--- title: "wash cloths — Niche Verdict: Launch it (69/100) | Amazon United States - Flapen" canonical_url: "https://flapen.com/amazon/research/us/home-kitchen/wash-cloths" last_updated: "2026-07-10T04:19:07.194Z" locale: en meta: description: "wash cloths clears our launch bar: a $6.2M/yr market growing +161.6% with returns at 1.0%." "og:description": "wash cloths clears our launch bar: a $6.2M/yr market growing +161.6% with returns at 1.0%." "og:title": "wash cloths — Niche Verdict: Launch it (69/100) | Amazon United States - Flapen" --- Back to Flapen home # **wash cloths** **Launch it****69/100 ** wash cloths clears our launch bar: a $6.2M/yr market growing +161.6% with returns at 1.0%. **Market/yr** **$6.2M** **Growth (1y)** **+161.6%** **Products** **35** **Brands** **21** was 21 a year ago **Sellers** **28** **Price range** **$5.84–$19.85** **Returns** **1.0%** **Rating** **4.4★** **Launch it** Scored 69/100 across market size, growth, competition, quality gap, and returns. Market sizeGrowthCompetitionQuality gapReturns Market size **68** ×0.30 Growth **72** ×0.30 Competition **67** ×0.20 Quality gap **46** ×0.10 Returns **92** ×0.10 ## **Demand** Weekly Amazon search volume, last 104 weeks — +161.6% year over year. 218K109KPrime Day '24Prime Day '25Spike '26Jul '24Nov '24Mar '25Jul '25Nov '25Mar '26 ## **Seasonality** Monthly demand index across the year — 1.00 is average. JFMAMJJASOND No pronounced peak months · busiest ÷ quietest = 1.3× ## **Competition** - Utopia Towels21% - Amazon Basics18% - TEAWOO11% - HOMEXCEL11% - DecorRack7% - T & L Towel and Linen Mart6% - Other (15 brands)26% The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them. 21 brands and 28 sellers compete here. **Brands** **21 **—flat was 21 a year ago **Sellers** **28** **Top 5 brand share** **68%** #ProductBrandPriceRatingReviewsClick shareTrend 1 ![Amazon Basics Fast Drying Cotton Washcloths for Bathroom Machine Washable Soft and Highly Absorbent 12 x 12 in White 24-Pack](https://m.media-amazon.com/images/I/31TNVfbuiJL.jpg) [**Amazon Basics Fast Drying Cotton Washcloths for Bathroom Machine Washable Soft and Highly Absorbent 12 x 12 in White 24-Pack**](https://www.amazon.com/dp/B010S5VXKC) Amazon Basics$18.234.6★74,95616%▲rising 2 ![Utopia Towels 12 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White](https://m.media-amazon.com/images/I/51BPkPlj0fL.jpg) [**Utopia Towels 12 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White**](https://www.amazon.com/dp/B09ZYRCNJH) Utopia Towels$14.324.6★72,1249%▲rising 3 ![HOMEXCEL Wash Cloths Quick Drying Face Towel for Showering Super Absorbent Washcloths for Body Face All-Occasion for Bathroom Gym Spa Travel Pink/Light Blue/Green/Navy Blue](https://m.media-amazon.com/images/I/51Oq3dPkZwL.jpg) [**HOMEXCEL Wash Cloths Quick Drying Face Towel for Showering Super Absorbent Washcloths for Body Face All-Occasion for Bathroom Gym Spa Travel Pink/Light Blue/Green/Navy Blue**](https://www.amazon.com/dp/B0D8SCVL17) HOMEXCEL$8.024.3★6,4378%▲rising 4 ![Towel and Linen Mart 100% Cotton - 24 Pack Wash Cloth Set - Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels (Multi Pack of 24)](https://m.media-amazon.com/images/I/51qVhs+qJFL.jpg) [**Towel and Linen Mart 100% Cotton - 24 Pack