incontinence wipes
Skip itSoft demand (-35.7% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great11.7%search→purchase rate — share of searches ending in a sale
Price range
Great£1.97–£65.54cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Great£15.83avg listing price — sweet spot $15–$100
Review moat
Okay2,813.18avg incumbent reviews — the moat a new listing must climb
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Market size
Bad£83K£83K/yr · 45K searches
Competition
Bad79%top-5 click share — a locked-up shelf
Growth
Bad-35.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, incontinence wipes is a £83K/yr Amazon United Kingdom market (45K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Feb. Verdict: Skip it — 41/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
incontinence wipes market data
- Units sold / yr
- 8K–10K
- avg 750–1,000/product
- Revenue / yr
- £127K–£158K
- units × avg price
- Conversion rate
- 11.7%
- Avg BSR
- #47
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 62 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 rising
Sellers
18
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
79%
Top 20: 100%
Open market
10%
- CONTIPLAN66%
- AllSett Health6%
- Comfy Life6%
- ProHeal6%
- WHYWORRY4%
- Molicare4%
- Open — no brand owns it (3 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -35.7% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 2.3×
Top incontinence wipes search terms
- incontinence wipes27K/yr
- clinell 3 in 1 cream cloths7K/yr
- incontinence wipes adults large6K/yr
- contiplan wipes5K/yr
Top incontinence 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.
All 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Clinell CONTIPLAN Incontinence Cleansing Cloths with Barrier Cream - All in One Cleansing Wipes Cleanses Soothes and Moisturises - Pack of 25 Cloths
CONTIPLAN£3.974.8★1,781 rev
Clinell CONTIPLAN Incontinence Cleansing Cloths with Barrier Cream - Packs of 8 Cloths - All in One Cleansing Wipes Cleanses Soothes and Moisturises - White
CONTIPLAN£1.974.6★631 rev
Wet Body Wipes for Adults Bathing No Rinse - Wet Wipes for Elderly 8 x 12 (400 count) Shower for Adults No Rinse Incontinence Disposable Washcloths Aloe Vera Vitamin E
AllSett Health£21.534.5★470 rev
Comfy Life Premium Full Body Cleansing Wet Wipes For Adults - Large Luxury Fresh-feel Rinse-free Fragrance-free Bed Bath Intimate-care Soft Sheets (1 Pack (80 Wipes)
Comfy Life£9.664.7★4,263 rev
![X Large Wet Wipes for Adults - 2 Packs of 56 [112 Count] Disposable Incontinence Wipes for Elderly and Adults 30cm x 20cm Personal Pre Moistened Washcloths for Women and Men](https://m.media-amazon.com/images/I/51j2OgEQZjL.jpg)
X Large Wet Wipes for Adults - 2 Packs of 56 [112 Count] Disposable Incontinence Wipes for Elderly and Adults 30cm x 20cm Personal Pre Moistened Washcloths for Women and Men
ProHeal£7.834.8★2,325 rev
Newest
by launch date
WhyWorry Wet Wipes for Adults Extra Large 20x30 cm Unscented 220 Count
WHYWORRY£16.511,049 rev
Wet Body Wipes for Adults Bathing No Rinse - Wet Wipes for Elderly 8 x 12 (400 count) Shower for Adults No Rinse Incontinence Disposable Washcloths Aloe Vera Vitamin E
AllSett Health£21.53470 rev
X Large Wet Wipes for Adults - 2 Packs of 56 [112 Count] Disposable Incontinence Wipes for Elderly and Adults 30cm x 20cm Personal Pre Moistened Washcloths for Women and Men
ProHeal£7.832,325 rev
Abena Wet Wipes - Pack of 80 Heavy Duty Incontinence Wipes - Fragrance & Colourant Free Dermatologically Tested
ABENA£4.38163 rev
MoliCare Skin Moist Tissues 50 Wet Wipes - No rinse intimate cleansing for incontinence care | Gentle pH balanced sensitive skin click-seal pack
Molicare£3.21200 rev
Trending
90-day click momentum
Inspire Adult Wet Wipes Wash Cloths | Adult Wipes for Incontinence & Cleansing for Elderly Fragrance-free Premium Full Body Cleansing Washcloths (200 Count)
Inspire£15.334.5★
MoliCare Skin Moist Tissues 50 Wet Wipes - No rinse intimate cleansing for incontinence care | Gentle pH balanced sensitive skin click-seal pack
Molicare£3.214.7★
Wet Body Wipes for Adults Bathing No Rinse - Wet Wipes for Elderly 8 x 12 (400 count) Shower for Adults No Rinse Incontinence Disposable Washcloths Aloe Vera Vitamin E
AllSett Health£21.534.5★
Clinicept Care Incontinence Wipes with 4% Dimethicone - NHS Approved Aloe Vera Antibacterial Alcohol Free Soothes and Moisturises. (6 packs of 25 150 wipes)
Clinicept£24.194.5★
Clinell CONTIPLAN Incontinence Cleansing Cloths with Barrier Cream - Pack of 24 - 25 Cloths per Pack (600 Cloths) - All in One Cleansing Wipes Cleanses Soothes and Moisturises
CONTIPLAN£65.544.8★
What buyers say about incontinence wipes
What buyers praise and complain about, mined from review topics.What buyers love
“Worth buying”
“Gentle cleanser”
“Excellent Product”
“perfect fit”
“Easy to use”
“Just what I needed”
“gentle for all over body use”
“Nice and moist”
“They have a Nice subtle fragrance”
“Very refreshing”
What buyers complain about
“these are almost bone dry”
“Not good size”
“They are non fragrance”
“so not great for cleaning up incontinence issues”
“they are not as good as some of the other competitors”
“dont look as pictured”
“They are not cheap”
“Buy the thicker ones”
“After a hot day working”
“its hard to remove them from the package”
Top return reasons
Common questions
- Is incontinence wipes profitable to sell on Amazon United Kingdom?
- The niche generates £83K/yr across 11 tracked products. 90-day search growth is -35.7%. Flapen's verdict: Skip it (41/100).
- How competitive is the incontinence wipes niche?
- 9 brands and 18 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in incontinence wipes?
- Top complaints mined from reviews: Moist/Dry, Size-Overall, Smell. The return rate is 0.2%.
- When does demand for incontinence wipes peak?
- Demand peaks in Jan–Feb; the busiest month runs 2.3× the quietest.
- What does it cost to enter the incontinence wipes niche?
- Listings span £1.97–£65.54; the average listing price is £15.83 (sweet spot $15–$100). The average incumbent carries 2,813 reviews — the moat a new listing must climb.