---
title: "baby bath wipes — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/baby-bath-wipes"
last_updated: "2026-07-14T04:31:05.350Z"
locale: en
meta:
  description: "strong incumbent ratings (4.7★) — baby bath wipes doesn't clear our bar today."
  "og:description": "strong incumbent ratings (4.7★) — baby bath wipes doesn't clear our bar today."
  "og:title": "baby bath wipes — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **baby bath wipes**

**Skip it**

Strong incumbent ratings (4.7★) — this niche doesn't clear our bar today.

Market size 31Growth 28Conversion 86Competition 25Returns 99Price range 69Avg price 75Brand share 27Review moat 24Quality gap 19

**Returns**

**Incredible****0.3%**

return rate — above 6% kills the launch gate

**Conversion**

**Great****9.8%**

search→purchase rate — share of searches ending in a sale

**Avg price**

**Great****$15.12**

avg listing price — sweet spot $15–$100

**Price range**

**Good****$2.28–$43.72**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Market size**

**Okay****$142K**

$142K/yr · 95K searches

**Growth**

**Okay****+2.2%**

90-day search growth — must beat 0% to launch

**Brand share**

**Okay****89%**

top-5 brand share — brands hold most of the demand

**Competition**

**Bad****70%**

top-5 click share — a locked-up shelf

**Review moat**

**Bad****6,459.07**

avg incumbent reviews — the moat a new listing must climb

**Quality gap**

**Bad****4.7★**

avg incumbent rating — lower means beatable quality

## **Competition**

The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.

**Brands**

**8 **—flat

**Sellers**

**51**

**Top-5 brand share**

**89%**

**Open market**

**6%**

- Aveeno Baby49% - Mustela21% - WaterWipes6% - HUGGIES6% - Johnson's Baby6% - Aveeno5% - Open — no brand owns it (2 brands, 6%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%10%$14K20%$28K30%$42K40%$57K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 14 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Aveeno Baby Sensitive All Over Wipes with Aloe & Natural Oat Extract for Face Bottom Hands & Body pH-Balanced Hypoallergenic Fragrance- Phenoxyethanol- & Alcohol-Free 64 ct per pack](https://m.media-amazon.com/images/I/31rMl2vCSDL.jpg)**Aveeno Baby Sensitive All Over Wipes with Aloe & Natural Oat Extract for Face Bottom Hands & Body pH-Balanced Hypoallergenic Fragrance- Phenoxyethanol- & Alcohol-Free 64 ct per pack**Aveeno Baby**$13.86**4.7★4,263 rev](https://www.amazon.com/dp/B07VQTYRTD) [2![Aveeno Baby Fragrance-Free Hand & Face Wipes with Oat Extract & Aloe Cleansing & Moisturizing Baby Wipes for Sensitive Skin Sulfate- Alcohol- Paraben- & Dye-Free Hypoallergenic 25 ct (Pack of 4)](https://m.media-amazon.com/images/I/41iHPQpB-nL.jpg)**Aveeno Baby Fragrance-Free Hand & Face Wipes with Oat Extract & Aloe Cleansing & Moisturizing Baby Wipes for Sensitive Skin Sulfate- Alcohol- Paraben- & Dye-Free Hypoallergenic 25 ct (Pack of 4)**Aveeno Baby**$19.20**4.6★2,467 rev](https://www.amazon.com/dp/B07DC9ZZNL) [3![Mustela Baby Home Compostable Cleansing Wipes - Natural Avocado - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 60 ct.](https://m.media-amazon.com/images/I/41baqQq1pSL.jpg)**Mustela Baby Home Compostable Cleansing Wipes - Natural Avocado - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 60 ct.**Mustela**$8.22**4.6★1,146 rev](https://www.amazon.com/dp/B0D2ZH3TCJ) [4![WaterWipes Sensitive+ Bathing Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic 16 Count (1 Pack)](https://m.media-amazon.com/images/I/31ETsGo4v6L.jpg)**WaterWipes Sensitive+ Bathing Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic 16 Count (1 Pack)**WaterWipes**$5.18**4.8★5,601 rev](https://www.amazon.com/dp/B0857WS9LG) [5![Mustela Baby Home Compostable Cleansing Wipes - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 6-Packs x 60 ct.](https://m.media-amazon.com/images/I/41OOk3sQaaL.jpg)**Mustela Baby Home Compostable Cleansing Wipes - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 6-Packs x 60 ct.**Mustela**$42.36**4.6★1,146 rev](https://www.amazon.com/dp/B0D2ZBM7NW)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count](https://m.media-amazon.com/images/I/31wsL-lAAgL.jpg)**Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count**HUGGIES**$2.28**598 rev5mo ago](https://www.amazon.com/dp/B0G36YH9RG) [![Huggies Extra Large Baby Wipes Unscented 9 Flip-Top Packs 378 XL Wipes Total Packaging May Vary](https://m.media-amazon.com/images/I/51+G9onZW+L.jpg)**Huggies Extra Large Baby Wipes Unscented 9 Flip-Top Packs 378 XL Wipes Total Packaging May Vary**HUGGIES**$14.25**4,116 rev1y ago](https://www.amazon.com/dp/B0DPR78B37) [![Mustela Baby Home Compostable Cleansing Wipes - Fragrance Free - Natural Avocado - For Face Body & Diaper Area - 99% ingredients of natural origin & plant-based fibers - For all skin types - 60 ct.](https://m.media-amazon.com/images/I/41J-Zstp1IL.jpg)**Mustela Baby Home Compostable Cleansing Wipes - Fragrance Free - Natural Avocado - For Face Body & Diaper Area - 99% ingredients of natural origin & plant-based fibers - For all skin types - 60 ct.**Mustela**$7.79**1,146 rev2y ago](https://www.amazon.com/dp/B0CRHL51T9) [![Mustela Baby Home Compostable Cleansing Wipes - Natural Avocado - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 60 ct.](https://m.media-amazon.com/images/I/41baqQq1pSL.jpg)**Mustela Baby Home Compostable Cleansing Wipes - Natural Avocado - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 60 ct.**Mustela**$8.22**1,146 rev2y ago](https://www.amazon.com/dp/B0D2ZH3TCJ) [![Mustela Baby Home Compostable Cleansing Wipes - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 6-Packs x 60 ct.](https://m.media-amazon.com/images/I/41OOk3sQaaL.jpg)**Mustela Baby Home Compostable Cleansing Wipes - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 6-Packs x 60 ct.**Mustela**$42.36**1,146 rev2y ago](https://www.amazon.com/dp/B0D2ZBM7NW)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count](https://m.media-amazon.com/images/I/31wsL-lAAgL.jpg)**Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count**HUGGIES**$2.28**4.6★**▲ 171%**](https://www.amazon.com/dp/B0G36YH9RG) [![Mustela Baby Home Compostable Cleansing Wipes - Fragrance Free - Natural Avocado - For Face Body & Diaper Area - 99% ingredients of natural origin & plant-based fibers - For all skin types - 60 ct.](https://m.media-amazon.com/images/I/41J-Zstp1IL.jpg)**Mustela Baby Home Compostable Cleansing Wipes - Fragrance Free - Natural Avocado - For Face Body & Diaper Area - 99% ingredients of natural origin & plant-based fibers - For all skin types - 60 ct.**Mustela**$7.79**4.6★**▲ 33%**](https://www.amazon.com/dp/B0CRHL51T9) [![AVEENO Baby Sensitive All Over Wipes Paraben- & Fragrance-Free 64 ea (Pack of 2)](https://m.media-amazon.com/images/I/31oJUDVEGUL.jpg)**AVEENO Baby Sensitive All Over Wipes Paraben- & Fragrance-Free 64 ea (Pack of 2)**Aveeno**$17.52**4.8★**▲ 10%**](https://www.amazon.com/dp/B07XH4C79H) [![WaterWipes Sensitive+ Bathing Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic 16 Count (1 Pack)](https://m.media-amazon.com/images/I/31ETsGo4v6L.jpg)**WaterWipes Sensitive+ Bathing Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic 16 Count (1 Pack)**WaterWipes**$5.18**4.8★**— 7%**](https://www.amazon.com/dp/B0857WS9LG) [![Aveeno Baby Fragrance-Free Hand & Face Wipes with Oat Extract & Aloe Cleansing & Moisturizing Baby Wipes for Sensitive Skin Sulfate- Alcohol- Paraben- & Dye-Free Hypoallergenic 25 ct (Pack of 4)](https://m.media-amazon.com/images/I/41iHPQpB-nL.jpg)**Aveeno Baby Fragrance-Free Hand & Face Wipes with Oat Extract & Aloe Cleansing & Moisturizing Baby Wipes for Sensitive Skin Sulfate- Alcohol- Paraben- & Dye-Free Hypoallergenic 25 ct (Pack of 4)**Aveeno Baby**$19.20**4.6★**— 6%**](https://www.amazon.com/dp/B07DC9ZZNL)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 74 weeks — +2.2% search growth over the last 90 days.

