The “fully automated toothbrush” promising to clean teeth in 10 seconds was Amabrush, a mouthpiece-style device promoted in 2017. Its 10-second clean was a company claim, not an established clinical result. A small 2020 pilot later found that Amabrush removed less plaque than uninstructed manual brushing in a single-brushing test.
What was Amabrush?
Amabrush was a Kickstarter-era toothbrush built around a soft silicone mouthpiece shaped like a mouthguard. The mouthpiece attached magnetically to a round powered handle. The campaign said channels in the flexible mouthpiece carried toothpaste and that the handpiece vibrated its bristles. Its pitch was that it “brushes your teeth automatically, all at once, in just 10 seconds.” Those descriptions and the speed claim came from the company, not an independent demonstration of cleaning efficacy.
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Amabrush proposed replacing the mouthpiece every three to six months. That was also a campaign recommendation, not independent evidence that its cleaning or antimicrobial claims worked.
Did it really clean teeth in 10 seconds?
The 10-second figure was promotional framing. Futurism’s July 12, 2017 story described the device as brushing all teeth at once and used “to perfection” language, but did not report an independent clinical test supporting that result. The later clinical pilot tested a single brushing and found lower immediate plaque reduction with Amabrush than with manual brushing.
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What the 2020 pilot measured
Schnabl and colleagues conducted a randomized, examiner-blinded crossover pilot with 20 adults, 10 men and 10 women. Before each single-brushing assessment, participants accumulated plaque for three days. The researchers compared the Amabrush Version 1.0 refined prototype with uninstructed manual brushing.
| Method | Reported plaque reduction |
|---|---|
| Amabrush | 6–19% in the study’s single-brushing assessment |
| Uninstructed manual brushing | 22–44% in the same pilot |
None of the participants achieved equal or greater plaque reduction with Amabrush than with manual brushing. These are results from a small pilot measuring immediate plaque reduction; they do not establish long-term effects on cavities, gum disease, or other dental outcomes, and they do not evaluate every automatic mouthpiece brush.
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Fit may have mattered
The researchers observed that the bristles failed to make optimal contact with tooth surfaces in every cast they assessed. They discussed mouthpiece size and bristle alignment as possible sources of misfit, but did not establish them as the cause of the results. The tested device came with one mouthpiece size. The authors also said they had not tested long-term use or an extended 20-second mode.
Was the product successful, and can you buy it now?
Amabrush raised substantial crowdfunding, but that is not proof that every backer received a reward or that the product remains available. Kicktraq’s campaign record lists a run from July 5 to August 5, 2017, with 26,832 backers, €3,198,516 raised, and a €50,000 goal. Futurism’s July 12 article reported an interim figure of $935,891 toward a $56,972 goal with 25 days remaining; it was a snapshot during the campaign, not the final total.
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The clinical study reported that Amabrush GmbH had gone out of business by the time the paper was published in 2020. Current retail availability and replacement-mouthpiece supply have not been established here, so the historical campaign should not be read as a current purchase option.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What should you look for in a toothbrush?
The American Dental Association says both manual and powered toothbrushes are effective at removing plaque. Its Seal indicates that a product has undergone independent review of evidence for safety and efficacy in plaque removal and gingivitis reduction. The ADA notes powered brushes may be easier for some people with dexterity problems, children, or people with braces.
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- The C2 Optimal Plaque brush head with soft, flexible, stain-removal bristles helps whiten and polish your teeth; it also removes up to 700% better plaque than a manual toothbrush
- Electric toothbrush for adults providing gentle yet effective cleaning: the Advanced Sonic Technology pulses fluid between teeth and along the gumline for even more effective oral care
- Safe and gentle electric toothbrush with pressure sensor: if you apply too much pressure, the handle will pulse slightly, reminding you to ease off the pressure, protecting your teeth and gums
- Optimize your routine: EasyStart for a gradual, gentle increase in brushing power, SmarTimer informing when you've reached 2 minutes, and QuadPacer to brush each section of a mouth for 30 seconds
- Brush head replacement reminder tracks how often and how hard you brush, then notifies you when it's time to replace the brush head; dental professionals recommend changing your brush head regularly
For any brush marketed around speed or full-mouth coverage, look beyond the mechanism. Independent clinical comparison, evidence of bristle contact across the teeth, safety review, and suitability for the user are more informative than vibration or simultaneous coverage by themselves. ADA’s 2026 toothbrush Seal category requirements describe clinical evidence guidance that includes studies at different sites with separate participant pools and comparison against standard-of-care products or methods.
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- Choose a brush with credible evidence for plaque removal rather than relying on a short-time claim.
- Consider whether its bristles can reach and contact your tooth surfaces; a mouthpiece that does not fit may miss areas.
- Account for personal needs such as dexterity, braces, or a child’s ability to use the brush comfortably.
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