---
title: "johnson and johnson wipes — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/johnson-and-johnson-wipes"
last_updated: "2026-07-14T09:03:50.201Z"
locale: en
meta:
  description: "strong incumbent ratings (4.7★) — johnson and johnson wipes doesn't clear our bar today."
  "og:description": "strong incumbent ratings (4.7★) — johnson and johnson wipes doesn't clear our bar today."
  "og:title": "johnson and johnson wipes — Niche Verdict: Skip it (44/100) | Amazon United States - Flapen"
---

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# **johnson and johnson wipes**

**Skip it**

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

Market size 19Growth 54Conversion 96Competition 30Returns 99Price range 25Avg price 40Brand share 26Review moat 21Quality gap 18

**Returns**

**Incredible****0.2%**

return rate — above 6% kills the launch gate

**Conversion**

**Incredible****14.2%**

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****$10.80**

avg listing price — sweet spot $15–$100

**Competition**

**Okay****67%**

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

**Brand share**

**Okay****90%**

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

**Price range**

**Okay****$2.28–$19.20**

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

**Review moat**

**Bad****10,781.58**

avg incumbent reviews — the moat a new listing must climb

**Market size**

**Bad****$77K**

$77K/yr · 51K searches

**Quality gap**

**Bad****4.7★**

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.

0%5%$4K10%$8K15%$12K20%$15K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 19 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Wet Ones Hand and Face Wipes Unscented | Wet Ones Sensitive Skin Wipes for Hands and Face 40 ct. Canister](https://m.media-amazon.com/images/I/41ZQZZLP9mL.jpg)**Wet Ones Hand and Face Wipes Unscented | Wet Ones Sensitive Skin Wipes for Hands and Face 40 ct. Canister**Wet Ones**$3.22**4.8★2,578 rev](https://www.amazon.com/dp/B0014D2DA2) [2![Wet Ones Hand Wipes 20 Wipes (Pack of 10)](https://m.media-amazon.com/images/I/41mtndmsniL.jpg)**Wet Ones Hand Wipes 20 Wipes (Pack of 10)**Wet Ones**$18.38**4.7★7,970 rev](https://www.amazon.com/dp/B01KJ92URC) [3![Wet Ones Hand and Face Wipes Sensitive Skin Unscented Hand and Face 40ct Canister (6 pack)](https://m.media-amazon.com/images/I/41wFxNHnHkL.jpg)**Wet Ones Hand and Face Wipes Sensitive Skin Unscented Hand and Face 40ct Canister (6 pack)**Wet Ones**$17.64**4.8★2,578 rev](https://www.amazon.com/dp/B005G84GEW) [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![Wet Ones Hand and Face Wipes Unscented for Sensitive Skin Individually Wrapped 24 Count 6 Pack](https://m.media-amazon.com/images/I/41Zw4dG67eL.jpg)**Wet Ones Hand and Face Wipes Unscented for Sensitive Skin Individually Wrapped 24 Count 6 Pack**Wet Ones**$17.89**4.8★2,147 rev](https://www.amazon.com/dp/B07YP742VB)

**~~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) [![Dorahoney Unscented Travel Wet Wipes 99% Purified Water Mini Wipes for Sensitive Skin Hypoallergenic & Plastic-Free Pocket Wipes 48 Count (8 Packs of 6)](https://m.media-amazon.com/images/I/41dcKV2AmrL.jpg)**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**$8.30**332 rev10mo ago](https://www.amazon.com/dp/B0FFGST66J) [![WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 28 Count (Pack of 1)](https://m.media-amazon.com/images/I/31hveXjfe5L.jpg)**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**$2.85**2,032 rev1y ago](https://www.amazon.com/dp/B0DG4GP7C9) [![WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)](https://m.media-amazon.com/images/I/41hmx3JR15L.jpg)**WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)**WaterWipes**$16.58**2,032 rev1y ago](https://www.amazon.com/dp/B0DG4GZBFX) [![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)

**~~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★**▲ 214%**](https://www.amazon.com/dp/B0G36YH9RG) [![WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)](https://m.media-amazon.com/images/I/41hmx3JR15L.jpg)**WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)**WaterWipes**$16.58**4.7★**▲ 167%**](https://www.amazon.com/dp/B0DG4GZBFX) [![Dorahoney Unscented Travel Wet Wipes 99% Purified Water Mini Wipes for Sensitive Skin Hypoallergenic & Plastic-Free Pocket Wipes 48 Count (8 Packs of 6)](https://m.media-amazon.com/images/I/41dcKV2AmrL.jpg)**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**$8.30**4.6★**▲ 94%**](https://www.amazon.com/dp/B0FFGST66J) [![Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary](https://m.media-amazon.com/images/I/31nYsAXaqsL.jpg)**Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary**Amazon Basics**$4.57**4.5★**▲ 86%**](https://www.amazon.com/dp/B095KCG1Q2) [![WipeEssentials Hand Sanitizer Hand Wipes for Adults and Kids - 90 wipes - 3 Packs of 30ct Hand Sanitizing Wipes Travel Essentials](https://m.media-amazon.com/images/I/51lLMSi3ELL.jpg)**WipeEssentials Hand Sanitizer Hand Wipes for Adults and Kids - 90 wipes - 3 Packs of 30ct Hand Sanitizing Wipes Travel Essentials**Diamond Wipes**$10.32**4.8★**▲ 36%**](https://www.amazon.com/dp/B0798XNVTS)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 102 weeks — +26.5% search growth over the last 90 days.

2K1KSpike '24Spike '25Spike '26 seasonDecMarJunAugNovMarMay

Peak months: Jun · busiest ÷ quietest = 1.8×

## **Reviews**

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

### **What buyers love **

**Ease Of Cleaning**17%

*“Cleans Great”*

**Value For Money**10%

*“They are affordable”*

**Ease Of Use**9%

*“Extremely handy”*

**Quality-Overall**8%

*“Excellent Quality”*

**Size-Overall**8%

*“Fits on my bag easily”*

**Smell**5%

*“Clean fragrance”*

**Advertised Vs Actual Product**5%

*“As advertised”*

**Soft Feel**4%

*“These are super smooth”*

**Cleansing**4%

*“Great for cleaning up”*

**Moist/Dry**3%

*“Stays moist”*

### **What buyers complain about **

**Size-Overall**13%

*“Smaller than expected”*

**Moist/Dry**10%

*“Barely moist”*

**Smell**9%

*“Awful smell”*

**Thickness**9%

*“They are not as thick as some other wipes you can get in stores”*

**Ease Of Cleaning**6%

*“Creates a HUGE mess instead of cleaning like it's supposed to”*

**Quality-Overall**4%

*“Where is the quality control”*

**Value For Money**3%

*“too expensive”*

**Ease Of Use**3%

*“difficult to remove easily”*

**Allergies**3%

*“irritated so often”*

**Durability**2%

*“Break apart”*

### **Top return reasons **

**Size-Overall**31%

**Advertised Vs Actual Product**15%

**Smell**13%

**Value For Money**12%

**Moist/Dry**4%

**Leak-Proof**3%

**Certifications**2%

**Functionality-Overall**2%

**Ease Of Cleaning**2%

**Ingredients-Overall**2%