Is toilet wipes profitable to sell on Amazon United Kingdom?

The niche generates £1.1M/yr across 10 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.4%. Flapen's verdict: Skip it (42/100).

How competitive is the toilet wipes niche?

5 brands and 42 sellers compete. The top 5 products take 81% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in toilet wipes?

Top complaints mined from reviews: Quality-Overall, Ease Of Use, Ease Of Cleaning. The return rate is 0.1%.

When does demand for toilet wipes peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the toilet wipes niche?

Listings span £0.83–£12.56; the average listing price is £4.53 (sweet spot $15–$100). The average incumbent carries 6,307 reviews — the moat a new listing must climb.

toilet wipes

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Conversion

Incredible23.8%

search→purchase rate — share of searches ending in a sale

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Great£1.1M

£1.1M/yr · 1.0M searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad6,307.4

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-4.4%

90-day search growth — must beat 0% to launch

Competition

Bad81%

top-5 click share — a locked-up shelf

Avg price

Bad£4.53

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£0.83–£12.56

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, toilet wipes is a £1.1M/yr Amazon United Kingdom market (1.0M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 42/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

toilet wipes market data

Units sold / yr: 250K–300K; avg 20,000–25,000/product
Revenue / yr: £1.1M–£1.4M; units × avg price
Conversion rate: 23.8%
Avg BSR: #24
Page quality: 0%
Prime: 100%
Sponsored: 80%
Out of stock: 0.0%
Avg brand age: 54 months
Avg seller age: 165 days

Competition & brand share

The top 5 products capture 81% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

81%

Top 20: 100%

Open market

by Amazon49%
Andrex41%
Pura5%
WHYWORRY3%
Morrisons2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top toilet wipes search terms

toilet wipes286K/yr +11.6%21.0% conv.
flushable toilet wipes170K/yr -6.4%18.1% conv.
toilet wipes flushable131K/yr -10.4%22.5% conv.
andrex washlets82K/yr +8.1%27.0% conv.
andrex wipes63K/yr -9.4%23.0% conv.
flushable wipes41K/yr -1.7%14.1% conv.
bum wipes28K/yr +6.2%21.6% conv.
moist toilet wipes flushable34K/yr +25.9%23.2% conv.
wet wipes flushable26K/yr -5.1%18.6% conv.
wet toilet wipes flushable21K/yr -31.6%21.8% conv.

All search terms

Top toilet 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

by Amazon Gentle Moist Toilet Tissues with Aloe Vera Flushable 240 Count (6 Packs of 40 sheets)

by Amazon£2.724.4★12,388 rev

Andrex Fresh & Sensitive Hygiene Wipes 12 Pack; Flushable Moist Toilet Tissue Hypoallergenic and Fragrance Free Wet Wipes for Sensitive Skin (30 Sheets x 12 Packs) FSC Certified

Andrex£8.444.8★2,446 rev

Andrex Ultimate Fresh Washlets 4-Pack - Gentle Biodegradable Flushable Toilet Wipes for Everyday Hygiene

Andrex£3.674.7★8,139 rev

Andrex Ultimate Fresh Washlets 12 Packs - Gentle Biodegradable Flushable Toilet Wipes for Everyday Hygiene Use with Regular Toilet Roll for a Shower Fresh Clean

Andrex£9.334.7★8,139 rev

by Amazon Gentle Moist Toilet Tissues Unscented Fine to Flush 240 Count (6 Packs of 40)

by Amazon£2.724.4★12,388 rev

Newest

by launch date

Morrisons Fragrance Free Sensitive Moist Toilet Tissue 60pk

Morrisons£0.832 rev

2mo ago

WhyWorry Flushable Wipes for Adults 20 x 25 cm Unscented 144 Count

WHYWORRY£12.56706 rev

1y ago

Andrex Fresh & Sensitive Hygiene Wipes 12 Pack; Flushable Moist Toilet Tissue Hypoallergenic and Fragrance Free Wet Wipes for Sensitive Skin (30 Sheets x 12 Packs) FSC Certified

Andrex£8.442,446 rev

1y ago

Andrex Fresh & Sensitive Hygiene Wipes: 30 Wipes 1 Pack

Andrex£1.072,446 rev

2y ago

By Amazon Gentle Moist Toilet Tissues with Coconut Oil 240 Count (6 Packs of 40)

by Amazon£2.7912,388 rev

2y ago

What buyers say about toilet wipes

What buyers praise and complain about, mined from review topics.

What buyers love

Value For Money20%

“Excellent value”

Quality-Overall16%

“Good value, soft quality”

Ease Of Cleaning10%

“Fresh and clean”

Smell9%

“Lovely clean fresh scent”

Soft Feel6%

“it's soft on the skin”

Advertised Vs Actual Product5%

“Does the job”

Freshness4%

“Clean and fresh”

Ease Of Use3%

“Easy to use”

Size-Overall3%

“Fit for purpose”

Moist/Dry2%

“Perfect and plenty of moisture”

What buyers complain about

Quality-Overall13%

“Poor quality wipes”

Ease Of Use8%

“cant be used”

Ease Of Cleaning7%

“Poor quality wipes”

Strength6%

“Flimsy”

Size-Overall6%

“These are a bit larger than your norm”

Durability5%

“If it breaks into little pieces”

Moist/Dry5%

“Quite dry”

Thickness5%

“Rips easily, very thin”

Smell4%

“Very little fragrance”

Value For Money3%

“Expensive Product”

Top return reasons

Quality-Overall23%

Moist/Dry17%

Size-Overall15%

Durability9%

Value For Money5%

Functionality-Overall5%