---
title: "Face Wipes — £853K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/face-wipes"
last_updated: "2026-08-09T17:19:27.396Z"
locale: en
meta:
description: "Niche score 48/100 · £853K/yr market · 1.1M searches/yr · £3.65 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £853K/yr market · 1.1M searches/yr · £3.65 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Face Wipes — £853K/yr Amazon UK Niche (2026) - Flapen"
---
# **face wipes**
**Skip it**
Prices mostly outside the sweet spot ($0.94–$11.23) — this niche doesn't clear our bar today.
Market size 75Growth 32Conversion 100Competition 36Returns 100Price range 0Avg price 10Brand share 12Review moat 45Quality gap 28
**Conversion**
**Incredible****20.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£853K**
£853K/yr · 1.1M searches
**Review moat**
**Okay****1,974.94**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****64%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+5.2%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****95%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**2%**
- 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.
70K50KPrime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/beauty/face-wipes/trend)
## **Top face wipes search terms**
- **face wipes**468K/yr+5.6%16.6% conv. - **makeup wipes**133K/yr+1.7%19.5% conv. - **make up wipes**119K/yr-1.2%21.3% conv. - **makeup remover wipes**72K/yr+1.5%11.8% conv. - **make up remover wipes**54K/yr-2.9%15.0% conv. - **facial wipes**41K/yr+24.3%12.8% conv. - **cleansing wipes**39K/yr+4.2%8.8% conv. - **face wipes makeup remover**35K/yr-0.1%17.2% conv. - **nivea face wipes**26K/yr+10.2%16.1% conv. - **exfoliating face wipes**14K/yr+66.4%3.1% conv. [**All search terms **](https://flapen.com/research/uk/beauty/face-wipes/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.
0%10%£85K20%£171K30%£256K40%£341K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£1.19**4.6★2,436 rev](https://www.amazon.co.uk/dp/B09ZLLJR34) [2**Johnsons Face Care Make Up Be Gone Refreshing Wipes - Pack of 25**Johnson's**£1.34**4.6★4,765 rev](https://www.amazon.co.uk/dp/B00G3JNXPG) [3**by Amazon Face Cleansing Wipes with Aloe Vera Make-up remover Fragrance Free 25 Wipes**by Amazon**£0.94**4.4★937 rev](https://www.amazon.co.uk/dp/B0DK9YWKBF) [4**Johnsons Face Care Makeup Moisturising Wipes with coconut water Pack of 25 Wipes Packaging May Vary**Johnson's**£1.38**4.6★7,415 rev](https://www.amazon.co.uk/dp/B00G3JNU8Q) [5**Simple Kind to Skin Biodegradable Cleansing Wipes Face Wipes for Waterproof Eye Make-Up Removal for Sensitive Skin 6x 25 wipes**Simple**£8.73**4.8★2,153 rev](https://www.amazon.co.uk/dp/B0BBH732L8)
**~~View all top sellers →~~**
### **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**£7.64**64 rev8mo ago](https://www.amazon.co.uk/dp/B0G39DLQ5M) [**Johnsons Face Care Make Up Be Gone Refreshing Wipes - Pack of 6 x 25 Wipes**Johnson's**£8.87**47 rev8mo ago](https://www.amazon.co.uk/dp/B0G1N9G1Q9) [**by Amazon Face Cleansing Wipes with Aloe Vera Make-up remover Fragrance Free 25 Wipes**by Amazon**£0.94**937 rev1y ago](https://www.amazon.co.uk/dp/B0DK9YWKBF) [**by Amazon Face Cleansing Wipes with Micellar Make-up remover Fragranced 25 Wipes**by Amazon**£1.14**317 rev1y ago](https://www.amazon.co.uk/dp/B0DK9XQ9NK) [**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**£2.46**257 rev3y ago](https://www.amazon.co.uk/dp/B0BVMZFNJD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Simple Sensitive Skin Experts Kind To Skin Cleansing Facial Wipes Waterproof Mascara Remover Even Softer 25 Count (4 Pack)**Simple**£11.23**4.8★**▲ 301%**](https://www.amazon.co.uk/dp/B01IAFEGCO) [**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**£7.64**4.3★**▲ 225%**](https://www.amazon.co.uk/dp/B0G39DLQ5M) [**by Amazon Face Cleansing Wipes with Micellar Make-up remover Fragranced 25 Wipes**by Amazon**£1.14**4.3★**▲ 98%**](https://www.amazon.co.uk/dp/B0DK9XQ9NK) [**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**£2.46**4.3★**▲ 87%**](https://www.amazon.co.uk/dp/B0BVMZFNJD) [**Johnsons Face Care Make Up Be Gone Refreshing Wipes - Pack of 6 x 25 Wipes**Johnson's**£8.87**4.9★**▲ 83%**](https://www.amazon.co.uk/dp/B0G1N9G1Q9)
**~~View all trending →~~**
## **What buyers say about face wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**17%
*“Fantastic price”*
**Ease Of Cleaning**12%
*“Cleans well”*
**Cleansing**12%
*“Really good cleansers”*
**Soft Feel**11%
*“Nice and smooth”*
**Quality-Overall**10%
*“Good quality wipes”*
**Smell**7%
*“Smells lush”*
**Moist/Dry**5%
*“Lovely and moist highly recommend”*
**Ease Of Use**5%
*“Easy to use”*
**Suitability Combination Skin**4%
*“Perfect for very sensitive skin”*
**Advertised Vs Actual Product**3%
*“Does what it says”*
### **What buyers complain about **
**Moist/Dry**15%
*“Arrived very dry”*
**Allergies**9%
*“Sore skin”*
**Ease Of Cleaning**9%
*“not the best wipes out there”*
**Smell**8%
*“have a very inoffensive scent”*
**Sensitivity-Overall**5%
*“Definitely not for sensitive skin”*
**Skin Health**4%
*“Burnt my daughter's face do not buy”*
**Quality-Overall**4%
*“Not good enough”*
**Adhesion/Stickiness**3%
*“Stickier than glue”*
**Water Resistance**3%
*“Doesnt seem to remove my eye make up which isnt even water proof”*
**Value For Money**3%
*“Not worth the money”*
### **Top return reasons **
**Advertised Vs Actual Product**31%
**Value For Money**25%
**Size-Overall**13%
**Stain Resistance**13%
**Functionality-Overall**6%
**Leak-Proof**6%
**Moist/Dry**6%
## **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.
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