Is biodegradable baby wipes profitable to sell on Amazon United Kingdom?

The niche generates £190K/yr across 37 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +7.9%. Flapen's verdict: Worth a look (54/100).

How competitive is the biodegradable baby wipes niche?

11 brands and 66 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in biodegradable baby wipes?

Top complaints mined from reviews: Moist/Dry, Allergies, Quality-Overall. The return rate is 0.1%.

When does demand for biodegradable baby wipes peak?

Demand peaks in Jun–Jul; the busiest month runs 2.2× the quietest.

What does it cost to enter the biodegradable baby wipes niche?

Listings span £0.78–£33.46; the average listing price is £8.46 (sweet spot $15–$100). The average incumbent carries 4,256 reviews — the moat a new listing must climb.

biodegradable baby wipes

Worth a look

Shows low returns (0.1%), but pricing outside the sweet spot ($8.46 avg) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible16.0%

search→purchase rate — share of searches ending in a sale

Competition

Great38%

top-5 click share — an open shelf

Price range

Good£0.78–£33.46

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£190K

£190K/yr · 140K searches

Growth

Okay+7.9%

90-day search growth — must beat 0% to launch

Brand share

Okay89%

top-5 brand share — brands hold most of the demand

Review moat

Bad4,255.57

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£8.46

avg listing price — sweet spot $15–$100

According to Flapen's Amazon United Kingdom niche tracking, biodegradable baby wipes is a £190K/yr Amazon United Kingdom market (140K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Jun–Jul. Verdict: Worth a look — 54/100.

Data updated Jul 18, 2026 · scored weekly · How we score niches

biodegradable baby wipes market data

Units sold / yr: 25K–30K; avg 750–1,000/product
Revenue / yr: £212K–£254K; units × avg price
Conversion rate: 16.0%
Avg BSR: #13
Page quality: 0%
Prime: 100%
Sponsored: 97%
Out of stock: 0.0%
Avg brand age: 53 months
Avg seller age: 167 days

Competition & brand share

Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.

Brands

11 falling

Sellers

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

38%

Top 20: 87%

Open market

Pura35%
The Cheeky Panda31%
WaterWipes11%
CareBee9%
M&Y4%
DORAHONEY3%
Open — no brand owns it (5 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +7.9% search growth over the last 90 days.

Peak months: Jun, Jul · busiest ÷ quietest = 2.2×

Open Trend

Top biodegradable baby wipes search terms

pura wipes26K/yr -2.5%18.9% conv.
cheeky panda wipes18K/yr +19.4%21.2% conv.
biodegradable wipes14K/yr +36.7%9.8% conv.
pura15K/yr +3.9%7.0% conv.
water wipes travel size5K/yr +169.8%9.5% conv.
bamboo wipes8K/yr +9.2%12.6% conv.
travel baby wipes7K/yr +34.0%6.4% conv.
biodegradable baby wipes9K/yr -40.2%9.0% conv.
biodegradable wet wipes6K/yr +50.6%11.8% conv.
panda wipes5K/yr +51.1%23.5% conv.

All search terms

Top biodegradable 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.

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

Pura Flushable Moist Toilet Tissue Wipes 1 Pack of 40 Wet Wipes 100% Plastic Free 99% Water Clean Washlets Certified Fine to Flush Biodegradable Compostable Vegan Gentle Clean

Pura£1.134.4★4,013 rev

99.9% Water Baby Wipes | Biodegradable Plant-Based & Plastic-Free | Hypoallergenic Unscented Extra Gentle for Sensitive Newborn Skin | 60 wipes per Pack (6 White)

CareBee£6.834.2★197 rev

The Cheeky Panda Bamboo Biodegradable Baby Wipes | 99% Purified Water Suitable for Sensitive Skin | Dermatologically Tested

The Cheeky Panda£1.864.6★4,279 rev

WaterWipes Sensitive+ On The Go Wipes 100 Count (10 Packs) 3-In-1 Cleans Cares Protects 99.9% Water Unscented Wet Wipes