Wash Cloth Set - Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels (Multi Pack of 24)**](https://www.amazon.com/dp/B09J4XCX1G) T & L Towel and Linen Mart$13.794.1★15,6436%▼falling 5 ![DecorRack 10 Pack 100% Cotton Wash Cloth Luxurious Soft 12 x 12 inch Ultra Absorbent Machine Washable Washcloths Assorted Colors (10 Pack)](https://m.media-amazon.com/images/I/61UTxA2v5YL.jpg) [**DecorRack 10 Pack 100% Cotton Wash Cloth Luxurious Soft 12 x 12 inch Ultra Absorbent Machine Washable Washcloths Assorted Colors (10 Pack)**](https://www.amazon.com/dp/B07664PJ9W) DecorRack$9.414.3★6,3446%▼falling 6 ![TEAWOO White Washcloths 15 Pack Highly Absorbent & Quick Drying Face Towels Premium Quality Soft Bath Towels Multipurpose Microfiber Wash Cloths 12x12 inches](https://m.media-amazon.com/images/I/41UJCfwm3NL.jpg) [**TEAWOO White Washcloths 15 Pack Highly Absorbent & Quick Drying Face Towels Premium Quality Soft Bath Towels Multipurpose Microfiber Wash Cloths 12x12 inches**](https://www.amazon.com/dp/B0FNQLWCVS) TEAWOO$5.844.0★5185%▲rising 7 ![TEAWOO 10 Pack Premium Washcloths Highly Absorbent and Super Soft Face Towels Multi-Purpose Fingertip Towels 12 x 12 inch Bathroom Towels (Charcoal/Coral Pink/Cyan/Jade Green/Coffee Beige)](https://m.media-amazon.com/images/I/51FiB7OQZ4L.jpg) [**TEAWOO 10 Pack Premium Washcloths Highly Absorbent and Super Soft Face Towels Multi-Purpose Fingertip Towels 12 x 12 inch Bathroom Towels (Charcoal/Coral Pink/Cyan/Jade Green/Coffee Beige)**](https://www.amazon.com/dp/B0G33KBFXY) TEAWOO$7.034.4★3024%▲rising 8 ![Utopia Towels 24 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Quality Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White](https://m.media-amazon.com/images/I/41q9ni-EksL.jpg) [**Utopia Towels 24 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Quality Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White**](https://www.amazon.com/dp/B007JCHA6E) Utopia Towels$19.314.6★72,1243%▼falling 9 ![Infinitee Xclusives Luxury Wash Cloths for Showering [13x13] 100% Cotton Washcloths [Pack of 12] Soft and Absorbent Face Towels for Bathroom Wash Clothes Gym and Spa (Brilliant White)](https://m.media-amazon.com/images/I/419ML4QfoZL.jpg) [**Infinitee Xclusives Luxury Wash Cloths for Showering \[13x13\] 100% Cotton Washcloths \[Pack of 12\] Soft and Absorbent Face Towels for Bathroom Wash Clothes Gym and Spa (Brilliant White)**](https://www.amazon.com/dp/B09NHVSLV4) Infinitee Xclusives$17.104.6★4,7583%▼falling 10 ![Utopia Towels 12 Pack Premium Wash Cloths Set 12 by 12 Inches 100% Cotton Ring Spun Highly Absorbent and Soft Feel Essential Washcloths for Bathroom Spa Gym and Face Grey](https://m.media-amazon.com/images/I/51a7Z9InpGL.jpg) [**Utopia Towels 12 Pack Premium Wash Cloths Set 12 by 12 Inches 100% Cotton Ring Spun Highly Absorbent and Soft Feel Essential Washcloths for Bathroom Spa Gym and Face Grey**](https://www.amazon.com/dp/B009FR7430) Utopia Towels$16.124.6★23,4693%▼falling 11 ![Utopia Towels 24 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Quality Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels Grey](https://m.media-amazon.com/images/I/511EQS4M2ZL.jpg) [**Utopia Towels 24 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Quality Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels