This study investigated the effects of priming time (5, 30 or 60s), 10-MDP (10-methacryloyloxydecyl dihydrogen phosphate)-containing primer's concentrations (0.5, 1, 5, 10 and 20% (w/w)) and two neutral primers (5% (w/w) of 10-MDP-Na or EDTA-2Na) on bovine enamel microtensile bond strength (TBS) using a novel prime-and-rinse approach. After priming, the enamel surfaces were thoroughly water-sprayed and dried before resin composite was placed. There was a significant influence of primer's concentrations and priming time on bovine enamel TBS when 10-MDP-containing primers were used (p<0.001), revealing the optimal priming time (30s) and the best combination (priming with 20% of 10-MDP for 30s). The prime-and-rinse approach might be an innovative supplement to contemporary dental adhesive procedures. The neutral primer (5% of 10-MDP-Na) produced moderate enamel TBS on highly polished enamel surfaces, while another neutral primer (5% of EDTA-2Na) failed, suggesting that chemical bonding of 10-MDP to enamel hydroxyapatite crystallites could yield detectable bond strengths on smooth enamel surfaces.