johnson and johnson wipes
Skip itStrong incumbent ratings (4.7★) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 6% kills the launch gate
Conversion
Incredible14.2%search→purchase rate — share of searches ending in a sale
Growth
Good+26.5%90-day search growth — must beat 0% to launch
Avg price
Okay$10.80avg listing price — sweet spot $15–$100
Competition
Okay67%top-5 click share — leaders hold, buyers still browse
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Price range
Okay$2.28–$19.20cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad10,781.58avg incumbent reviews — the moat a new listing must climb
Market size
Bad$77K$77K/yr · 51K searches
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Competition
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
66
Top-5 brand share
90%
Open market
8%
- Wet Ones58%
- Johnson's Baby14%
- Mama Bear11%
- WaterWipes4%
- The Honest Company3%
- Boogie2%
- Open — no brand owns it (6 brands, 8%)
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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Wet Ones Hand and Face Wipes Unscented | Wet Ones Sensitive Skin Wipes for Hands and Face 40 ct. Canister
Wet Ones$3.224.8★2,578 rev
Wet Ones Hand Wipes 20 Wipes (Pack of 10)
Wet Ones$18.384.7★7,970 rev
Wet Ones Hand and Face Wipes Sensitive Skin Unscented Hand and Face 40ct Canister (6 pack)
Wet Ones$17.644.8★2,578 rev
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$15.354.5★348 rev
Wet Ones Hand and Face Wipes Unscented for Sensitive Skin Individually Wrapped 24 Count 6 Pack
Wet Ones$17.894.8★2,147 rev
Newest
by launch date
Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count
HUGGIES$2.28598 rev
Dorahoney Unscented Travel Wet Wipes 99% Purified Water Mini Wipes for Sensitive Skin Hypoallergenic & Plastic-Free Pocket Wipes 48 Count (8 Packs of 6)
DORAHONEY$8.30332 rev
WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 28 Count (Pack of 1)
WaterWipes$2.852,032 rev
WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)
WaterWipes$16.582,032 rev
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$15.35348 rev
Trending
90-day click momentumHuggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count
HUGGIES$2.284.6★
WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)
WaterWipes$16.584.7★
Dorahoney Unscented Travel Wet Wipes 99% Purified Water Mini Wipes for Sensitive Skin Hypoallergenic & Plastic-Free Pocket Wipes 48 Count (8 Packs of 6)
DORAHONEY$8.304.6★
Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary
Amazon Basics$4.574.5★
WipeEssentials Hand Sanitizer Hand Wipes for Adults and Kids - 90 wipes - 3 Packs of 30ct Hand Sanitizing Wipes Travel Essentials
Diamond Wipes$10.324.8★
Demand & seasonality
Weekly Amazon search volume, last 102 weeks — +26.5% search growth over the last 90 days.Peak months: Jun · busiest ÷ quietest = 1.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Cleans Great”
“They are affordable”
“Extremely handy”
“Excellent Quality”
“Fits on my bag easily”
“Clean fragrance”
“As advertised”
“These are super smooth”
“Great for cleaning up”
“Stays moist”
What buyers complain about
“Smaller than expected”
“Barely moist”
“Awful smell”
“They are not as thick as some other wipes you can get in stores”
“Creates a HUGE mess instead of cleaning like it's supposed to”
“Where is the quality control”
“too expensive”
“difficult to remove easily”
“irritated so often”
“Break apart”