---
title: "Aveeno Baby Wipes — £961K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/aveeno-baby-wipes"
last_updated: "2026-08-11T01:47:43.499Z"
locale: en
meta:
description: "Niche score 49/100 · £961K/yr market · 588K searches/yr · £10.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £961K/yr market · 588K searches/yr · £10.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Aveeno Baby Wipes — £961K/yr Amazon UK Niche (2026) - Flapen"
---
# **aveeno baby wipes**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 77Growth 21Conversion 97Competition 50Returns 100Price range 35Avg price 40Brand share 0Review moat 24Quality gap 22
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.1%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£961K**
£961K/yr · 588K searches
**Competition**
**Good****55%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Okay****£10.83**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****£1.11–£22.47**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Bad****5,000.85**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-8.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KPrime Day '25Spike '25Spike '26 seasonMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Feb, Mar, Apr · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/uk/baby-products/aveeno-baby-wipes/trend)
## **Top aveeno baby wipes search terms**
- **pampers wipes**266K/yr-1.1%10.5% conv. - **johnsons face wipes**144K/yr-30.1%22.2% conv. - **pampers sensitive baby wipes**29K/yr+4.9%7.6% conv. - **pampers baby wipes**29K/yr-15.2%9.7% conv. - **baby wipes pampers**24K/yr+0.4%9.5% conv. - **pampers sensitive wipes**10K/yr+33.5%8.3% conv. - **pampers wipes sensitive**12K/yr+50.1%8.6% conv. - **pampers wet wipes**8K/yr+20.6%10.7% conv. - **johnsons baby wipes**11K/yr-46.0%3.7% conv. - **johnson face wipes**9K/yr-30.1%17.7% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/aveeno-baby-wipes/search-terms)
## **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.
0%4%£38K8%£77K12%£115K16%£154K1101001K10K100K 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**Pampers Sensitive Baby Wipes 15 Packs of 80 Wipes = 1200 Baby Wet Wipes Unscented for Soft and Gentle Clean**Pampers**£16.43**4.7★22,214 rev](https://www.amazon.co.uk/dp/B07P7KJ1QS) [2**Johnsons Face Care Make Up Be Gone Refreshing Wipes - Pack of 25**Johnson's**£1.34**4.6★4,765 rev](https://www.amazon.co.uk/dp/B00G3JNXPG) [3**Pampers 99% Water Baby Wipes Plastic Free 12 Packs of 60 Wipes = 720 Baby Wet Wipes Light Lotion with 99% Water**Pampers**£10.84**4.7★130 rev](https://www.amazon.co.uk/dp/B0GBCGR1W2) [4**Pampers Water Wipes 9x60pk**Pampers**£8.20**4.8★102 rev](https://www.amazon.co.uk/dp/B0GBDCBVKX) [5**Pampers 99% Water Baby Wipes Plastic Free 18 Packs of 60 Wipes = 1080 Baby Wet Wipes Light Lotion with 99% Water**Pampers**£16.50**4.8★407 rev](https://www.amazon.co.uk/dp/B0GBF2BDVD)
**~~View all top sellers →~~**
### **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**£12.56**3 rev4mo ago](https://www.amazon.co.uk/dp/B0GS1YDWMG) [**Pampers Fresh Clean Baby Wipes 12 Packs of 80 Wipes = 1200 Baby Wet Wipes All Over Clean**Pampers**£13.20**4 rev4mo ago](https://www.amazon.co.uk/dp/B0GS21N9SQ) [**Pampers Premium Protection New Baby Wipes Plastic Free 3 Packs of 60 Wipes = 180 Baby Wet Wipes Quilted Texture Lotion With 99% Water**Pampers**£4.75**48 rev5mo ago](https://www.amazon.co.uk/dp/B0GBCNJJHQ) [**Pampers 99% Water Baby Wipes Plastic Free 12 Packs of 60 Wipes = 720 Baby Wet Wipes Light Lotion with 99% Water**Pampers**£10.84**130 rev5mo ago](https://www.amazon.co.uk/dp/B0GBCGR1W2) [**Pampers Water Wipes 9x60pk**Pampers**£8.20**102 rev5mo ago](https://www.amazon.co.uk/dp/B0GBDCBVKX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Pampers Fresh Clean Baby Wipes 12 Packs of 80 Wipes = 1200 Baby Wet Wipes All Over Clean**Pampers**£13.20**5.0★**▲ 271%**](https://www.amazon.co.uk/dp/B0GS21N9SQ) [**Pampers Sensitive Baby Wipes Plastic Free 1 Pack of 52 Wipes = 780 Baby Wet Wipes 2 in 1 Gently Cleans & Protects Skin**Pampers**£12.56**3.5★**▲ 270%**](https://www.amazon.co.uk/dp/B0GS1YDWMG) [**Pampers Sensitive Baby Wipes 24 Packs of 52 Wipes = 1248 Baby Wet Wipes 2 in 1 Gently Cleans & Protects 0% Plastic in Wipes**Pampers**£21.35**4.6★**▲ 221%**](https://www.amazon.co.uk/dp/B09TBJJMLX) [**Pampers Water Wipes 9x60pk**Pampers**£8.20**4.8★**▲ 203%**](https://www.amazon.co.uk/dp/B0GBDCBVKX) [**Pampers 99% Water Baby Wipes Plastic Free 18 Packs of 60 Wipes = 1080 Baby Wet Wipes Light Lotion with 99% Water**Pampers**£16.50**4.8★**▲ 184%**](https://www.amazon.co.uk/dp/B0GBF2BDVD)
**~~View all trending →~~**
## **What buyers say about aveeno baby wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**22%
*“Good value for money”*
**Ease Of Cleaning**19%
*“Very clean for babies to use”*
**Quality-Overall**13%
*“Amazing quality”*
**Soft Feel**7%
*“Nice and soft”*
**Smell**4%
*“It says fragrance free”*
**Cleansing**4%
*“clean so well”*
**Moist/Dry**4%
*“Effective, moisturising”*
**Ease Of Use**4%
*“Easy to use”*
**Allergies**2%
*“No issues with any irritation on baby skin”*
**Sensitivity-Overall**2%
*“Great for sensitive skin”*
### **What buyers complain about **
**Allergies**13%
*“Caused a reaction”*
**Moist/Dry**13%
*“Quite dry”*
**Quality-Overall**11%
*“Bad quality”*
**Ease Of Cleaning**7%
*“Dont clean well”*
**Thickness**5%
*“Thinner than expected”*
**Smell**4%
*“smells like chemicals”*
**Value For Money**3%
*“Tad expensive”*
**Size-Overall**2%
*“They're no longer fit for purpose”*
**Material Quality**2%
*“Contains plastic even though materials in product is natural cotton”*
**Sensitivity-Overall**1%
*“Not for sensitive skin”*
### **Top return reasons **
**Size-Overall**50%
**Moist/Dry**38%
**Ease Of Use**13%
## **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.
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