive momentum with ▲ 125.0% MoM growth on 9K units, with B0CQPP74YV 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.
B09S8JPWMK
Crest 3D Whitestrips Professional Effects + LED Light – Teeth Whitening Kit, 1 Light + 20 Treatments, Each with 1 Upper/1Lower, 40 Strips – Crest 3DWhite Teeth Whitening Strips
Price
$79.99
Rating
4.6
Reviews
2.9K
Latest month sales
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
4.3K
Latest month sales
B09M5PXJ86
Crest 3D Whitestrips Age Renewal, 3D White, Teeth Whitening Strip Kit, 48 Strips (24 Count Pack), Crest Teeth Whitening Strips, Teeth Whitening Kit
Unlock to view ASIN details and product titles
Price
$49.99
Rating
4.6
Reviews
5.5K
Latest month sales
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