Grey**](https://www.amazon.com/dp/B07ZZ495N9) Utopia Towels$19.854.6★72,1243%▼falling 12 ![Cleanbear Face-Cloth Washcloths Set 100% Cotton High Absorbent 6-Pack 6 Colors Size13 x13-deep Color](https://m.media-amazon.com/images/I/51D3Dgh2baL.jpg) [**Cleanbear Face-Cloth Washcloths Set 100% Cotton High Absorbent 6-Pack 6 Colors Size13 x13-deep Color**](https://www.amazon.com/dp/B0183SN7H8) Cleanbear$13.614.7★15,9712%—flat 13 ![Utopia Towels 12 Pack Premium Wash Cloths Set 12 by 12 Inches 100% Cotton Ring Spun Highly Absorbent and Soft Feel Washcloths for Bathroom Spa Gym and Face Grey](https://m.media-amazon.com/images/I/51U2KamaayL.jpg) [**Utopia Towels 12 Pack Premium Wash Cloths Set 12 by 12 Inches 100% Cotton Ring Spun Highly Absorbent and Soft Feel Washcloths for Bathroom Spa Gym and Face Grey**](https://www.amazon.com/dp/B01N4FZZU3) Utopia Towels$15.694.6★15,0332%▼falling 14 ![ZUPERIA Zigzag Multicolor Wash Cloths -16 Pack -12 x 12- Highly Absorbent Soft Washcloths for Face Gym Towels Hotel Spa Quality Reusable & Multipurpose Wash Cloth Towels](https://m.media-amazon.com/images/I/41DhHX8HysL.jpg) [**ZUPERIA Zigzag Multicolor Wash Cloths -16 Pack -12 x 12- Highly Absorbent Soft Washcloths for Face Gym Towels Hotel Spa Quality Reusable & Multipurpose Wash Cloth Towels**](https://www.amazon.com/dp/B0C1GJW4VT) ZUPERIA$17.254.6★1,6522%—flat 15 ![TEAWOO Coral Velvet White Washcloths 12 Pack Highly Absorbent and Soft White Face Towels Multi-Purpose Washcloths and Hand Towels for Bathroom Hotel Spa and Gym 12 x 12 inches](https://m.media-amazon.com/images/I/31Z8c8NbomL.jpg) [**TEAWOO Coral Velvet White Washcloths 12 Pack Highly Absorbent and Soft White Face Towels Multi-Purpose Washcloths and Hand Towels for Bathroom Hotel Spa and Gym 12 x 12 inches**](https://www.amazon.com/dp/B0F9PJR7FL) TEAWOO$6.944.3★5742%▲rising **~~Showing 15 of 35 — show all ~~** ## **Product shelf** All 35 tracked products in this niche. Top sellersNewestTrending [![Amazon Basics Fast Drying Cotton Washcloths for Bathroom Machine Washable Soft and Highly Absorbent 12 x 12 in White 24-Pack](https://m.media-amazon.com/images/I/31TNVfbuiJL.jpg)**Amazon Basics Fast Drying Cotton Washcloths for Bathroom Machine Washable Soft and Highly Absorbent 12 x 12 in White 24-Pack** Amazon Basics**$18.23**4.6★74,956 reviews](https://www.amazon.com/dp/B010S5VXKC) [![Utopia Towels 12 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White](https://m.media-amazon.com/images/I/51BPkPlj0fL.jpg)**Utopia Towels 12 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White** Utopia Towels**$14.32**4.6★72,124 reviews](https://www.amazon.com/dp/B09ZYRCNJH) [![HOMEXCEL Wash Cloths Quick Drying Face Towel for Showering Super Absorbent Washcloths for Body Face All-Occasion for Bathroom Gym Spa Travel Pink/Light Blue/Green/Navy Blue](https://m.media-amazon.com/images/I/51Oq3dPkZwL.jpg)**HOMEXCEL Wash Cloths Quick Drying Face Towel for Showering Super Absorbent Washcloths for Body Face All-Occasion for Bathroom Gym Spa Travel Pink/Light Blue/Green/Navy Blue** HOMEXCEL**$8.02**4.3★6,437 reviews](https://www.amazon.com/dp/B0D8SCVL17) [![Towel and Linen Mart 100% Cotton - 24 Pack Wash Cloth Set - Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels (Multi Pack of 24)](https://m.media-amazon.com/images/I/51qVhs+qJFL.jpg)**Towel and Linen Mart 100% Cotton - 24 Pack Wash Cloth Set - Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels (Multi Pack of 24)** T & L Towel and Linen Mart**$13.79**4.1★15,643 reviews](https://www.amazon.com/dp/B09J4XCX1G) [![DecorRack 10 Pack 100% Cotton Wash Cloth Luxurious Soft 12 x 12 inch Ultra Absorbent Machine Washable Washcloths Assorted Colors (10 Pack)](https://m.media-amazon.com/images/I/61UTxA2v5YL.jpg)**DecorRack 10 Pack 100% Cotton Wash Cloth Luxurious Soft 12 x 12 inch Ultra Absorbent Machine Washable Washcloths Assorted Colors (10 Pack)** DecorRack**$9.41**4.3★6,344 reviews](https://www.amazon.com/dp/B07664PJ9W) [![TEAWOO White Washcloths 15 Pack Highly Absorbent & Quick Drying Face Towels Premium Quality Soft Bath Towels Multipurpose Microfiber Wash Cloths 12x12 inches](https://m.media-amazon.com/images/I/41UJCfwm3NL.jpg)**TEAWOO White Washcloths 15 Pack Highly Absorbent & Quick Drying Face Towels Premium Quality Soft Bath Towels Multipurpose Microfiber Wash Cloths 12x12 inches** TEAWOO**$5.84**4.0★518 reviews](https://www.amazon.com/dp/B0FNQLWCVS) [![TEAWOO 10 Pack Premium Washcloths Highly Absorbent and Super Soft Face Towels Multi-Purpose Fingertip Towels 12 x 12 inch Bathroom Towels (Charcoal/Coral Pink/Cyan/Jade Green/Coffee Beige)](https://m.media-amazon.com/images/I/51FiB7OQZ4L.jpg)**TEAWOO 10 Pack Premium Washcloths Highly Absorbent and Super Soft Face Towels Multi-Purpose Fingertip Towels 12 x 12 inch Bathroom Towels (Charcoal/Coral Pink/Cyan/Jade Green/Coffee Beige)** TEAWOO**$7.03**4.4★302 reviews](https://www.amazon.com/dp/B0G33KBFXY) [![Utopia Towels 24 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Quality Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White](https://m.media-amazon.com/images/I/41q9ni-EksL.jpg)**Utopia Towels 24 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Quality Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White** Utopia Towels**$19.31**4.6★72,124 reviews](https://www.amazon.com/dp/B007JCHA6E) ## **Reviews** What buyers praise and complain about, mined from review topics. ### **What buyers love ** **Soft Feel**25% *“Soft and smooth”* **Quality-Overall**14% *“The quality is solid”* **Value For Money**10% *“Great purchase for the price”* **Washability**9% *“Great for washing little faces”* **Color**5% *“Beautiful colors”* **Thickness**5% *“They are thick material”* **Absorbency**5% *“soft absorbent”* **Size-Overall**4% *“FITS THE DESCRIPTION”* **Advertised Vs Actual Product**4% *“As described”* **Durability**3% *“hold up well”* ### **What buyers complain about ** **Thickness**16% *“Not very thick”* **Quality-Overall**16% *“poor quality control”* **Washability**8% *“hurts to wash”* **Material Quality**5% *“Weird material”* **Durability**4% *“Falling apart”* **Color**4% *“Rough and color loss”* **Hard Feel**3% *“Not soft at all”* **Size-Overall**3% *“Not large enough”* **Absorbency**3% *“Non absorbent”* **Thin**3% *“Thin material”* #### **Top return reasons**- Size-Overall22% - Material Quality19% - Thin13% - Advertised Vs Actual Product9% - Quality-Overall8% - Thickness5% - Washability4% - Value For Money4% - Color3% - Soft Feel2%