baby wipes scented
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 6% kills the launch gate
Conversion
Great11.3%search→purchase rate — share of searches ending in a sale
Avg price
Great$17.54avg listing price — sweet spot $15–$100
Price range
Good$2.70–$37.35cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$420K$420K/yr · 213K searches
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Growth
Okay+5.7%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Review moat
Bad33,641.71avg incumbent reviews — the moat a new listing must climb
Brand share
Bad98%top-5 brand share — brand-locked demand
Competition
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
232
Top-5 brand share
98%
Open market
1%
- HUGGIES47%
- Pampers32%
- Amazon Elements15%
- Cottonelle3%
- Cartrep2%
- WONDERFUL1%
- Open — no brand owns it (1 brand, 1%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pampers Baby Wipes Complete Clean Baby Fresh Scented Wipe Gently Cleans Head to Toe 864 Total (12 Flip-Top Packs)
Pampers$22.714.7★43,180 rev
Amazon Elements Baby Wipes Fresh Scent Flip-Top Packs Alcohol-Free With Cucumber and Aloe 810 Count 9 Packs of 90
Amazon Elements$18.054.7★18,426 rev
Huggies Nourish Scented Baby Wipes 10 Push Button Packs (560 Wipes Total)
HUGGIES$27.994.8★3,068 rev
Pampers Baby Wipes Complete Clean Baby Fresh Scented Wipe Gently Cleans Head to Toe 72 Total (1 Flip-Top Packs)
Pampers$2.704.7★43,180 rev
Huggies Simply Clean Fresh Scent Baby Wipes 3 Flip-Top Packs of 64 (192 Wipes Total) Packaging May Vary
HUGGIES$6.864.8★6,205 rev
Newest
by launch date
Cottonelle Summer Fresh Scented Flushable Wipes 2 Flip-Top Packs 42 Wet Wipes per Pack
Cottonelle$4.74184,245 rev
Cottonelle Summer Fresh Scented Flushable Wipes 8 Packs 42 Wipes per Pack
Cottonelle$15.17184,245 rev
Huggies Extra Large Baby Wipes Unscented 9 Flip-Top Packs 378 XL Wipes Total Packaging May Vary
HUGGIES$14.254,116 rev
Pampers Wipes Clean & Calm Cotton Blossom Scent 336 Wipes Total (6x Pop-Top Packs)
Pampers$12.85638 rev
Shea Butter Baby Wipes 300 Count - Free From Phenoxyethanol Parabens Phthalates And Alcohol - Enriched With Soothing Shea Butter - Ultra Soft - Gentle On Skin - Hypoallergenic And pH Balanced
Cartrep$12.3918 rev
Trending
90-day click momentumCottonelle Summer Fresh Scented Flushable Wipes 8 Packs 42 Wipes per Pack
Cottonelle$15.174.7★
Cottonelle Summer Fresh Scented Flushable Wipes 2 Flip-Top Packs 42 Wet Wipes per Pack
Cottonelle$4.744.7★
Huggies Nourish Scented Baby Wipes 6 Push Button Packs (336 Wipes Total)
HUGGIES$16.734.8★
Shea Butter Baby Wipes 300 Count - Free From Phenoxyethanol Parabens Phthalates And Alcohol - Enriched With Soothing Shea Butter - Ultra Soft - Gentle On Skin - Hypoallergenic And pH Balanced
Cartrep$12.394.8★
Pampers Ultraclean Baby Wipes (Previously Free & Gentle) 99% Water Hypoallergenic Unscented 100% Plant Based Plastic-Free 936 Wipes Total (12X Flip-Top Packs)
Pampers$30.024.8★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +5.7% search growth over the last 90 days.Peak months: Aug · busiest ÷ quietest = 1.5×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Cleansup great”
“Good smell”
“They are affordable”
“These baby wipes are of high quality”
“Nice and Soft”
“cleans well”
“Very moist”
“easy to pull”
“The material is thick”
“Durable product”
What buyers complain about
“Not Moist Enough”
“make it hard to clean up any messes”
“Not as thick”
“Smells awful”
“Bad quality”
“Irritates Skin”
“Sheets are too small”
“Not Easy to use”
“ridiculously expensive”
“Durability: NO”