How competitive is the Wet Wipes niche on Amazon Singapore?

25 brands and 22 sellers compete in Wet Wipes on Amazon Singapore. The top 5 Wet Wipes products take 20% of clicks and its top 5 brands hold 73% of demand.

What does it cost to enter the Wet Wipes niche?

Wet Wipes sells for $21.63 on average on Amazon Singapore, inside our $15–$100 sweet spot. Listings span $0.60–$69.12. The average incumbent carries 4,185 reviews — the moat a new listing must climb.

Wet Wipes

a small market ($12K/yr) — Wet Wipes doesn't clear our bar today.

Signals Out of Stock

Flapen Score

Skip it

Top 2% of 54 Baby Products niches · +16 vs the category median of 33

This niche Category average · 54 niches

Is Wet Wipes profitable on Amazon?

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.

Wet Wipes: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +13.2% over the last 90 days and 0.6% of searches end in a purchase.

$12K

revenue / yr

Units sold / yr15K

Search volume / yr+13.2%85K

Conversion rate0.6%

Avg price$21.63

Who owns the niche?

The top 5 brands hold 73% of demand, so 27% of the market is open.

27%

open market share

Brands · sellers25 · 22

Top-5 product click share20%

Open market27%

Avg brand age80 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 92 products

Top Wet Wipes products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

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

Price: $8.24
Rating: 4.6/5
Reviews: 55
Age: 7y ago

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

Price: $55.14
Rating: 4.7/5
Reviews: 55
Age: 5y ago

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

Price: $53.73
Rating: 4.7/5
Reviews: 55
Age: 5y ago

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

Price: $29.43
Rating: 4.7/5
Reviews: 24
Age: 6y ago

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

Price: $15.15
Rating: 4.8/5
Reviews: 15
Age: 11mo ago

Newest

by launch date

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

Price: $9.89
Rating: 4.8/5
Reviews: 6
Age: 6mo ago

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

Price: $15.15
Rating: 4.8/5
Reviews: 15
Age: 11mo ago

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

Price: $10.79
Rating: 5.0/5
Reviews: 1
Age: 1y ago

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

Price: $27.99
Rating: 4.7/5
Reviews: 24
Age: 2y ago

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

Price: $6.12
Rating: 3.8/5
Reviews: 5
Age: 3y ago

Competition: brands, sellers & click share

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

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

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%

Wet Wipes demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume85KCVR0.6%Products92Brands25Top 5 Brands73%OOS Rate28.6%Rating4.6★Reviews4,185Avg BSR#36

Top Wet Wipes search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

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.

What reviews say buyers love and hate about Wet Wipes

What buyers mention most, as a share of all reviews.

What buyers love

100% of reviews

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

100% of reviews

Ease Of Use50%

“difficult to pull out”

Moist/Dry50%

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

Wet Wipes return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

73%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

64%

2Moist/Dry

3Leak-Proof

4Compatibility-Overall

5Advertised Vs Actual Product

Common Wet Wipes questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Wet Wipes 49/100 on Amazon Singapore — Skip it. The niche generates $12K/yr across 92 tracked products. 0 of 9 products launched in the last 360 days are still selling. Search demand moved +13.2% over the last 90 days.