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Fairywill products no longer on Amazon, its own store has launched

Fairywill P80 side profile

Update 27/08/21

The Fairywill store has now launched

Fairywill has now launched its own online store.

Using the code ELECTRICTEETH gives you a 15% discount (except when they have other promotions running)

Update 12/07/21

Although not confirmed by Fairywill themselves, news stories like this from Cnet would suggest the actual reason for Fairywill disappearing from Amazon is that they have been removed/banned from the marketplace.

This is a more logical explanation for the very sudden departure from the platform. And it would also explain why their products are still being sold elsewhere.

The reason for the ban is due to abuse of the Amazon review system. In simple terms, ‘free’ products were offered in exchange for 5 star ratings on their products supplied.


As of 6th July 2021, all Fairywill electric toothbrushes, water flossers and accessories have been removed from sale on Amazon.

This move has come with no warning or notice from the band itself.

This has taken us somewhat by surprise as the company had over the last few years been building a really strong brand and portfolio of products.  

We have recommended many of them, more often than not because of the excellent value they offered.

According to an update posted on their Facebook page, the company is in the process of rebranding.

As a consequence, all products have been taken off sale from Amazon stores.

The rebranding means that there will be a new brand name, replacing the Fairywill name we have become familiar with.

The new brand will be revealed in September 2021.

Fairywill products no longer on Amazon, its own store has launched 1

According to Fairywill, the new brand will be stocked and sold on Amazon as the Fairywill products have been in the past.

It is not yet clear how the products will differ under the new brand.  They might be different or they may well be the same, just with a new brand name and model number.

Fairywill uses the word ‘re-branded within their announcement, which makes me think that we might get the models we have seen and used before.

The companies intention of the rebranding “is to strengthen their growth and commitments by helping our customers identify with our brand in the marketplace…This rebranding will energize our company making it clearer on our purpose, vision, and values. This will be a process of changing what people see and think when they look at our business. We are rebranding for various reasons, including adding to our target audience, and a new company vision.”

Fairywill Announcement

At this time we are not entirely sure what this means for existing Fairywill customers.

As we understand it, support will continue to be provided, so things like warranties will be honoured.

It is a little strange to remove all products from the Amazon marketplace.  Particularly when customers require replacement brush heads and nozzles. Quite often an old brand is phased out, as a new brand is phased in.

For those requiring replacement parts, you need to source these from, Walmart, Ebay or AliExpress.

We do hope that Fairywill/the new brand continues to support existing Fairywill users in the coming months and years.

We shall continue to update this article as and when we have more information.

For now, anyone who was considering a Fairywill product will either need to wait until the new brand and products are announced.  Or, opt for a different brand.

About Jon Love

Jon is a leading voice on electric toothbrushes and has been quoted by mainstream media publications for his opinions and expertise.

Having handled & tested hundreds of products there really is very little he does not know about them.

Passionate about business and helping others, Jon has been involved in various online enterprises since the early 2000s.

After spending 12 years in consumer technology, it was in 2014 that he focused his attention on dental health, having experienced first-hand the challenge of choosing a new toothbrush.

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9 thoughts on “Fairywill products no longer on Amazon, its own store has launched”

  1. I’ve sent 3 support inquiries on the new “Fairywill” store and NO response. Less than a year after purchase, it is broken. Trying to get a replacement. No correspondence received.

  2. Does not seem like a good company or a well made product. My toothbrush stopped working in less than 5 months and I have not gotten any response from chats and emails to customer service. I am now going to purchase a brand name product, which I should have done to begin with. Save your time and money

  3. I like their product, price, quality and functionality. I just went to their website and ordered a new P80 directly from them — no more oralb rattling my head. FU to Amazon — good product is good product and I will always stand by products I personally know to be good regardless of the powers that be say. Amazon sends free products for people to comment on. I’ve gotten products for my comments too. Whoopee doo, Amazon can do it, but a vendor can’t? This is not a like a fake comment farm. No one is lying, everyone wins, this is capitalism. If the product is junk, I’m not going to comment.

  4. Noticed removal today when I was trying to complain that the electric brush I bought in April had completely quit and wouldn’t charge. Disappointed because I had reviewed it well and even bought some for relatives. Now a manual toothbrush is all I have. The Fairywill website seems nonfunctional too. Wasted money if they don’t honor warranty.

  5. I wish I could’ve gotten more of the dental guards before they vanished. Every other brand on Amazon for the mouth guards feels so sketchy. Do you have any recommendations for mouth guards besides ordering from the dentist?

    • Were Fairywill offering mouthguards Pete? I don’t recall seeing this, but maybe I missed these in their product range.

  6. I saw article that they were removed by Amazon’s for violating sellers rules and having thousands of fake reviews. My friend in China confirmed that this was in the news there. Can you maybe check this , it does not seem like a rebranding but more that they were banned from Amazon.

    • Hi James.

      This is a possible reason for their disappearance from Amazon. It would explain why they are still selling through other marketplaces like eBay and Walmart.
      It is a thought that went through my head. I have seen news articles like this that imply this to be the case. I do not however have any means to confirm whether this is 100% true or not although it seems likely. I have contacted Fairywill for more information, but have not received a reply as yet. I doubt they would say if this was the case.

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