---
title: "Wet Wipes — $12K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/baby-products/wet-wipes"
last_updated: "2026-08-06T22:23:49.435Z"
locale: en
meta:
description: "Niche score 49/100 · $12K/yr market · 85K searches/yr · $21.63 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · $12K/yr market · 85K searches/yr · $21.63 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Wet Wipes — $12K/yr Amazon SG Niche (2026) - Flapen"
---
# **wet wipes**
**Skip it**
A small market ($12K/yr) — this niche doesn't clear our bar today.
Market size 3Growth 41Conversion 8Competition 95Returns 99Price range 78Avg price 92Brand share 54Review moat 25Quality gap 24
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Competition**
**Incredible****20%**
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**
**Good****73%**
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**
**Bad****4,184.65**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****0.6%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****$12K**
$12K/yr · 85K searches
**Signals**[** Out of Stock**](https://flapen.com/research/niches?market=sg&signal=out_of_stock "OOS rate > 10%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**22**
**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.
3K2KSpike '25Black Friday '25Prime Day '26Aug '25Oct '25Dec '25Jan '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/sg/baby-products/wet-wipes/trend)
## **Top wet wipes search terms**
- **wet wipes**22K/yr-13.5%6.4% conv. - **diaper**13K/yr+64.0%1.0% conv. - **diapers**7K/yr+104.5%0.6% conv. - **huggies**9K/yr+38.0%2.6% conv. - **wipes**10K/yr-4.7%4.7% conv. - **baby wipes**10K/yr-11.1%7.2% conv. - **huggies naturemade**6K/yr+8.7%3.7% conv. - **mamypoko**3K/yr+45.3%0.5% conv. - **wet tissue**6K/yr-32.1%4.9% conv. [**All search terms **](https://flapen.com/research/sg/baby-products/wet-wipes/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.
0%2%$2364%$4736%$7098%$946110100 Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Huggies Clean Care Baby Wipes 80ct (Pack of 3)**HUGGIES**$8.24**4.6★55 rev](https://www.amazon.sg/dp/B0725HTZBR) [2**Huggies Platinum Naturemade Pants XL 38ct (Pack of 3)**HUGGIES**$55.14**4.7★55 rev](https://www.amazon.sg/dp/B08ZVRBWT2) [3**Huggies Platinum Naturemade Pants L 44ct (Pack of 3)**HUGGIES**$53.73**4.7★55 rev](https://www.amazon.sg/dp/B08ZVGDVT2) [4**Huggies Pure Clean Baby Wipes 64ct (Pack of 12)**HUGGIES**$29.43**4.7★24 rev](https://www.amazon.sg/dp/B083LZ7JHX) [5**Pigeon Aqua Gentle Baby Wipes with Fliptop (Pack of 6)**Pigeon**$15.15**4.8★15 rev](https://www.amazon.sg/dp/B0FNRJXGDV)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Wipes Cleaning Wipes Hand and Mouth Soft Wipe RO Pure Water Unscented & Hypoallergenic Suitable for Sensitive Skin (1)**EELUOTUO**$9.89**6 rev6mo ago](https://www.amazon.sg/dp/B0GJ53RLTP) [**Pigeon Aqua Gentle Baby Wipes with Fliptop (Pack of 6)**Pigeon**$15.15**15 rev11mo ago](https://www.amazon.sg/dp/B0FNRJXGDV) [![[20 Packs] Cloversoft Plant-Based Unbleached Bamboo 99.9% Antibacterial Organic Wet Wipes Box 20 Packs X 8 Sheets](https://m.media-amazon.com/images/I/312T+j+0HwL.jpg)**\[20 Packs\] Cloversoft Plant-Based Unbleached Bamboo 99.9% Antibacterial Organic Wet Wipes Box 20 Packs X 8 Sheets**Cloversoft**$10.79**1 rev1y ago](https://www.amazon.sg/dp/B0CH73ZQ2C) [**Huggies Clean Care Baby Wipes 80ct (Pack of 12)**HUGGIES**$27.99**24 rev2y ago](https://www.amazon.sg/dp/B0CN6QPQQT) [**Cloversoft Unbleached Bamboo 99.9% Antibacterial Organic Wipes (100 Sheets) Off White pack of 1 (CS-ABW-100)**Cloversoft**$6.12**5 rev3y ago](https://www.amazon.sg/dp/B0BMV4Y55M)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Wipes Cleaning Wipes Hand and Mouth Soft Wipe RO Pure Water Unscented & Hypoallergenic Suitable for Sensitive Skin (1)**EELUOTUO**$9.89**4.8★**▲ 394%**](https://www.amazon.sg/dp/B0GJ53RLTP) [![[20 Packs] Cloversoft Plant-Based Unbleached Bamboo 99.9% Antibacterial Organic Wet Wipes Box 20 Packs X 8 Sheets](https://m.media-amazon.com/images/I/312T+j+0HwL.jpg)**\[20 Packs\] Cloversoft Plant-Based Unbleached Bamboo 99.9% Antibacterial Organic Wet Wipes Box 20 Packs X 8 Sheets**Cloversoft**$10.79**5.0★**▲ 76%**](https://www.amazon.sg/dp/B0CH73ZQ2C) [**Huggies Platinum Naturemade Tape Diapers L 54ct (Pack of 3)**HUGGIES**$53.70**4.5★**▲ 61%**](https://www.amazon.sg/dp/B08ZVSRBZ1) [**HUGGIES Platinum Naturemade Tape Diapers Newborn 60ct**HUGGIES**$15.10**4.5★**▲ 50%**](https://www.amazon.sg/dp/B07PB8CDND) [**Pigeon Aqua Gentle Baby Wipes with Fliptop (Pack of 6)**Pigeon**$15.15**4.8★**▲ 45%**](https://www.amazon.sg/dp/B0FNRJXGDV)
**~~View all trending →~~**
## **What buyers say about wet wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**50%
*“helps to get it at a good price”*
**Advertised Vs Actual Product**17%
*“Just as shown in the pics”*
**Ease Of Use**17%
*“Convenient”*
**Freshness**17%
*“Clean and fresh”*
### **What buyers complain about **
**Ease Of Use**50%
*“difficult to pull out”*
**Moist/Dry**50%
*“The wipes might be too moist causing them to stick together”*
### **Top return reasons **
**Size-Overall**64%
**Moist/Dry**9%
**Leak-Proof**9%
**Compatibility-Overall**9%
**Advertised Vs Actual Product**9%
## **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.
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