Tooth Whitening Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Tooth Whitening sales on Amazon US totaled 1,429,000 units in July 2026 (▼ 10.8% vs. the prior month), generating an estimated $27,936,140 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 52.5% of unit volume and 47.9% of revenue, while a typical listing is priced at $21.98. The keyword itself pulled 10,866 Amazon queries over the same period (▼ 32.1% MoM).
Zooming out to the 12-month window ending July 2026, the tooth whitening Top 50 moved 15,699,900 units and $312,740,614 in cumulative sales — an average of 1,308,325 units and $26,061,718 per month. Monthly throughput topped out at 1,602,000 units in June 2026 and dipped to 769,000 in May 2026, leaving the latest reading 17.0% higher than August 2025.
Tooth 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
1.4M
▼ 10.8% MoM
Monthly Revenue 2026/07
$27.9M
▼ 13.9% MoM
Top 10 Market Share 2026/07
52.5%
Tooth Whitening Market Share & Sales Concentration on Amazon US — July 2026
The most-sold tooth whitening listing on Amazon US in July 2026 is ASIN B005PLQIQ4 (Brand: Crest), which sold 100,000 units at $8.99 apiece — equal to 7.0% of every unit tracked in this report.
The Top 10 ASINs account for 750,000 units and $13,390,100 in July 2026 — 52.5% of unit volume and 47.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Tooth Whitening' on Amazon
July 2026
Is 52.5% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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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 Tooth Whitening Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Crest is the best-performing tooth whitening brand in July 2026, moving 290,000 units across 3 ASINs for 41.4% of Top 10 volume. Colgate follows with 100,000 units (14.3%), ahead of Boka on 90,000 units (12.9%).
With 7 brands splitting the Top 10 and 68.6% 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 $10.29 to $23.31, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Crest
3 ASINs in Top 10
41.4%
Units
290K
Revenue
$6.4M
Avg. price
$23.31
B005PLQIQ4
$8.99·★4.8·53.1K 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·★4.8·30.9K 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·★4.6·106K 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 sold90K
Colgate
1 ASIN in Top 10
14.3%
Units
100K
Revenue
$1M
Avg. price
$10.29
B082F1QH7S
$10.29·★4.7·51.5K 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
Boka
1 ASIN in Top 10
12.9%
Units
90K
Revenue
$1M
Avg. price
$11.62
B0BSRFKKZJ
$11.62·★4.5·61.1K revsBoka Toothpaste - Fluoride Free Toothpaste, Nano Hydroxyapatite Toothpaste | Appropriate for Sensitive Teeth - Adult Oral Care - Clinically Tested Formula - Whitening - 4 Oz, 1PK
Units sold90K
Trending Tooth 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. Specifically, one ASIN forced its way in: B072YVWBXH booked 60K units at $29.95, with ▲ 50.0% MoM change. 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.
B072YVWBXH
Aquasonic Black Series Ultra Whitening Toothbrush – ADA Accepted Electric Toothbrush- 8 Brush Heads & Travel Case – 40,000 VPM Electric Motor & Wireless Charging - 4 Modes w Smart Timer
Price
$29.95
Rating
4.5
Reviews
137.8K
Latest month sales
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
$72.89
Rating
4.5
Reviews
3K
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.
Unlock to view ASIN details and product titles
Price
$19.99
Rating
3.7
Reviews
4.4K
Latest month sales
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