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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

An estimated 11.7% of those searches ended in a purchase.

Shoppers searched for this 45K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 21, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 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

Est. top-5 brand share

87%

Top 20: 100%

Est. 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 estimated 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

We read the reviews and the return reasons for every product selling here.

13%of positive reviews mention “Value For Money”
14%of negative reviews mention “Moist/Dry”
0.2%of orders come back
“these are almost bone dry”
A buyer, on “Moist/Dry”14% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

17 topics

NegativePositive

FAQ

Common Incontinence Wipes questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data