---
title: "Incontinence Wipes — £83K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/business-industry-science/incontinence-wipes"
last_updated: "2026-07-31T11:37:13.006Z"
locale: en
meta:
description: "Niche score 41/100 · £83K/yr market · 45K searches/yr · £15.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £83K/yr market · 45K searches/yr · £15.83 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Incontinence Wipes — £83K/yr Amazon UK Niche (2026) - Flapen"
---
# **incontinence wipes**
**Skip it**
Soft demand (-35.7% this quarter) — this niche doesn't clear our bar today.
Market size 21Growth 7Conversion 94Competition 17Returns 99Price range 79Avg price 77Brand share 30Review moat 37Quality gap 23
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.7%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Great****£1.97–£65.54**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Great****£15.83**
avg listing price — sweet spot $15–$100
**Review moat**
**Okay****2,813.18**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****87%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Market size**
**Bad****£83K**
£83K/yr · 45K searches
**Competition**
**Bad****79%**
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 ~~](https://flapen.com/research/methodology)
## **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.
2K1KSpike '24Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 2.3×
[**Open Trend **](https://flapen.com/research/uk/business-industry-science/incontinence-wipes/trend)
## **Top incontinence wipes search terms**
- **incontinence wipes**27K/yr-51.8%5.9% conv. - **clinell 3 in 1 cream cloths**7K/yr+10.3%16.1% conv. - **incontinence wipes adults large**6K/yr+12.0%6.7% conv. - **contiplan wipes**5K/yr-19.5%15.2% conv. [**All search terms **](https://flapen.com/research/uk/business-industry-science/incontinence-wipes/search-terms)
## **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.
0%15%£12K30%£25K45%£37K60%£50K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Clinell CONTIPLAN Incontinence Cleansing Cloths with Barrier Cream - All in One Cleansing Wipes Cleanses Soothes and Moisturises - Pack of 25 Cloths**CONTIPLAN**£3.97**4.8★1,781 rev](https://www.amazon.co.uk/dp/B00441KN26) [2**Clinell CONTIPLAN Incontinence Cleansing Cloths with Barrier Cream - Packs of 8 Cloths - All in One Cleansing Wipes Cleanses Soothes and Moisturises - White**CONTIPLAN**£1.97**4.6★631 rev](https://www.amazon.co.uk/dp/B01H3M8F3G) [3**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**£21.53**4.5★470 rev](https://www.amazon.co.uk/dp/B0CJ3QZDD8) [4**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**£9.66**4.7★4,263 rev](https://www.amazon.co.uk/dp/B09B4JHF3H) [5![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**£7.83**4.8★2,325 rev](https://www.amazon.co.uk/dp/B0CSPR5VGQ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**WhyWorry Wet Wipes for Adults Extra Large 20x30 cm Unscented 220 Count**WHYWORRY**£16.51**1,049 rev1y ago](https://www.amazon.co.uk/dp/B0DY6L7L9H) [**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**£21.53**470 rev1y ago](https://www.amazon.co.uk/dp/B0CJ3QZDD8) [![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**£7.83**2,325 rev1y ago](https://www.amazon.co.uk/dp/B0CSPR5VGQ) [**Abena Wet Wipes - Pack of 80 Heavy Duty Incontinence Wipes - Fragrance & Colourant Free Dermatologically Tested**ABENA**£4.38**163 rev2y ago](https://www.amazon.co.uk/dp/B0CHG4R1ZM) [**MoliCare Skin Moist Tissues 50 Wet Wipes - No rinse intimate cleansing for incontinence care | Gentle pH balanced sensitive skin click-seal pack**Molicare**£3.21**200 rev2y ago](https://www.amazon.co.uk/dp/B0CGJ6K1GT)
**~~View all new products →~~**
### **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**£15.33**4.5★**▲ 321%**](https://www.amazon.co.uk/dp/B08627YFGH) [**MoliCare Skin Moist Tissues 50 Wet Wipes - No rinse intimate cleansing for incontinence care | Gentle pH balanced sensitive skin click-seal pack**Molicare**£3.21**4.7★**▲ 242%**](https://www.amazon.co.uk/dp/B0CGJ6K1GT) [**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**£21.53**4.5★**▲ 133%**](https://www.amazon.co.uk/dp/B0CJ3QZDD8) [**Clinicept Care Incontinence Wipes with 4% Dimethicone - NHS Approved Aloe Vera Antibacterial Alcohol Free Soothes and Moisturises. (6 packs of 25 150 wipes)**Clinicept**£24.19**4.5★**▲ 95%**](https://www.amazon.co.uk/dp/B01N7IKU03) [**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**£65.54**4.8★**▲ 21%**](https://www.amazon.co.uk/dp/B08GYKWTLJ)
**~~View all trending →~~**
## **What buyers say about incontinence wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**13%
*“Worth buying”*
**Ease Of Cleaning**12%
*“Gentle cleanser”*
**Quality-Overall**11%
*“Excellent Product”*
**Size-Overall**11%
*“perfect fit”*
**Ease Of Use**9%
*“Easy to use”*
**Advertised Vs Actual Product**8%
*“Just what I needed”*
**Soft Feel**4%
*“gentle for all over body use”*
**Moist/Dry**4%
*“Nice and moist”*
**Smell**3%
*“They have a Nice subtle fragrance”*
**Freshness**3%
*“Very refreshing”*
### **What buyers complain about **
**Moist/Dry**14%
*“these are almost bone dry”*
**Size-Overall**12%
*“Not good size”*
**Smell**8%
*“They are non fragrance”*
**Ease Of Cleaning**5%
*“so not great for cleaning up incontinence issues”*
**Quality-Overall**4%
*“they are not as good as some of the other competitors”*
**Advertised Vs Actual Product**4%
*“dont look as pictured”*
**Value For Money**3%
*“They are not cheap”*
**Thickness**3%
*“Buy the thicker ones”*
**Suitability Hot Weather**3%
*“After a hot day working”*
**Ease Of Use**3%
*“its hard to remove them from the package”*
### **Top return reasons **
**Size-Overall**43%
**Moist/Dry**17%
**Quality-Overall**11%
**Functionality-Overall**8%
**Weight Heavy**8%
**Product Condition**3%
**Ingredients-Overall**3%
**Advertised Vs Actual Product**3%
**Ease Of Cleaning**3%
**Compatibility-Overall**1%
## **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.
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