WaterWipes£10.014.7★569 rev

The Cheeky Panda Bamboo Biodegradable Baby Wipes Multipack | 99% Purified Water Suitable for Sensitive Skin | Dermatologically Tested

The Cheeky Panda£18.314.6★4,279 rev

Newest

by launch date

Dorahoney 100% Cotton Travel Wet Wipes 99% Water Unscented Hypoallergenic Mini Wet Wipes for Adults Kids and Baby Care Pocket Wipes Travel Essentials for Sensitive Skin 8 Pack (56 Wipes Total)

DORAHONEY£7.5581 rev

8mo ago

Dorahoney Mini Flushable Wet Wipes Travel Size 99% Water Unscented & Hypoallergenic for Adults Kids and Baby Care with Sensitive Skin Pocket-Sized Travel Essentials Wipes 8 Pack (48 Wipes Total)

DORAHONEY£6.97280 rev

10mo ago

Mum & You Baby Wipes Travel Pack- 56 wipes- 100% Biodegradable Wet Wipes | 99.4% Water. Ideal for Sensitive Newborn Skin | Gentle & Eco-Friendly Baby Wet Wipes (56 Count -Single Pack)

M&Y£1.5949 rev

10mo ago

99.9% Water Baby Wipes | Biodegradable Plant-Based & Plastic-Free | Hypoallergenic Unscented Extra Gentle for Sensitive Newborn Skin | 60 wipes per Pack (6 White)

CareBee£6.83197 rev

1y ago

WaterWipes Sensitive+ On The Go Wipes 100 Count (10 Packs) 3-In-1 Cleans Cares Protects 99.9% Water Unscented Wet Wipes

WaterWipes£10.01569 rev

1y ago

What buyers say about biodegradable baby wipes

What buyers praise and complain about, mined from review topics.

What buyers love

Ease Of Cleaning17%

“clean up great”

Value For Money15%

“Good value for money”

Quality-Overall13%

“The wipes are good quality”

Size-Overall6%

“the large size made them really convenient to use”

Soft Feel6%

“Soft and absorbent”

Ease Of Use6%

“Easy to use”

Moist/Dry5%

“Soft and moist”

Smell4%

“odour free”

Cleansing3%

“clean well”

Advertised Vs Actual Product3%

“As pictured”

What buyers complain about

Moist/Dry12%

“Very dry”

Allergies10%

“Allergic reaction”

Quality-Overall8%

“Formula has changed very poor quality”

Ease Of Cleaning7%

“Hard to use on bubba to clean up properly”

Value For Money6%

“Waste of money”

Thickness5%

“not the thickest”

Size-Overall4%

“This thing is massive”

Smell4%

“the smell is vile”

Adhesion/Stickiness2%

“they're more sticky”

Ease Of Use2%

“not easy to use”

Top return reasons

Weight Heavy31%

Size-Overall18%

Advertised Vs Actual Product8%

Functionality-Overall8%

Certifications8%

Value For Money8%

Moist/Dry8%

Quality-Overall5%

Ingredients-Overall3%

Product Condition3%

Common questions

Is biodegradable baby wipes profitable to sell on Amazon United Kingdom?: The niche generates £190K/yr across 37 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +7.9%. Flapen's verdict: Worth a look (54/100).
How competitive is the biodegradable baby wipes niche?: 11 brands and 66 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 89% of demand.
What do buyers complain about in biodegradable baby wipes?: Top complaints mined from reviews: Moist/Dry, Allergies, Quality-Overall. The return rate is 0.1%.
When does demand for biodegradable baby wipes peak?: Demand peaks in Jun–Jul; the busiest month runs 2.2× the quietest.
What does it cost to enter the biodegradable baby wipes niche?: Listings span £0.78–£33.46; the average listing price is £8.46 (sweet spot $15–$100). The average incumbent carries 4,256 reviews — the moat a new listing must climb.