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Bathroom Wipes

Fail

The top 5 brands take 97% of clicks, so Bathroom Wipes is a Fail.

Flapen Score
44
44 / 100
Ranks 1,743 of 2,976 Grocery niches · −2 vs the category median of 46
Market size
£89K/yr90K searches / yr
90-day growth
+3.4%search demand this quarter
Competition
53%top-5 click share · 7 brands · 132 sellers

Flapen Score

Bathroom Wipes against its category

The dotted line is the Grocery average. Past it, Bathroom Wipes is stronger. Inside it, weaker.

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Bathroom Wipes market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Bathroom Wipes 90K times last year and spent an estimated £89K. The top 5 brands take 97% of clicks. Flapen scores it 44 out of 100, a Fail.

01 · Demand

15.7% of searches ended in a purchase last week.

Shoppers searched for this 90K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 15.7% of those searches ended in a purchase. Searches in the last 90 days moved +3.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £89K a year.

Searches, last 12 months
90K
Growth, 90 days vs prior 90
+3.4%
Conversion, latest week
15.7%
Market size, estimated
£89Ka year
Peak month
May1.3× the quietest month
Top search term
zoflora wipes43K searches a year

02 · Price

A sale here is worth £6.31.

Listings sell for £6.31 on average, from £0.87 to £16.86. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 250 to 500 of them. At £6.31 that is £2K to £3K a year per listing.

Average price
£6.31under the $15 to $100 sweet spot
Price range
£0.87–£16.86
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
250–500
Revenue per listing a year
£2K–£3K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

68% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 3.5% of listings are out of stock. The average listing ranks #124 within Household Cleaners. It carries 707 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
68%
Prime listings
88%
Out of stock, average day
3.5%
Average rank
#124in Household Cleaners
Average rating
4.60 starsAmazon United Kingdom average 4.36 stars
Average reviews
707per listing
Listings tracked
25

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 52 months on average, so the names here are settling in.

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

Products

Top Bathroom 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 53% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£7K£11K£14K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

132

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

53%

Top 20: 95%

Open market

1%

  • Zoflora62%
  • Dettol13%
  • by Amazon11%
  • Duzzit8%
  • Ineos2%
  • Feather Lux2%
  • Open — no brand owns it (1 brand, 1%)

Demand

Bathroom Wipes search demand

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

2K2KSpike '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Bathroom Wipes search terms shoppers use

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

  • zoflora wipes43K/yr
  • bathroom wipes28K/yr
  • bathroom cleaning wipes13K/yr
  • zoflora floor wipes3K/yr
  • fabulosa wipes3K/yr

Reviews and returns

What reviews say buyers love and hate about Bathroom Wipes

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

Complain

Smell26%−0.10

Bad smell

Unpleasant smell

Weird smell

Size-Overall11%−0.05

it scrunches up so small

The wipes are a bit smaller than expected

Much smaller

Value For Money9%+0.22

Not worth money

price now too high

Ridiculous price increase

Thickness6%−0.06

feels thicker than the Dettol wipes I normally use

They are thick

thinner than baby wipes

Moist/Dry4%

can be slightly dry

Not moist enough

Every wipe was dry and wasnt sufficient

Love

Ease Of Cleaning21%+2.54

Always good for cleaning

Cleans well

It cleans really well

Smell18%−0.10

Lovely fresh scent

smells divine

Lovely smell

Value For Money16%+0.22

Good value for money

Fantastic price

Good value for money

Quality-Overall9%+1.09

Decent quality for the money

No complaints

Excellent Product

Moist/Dry5%

Nice and moist

Good moisture levels

They keep moist

Return

0.1% Return rate 50% Fixable by listing

Size-Overall36%▅██▆█▆

it scrunches up so small

The wipes are a bit smaller than expected

Much smaller

Smell22%▄▁▄█▆█

Bad smell

Unpleasant smell

Weird smell

Advertised Vs Actual Product10%▃▁█▆▄▃

Falsely advertised

Falsely advertised and not what was ordered

Quality-Overall7%▄█▃▃▁▅
Leak-Proof5%█▇▁▁▁▁

FAQ

Common Bathroom Wipes questions

Answered from the same tracked data.