---
title: "kirkland flushable wipes — Niche Verdict: Skip it (46/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/kirkland-flushable-wipes"
last_updated: "2026-07-13T23:01:05.760Z"
locale: en
meta:
  description: "brand-locked demand (top 5 brands take 100% of clicks) — kirkland flushable wipes doesn't clear our bar today."
  "og:description": "brand-locked demand (top 5 brands take 100% of clicks) — kirkland flushable wipes doesn't clear our bar today."
  "og:title": "kirkland flushable wipes — Niche Verdict: Skip it (46/100) | Amazon United States - Flapen"
---

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# **kirkland flushable wipes**

**Skip it**

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Market size 58Growth 21Conversion 84Competition 20Returns 99Price range 87Avg price 95Brand share 0Review moat 18Quality gap 24

**Returns**

**Incredible****0.2%**

return rate — above 6% kills the launch gate

**Avg price**

**Incredible****$27.96**

avg listing price — sweet spot $15–$100

**Price range**

**Great****$9.87–$62.33**

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

**Conversion**

**Great****9.2%**

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

**Market size**

**Good****$451K**

$451K/yr · 175K searches

**Quality gap**

**Bad****4.6★**

avg incumbent rating — lower means beatable quality

**Growth**

**Bad****-8.6%**

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

**Competition**

**Bad****76%**

top-5 click share — a locked-up shelf

**Review moat**

**Bad****16,894.33**

avg incumbent reviews — the moat a new listing must climb

**Brand share**

**Bad****100%**

top-5 brand share — brand-locked demand

## **Competition**

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

**Brands**

**4 **▼falling

**Sellers**

**89**

**Top-5 brand share**

**100%**

**Open market**

**0%**

- KIRKLAND83% - Amazon Elements10% - Generic4% - HUGGIES3%

## **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%15%$68K30%$135K45%$203K60%$270K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 12 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Kirkland Signature Fragrance Free Baby Wipes 900 Count](https://m.media-amazon.com/images/I/41bBO0nHM3L.jpg)**Kirkland Signature Fragrance Free Baby Wipes 900 Count**KIRKLAND**$32.18**4.4★153 rev](https://www.amazon.com/dp/B0BMX67KY7) [2![Kirkland Baby Wipes Unscented 100 Count (Pack of 9)](https://m.media-amazon.com/images/I/41SFplgf+yS.jpg)**Kirkland Baby Wipes Unscented 100 Count (Pack of 9)**KIRKLAND**$34.09**4.8★5,445 rev](https://www.amazon.com/dp/B00SWZUC8U) [3![2 X Kirkland Baby Wipes - Unscented - 900 ct](https://m.media-amazon.com/images/I/51fwy0wrs2L.jpg)**2 X Kirkland Baby Wipes - Unscented - 900 ct**KIRKLAND**$62.33**4.6★191 rev](https://www.amazon.com/dp/B015JRHSNK) [4![Flushable Wipe- Kirkland Signature Moist Flushable Wipes 180 Wipes (Pack of 3)](https://m.media-amazon.com/images/I/41xnR7KUVEL.jpg)**Flushable Wipe- Kirkland Signature Moist Flushable Wipes 180 Wipes (Pack of 3)**KIRKLAND**$16.49**4.5★453 rev](https://www.amazon.com/dp/B07BT3CVHW) [5![Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 810 Count Flip-Top Packs](https://m.media-amazon.com/images/I/41mDp54U9lL.jpg)**Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 810 Count Flip-Top Packs**Amazon Elements**$18.58**4.7★51,673 rev](https://www.amazon.com/dp/B07H53W5WP)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Ultra Soft Baby Wipes Extra Large Unscented 900 Count With Aloe & Vitamin E Hypoallergenic 9 Flip-Top Packs](https://m.media-amazon.com/images/I/41YzWsukW+L.jpg)**Ultra Soft Baby Wipes Extra Large Unscented 900 Count With Aloe & Vitamin E Hypoallergenic 9 Flip-Top Packs**Generic**$37.95**23 rev9mo ago](https://www.amazon.com/dp/B0FT6VSJ13) [![Kirkland Signature Fragrance Free Baby Wipes 900 Count](https://m.media-amazon.com/images/I/41bBO0nHM3L.jpg)**Kirkland Signature Fragrance Free Baby Wipes 900 Count**KIRKLAND**$32.18**153 rev2y