aveeno baby wipes
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible15.1%search→purchase rate — share of searches ending in a sale
Market size
Great£961K£961K/yr · 588K searches
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Avg price
Okay£10.83avg listing price — sweet spot $15–$100
Price range
Okay£1.11–£22.47cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad5,000.85avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-8.1%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, aveeno baby wipes is a £961K/yr Amazon United Kingdom market (588K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Mar–Apr. Verdict: Skip it — 49/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
aveeno baby wipes market data
- Units sold / yr
- 100K–125K
- avg 4,000–5,000/product
- Revenue / yr
- £1.1M–£1.4M
- units × avg price
- Conversion rate
- 15.1%
- Avg BSR
- #38
- Page quality
- 0%
- Prime
- 92%
- Sponsored
- 54%
- Out of stock
- 0.0%
- Avg brand age
- 58 months
- Avg seller age
- 160 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
5 rising
Sellers
92
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
55%
Top 20: 94%
Open market
0%
- Pampers70%
- Johnson's28%
- Baby Dove1%
- WaterWipes1%
- by Amazon1%
Demand & seasonality
Weekly Amazon search volume, last 63 weeks — -8.1% search growth over the last 90 days.Peak months: Feb, Mar, Apr · busiest ÷ quietest = 1.9×
Top aveeno baby wipes search terms
- pampers wipes266K/yr
- johnsons face wipes144K/yr
- pampers sensitive baby wipes29K/yr
- pampers baby wipes29K/yr
- baby wipes pampers24K/yr
- pampers sensitive wipes10K/yr
- pampers wipes sensitive12K/yr
- pampers wet wipes8K/yr
- johnsons baby wipes11K/yr
- johnson face wipes9K/yr
Top aveeno baby 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pampers Sensitive Baby Wipes 15 Packs of 80 Wipes = 1200 Baby Wet Wipes Unscented for Soft and Gentle Clean
Pampers£16.434.7★22,214 rev
Johnsons Face Care Make Up Be Gone Refreshing Wipes - Pack of 25
Johnson's£1.344.6★4,765 rev
Pampers 99% Water Baby Wipes Plastic Free 12 Packs of 60 Wipes = 720 Baby Wet Wipes Light Lotion with 99% Water
Pampers£10.844.7★130 rev
Pampers Water Wipes 9x60pk
Pampers£8.204.8★102 rev
Pampers 99% Water Baby Wipes Plastic Free 18 Packs of 60 Wipes = 1080 Baby Wet Wipes Light Lotion with 99% Water
Pampers£16.504.8★407 rev
Newest
by launch date
Pampers Sensitive Baby Wipes Plastic Free 1 Pack of 52 Wipes = 780 Baby Wet Wipes 2 in 1 Gently Cleans & Protects Skin
Pampers£12.563 rev
Pampers Fresh Clean Baby Wipes 12 Packs of 80 Wipes = 1200 Baby Wet Wipes All Over Clean
Pampers£13.204 rev
Pampers Premium Protection New Baby Wipes Plastic Free 3 Packs of 60 Wipes = 180 Baby Wet Wipes Quilted Texture Lotion With 99% Water
Pampers£4.7548 rev
Pampers 99% Water Baby Wipes Plastic Free 12 Packs of 60 Wipes = 720 Baby Wet Wipes Light Lotion with 99% Water
Pampers£10.84130 rev
Pampers Water Wipes 9x60pk
Pampers£8.20102 rev
Trending
90-day click momentumPampers Fresh Clean Baby Wipes 12 Packs of 80 Wipes = 1200 Baby Wet Wipes All Over Clean
Pampers£13.205.0★
Pampers Sensitive Baby Wipes Plastic Free 1 Pack of 52 Wipes = 780 Baby Wet Wipes 2 in 1 Gently Cleans & Protects Skin
Pampers£12.563.5★
Pampers Sensitive Baby Wipes 24 Packs of 52 Wipes = 1248 Baby Wet Wipes 2 in 1 Gently Cleans & Protects 0% Plastic in Wipes
Pampers£21.354.6★
Pampers Water Wipes 9x60pk
Pampers£8.204.8★
Pampers 99% Water Baby Wipes Plastic Free 18 Packs of 60 Wipes = 1080 Baby Wet Wipes Light Lotion with 99% Water
Pampers£16.504.8★
What buyers say about aveeno baby wipes
What buyers praise and complain about, mined from review topics.What buyers love
“Good value for money”
“Very clean for babies to use”
“Amazing quality”
“Nice and soft”
“It says fragrance free”
“clean so well”
“Effective, moisturising”
“Easy to use”
“No issues with any irritation on baby skin”
“Great for sensitive skin”
What buyers complain about
“Caused a reaction”
“Quite dry”
“Bad quality”
“Dont clean well”
“Thinner than expected”
“smells like chemicals”
“Tad expensive”
“They're no longer fit for purpose”
“Contains plastic even though materials in product is natural cotton”
“Not for sensitive skin”
Top return reasons
Common questions
- Is aveeno baby wipes profitable to sell on Amazon United Kingdom?
- The niche generates £961K/yr across 26 tracked products. 8 of 9 products launched in the last 360 days are still selling. 90-day search growth is -8.1%. Flapen's verdict: Skip it (49/100).
- How competitive is the aveeno baby wipes niche?
- 5 brands and 92 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in aveeno baby wipes?
- Top complaints mined from reviews: Allergies, Moist/Dry, Quality-Overall. The return rate is 0.0%.
- When does demand for aveeno baby wipes peak?
- Demand peaks in Feb–Mar–Apr; the busiest month runs 1.9× the quietest.
- What does it cost to enter the aveeno baby wipes niche?
- Listings span £1.11–£22.47; the average listing price is £10.83 (sweet spot $15–$100). The average incumbent carries 5,001 reviews — the moat a new listing must climb.