Baby Wipes
Baby Wipes shows low returns (0.1%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Flapen Score
Top 19% of 638 Baby Products niches · +8 vs the category median of 47
Is Baby Wipes profitable on Amazon?
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.
Baby Wipes: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved +21.4% over the last 90 days and 16.1% of searches end in a purchase.
£4.6M
revenue / yr
Who owns the niche?
The top 5 brands hold 100% of demand, so 0% of the market is open.
0%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 14 products
Top Baby 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
by Amazon Sensitive Baby Wipes 1008 Wipes Unscented 18 Pack of 56
- Price
- £8.83
- Rating
- 4.7/5
- Reviews
- 33,538
- Age
- 6y ago
by Amazon Fresh Baby Wipes 336 Wipes 6 Pack of 56
- Price
- £3.35
- Rating
- 4.7/5
- Reviews
- 14,044
- Age
- 4y ago
by Amazon Fresh Baby Wipes 1008 Wipes 18 Pack of 56
- Price
- £8.68
- Rating
- 4.7/5
- Reviews
- 14,039
- Age
- 6y ago
by Amazon Sensitive Baby Wipes Unscented 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
- Price
- £3.42
- Rating
- 3.6/5
- Reviews
- 1,933
- Age
- 1y ago
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
- Price
- £8.27
- Rating
- 4.4/5
- Reviews
- 1,581
- Age
- 1y ago
Trending
90-day click momentum
by Amazon Fresh Baby Wipes 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic
- Price
- £8.59
- Rating
- 4.4/5
- Reviews
- 705
- Age
- 1y ago
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
- Price
- £0.78
- Rating
- 4.6/5
- Reviews
- 285
- Age
- 2y ago
by Amazon Fresh Baby Wipes 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
- Price
- £3.39
- Rating
- 4.4/5
- Reviews
- 705
- Age
- 1y ago
Nutmeg Sensitive Baby Wipe
- Price
- £0.62
- Rating
- 4.4/5
- Reviews
- 489
- Age
- 2y ago
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
- Price
- £8.27
- Rating
- 4.4/5
- Reviews
- 1,581
- Age
- 1y ago
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
- Price
- £8.27
- Rating
- 4.4/5
- Reviews
- 1,581
- Age
- 1y ago
by Amazon Sensitive Baby Wipes Unscented 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
- Price
- £3.42
- Rating
- 3.6/5
- Reviews
- 1,933
- Age
- 1y ago
by Amazon Sensitive Baby Wipes Unscented 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic
- Price
- £8.58
- Rating
- 3.6/5
- Reviews
- 1,933
- Age
- 1y ago
by Amazon Fresh Baby Wipes 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic
- Price
- £8.59
- Rating
- 4.4/5
- Reviews
- 705
- Age
- 1y ago
by Amazon Fresh Baby Wipes 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic
- Price
- £3.39
- Rating
- 4.4/5
- Reviews
- 705
- Age
- 1y ago
Competition: brands, sellers & click share
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%
Baby Wipes demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Jul · busiest ÷ quietest = 1.6×
Top Baby Wipes search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- baby wipes2.0M/yr
- wipes652K/yr
- wet wipes668K/yr
- baby wipes multipack129K/yr
- sensitive baby wipes51K/yr
- wet wipes baby41K/yr
- baby wipes sensitive38K/yr
- wipe41K/yr
- wipes baby23K/yr
- baby wipe19K/yr
What reviews say buyers love and hate about Baby Wipes
What buyers mention most, as a share of all reviews.
What buyers love
79% of reviews“Best value”
“cleans well”
“Good quality and good on sensitive skin”
“Nice and soft”
“The mild fragrance is pleasant”
What buyers complain about
73% of reviews“Wipes are dry”
“Change in quality :”
“Very hard to wipe”
“Allergic reaction”
“the wipes are not as thick”
Common Baby Wipes questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