ago](https://www.amazon.com/dp/B0BMX67KY7) [![Huggies Natural Care Sensitive Baby Wipes Unscented Hypoallergenic 99% Purified Water 12 Flip-Top Packs (768 Wipes Total) Packaging May Vary](https://m.media-amazon.com/images/I/51QftwKm63L.jpg)**Huggies Natural Care Sensitive Baby Wipes Unscented Hypoallergenic 99% Purified Water 12 Flip-Top Packs (768 Wipes Total) Packaging May Vary**HUGGIES**$20.62**126,360 rev7y ago](https://www.amazon.com/dp/B07SCL613T) [![Kirkland Signature Kirkland signature moist flushable wipes 632 wipes 632 count White](https://m.media-amazon.com/images/I/5121rEZA-OL.jpg)**Kirkland Signature Kirkland signature moist flushable wipes 632 wipes 632 count White**KIRKLAND**$28.56**3,763 rev7y ago](https://www.amazon.com/dp/B07D1VXS3T) [![Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 810 Count Flip-Top Packs](https://m.media-amazon.com/images/I/41mDp54U9lL.jpg)**Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 810 Count Flip-Top Packs**Amazon Elements**$18.58**51,673 rev8y ago](https://www.amazon.com/dp/B07H53W5WP)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Kirkland Signature Fragrance Free Baby Wipes 900 Count](https://m.media-amazon.com/images/I/41bBO0nHM3L.jpg)**Kirkland Signature Fragrance Free Baby Wipes 900 Count**KIRKLAND**$32.18**4.4★**▲ 222%**](https://www.amazon.com/dp/B0BMX67KY7) [![Kirkland Signature Kirkland signature moist flushable wipes 632 wipes 632 count White](https://m.media-amazon.com/images/I/5121rEZA-OL.jpg)**Kirkland Signature Kirkland signature moist flushable wipes 632 wipes 632 count White**KIRKLAND**$28.56**4.6★**▲ 166%**](https://www.amazon.com/dp/B07D1VXS3T) [![Kirkland Signature Moist Flushable Wipes 632 Wipes](https://m.media-amazon.com/images/I/514fSfA9JiL.jpg)**Kirkland Signature Moist Flushable Wipes 632 Wipes**KIRKLAND**$29.25**4.6★**▲ 95%**](https://www.amazon.com/dp/B078S1PCZW) [![Amazon Elements Baby Wipes Sensitive Unscented Cleans Gently 810 Count Flip-Top Packs Pack of 9](https://m.media-amazon.com/images/I/41y52XCRP0L.jpg)**Amazon Elements Baby Wipes Sensitive Unscented Cleans Gently 810 Count Flip-Top Packs Pack of 9**Amazon Elements**$18.05**4.3★**▲ 70%**](https://www.amazon.com/dp/B07H4V7M4C) [![Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 810 Count Flip-Top Packs](https://m.media-amazon.com/images/I/41mDp54U9lL.jpg)**Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 810 Count Flip-Top Packs**Amazon Elements**$18.58**4.7★**— 1%**](https://www.amazon.com/dp/B07H53W5WP)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 102 weeks — -8.6% search growth over the last 90 days.

4K3KSpike '24Spike '25Spike '26 seasonDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 10.0×

## **Reviews**

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

### **What buyers love **

**Ease Of Cleaning**17%

*“Cleans well”*

**Value For Money**15%

*“Great deal”*

**Quality-Overall**14%

*“Always good consistent quality”*

**Soft Feel**5%

*“Nice and Soft”*

**Moist/Dry**4%

*“stay moist”*

**Cleansing**4%

*“Feel clean”*

**Sensitivity-Overall**4%

*“Gentle on sensitive skin”*

**Allergies**4%

*“no irritation”*

**Size-Overall**3%

*“Great newborn fit”*

**Durability**3%

*“High quality and durable”*

### **What buyers complain about **

**Moist/Dry**20%

*“Wipes are dry”*

**Ease Of Cleaning**14%

*“make it hard to clean up any messes”*

**Thickness**9%

*“Thin as tissue paper”*

**Quality-Overall**5%

*“the quality of this baby wipe has decreased A LOT”*

**Allergies**5%

*“Got irritation over time”*

**Smell**4%

*“The WORST smell”*

**Value For Money**3%

*“ridiculously expensive”*

**Size-Overall**3%

*“Packages too large”*

**Sensitivity-Overall**2%

*“NOT FOR SENSITIVE SKIN”*

**Grip**2%

*“not a lot of grip to them”*

### **Top return reasons **

**Value For Money**13%

**Moist/Dry**13%

**Advertised Vs Actual Product**10%

**Size-Overall**9%

**Smell**7%

**Ease Of Cleaning**7%

**Quality-Overall**6%

**Functionality-Overall**5%

**Material Quality**4%

**Thin**4%