Is wet wipes profitable to sell on Amazon Singapore?

The niche generates $12K/yr across 92 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is +13.2%. Flapen's verdict: Skip it (49/100).

How competitive is the wet wipes niche?

25 brands and 22 sellers compete. The top 5 products take 20% of clicks and top 5 brands hold 73% of demand.

What do buyers complain about in wet wipes?

Top complaints mined from reviews: Ease Of Use, Moist/Dry. The return rate is 0.1%.

What does it cost to enter the wet wipes niche?

Listings span $0.60–$69.12; the average listing price is $21.63 (sweet spot $15–$100). The average incumbent carries 4,185 reviews — the moat a new listing must climb.

wet wipes

Skip it

A small market ($12K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Incredible20%

top-5 click share — an open shelf

Avg price

Great$21.63

avg listing price — sweet spot $15–$100

Price range

Great$0.60–$69.12

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

Brand share

Good73%

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

Growth

Okay+13.2%

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

Review moat

Bad4,184.65

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Conversion

Bad0.6%

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

Market size

Bad$12K

$12K/yr · 85K searches

Signals Out of Stock

According to Flapen's Amazon Singapore niche tracking, wet wipes is a $12K/yr Amazon Singapore market (85K searches/yr). The top 5 brands hold 73% of demand. Verdict: Skip it — 49/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

wet wipes market data

Units sold / yr: 13K–15K; avg 100–250/product
Revenue / yr: $270K–$324K; units × avg price
Conversion rate: 0.6%
Avg BSR: #36
Page quality: 0%
Prime: 97%
Sponsored: 61%
Out of stock: 28.6%
Avg brand age: 80 months
Avg seller age: 49 days

Competition & brand share

Clicks spread well past the top 5 (20% combined) — an open shelf where new products get seen.

Brands

25 rising

Sellers

Top-5 brand share

73%

Top 20: 98%

Top-5 click share

20%

Top 20: 51%

Open market

24%

HUGGIES45%
Cloversoft10%
WATSONS7%
Pigeon6%
MamyPoko4%
Dettol3%

Demand

Weekly Amazon search volume, last 47 weeks — +13.2% search growth over the last 90 days.

Open Trend

Top wet wipes search terms

wet wipes22K/yr -13.5%6.4% conv.
diaper13K/yr +64.0%1.0% conv.
diapers7K/yr +104.5%0.6% conv.
huggies9K/yr +38.0%2.6% conv.
wipes10K/yr -4.7%4.7% conv.
baby wipes10K/yr -11.1%7.2% conv.
huggies naturemade6K/yr +8.7%3.7% conv.
mamypoko3K/yr +45.3%0.5% conv.
wet tissue6K/yr -32.1%4.9% conv.

All search terms

Top wet wipes products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Huggies Clean Care Baby Wipes 80ct (Pack of 3)

HUGGIES$8.244.6★55 rev

Huggies Platinum Naturemade Pants XL 38ct (Pack of 3)

HUGGIES$55.144.7★55 rev

Huggies Platinum Naturemade Pants L 44ct (Pack of 3)

HUGGIES$53.734.7★55 rev

Huggies Pure Clean Baby Wipes 64ct (Pack of 12)

HUGGIES$29.434.7★24 rev

Pigeon Aqua Gentle Baby Wipes with Fliptop (Pack of 6)

Pigeon$15.154.8★15 rev

Newest

by launch date

Wipes Cleaning Wipes Hand and Mouth Soft Wipe RO Pure Water Unscented & Hypoallergenic Suitable for Sensitive Skin (1)

EELUOTUO$9.896 rev

6mo ago

Pigeon Aqua Gentle Baby Wipes with Fliptop (Pack of 6)

Pigeon$15.1515 rev

11mo ago

[20 Packs] Cloversoft Plant-Based Unbleached Bamboo 99.9% Antibacterial Organic Wet Wipes Box 20 Packs X 8 Sheets

Cloversoft$10.791 rev

1y ago

Huggies Clean Care Baby Wipes 80ct (Pack of 12)

HUGGIES$27.9924 rev

2y ago

Cloversoft Unbleached Bamboo 99.9% Antibacterial Organic Wipes (100 Sheets) Off White pack of 1 (CS-ABW-100)

Cloversoft$6.125 rev

3y ago

What buyers say about wet wipes

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

What buyers love

Value For Money50%

“helps to get it at a good price”

Advertised Vs Actual Product17%

“Just as shown in the pics”

Ease Of Use17%

“Convenient”

Freshness17%

“Clean and fresh”

What buyers complain about

Ease Of Use50%

“difficult to pull out”

Moist/Dry50%

“The wipes might be too moist causing them to stick together”

Top return reasons

Size-Overall64%

Moist/Dry9%

Leak-Proof9%

Compatibility-Overall9%

Advertised Vs Actual Product9%

Common questions

Is wet wipes profitable to sell on Amazon Singapore?: The niche generates $12K/yr across 92 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is +13.2%. Flapen's verdict: Skip it (49/100).
How competitive is the wet wipes niche?: 25 brands and 22 sellers compete. The top 5 products take 20% of clicks and top 5 brands hold 73% of demand.
What do buyers complain about in wet wipes?: Top complaints mined from reviews: Ease Of Use, Moist/Dry. The return rate is 0.1%.
What does it cost to enter the wet wipes niche?: Listings span $0.60–$69.12; the average listing price is $21.63 (sweet spot $15–$100). The average incumbent carries 4,185 reviews — the moat a new listing must climb.