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

Crest is the best-performing toothpaste brand in July 2026, moving 250,000 units across 3 ASINs for 37.3% of Top 10 volume. Colgate follows with 140,000 units (20.9%), ahead of Sensodyne on 100,000 units (14.9%).

With 6 brands splitting the Top 10 and 73.1% 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 $9.69 to $17.30, 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: B01BNEWDFQ booked 40K units at $9.98, with ▲ 33.3% MoM change. On the growth side, B00KS6X5OO leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B0C5NT72GS 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.