---
title: "Baby Wipes — £4.6M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/baby-wipes"
last_updated: "2026-07-21T11:29:10.713Z"
locale: en
meta:
description: "Niche score 55/100 · £4.6M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £4.6M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Baby Wipes — £4.6M/yr Amazon UK Niche (2026) - Flapen"
---
# **baby wipes**
**Worth a look**
Shows low returns (0.1%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 97Growth 51Conversion 98Competition 25Returns 100Price range 26Avg price 21Brand share 0Review moat 21Quality gap 57
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Conversion**
**Incredible****16.1%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Incredible****£4.6M**
£4.6M/yr · 3.8M searches
**Quality gap**
**Good****4.4★**
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–£20.02**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Okay****70%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****10,987.79**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.55**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **baby wipes 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 & brand 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%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +21.4% search growth over the last 90 days.
150K100KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/baby-products/baby-wipes/trend)
## **Top baby wipes search terms**
- **baby wipes**2.0M/yr+29.3%13.6% conv. - **wipes**652K/yr+29.9%8.3% conv. - **wet wipes**668K/yr+13.3%11.3% conv. - **baby wipes multipack**129K/yr-5.4%14.4% conv. - **sensitive baby wipes**51K/yr+30.8%11.2% conv. - **wet wipes baby**41K/yr-5.9%12.1% conv. - **baby wipes sensitive**38K/yr+1.2%10.8% conv. - **wipe**41K/yr-32.5%2.2% conv. - **wipes baby**23K/yr-20.4%10.6% conv. - **baby wipe**19K/yr-18.9%6.7% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/baby-wipes/search-terms)
## **Top 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%10%£461K20%£922K30%£1.4M40%£1.8M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 14 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**by Amazon Sensitive Baby Wipes 1008 Wipes Unscented 18 Pack of 56**by Amazon**£8.83**4.7★33,538 rev](https://www.amazon.co.uk/dp/B07V2N4SJY) [2**by Amazon Fresh Baby Wipes 336 Wipes 6 Pack of 56**by Amazon**£3.35**4.7★14,044 rev](https://www.amazon.co.uk/dp/B09D3TXRWY) [3**by Amazon Fresh Baby Wipes 1008 Wipes 18 Pack of 56**by Amazon**£8.68**4.7★14,039 rev](https://www.amazon.co.uk/dp/B07V5VR1F7) [4**by Amazon Sensitive Baby Wipes Unscented 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic**by Amazon**£3.42**3.6★1,933 rev](https://www.amazon.co.uk/dp/B0DFQBNDTY) [5**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**£8.27**4.4★1,581 rev](https://www.amazon.co.uk/dp/B0FFTNGFM9)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**£8.27**1,581 rev1y ago](https://www.amazon.co.uk/dp/B0FFTNGFM9) [**by Amazon Sensitive Baby Wipes Unscented 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic**by Amazon**£3.42**1,933 rev1y ago](https://www.amazon.co.uk/dp/B0DFQBNDTY) [**by Amazon Sensitive Baby Wipes Unscented 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic**by Amazon**£8.58**1,933 rev1y ago](https://www.amazon.co.uk/dp/B0DFQ8FNGY) [**by Amazon Fresh Baby Wipes 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic**by Amazon**£8.59**705 rev1y ago](https://www.amazon.co.uk/dp/B0DFQBGYM6) [**by Amazon Fresh Baby Wipes 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic**by Amazon**£3.39**705 rev1y ago](https://www.amazon.co.uk/dp/B0DFQ9WX66)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**by Amazon Fresh Baby Wipes 1080 Wipes 18 Pack of 60 Plant-Based Wipes Without Plastic**by Amazon**£8.59**4.4★**▲ 94%**](https://www.amazon.co.uk/dp/B0DFQBGYM6) [**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**£0.78**4.6★**▲ 82%**](https://www.amazon.co.uk/dp/B0CZ3Y36CV) [**by Amazon Fresh Baby Wipes 360 Wipes 6 Pack of 60 Plant-Based Wipes Without Plastic**by Amazon**£3.39**4.4★**▲ 51%**](https://www.amazon.co.uk/dp/B0DFQ9WX66) [**Nutmeg Sensitive Baby Wipe**Morrisons**£0.62**4.4★**▲ 50%**](https://www.amazon.co.uk/dp/B0CP637P6W) [**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**£8.27**4.4★**▲ 47%**](https://www.amazon.co.uk/dp/B0FFTNGFM9)
**~~View all trending →~~**
## **What buyers say about baby wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**25%
*“Best value”*
**Ease Of Cleaning**19%
*“cleans well”*
**Quality-Overall**11%
*“Good quality and good on sensitive skin”*
**Soft Feel**5%
*“Nice and soft”*
**Smell**5%
*“The mild fragrance is pleasant”*
**Moist/Dry**5%
*“Keep moist”*
**Cleansing**3%
*“clean well”*
**Ease Of Use**2%
*“Easy to use”*
**Advertised Vs Actual Product**2%
*“Does the job”*
**Sensitivity-Overall**2%
*“Great for sensitive skin”*
### **What buyers complain about **
**Moist/Dry**18%
*“Wipes are dry”*
**Quality-Overall**17%
*“Change in quality :”*
**Ease Of Cleaning**10%
*“Very hard to wipe”*
**Allergies**7%
*“Allergic reaction”*
**Thickness**6%
*“the wipes are not as thick”*
**Smell**4%
*“Have a funny smell”*
**Size-Overall**3%
*“The wipes are smaller”*
**Ease Of Use**2%
*“harder to use”*
**Value For Money**2%
*“Tad expensive”*
**Hard Feel**2%
*“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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