Toothpaste Fluoride Free Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Toothpaste Fluoride Free sales on Amazon US totaled 582,000 units in July 2026 (▼ 7.0% vs. the prior month), generating an estimated $7,129,660 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 60.1% of unit volume and 57.1% of revenue, while a typical listing is priced at $12.80. The keyword itself pulled 25,449 Amazon queries over the same period (▲ 6.0% MoM).
Zooming out to the 12-month window ending July 2026, the toothpaste fluoride free Top 50 moved 5,984,750 units and $73,758,846 in cumulative sales — an average of 498,729 units and $6,146,570 per month. Monthly throughput topped out at 626,000 units in June 2026 and dipped to 314,050 in May 2026, leaving the latest reading 27.2% higher than August 2025.
Toothpaste Fluoride Free 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
582K
▼ 7.0% MoM
Monthly Revenue 2026/07
$7.1M
▼ 6.1% MoM
Top 10 Market Share 2026/07
60.1%
Toothpaste Fluoride Free Market Share & Sales Concentration on Amazon US — July 2026
The most-sold toothpaste fluoride free listing on Amazon US in July 2026 is ASIN B083JHCCV2 (Brand: Boka), which sold 100,000 units at $9.88 apiece — equal to 17.2% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 350,000 units and $4,068,000 in July 2026 — 60.1% of unit volume and 57.1% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Toothpaste Fluoride Free' on Amazon
July 2026
Is 60.1% 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
B083JHCCV2
Boka Toothpaste - Fluoride Free Toothpaste, Nano Hydroxyapatite Toothpaste | Appropriate for Sensitive Teeth - Adult Oral Care - Ela Mint - 4 Oz, 1PK
100K
▲ 0.0%vs. prior month
$1.1M
latest month
12-month trend
B0CS4137M1
Mouthology 10% Nano Hydroxyapatite Toothpaste Fluoride Free, Whitening*, Rod Shaped nHA, Xylitol Toothpaste for Adults, Enamel Care*, Sensitive Teeth*, SLS Free, Mint 4oz (USA Made) Package May Vary
50K
▲ 0.0%vs. prior month
$493K
latest month
12-month trend
B00JUJ1E0W
Tom's of Maine Antiplaque and Whitening Toothpaste, Peppermint, 2Pk, 5.5 oz | Fluoride Free, Freshens Breath, Fights Tartar Buildup, Vegan, No Animal Testing, No Artificial Colors or Flavors
40K
▼ 20.0%vs. prior month
$447.6K
latest month
12-month trend
B000MEKG30
Marvis Whitening Mint Toothpaste
30K
▼ 25.0%vs. prior month
$405K
latest month
12-month trend
B0D1W289B2
Davids Nano Hydroxyapatite Toothpaste Sensitive + Whitening Peppermint 4oz | Fluoride Free | Remineralizing | Enamel Health | Antiplaque | SLS Free | Made in USA | Recyclable Metal Tube | EWG Verified
30K
▼ 25.0%vs. prior month
$298.5K
latest month
12-month trend
B08899DKSV
Dr. Brown's Fluoride-Free Baby Toothpaste, Strawberry, 1-Pack
30K
▲ 0.0%vs. prior month
$133.2K
latest month
12-month trend
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Best Toothpaste Fluoride Free Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Boka is the best-performing toothpaste fluoride free brand in July 2026, moving 100,000 units across 1 ASIN for 33.3% of Top 10 volume. Tom's of Maine follows with 40,000 units (13.3%), ahead of Marvis on 40,000 units (13.3%).
With 8 brands splitting the Top 10 and 60.0% 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 $9.88 to $12.25, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Boka
1 ASIN in Top 10
33.3%
Units
100K
Revenue
$1.1M
Avg. price
$9.88
B083JHCCV2
$9.88·★4.5·61K revsBoka Toothpaste - Fluoride Free Toothpaste, Nano Hydroxyapatite Toothpaste | Appropriate for Sensitive Teeth - Adult Oral Care - Ela Mint - 4 Oz, 1PK
Units sold100K
Tom's of Maine
1 ASIN in Top 10
13.3%
Units
40K
Revenue
$447.6K
Avg. price
$10.95
B00JUJ1E0W
$10.95·★4.6·45.8K revsTom's of Maine Antiplaque and Whitening Toothpaste, Peppermint, 2Pk, 5.5 oz | Fluoride Free, Freshens Breath, Fights Tartar Buildup, Vegan, No Animal Testing, No Artificial Colors or Flavors
Units sold40K
Marvis
2 ASINs in Top 10
13.3%
Units
40K
Revenue
$504.9K
Avg. price
$12.25
B000MEKG30
$14.00·★4.4·18.4K revsMarvis Whitening Mint Toothpaste
Units sold30KB0006PKIQA
$10.50·★4.5·7.1K revsMarvis Classic Strong Mint Toothpaste
Units sold10K
Trending Toothpaste Fluoride Free 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: B0GSG9FFTY booked 20K units at $19.97, with ▲ 4900.0% MoM change. On the growth side, B01M9BRYDL leads positive momentum with ▲ 233.3% MoM growth on 2K units, with B01LZQZ36F close behind at ▲ 200.0% MoM on 3K 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.
B0GSG9FFTY
KUGIG Toothpaste for Sensitive Teeth, Gentle Enamel Care, Helps Support Gum Care & Plaque Control, Strengthens Enamel, Fresh Breath for Daily Use 3.5 Fl Oz (One Pack)
Price
$19.97
Rating
3.7
Reviews
197
Latest month sales
B01M9BRYDL
Jack N Jill Natural Toothpaste, Flavor Free, 1.76 oz (Pack of 1) | Fluoride Free Kids & Toddlers Toothpaste, Gently Cleans Teeth, 40% Xylitol, BPA Free, No Artificial Dyes
Price
$7.99
Rating
4.6
Reviews
3.2K
Latest month sales
B01LZQZ36F
Dr. Bronner’s All-One Toothpaste – Peppermint, 5 oz, 1-Pack – Fluoride-Free Toothpaste for Adults, SLS-Free, 70% Organic & Natural Ingredients, Vegan, Helps Freshen Breath, Reduce Plaque, Whiten Teeth
Unlock to view ASIN details and product titles
Price
$9.99
Rating
4.3
Reviews
4.3K
Latest month sales
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