We study the contact equivalence problem for toric contact structures on S 3 -bundles over S 2 . That is, given two toric contact structures, one can ask the question: when are they equivalent as contact structures while inequivalent as toric contact structures? In general this appears to be a difficult problem. To find inequivalent toric contact structures that are contact equivalent, we show that the corresponding 3-tori belong to distinct conjugacy classes in the contactomorphism group. To show that two toric contact structures with the same first Chern class are contact inequivalent, we use Morse-Bott contact homology. We treat a subclass of contact structures which include the Sasaki-Einstein contact structures Y p,q studied by physicists in [GMSW04a, MS05, MS06]. In this subcase we give a complete solution to the contact equivalence problem by showing that Y p,q and Y p ′ q ′ are inequivalent as contact structures if and only if p = p ′ . for helpful discussions on toric geometry. The second author would like to thank Tobias Ekholm, Georgios Dimitroglou Rizell, and Clement Hyrvier for many useful discussions.