---
title: "baby face wipes — Niche Verdict: Skip it (48/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/baby-face-wipes"
last_updated: "2026-07-14T09:17:08.634Z"
locale: en
meta:
  description: "strong incumbent ratings (4.7★) — baby face wipes doesn't clear our bar today."
  "og:description": "strong incumbent ratings (4.7★) — baby face wipes doesn't clear our bar today."
  "og:title": "baby face wipes — Niche Verdict: Skip it (48/100) | Amazon United States - Flapen"
---

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# **baby face wipes**

**Skip it**

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

Market size 36Growth 24Conversion 86Competition 36Returns 98Price range 72Avg price 75Brand share 44Review moat 21Quality gap 21

**Returns**

**Incredible****0.4%**

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****$15.09**

avg listing price — sweet spot $15–$100

**Price range**

**Good****$3.94–$43.59**

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

**Brand share**

**Okay****78%**

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

**Market size**

**Okay****$180K**

$180K/yr · 122K searches

**Competition**

**Okay****63%**

top-5 click share — leaders hold, buyers still browse

**Growth**

**Bad****-1.0%**

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

**Quality gap**

**Bad****4.7★**

avg incumbent rating — lower means beatable quality

**Review moat**

**Bad****11,617.64**

avg incumbent reviews — the moat a new listing must climb

## **Competition**

The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**12 **▼falling

**Sellers**

**66**

**Top-5 brand share**

**78%**

**Open market**

**16%**

- Johnson's Baby37% - Aveeno Baby16% - Mama Bear10% - Boogie9% - The Honest Company7% - Dr. Brown's5% - Open — no brand owns it (6 brands, 16%)

## **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%5%$9K10%$18K15%$27K20%$36K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 22 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Johnsons Baby Hand & Face Baby Sanitizing Cleansing Wipes for Travel and On-The-Go No More Tears Formula Paraben and Alcohol Free 25 ct Case of 4](https://m.media-amazon.com/images/I/41nCuHyDsDL.jpg)**Johnsons Baby Hand & Face Baby Sanitizing Cleansing Wipes for Travel and On-The-Go No More Tears Formula Paraben and Alcohol Free 25 ct Case of 4**Johnson's Baby**$18.23**4.7★6,448 rev](https://www.amazon.com/dp/B07QJ1X4LP) [2![Johnsons Baby Disposable Hand & Face Cleansing Wipes Pre-Moistened Wipes Gently Remove 99% of Germs & Dirt from Delicate Skin Paraben- Phthalate- & Alcohol-Free Hypoallergenic 25 Count](https://m.media-amazon.com/images/I/41OWMshq1hL.jpg)**Johnsons Baby Disposable Hand & Face Cleansing Wipes Pre-Moistened Wipes Gently Remove 99% of Germs & Dirt from Delicate Skin Paraben- Phthalate- & Alcohol-Free Hypoallergenic 25 Count**Johnson's Baby**$4.22**4.7★6,448 rev](https://www.amazon.com/dp/B07HGDBHYZ) [3![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) [4![Amazon Brand - Mama Bear Baby Hand & Face Wipes Unscented Fragrance Free Cleansing Formulated without Parabens and Phthalates 180 Count (9 Packs of 20)](https://m.media-amazon.com/images/I/41xZ7tZ6AgL.jpg)**Amazon Brand - Mama Bear Baby Hand & Face Wipes Unscented Fragrance Free Cleansing Formulated without Parabens and Phthalates 180 Count (9 Packs of 20)**Mama Bear**$15.35**4.5★348 rev](https://www.amazon.com/dp/B0CLDMPWJT) [5![Boogie Wipes Gentle Saline Nose Wipes - 180 Count - Unscented Hypoallergenic & Alcohol-Free - Made with Natural Saline Aloe Chamomile & Vitamin E - Diaper Bag Essential](https://m.media-amazon.com/images/I/4194Rhwx+xL.jpg)**Boogie Wipes Gentle Saline Nose Wipes - 180 Count - Unscented Hypoallergenic & Alcohol-Free - Made with Natural Saline Aloe Chamomile & Vitamin E - Diaper Bag Essential**Boogie**$25.01**4.8★7,313 rev](https://www.amazon.com/dp/B017GYO3I2)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Bc Babycare Cloud Moist Baby Travel Wipes 6 Pack On The Go Pocket Size Ultra Thick 99% Water Unscented Hypoallergenic for Sensitive Skin Biodegradable](https://m.media-amazon.com/images/I/41ORkvW1Q4L.jpg)**Bc Babycare Cloud Moist Baby Travel Wipes 6 Pack On The Go Pocket Size Ultra Thick 99% Water Unscented Hypoallergenic for Sensitive Skin Biodegradable**bc babycare**$10.02**813 rev9mo ago](https://www.amazon.com/dp/B0FR8RNY84) [![Bc Babycare Cloud Moist Baby Wipes Thick & XL 99% Water Ultra-Hydrating Unscented Hypoallergenic for Sensitive Skin Biodegradable 3 Flip-Top 240 Count](https://m.media-amazon.com/images/I/31zVftPQgZL.jpg)**Bc Babycare Cloud Moist Baby Wipes Thick & XL 99% Water Ultra-Hydrating Unscented Hypoallergenic for Sensitive Skin Biodegradable 3 Flip-Top 240 Count**bc babycare**$16.22**813 rev1y ago](https://www.amazon.com/dp/B0DHRN8LNM) [![Amazon Brand - Mama Bear Baby Hand & Face Wipes Unscented Fragrance Free Cleansing Formulated without Parabens and Phthalates 180 Count (9 Packs of 20)](https://m.media-amazon.com/images/I/41xZ7tZ6AgL.jpg)**Amazon Brand - Mama Bear Baby Hand & Face Wipes Unscented Fragrance Free Cleansing Formulated without Parabens and Phthalates 180 Count (9 Packs of 20)**Mama Bear**$15.35**348 rev2y ago](https://www.amazon.com/dp/B0CLDMPWJT) [![The Honest Company Plant-Based Snot Removing Wipes Soothing Nose with Aloe Hypoallergenic for Sensitive Skin EWG Verified Fragrance-Free 60 Count](https://m.media-amazon.com/images/I/51C1mYWakfL.jpg)**The Honest Company Plant-Based Snot Removing Wipes Soothing Nose with Aloe Hypoallergenic for Sensitive Skin EWG Verified Fragrance-Free 60 Count**The Honest Company**$6.99**726 rev2y ago](https://www.amazon.com/dp/B0D3RX764R) [![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)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Bc Babycare Cloud Moist Baby Travel Wipes 6 Pack On The Go Pocket Size Ultra Thick 99% Water Unscented Hypoallergenic for Sensitive Skin Biodegradable](https://m.media-amazon.com/images/I/41ORkvW1Q4L.jpg)**Bc Babycare Cloud Moist Baby Travel Wipes 6 Pack On The Go Pocket Size Ultra Thick 99% Water Unscented Hypoallergenic for Sensitive Skin Biodegradable**bc babycare**$10.02**4.6★**▲ 143%**](https://www.amazon.com/dp/B0FR8RNY84) [![WaterWipes Sensitive+ Baby & Toddler Wipes 3-In-1 Cleans Cares Protects 99.9% Water Textured Clean Unscented & Hypoallergenic 240 Count (4 Packs)](https://m.media-amazon.com/images/I/41a+zZ3B3FL.jpg)**WaterWipes Sensitive+ Baby & Toddler Wipes 3-In-1 Cleans Cares Protects 99.9% Water Textured Clean Unscented & Hypoallergenic 240 Count (4 Packs)**WaterWipes**$16.27**4.7★**▲ 132%**](https://www.amazon.com/dp/B07LBFB84L) [![Johnson & Johnson 117008 Head-to-Toe Cleansing Clothe 15 Count(Pack of 6)](https://m.media-amazon.com/images/I/41kpBw+A4BL.jpg)**Johnson & Johnson 117008 Head-to-Toe Cleansing Clothe 15 Count(Pack of 6)**Johnson & Johnson**$43.59**4.8★**▲ 42%**](https://www.amazon.com/dp/B072XFDT33) [![Bc Babycare Cloud Moist Baby Wipes Thick & XL 99% Water Ultra-Hydrating Unscented Hypoallergenic for Sensitive Skin Biodegradable 3 Flip-Top 240 Count](https://m.media-amazon.com/images/I/31zVftPQgZL.jpg)**Bc Babycare Cloud Moist Baby Wipes Thick & XL 99% Water Ultra-Hydrating Unscented Hypoallergenic for Sensitive Skin Biodegradable 3 Flip-Top 240 Count**bc babycare**$16.22**4.6★**▲ 34%**](https://www.amazon.com/dp/B0DHRN8LNM) [![Dr. Browns Nose and Face Healthy Wipes Safe Cleaning and Moisturizing for Babies and Toddlers Hypoallergenic for Sensitive Skin 30 count 1-Pack (Packaging May Vary)](https://m.media-amazon.com/images/I/417Ikh2SyZL.jpg)**Dr. Browns Nose and Face Healthy Wipes Safe Cleaning and Moisturizing for Babies and Toddlers Hypoallergenic for Sensitive Skin 30 count 1-Pack (Packaging May Vary)**Dr. Brown's**$3.94**4.5★**▲ 28%**](https://www.amazon.com/dp/B00DZ0MAD2)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -1.0% search growth over the last 90 days.

