---
title: "pura wipes — Niche Verdict: Worth a look (52/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/pura-wipes"
last_updated: "2026-07-13T22:45:42.188Z"
locale: en
meta:
  description: "pura wipes shows low returns (0.4%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list."
  "og:description": "pura wipes shows low returns (0.4%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list."
  "og:title": "pura wipes — Niche Verdict: Worth a look (52/100) | Amazon United States - Flapen"
---

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# **pura wipes**

**Worth a look**

Shows low returns (0.4%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.

Market size 61Growth 49Conversion 84Competition 20Returns 98Price range 66Avg price 95Brand share 3Review moat 25Quality gap 48

**Returns**

**Incredible****0.4%**

return rate — above 6% kills the launch gate

**Avg price**

**Incredible****$38.99**

avg listing price — sweet spot $15–$100

**Conversion**

**Great****9.2%**

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

**Price range**

**Good****$3.62–$131.97**

cheapest 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**

**Okay****4.5★**

avg incumbent rating — lower means beatable quality

**Review moat**

**Bad****4,160.25**

avg incumbent reviews — the moat a new listing must climb

**Competition**

**Bad****76%**

top-5 click share — a locked-up shelf

**Brand share**

**Bad****99%**

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.

0%10%$53K20%$106K30%$159K40%$212K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

All 16 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![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](https://m.media-amazon.com/images/I/41l3McWU-KL.jpg)**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**$31.05**4.1★2,552 rev](https://www.amazon.com/dp/B0CKXSB7C6) [2![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)](https://m.media-amazon.com/images/I/517VI-VartL.jpg)**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**$25.49**4.7★530 rev](https://www.amazon.com/dp/B08NSRJVDP) [3![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)](https://m.media-amazon.com/images/I/51AedVoG9RL.jpg)**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**$81.21**4.7★530 rev](https://www.amazon.com/dp/B09GJKZTWM) [4![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](https://m.media-amazon.com/images/I/51snVyvmAoL.jpg)**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**$22.84**4.5★261 rev](https://www.amazon.com/dp/B0CJKTWQ8Y) [5![Kinder by Nature Water-Based Baby Wipes - 672 Count (12 packs of 56) -Unscented and Hypoallergenic - 99% water - 100% biodegradable - Plastic-Free Baby Wipes](https://m.media-amazon.com/images/I/41NBuWbXPcL.jpg)**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**$46.42**4.2★1,462 rev](https://www.amazon.com/dp/B01LXNICJF)

**~~View all top sellers →~~**

### **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](https://m.media-amazon.com/images/I/41pOp47ohWL.jpg)**Pipette Water-Based Baby Wipes 240 Count (Pack of 4) FragranceFree & Gentle Made with 100% PlantDerived Fibers SqualaneInfused for Soft Moisturized Skin**Pipette**$21.89**0 rev4mo ago](https://www.amazon.com/dp/B0GS2YVZB6) [![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)](https://m.media-amazon.com/images/I/418r9O5mJbL.jpg)**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**$20.69**169 rev10mo ago](https://www.amazon.com/dp/B0FQJXR7Q6) [![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](https://m.media-amazon.com/images/I/41qgCAXj-+L.jpg)**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**$22.88**195 rev2y ago](https://www.amazon.com/dp/B0CP762ZWN) [![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](https://m.media-amazon.com/images/I/41l3McWU-KL.jpg)**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**$31.05**2,552 rev2y ago](https://www.amazon.com/dp/B0CKXSB7C6) [![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](https://m.media-amazon.com/images/I/41UronDMOxL.jpg)**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**$22.79**261 rev2y ago](https://www.amazon.com/dp/B0CJL6ZK2N)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Pipette Water-Based Baby Wipes 240 Count (Pack of 4) FragranceFree & Gentle Made with 100% PlantDerived Fibers SqualaneInfused for Soft Moisturized Skin](https://m.media-amazon.com/images/I/41pOp47ohWL.jpg)**Pipette Water-Based Baby Wipes 240 Count (Pack of 4) FragranceFree & Gentle Made with 100% PlantDerived Fibers SqualaneInfused for Soft Moisturized Skin**Pipette**$21.89**0.0★**▲ 244%**](https://www.amazon.com/dp/B0GS2YVZB6) [![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)](https://m.media-amazon.com/images/I/418r9O5mJbL.jpg)**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**$20.69**4.7★**▲ 116%**](https://www.amazon.com/dp/B0FQJXR7Q6) [![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)](https://m.media-amazon.com/images/I/51AedVoG9RL.jpg)**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**$81.21**4.7★**▲ 51%**](https://www.amazon.com/dp/B09GJKZTWM) [![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](https://m.media-amazon.com/images/I/41qgCAXj-+L.jpg)**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**$22.88**4.3★**▲ 36%**](https://www.amazon.com/dp/B0CP762ZWN) [![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](https://m.media-amazon.com/images/I/41pStZob4NL.jpg)**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**$3.62**4.1★**▲ 25%**](https://www.amazon.com/dp/B0C5S35JYQ)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 93 weeks — +19.4% search growth over the last 90 days.

5K3KSpike '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay

Peak months: Nov · busiest ÷ quietest = 2.6×

## **Reviews**

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

### **What buyers love **

**Quality-Overall**11%

*“Amazing quality”*

**Ease Of Cleaning**9%

*“These clean great”*

**Cleansing**9%

*“Great Everyday Baby Wipes”*

**Soft Feel**6%

*“Love the softness”*

**Toxic/Chemical Free**6%

*“super plus for them being non toxic”*

**Allergies**4%

*“completely rash-free so far”*

**Size-Overall**4%

*“Good fit”*

**Ingredients-Overall**3%

*“The ingredients are clean”*

**Leak-Proof**3%

*“They have really hefty capacity, and never leak”*

**Sensitivity-Overall**3%

*“gentle on sensitive skin”*

### **What buyers complain about **

**Value For Money**10%

*“too expensive”*

**Allergies**9%

*“irritated his skin”*

**Thickness**9%

*“thin material not as wet as I would like”*

**Smell**7%

*“have a chemical smell”*

**Size-Overall**6%

*“Runs small”*

**Ease Of Cleaning**5%

*“These are some of the absolute worst wipes”*

**Moist/Dry**4%

*“not very moist at all”*

**Quality-Overall**4%

*“the quality of the seal tab isn't the best”*

**Hard Feel**2%

*“Little rough”*

**Durability**2%

*“Break apart”*

### **Top return reasons **

**Size-Overall**26%

**Smell**12%

**Advertised Vs Actual Product**11%

**Value For Money**9%

**Moist/Dry**6%

**Functionality-Overall**5%

**Ease Of Cleaning**5%

**Leak-Proof**4%

**Thin**3%

**Ingredients-Overall**3%