2K2KHoliday '25Spike '26 seasonMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jan, Dec · busiest ÷ quietest = 2.8×

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Ease Of Cleaning**16%

*“It cleans nicely”*

**Quality-Overall**11%

*“the quality is still strong”*

**Value For Money**10%

*“Great value”*

**Soft Feel**8%

*“Makes Skin Feel Soft”*

**Size-Overall**7%

*“All sizes work”*

**Smell**6%

*“Pretty lightly scented”*

**Cleansing**4%

*“Very clean feeling”*

**Thickness**4%

*“Nice and thick”*

**Ease Of Use**3%

*“Easy to use”*

**Moist/Dry**3%

*“Stays moist”*

### **What buyers complain about **

**Size-Overall**15%

*“I thought these wipes were supposed to be bigger than your average wipe”*

**Moist/Dry**8%

*“not very moist”*

**Value For Money**7%

*“Too expensive”*

**Advertised Vs Actual Product**7%

*“Not as described”*

**Ease Of Cleaning**6%

*“Wipes cheap”*

**Allergies**4%

*“Allergy”*

**Thickness**4%

*“The marketing claims they're thicker”*

**Smell**3%

*“Has no scent as advertised”*

**Ease Of Use**2%

*“The opening is easy to break”*

**Sensitivity-Overall**1%

*“not face that is very sensitive skin”*

### **Top return reasons **

**Advertised Vs Actual Product**25%

**Size-Overall**17%

**Smell**13%

**Value For Money**12%

**Moist/Dry**8%

**Functionality-Overall**7%

**Product Condition**3%

**Ease Of Cleaning**3%

**Ingredients-Overall**1%

**Leak-Proof**1%