Gallery images9
median images per top listing
Brand video9 of 10
top sellers include a brand-uploaded video
0%
Creator videos10
median creator videos per top listing
A+ Content9 of 10
top sellers use A+ (enhanced brand) content
0%
How Toothpaste compares
This category's top sellers vs. the median Beauty category and all benchmarked Amazon categories.
Gallery images
Toothpaste
9
Beauty median
7
All Amazon
6
Brand video
Toothpaste
9 of 10
Beauty median
8 of 10
All Amazon
7 of 10
Creator videos
Toothpaste
10
Beauty median
10
All Amazon
8
A+ Content
Toothpaste
9 of 10
Beauty median
10 of 10
All Amazon
9 of 10
What this benchmark means
- Toothpaste is an image-heavy category: the median top listing has 9 gallery images vs. 6 across all benchmarked Amazon categories. Buyers here expect to see the product from every angle before they commit.
- A+ Content is table stakes: 9 of 10 top sellers use it. A listing without A+ is visibly behind every leader on the shelf.
- Creator content is saturated: the median top listing carries 10 creator videos. Having creator video isn't a differentiator in Toothpaste — having better creator video is.
- The leaders are entrenched — a median of 38,207 reviews at 4.7 stars. Content parity with this benchmark is the price of entry; review volume takes longer to build.
The numbers
| Content benchmark | Top 10 best sellers (August 2026) |
|---|---|
| Gallery imagesMedian image count across top listings | 9 |
| Brand videoShare with a brand-uploaded product video | 9 of 10 listings |
| Creator videosMedian count of Amazon Influencer / creator videos | 10 |
| A+ ContentShare with A+ (enhanced brand) content | 9 of 10 listings |
| Star ratingMedian listing rating | 4.7 stars |
| ReviewsMedian review count | 38,207 |
Top sellers in Toothpaste
The top-ranked listings in this category's benchmark cohort (August 2026 snapshot) — the pages setting the content bar above.
- 1Crest Pro-Health Gum Detoxify Plus Toothpaste 4.5 oz Pack of 3 - Antibacterial Fluoride Toothpaste, Sensitivit…
- 2Biocidin Dentalcidin Mint Fluoride Free Whitening Toothpaste, 3 Oz | 18 Botanical Blend, for Sensitive Teeth,…
- 3Lumineux Ultimate Whitening Kit Bundle - Contains Toothpaste, Mouthwash, Strips and Whitening Pen - Enamel Saf…
- 4Crest 3D White Advanced, Teeth Whitening Toothpaste for Adults, 3.7 oz, 4 Pack, Cavity Protection Fluoride Too…
- 5Colgate Optic White Advanced Hydrogen Peroxide Toothpaste, 3 Pack, 3.2 oz | Sparkling White, Teeth Whitening T…
Frequently asked questions
- How many images do top Toothpaste listings have on Amazon?
- The median top-10 best seller in Amazon's Beauty > Oral Care > Toothpaste category has 9 gallery images (as of August 2026).
- Do best-selling Toothpaste products use A+ Content?
- 9 of 10 of the top 10 best sellers in this category use A+ Content on their product pages.
- How much video do top Toothpaste listings on Amazon have?
- 9 of 10 top sellers include a brand-uploaded video, and the median listing carries 10 creator (Amazon Influencer) videos.
- What rating do top Toothpaste products have on Amazon?
- The median top seller in this category holds a 4.7-star rating across 38,207 reviews.
Falling behind on Amazon?
Benchmark your digital shelf against top sellers to find the biggest opportunities to increase sales — and the content gaps behind them.
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Source: Cohley's Amazon Content Benchmarks, August 2026 snapshot. Benchmarks describe the top 10 best sellers in each category — the leaders, not the average listing. Read the methodology.