baby wipes
Worth a lookShows low returns (0.1%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Conversion
Incredible16.1%search→purchase rate — share of searches ending in a sale
Market size
Incredible£4.6M£4.6M/yr · 3.8M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Good+21.4%90-day search growth — must beat 0% to launch
Price range
Okay£0.62–£20.02cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay70%top-5 click share — leaders hold, buyers still browse
Review moat
Bad10,987.79avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.55avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, baby wipes is a £4.6M/yr Amazon United Kingdom market (3.8M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Worth a look — 55/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 600K–800K
- avg 50,000–60,000/product
- Revenue / yr
- £4.5M–£6.0M
- units × avg price
- Launch success
- —
- 0 of 0 new (360d)
- Conversion rate
- 16.1%
- Avg BSR
- #54
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 1.1%
- Avg brand age
- 59 months
- Avg seller age
- 163 days
Competition
The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.Brands
5 flat
Sellers
44
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
0%
- by Amazon79%
- HUGGIES11%
- WaterWipes5%
- Pampers3%
- Morrisons3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +21.4% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 1.6×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
by Amazon Sensitive Baby Wipes 1008 Wipes Unscented 18 Pack of 56
by Amazon£8.834.7★33,538 rev
by Amazon Fresh Baby Wipes 336 Wipes 6 Pack of 56
by Amazon£3.354.7★14,044 rev
by Amazon Fresh Baby Wipes 1008 Wipes 18 Pack of 56
by Amazon£8.684.7★14,039 rev
by Amazon Sensitive Baby Wipes Unscented 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
by Amazon£3.423.6★1,933 rev
Huggies Pure Plastic Free Baby Wipes - Pack of 18 (864 Wipes) - 99% Water Wet Wipes Fragrance Free Hypoallergenic Better Cleaning Soft and Gentle on Babies Delicate Skin
HUGGIES£8.274.4★1,581 rev
Newest
by launch dateHuggies Pure Plastic Free Baby Wipes - Pack of 18 (864 Wipes) - 99% Water Wet Wipes Fragrance Free Hypoallergenic Better Cleaning Soft and Gentle on Babies Delicate Skin
HUGGIES£8.271,581 rev
by Amazon Sensitive Baby Wipes Unscented 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
by Amazon£3.421,933 rev
by Amazon Sensitive Baby Wipes Unscented 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic
by Amazon£8.581,933 rev
by Amazon Fresh Baby Wipes 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic
by Amazon£8.59705 rev
by Amazon Fresh Baby Wipes 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
by Amazon£3.39705 rev
Trending
90-day click momentumby Amazon Fresh Baby Wipes 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic
by Amazon£8.594.4★
Huggies Pure Plastic Free Baby Wipes - Single Pack (48 Wipes) 99% Water Wet Wipes Fragrance Free Hypoallergenic Better Cleaning Soft and Gentle on Babies Delicate Skin
HUGGIES£0.784.6★
by Amazon Fresh Baby Wipes 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
by Amazon£3.394.4★
Nutmeg Sensitive Baby Wipe
Morrisons£0.624.4★
Huggies Pure Plastic Free Baby Wipes - Pack of 18 (864 Wipes) - 99% Water Wet Wipes Fragrance Free Hypoallergenic Better Cleaning Soft and Gentle on Babies Delicate Skin
HUGGIES£8.274.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Best value”
“cleans well”
“Good quality and good on sensitive skin”
“Nice and soft”
“The mild fragrance is pleasant”
“Keep moist”
“clean well”
“Easy to use”
“Does the job”
“Great for sensitive skin”
What buyers complain about
“Wipes are dry”
“Change in quality :”
“Very hard to wipe”
“Allergic reaction”
“the wipes are not as thick”
“Have a funny smell”
“The wipes are smaller”
“harder to use”
“Tad expensive”
“they are rough”
Common questions
- Is baby wipes profitable to sell on Amazon United Kingdom?
- The niche generates £4.6M/yr across 14 tracked products. 90-day search growth is +21.4%. Flapen's verdict: Worth a look (55/100).
- How competitive is the baby wipes niche?
- 5 brands and 44 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in baby wipes?
- Top complaints mined from reviews: Moist/Dry, Quality-Overall, Ease Of Cleaning. The return rate is 0.1%.
- When does demand for baby wipes peak?
- Demand peaks in Jul; the busiest month runs 1.6× the quietest.
- What does it cost to enter the baby wipes niche?
- Listings span £0.62–£20.02; the average listing price is £7.55 (sweet spot $15–$100). The average incumbent carries 10,988 reviews — the moat a new listing must climb.
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