5K4KSpike '25Spike '26 seasonSepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

## **Reviews**

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

### **What buyers love **

**Ease Of Cleaning**16%

*“Great for cleaning up”*

**Quality-Overall**9%

*“Excellent quality”*

**Soft Feel**8%

*“They are soft”*

**Thickness**6%

*“They're thick and stay moist”*

**Cleansing**5%

*“Cleans well”*

**Ease Of Use**5%

*“Easy to use”*

**Allergies**4%

*“No irritation”*

**Sensitivity-Overall**4%

*“gentle on the sensitive skin”*

**Smell**4%

*“fragrance free”*

**Value For Money**4%

*“Good price”*

### **What buyers complain about **

**Smell**10%

*“smells very different”*

**Ease Of Cleaning**7%

*“don't clean well at all”*

**Allergies**7%

*“Gave my baby a horrible rash”*

**Size-Overall**5%

*“The wipes are a little bigger than the others”*

**Value For Money**4%

*“They are pricey”*

**Moist/Dry**4%

*“Wet”*

**Thickness**3%

*“Very very thick”*

**Adhesion/Stickiness**3%

*“Leaves a sticky feeling on hands and skin”*

**Advertised Vs Actual Product**2%

*“That's honestly false advertising”*

**Sensitivity-Overall**2%

*“not face that is very sensitive skin”*

### **Top return reasons **

**Advertised Vs Actual Product**20%

**Value For Money**15%

**Size-Overall**15%

**Smell**14%

**Moist/Dry**5%

**Ease Of Cleaning**4%

**Functionality-Overall**3%

**Leak-Proof**3%

**Ingredients-Overall**3%

**Age Suitability**2%