---
title: "wet wipes — Niche Verdict: Worth a look (51/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/baby-products/wet-wipes"
last_updated: "2026-07-14T00:51:39.502Z"
locale: en
meta:
  description: "wet wipes shows low returns (0.2%), but a deep review moat (35,613 avg reviews) keeps it on the watch list."
  "og:description": "wet wipes shows low returns (0.2%), but a deep review moat (35,613 avg reviews) keeps it on the watch list."
  "og:title": "wet wipes — Niche Verdict: Worth a look (51/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **wet wipes**

**Worth a look**

Shows low returns (0.2%), but a deep review moat (35,613 avg reviews) keeps it on the watch list.

Market size 17Growth 23Conversion 59Competition 71Returns 99Price range 80Avg price 95Brand share 69Review moat 8Quality gap 25

**Returns**

**Incredible****0.2%**

return rate — above 6% kills the launch gate

**Avg price**

**Incredible****$25.04**

avg listing price — sweet spot $15–$100

**Price range**

**Great****$4.57–$60.27**

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

**Competition**

**Good****42%**

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

**Brand share**

**Good****64%**

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

**Conversion**

**Good****5.1%**

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

**Quality gap**

**Okay****4.6★**

avg incumbent rating — lower means beatable quality

**Growth**

**Bad****-4.9%**

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

**Market size**

**Bad****$69K**

$69K/yr · 54K searches

**Review moat**

**Bad****35,613.26**

avg incumbent reviews — the moat a new listing must climb

## **Competition**

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**20 **▲rising

**Sellers**

**189**

**Top-5 brand share**

**64%**

**Open market**

**30%**

- Amazon Elements22% - Wet Ones15% - Rico12% - HUGGIES7% - Cottonelle7% - WOUSEDO6%

## **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%3%$2K6%$4K9%$6K12%$8K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 35 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Rico Baby Wipes 720-count](https://m.media-amazon.com/images/I/41ve6TGCWvL.jpg)**Rico Baby Wipes 720-count**Rico**$35.62**4.7★81 rev](https://www.amazon.com/dp/B0CN2H5HXH) [2![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) [3![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★18 rev](https://www.amazon.com/dp/B07H4V7M4C) [4![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) [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

[![Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (18 Resealable Packets = 1080 Total Wipes)](https://m.media-amazon.com/images/I/519tuPnwdpL.jpg)**Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (18 Resealable Packets = 1080 Total Wipes)**Hello Bello**$39.80**5,610 rev3mo ago](https://www.amazon.com/dp/B0GT7FRBP7) [![Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Rosy Posy (12 Resealable Packets = 720 Total Wipes)](https://m.media-amazon.com/images/I/51fIezuMHOL.jpg)**Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Rosy Posy (12 Resealable Packets = 720 Total Wipes)**Hello Bello**$28.74**5,610 rev4mo ago](https://www.amazon.com/dp/B0GP83XQ24) [![Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (12 Resealable Packets = 720 Total Wipes)](https://m.media-amazon.com/images/I/51aYMU77iSL.jpg)**Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (12 Resealable Packets = 720 Total Wipes)**Hello Bello**$25.93**5,610 rev4mo ago](https://www.amazon.com/dp/B0GP7R4BVH) [![Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary](https://m.media-amazon.com/images/I/51R4XCkYX3L.jpg)**Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary**Cottonelle**$24.27**184,245 rev6mo ago](https://www.amazon.com/dp/B0G23LSQHB) [![80 Pcs Body Wipes Individually Wrapped (9.29 x 8) Large Shower Wipes for Adults Bathing No Rinse Portable Personal Cleansing for Gym Camping Hiking Backpacking Bulk Homeless Supplies](https://m.media-amazon.com/images/I/41P9Xm+sxML.jpg)**80 Pcs Body Wipes Individually Wrapped (9.29 x 8) Large Shower Wipes for Adults Bathing No Rinse Portable Personal Cleansing for Gym Camping Hiking Backpacking Bulk Homeless Supplies**Warmify**$10.47**258 rev1y ago](https://www.amazon.com/dp/B0FHB84KP4)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (18 Resealable Packets = 1080 Total Wipes)](https://m.media-amazon.com/images/I/519tuPnwdpL.jpg)**Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (18 Resealable Packets = 1080 Total Wipes)**Hello Bello**$39.80**4.6★**▲ 264%**](https://www.amazon.com/dp/B0GT7FRBP7) [![Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (12 Resealable Packets = 720 Total Wipes)](https://m.media-amazon.com/images/I/51aYMU77iSL.jpg)**Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Playful Sketches (12 Resealable Packets = 720 Total Wipes)**Hello Bello**$25.93**4.6★**▲ 256%**](https://www.amazon.com/dp/B0GP7R4BVH) [![Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Rosy Posy (12 Resealable Packets = 720 Total Wipes)](https://m.media-amazon.com/images/I/51fIezuMHOL.jpg)**Hello Bello Premium Wipes Designed for Sensitive Skin with Chamomile & Aloe Extracts Rosy Posy (12 Resealable Packets = 720 Total Wipes)**Hello Bello**$28.74**4.6★**▲ 252%**](https://www.amazon.com/dp/B0GP83XQ24) [![Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary](https://m.media-amazon.com/images/I/51R4XCkYX3L.jpg)**Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary**Cottonelle**$24.27**4.7★**▲ 184%**](https://www.amazon.com/dp/B0G23LSQHB) [![80 Pcs Body Wipes Individually Wrapped (9.29 x 8) Large Shower Wipes for Adults Bathing No Rinse Portable Personal Cleansing for Gym Camping Hiking Backpacking Bulk Homeless Supplies](https://m.media-amazon.com/images/I/41P9Xm+sxML.jpg)**80 Pcs Body Wipes Individually Wrapped (9.29 x 8) Large Shower Wipes for Adults Bathing No Rinse Portable Personal Cleansing for Gym Camping Hiking Backpacking Bulk Homeless Supplies**Warmify**$10.47**4.5★**▲ 147%**](https://www.amazon.com/dp/B0FHB84KP4)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -4.9% search growth over the last 90 days.

3K2KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Jul, Aug · busiest ÷ quietest = 2.0×

## **Reviews**

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

### **What buyers love **

**Ease Of Cleaning**17%

*“cleans really good”*

**Quality-Overall**14%

*“Best quality”*

**Value For Money**13%

*“They are affordable”*

**Smell**5%

*“Good clean scent”*

**Soft Feel**5%

*“soft to the touch”*

**Ease Of Use**4%

*“Very Convenient”*

**Size-Overall**4%

*“Great newborn fit”*

**Advertised Vs Actual Product**4%

*“As advertised”*

**Cleansing**3%

*“Cleans well”*

**Moist/Dry**3%

*“Very moist”*

### **What buyers complain about **

**Moist/Dry**11%

*“Barely moist”*

**Ease Of Cleaning**10%

*“does not clean well”*

**Size-Overall**9%

*“Really big size”*

**Thickness**9%

*“Not as thick as Id like”*

**Smell**6%

*“Chemical smell”*

**Quality-Overall**6%

*“Quality is cheap”*

**Allergies**5%

*“Skin irritation”*

**Value For Money**3%

*“ridiculously expensive”*

**Ease Of Use**3%

*“Difficult to use”*

**Durability**2%

*“Breaks easily”*

### **Top return reasons **

**Size-Overall**16%

**Value For Money**14%

**Advertised Vs Actual Product**13%

**Smell**11%

**Moist/Dry**8%

**Ease Of Cleaning**5%

**Functionality-Overall**4%

**Quality-Overall**4%

**Thin**2%

**Leak-Proof**2%