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Incontinence Wipes

Fail

Demand is soft, at -35.7% this quarter, so Incontinence Wipes is a Fail.

Flapen Score
41
41 / 100
Ranks 607 of 740 Business, Industry & Science niches · −8 vs the category median of 49
Market size
£83K/yr45K searches / yr
90-day growth
-35.7%search demand this quarter
Competition
79%top-5 click share · 9 brands · 18 sellers

Flapen Score

Incontinence Wipes against its category

The dotted line is the Business, Industry & Science average. Past it, Incontinence Wipes is stronger. Inside it, weaker.

41Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Incontinence Wipes market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Incontinence Wipes 45K times last year and spent an estimated £83K. The top 5 brands take 87% of clicks. Demand peaks in Jan–Feb. Flapen scores it 41 out of 100, a Fail.

01 · Demand

11.7% of searches ended in a purchase last week.

Shoppers searched for this 45K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.7% of those searches ended in a purchase. Searches in the last 90 days moved -35.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £83K a year.

Searches, last 12 months
45K
Growth, 90 days vs prior 90
-35.7%
Conversion, latest week
11.7%
Market size, estimated
£83Ka year
Peak month
February2.3× the quietest month
Top search term
incontinence wipes27K searches a year

02 · Price

A sale here is worth £15.83.

Listings sell for £15.83 on average, from £1.97 to £65.54. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 750 to 1,000 of them. At £15.83 that is £12K to £16K a year per listing.

Average price
£15.83inside the $15 to $100 sweet spot
Price range
£1.97–£65.54
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
750–1,000
Revenue per listing a year
£12K–£16K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

100% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #47 within Professional Medical Supplies. It carries 2,813 reviews at 4.64 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#47in Professional Medical Supplies
Average rating
4.64 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,813per listing
Listings tracked
11

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 62 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
62 months

Products

Top Incontinence Wipes products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 79% of clicks. A locked shelf that new listings rarely crack.

£0£12K£25K£37K£50K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Incontinence Wipes search demand

Weekly searches over the year, seasonality beneath. Pick a range.

2K1KSpike '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Feb · busiest ÷ quietest = 2.3×

Search terms

Top Incontinence Wipes search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • incontinence wipes27K/yr
  • clinell 3 in 1 cream cloths7K/yr
  • incontinence wipes adults large6K/yr
  • contiplan wipes5K/yr

Reviews and returns

What reviews say buyers love and hate about Incontinence Wipes

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Moist/Dry14%−0.16

these are almost bone dry

Not very moist

Too dry

Size-Overall12%+0.23

Not good size

they are a lot bigger

Smaller than I expected

Smell8%−0.06

They are non fragrance

not highly perfumed so suitable for sensitive skin

Leaves an unpleasant smell on you

Ease Of Cleaning5%+1.50

so not great for cleaning up incontinence issues

Not a full body cleanse

not very good at cleansing either

Quality-Overall4%+0.25

they are not as good as some of the other competitors

Bad company good product

Love

Value For Money13%+0.72

Worth buying

good value for money

Best price

Ease Of Cleaning12%+1.50

Gentle cleanser

Helps cleanliness

These wipes are great for keeping clean

Quality-Overall11%+0.25

Excellent Product

Good quality

We were really pleased with them in terms of their quality

Size-Overall11%+0.23

perfect fit

They are a good size, quite large

These wipes are really good they are large

Ease Of Use9%

Easy to use

Great for what there use is

Big and handy

Return

0.2% Return rate 46% Fixable by listing

Size-Overall43%▇▃█▅▃▅

Not good size

they are a lot bigger

Smaller than I expected

Moist/Dry17%▁▅▁▁█▁

these are almost bone dry

Not very moist

Too dry

Quality-Overall11%▁▃▁▁▁█

they are not as good as some of the other competitors

Bad company good product

Functionality-Overall8%▁▁▁█▃▁
Weight Heavy8%▁█▁▁▅▁

FAQ

Common Incontinence Wipes questions

Answered from the same tracked data.