pura wipes
Worth a lookShows low returns (0.4%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 6% kills the launch gate
Avg price
Incredible$38.99avg listing price — sweet spot $15–$100
Conversion
Great9.2%search→purchase rate — share of searches ending in a sale
Price range
Good$3.62–$131.97cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$531K$531K/yr · 147K searches
Growth
Okay+19.4%90-day search growth — must beat 0% to launch
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad4,160.25avg incumbent reviews — the moat a new listing must climb
Competition
Bad76%top-5 click share — a locked-up shelf
Brand share
Bad99%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
6 flat
Sellers
32
Top-5 brand share
99%
Open market
0%
- JOONYA53%
- Pura32%
- Jackson Reece9%
- ATTITUDE2%
- Pipette2%
- The Honest Company1%
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 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pura Natural Sensitive Baby Wipes 99% Water Unscented & Hypoallergenic Suitable for Sensitive & Eczema-prone Skin Hypoallergenic EWG Verified 10 Pack of 60 Wet Wipes (600 Diaper Wipes) Bulk Buy
Pura$31.054.1★2,552 rev
JOONYA Unscented Baby Wipes Plant-Based Fragrance-Free Bulk Diaper Wipes | Hypoallergenic Non-Toxic & Biodegradable Wet Wipes for Sensitive Newborn Skin | 3 Packs of 80 (240 Total)
JOONYA$25.494.7★530 rev
JOONYA Unscented Baby Wipes Plant-Based Fragrance-Free Bulk Diaper Wipes | Hypoallergenic Non-Toxic & Biodegradable Wet Wipes for Sensitive Newborn Skin | 12 Packs of 80 (960 Total)
JOONYA$81.214.7★530 rev
Joonya Baby Diapers Size 2 S (7-13 lb) - 1 Bag of 30 - Non Toxic Eco-Friendly High Absorbency Overnight Use Ultra Slim & Soft - Made in Denmark
JOONYA$22.844.5★261 rev
Kinder by Nature Water-Based Baby Wipes - 672 Count (12 packs of 56) -Unscented and Hypoallergenic - 99% water - 100% biodegradable - Plastic-Free Baby Wipes
Jackson Reece$46.424.2★1,462 rev
Newest
by launch date
Pipette Water-Based Baby Wipes 240 Count (Pack of 4) FragranceFree & Gentle Made with 100% PlantDerived Fibers SqualaneInfused for Soft Moisturized Skin
Pipette$21.890 rev
ATTITUDE Baby Water Wipes EWG Verified Safe for Newborns Unscented & Fragrance-Free 99% Water Gentle Vegan & Dermatologically Tested Travel Pack with Hard Lid 72 Count (Pack of 3)
ATTITUDE$20.69169 rev
Joonya Pull-Up Pants Baby Diapers Size 5 XL (24-37 lb) - 1 Bag of 23 - Non Toxic Eco-Friendly High Absorbency Overnight Use Ultra Slim & Soft - Made in Denmark
JOONYA$22.88195 rev
Pura Natural Sensitive Baby Wipes 99% Water Unscented & Hypoallergenic Suitable for Sensitive & Eczema-prone Skin Hypoallergenic EWG Verified 10 Pack of 60 Wet Wipes (600 Diaper Wipes) Bulk Buy
Pura$31.052,552 rev
Joonya Baby Diapers Size 1 XS (4-9 lb) - 1 Bag of 32 - Non Toxic Eco-Friendly High Absorbency Overnight Use Ultra Slim & Soft - Made in Denmark
JOONYA$22.79261 rev
Trending
90-day click momentumPipette Water-Based Baby Wipes 240 Count (Pack of 4) FragranceFree & Gentle Made with 100% PlantDerived Fibers SqualaneInfused for Soft Moisturized Skin
Pipette$21.890.0★
ATTITUDE Baby Water Wipes EWG Verified Safe for Newborns Unscented & Fragrance-Free 99% Water Gentle Vegan & Dermatologically Tested Travel Pack with Hard Lid 72 Count (Pack of 3)
ATTITUDE$20.694.7★
JOONYA Unscented Baby Wipes Plant-Based Fragrance-Free Bulk Diaper Wipes | Hypoallergenic Non-Toxic & Biodegradable Wet Wipes for Sensitive Newborn Skin | 12 Packs of 80 (960 Total)
JOONYA$81.214.7★
Joonya Pull-Up Pants Baby Diapers Size 5 XL (24-37 lb) - 1 Bag of 23 - Non Toxic Eco-Friendly High Absorbency Overnight Use Ultra Slim & Soft - Made in Denmark
JOONYA$22.884.3★
Pura Natural Sensitive Baby Wipes 99% Water Unscented & Hypoallergenic Suitable for Sensitive & Eczema-prone Skin Fragrance Free & Hypoallergenic EWG Verified 1 Pack of 60 Wet Wipes
Pura$3.624.1★
Demand & seasonality
Weekly Amazon search volume, last 93 weeks — +19.4% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 2.6×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing quality”
“These clean great”
“Great Everyday Baby Wipes”
“Love the softness”
“super plus for them being non toxic”
“completely rash-free so far”
“Good fit”
“The ingredients are clean”
“They have really hefty capacity, and never leak”
“gentle on sensitive skin”
What buyers complain about
“too expensive”
“irritated his skin”
“thin material not as wet as I would like”
“have a chemical smell”
“Runs small”
“These are some of the absolute worst wipes”
“not very moist at all”
“the quality of the seal tab isn't the best”
“Little rough”
“Break apart”