Is face wipes profitable to sell on Amazon United Kingdom?

The niche generates £853K/yr across 18 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +5.2%. Flapen's verdict: Skip it (48/100).

How competitive is the face wipes niche?

7 brands and 167 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in face wipes?

Top complaints mined from reviews: Moist/Dry, Allergies, Ease Of Cleaning. The return rate is 0.0%.

When does demand for face wipes peak?

Demand peaks in Jul; the busiest month runs 1.7× the quietest.

What does it cost to enter the face wipes niche?

Listings span £0.94–£11.23; the average listing price is £3.65 (sweet spot $15–$100). The average incumbent carries 1,975 reviews — the moat a new listing must climb.

face wipes

Skip it

Prices mostly outside the sweet spot ($0.94–$11.23) — this niche doesn't clear our bar today.

Conversion

Incredible20.8%

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

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Market size

Great£853K

£853K/yr · 1.1M searches

Review moat

Okay1,974.94

avg incumbent reviews — the moat a new listing must climb

Competition

Okay64%

top-5 click share — leaders hold, buyers still browse

Growth

Okay+5.2%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Brand share

Bad95%

top-5 brand share — brand-locked demand

Avg price

Bad£3.65

avg listing price — sweet spot $15–$100

Price range

Bad£0.94–£11.23

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

According to Flapen's Amazon United Kingdom niche tracking, face wipes is a £853K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jul. Verdict: Skip it — 48/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

face wipes market data

Units sold / yr: 300K–400K; avg 15,000–20,000/product
Revenue / yr: £1.1M–£1.5M; units × avg price
Conversion rate: 20.8%
Avg BSR: #14
Page quality: 0%
Prime: 100%
Sponsored: 61%
Out of stock: 0.0%
Avg brand age: 48 months
Avg seller age: 154 days

Competition & brand share

The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 rising

Sellers

167

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

64%

Top 20: 100%

Open market

NIVEA41%
Johnson's24%
by Amazon13%
Simple13%
L'Oreal Paris4%
CareBee3%
Open — no brand owns it (1 brand, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +5.2% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 1.7×

Open Trend

Top face wipes search terms

face wipes468K/yr +5.6%16.6% conv.
makeup wipes133K/yr +1.7%19.5% conv.
make up wipes119K/yr -1.2%21.3% conv.
makeup remover wipes72K/yr +1.5%11.8% conv.
make up remover wipes54K/yr -2.9%15.0% conv.
facial wipes41K/yr +24.3%12.8% conv.
cleansing wipes39K/yr +4.2%8.8% conv.
face wipes makeup remover35K/yr -0.1%17.2% conv.
nivea face wipes26K/yr +10.2%16.1% conv.
exfoliating face wipes14K/yr +66.4%3.1% conv.

All search terms

Top face 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 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NIVEA Caring 3-in-1 Cleansing Face Wipes for Dry Skin (25 Sheets) Nourishing Face Cleanser and Makeup Wipes for Gentle Yet Effective Makeup Removal packaging may vary

NIVEA£1.194.6★2,436 rev

Johnsons Face Care Make Up Be Gone Refreshing Wipes - Pack of 25

Johnson's£1.344.6★4,765 rev

by Amazon Face Cleansing Wipes with Aloe Vera Make-up remover Fragrance Free 25 Wipes

by Amazon£0.944.4★937 rev

Johnsons Face Care Makeup Moisturising Wipes with coconut water Pack of 25 Wipes Packaging May Vary

Johnson's£1.384.6★7,415 rev

Simple Kind to Skin Biodegradable Cleansing Wipes Face Wipes for Waterproof Eye Make-Up Removal for Sensitive Skin 6x 25 wipes

Simple£8.734.8★2,153 rev

Newest

by launch date

CareBee Plastic-Free Facial Wipes 25 Wipes Per Pack Plant-Based & FSC Certified | Biodegradable Gentle Makeup Remover Wipes | Vegan Eco-Friendly Cleansing Wipes for All Skin Types (Pack of 6)

CareBee£7.6464 rev

8mo ago

Johnsons Face Care Make Up Be Gone Refreshing Wipes - Pack of 6 x 25 Wipes

Johnson's£8.8747 rev

8mo ago

by Amazon Face Cleansing Wipes with Aloe Vera Make-up remover Fragrance Free 25 Wipes

by Amazon£0.94937 rev

1y ago

by Amazon Face Cleansing Wipes with Micellar Make-up remover Fragranced 25 Wipes

by Amazon£1.14317 rev

1y ago

T-Zone Tea Tree & Witch Hazel Biodegradable Cleansing Pads (40 Pads) - Instantly Remove Dirt Oil & Makeup Unclogs Pores Promotes Clearer Skin & Kinder to Planet

T-Zone£2.46257 rev

3y ago

What buyers say about face wipes

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

What buyers love

Value For Money17%

“Fantastic price”

Ease Of Cleaning12%

“Cleans well”

Cleansing12%

“Really good cleansers”

Soft Feel11%

“Nice and smooth”

Quality-Overall10%

“Good quality wipes”

Smell7%

“Smells lush”

Moist/Dry5%

“Lovely and moist highly recommend”

Ease Of Use5%

“Easy to use”

Suitability Combination Skin4%

“Perfect for very sensitive skin”

Advertised Vs Actual Product3%

“Does what it says”

What buyers complain about

Moist/Dry15%

“Arrived very dry”

Allergies9%

“Sore skin”

Ease Of Cleaning9%

“not the best wipes out there”

Smell8%

“have a very inoffensive scent”

Sensitivity-Overall5%

“Definitely not for sensitive skin”

Skin Health4%

“Burnt my daughter's face do not buy”

Quality-Overall4%

“Not good enough”

Adhesion/Stickiness3%

“Stickier than glue”

Water Resistance3%

“Doesnt seem to remove my eye make up which isnt even water proof”

Value For Money3%

“Not worth the money”

Top return reasons

Advertised Vs Actual Product31%

Value For Money25%

Size-Overall13%

Stain Resistance13%

Functionality-Overall6%

Leak-Proof6%

Moist/Dry6%

Common questions

Is face wipes profitable to sell on Amazon United Kingdom?: The niche generates £853K/yr across 18 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +5.2%. Flapen's verdict: Skip it (48/100).
How competitive is the face wipes niche?: 7 brands and 167 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 95% of demand.
What do buyers complain about in face wipes?: Top complaints mined from reviews: Moist/Dry, Allergies, Ease Of Cleaning. The return rate is 0.0%.
When does demand for face wipes peak?: Demand peaks in Jul; the busiest month runs 1.7× the quietest.
What does it cost to enter the face wipes niche?: Listings span £0.94–£11.23; the average listing price is £3.65 (sweet spot $15–$100). The average incumbent carries 1,975 reviews — the moat a new listing must climb.