Toilet Wipes
FailThe top 5 brands take 100% of clicks, so Toilet Wipes is a Fail.
- Flapen Score
- 42 / 100Ranks 2,003 of 2,976 Grocery niches · −4 vs the category median of 4642
- Market size
- £1.1M/yr1.0M searches / yr
- 90-day growth
- -4.4%search demand this quarter
- Competition
- 81%top-5 click share · 5 brands · 42 sellers
Flapen Score
Toilet Wipes against its category
The dotted line is the Grocery average. Past it, Toilet Wipes is stronger. Inside it, weaker.
Market
The Toilet Wipes market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Toilet Wipes 1.0M times last year and spent an estimated £1.1M. All 5 brands take every click. Flapen scores it 42 out of 100, a Fail.
01 · Demand
23.8% of searches ended in a purchase last week.
Shoppers searched for this 1.0M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 23.8% of those searches ended in a purchase. Searches in the last 90 days moved -4.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.1M a year.
- Searches, last 12 months
- 1.0M
- Growth, 90 days vs prior 90
- -4.4%
- Conversion, latest week
- 23.8%
- Market size, estimated
- £1.1Ma year
- Peak month
- October1.4× the quietest month
- Top search term
- toilet wipes286K searches a year
02 · Price
A sale here is worth £4.53.
Listings sell for £4.53 on average, from £0.83 to £12.56. Amazon reports units sold in ranges. This niche sold 250K to 300K a year. The average listing sells 20,000 to 25,000 of them. At £4.53 that is £91K to £113K a year per listing.
- Average price
- £4.53under the $15 to $100 sweet spot
- Price range
- £0.83–£12.56
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 250K–300K
- Units per listing a year
- 20,000–25,000
- Revenue per listing a year
- £91K–£113K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
80% 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 #24 within Kitchen Roll, Toilet Roll & Tissues. It carries 6,307 reviews at 4.60 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 80%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #24in Kitchen Roll, Toilet Roll & Tissues
- Average rating
- 4.60 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 6,307per listing
- Listings tracked
- 10
04 · Newcomers
Amazon counts 0 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 54 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 54 months
Products
Top Toilet Wipes products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
by Amazon Gentle Moist Toilet Tissues with Aloe Vera Flushable 240 Count (6 Packs of 40 sheets)
- Price
- £2.72
- Rating
- 4.4/5
- Reviews
- 12,388
- Age
- 5y 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
- Price
- £8.44
- Rating
- 4.8/5
- Reviews
- 2,446
- Age
- 1y ago
Andrex Ultimate Fresh Washlets 4-Pack - Gentle Biodegradable Flushable Toilet Wipes for Everyday Hygiene
- Price
- £3.67
- Rating
- 4.7/5
- Reviews
- 8,139
- Age
- 4y ago
Andrex Ultimate Fresh Washlets 12 Packs - Gentle Biodegradable Flushable Toilet Wipes for Everyday Hygiene Use with Regular Toilet Roll for a Shower Fresh Clean
- Price
- £9.33
- Rating
- 4.7/5
- Reviews
- 8,139
- Age
- 4y ago
by Amazon Gentle Moist Toilet Tissues Unscented Fine to Flush 240 Count (6 Packs of 40)
- Price
- £2.72
- Rating
- 4.4/5
- Reviews
- 12,388
- Age
- 5y ago
Trending
90-day click momentum
Morrisons Fragrance Free Sensitive Moist Toilet Tissue 60pk
- Price
- £0.83
- Rating
- 5.0/5
- Reviews
- 2
- Age
- 2mo ago
By Amazon Gentle Moist Toilet Tissues with Coconut Oil 240 Count (6 Packs of 40)
- Price
- £2.79
- Rating
- 4.4/5
- Reviews
- 12,388
- Age
- 2y ago
Andrex Ultimate Fresh Washlets 4-Pack - Gentle Biodegradable Flushable Toilet Wipes for Everyday Hygiene
- Price
- £3.67
- Rating
- 4.7/5
- Reviews
- 8,139
- Age
- 4y ago
Andrex Fresh & Sensitive Hygiene Wipes: 30 Wipes 1 Pack
- Price
- £1.07
- Rating
- 4.8/5
- Reviews
- 2,446
- Age
- 2y ago
by Amazon Gentle Moist Toilet Tissues with Aloe Vera Flushable 240 Count (6 Packs of 40 sheets)
- Price
- £2.72
- Rating
- 4.4/5
- Reviews
- 12,388
- Age
- 5y ago
Newest
by launch dateMorrisons Fragrance Free Sensitive Moist Toilet Tissue 60pk
- Price
- £0.83
- Rating
- 5.0/5
- Reviews
- 2
- Age
- 2mo ago
WhyWorry Flushable Wipes for Adults 20 x 25 cm Unscented 144 Count
- Price
- £12.56
- Rating
- 4.4/5
- Reviews
- 706
- Age
- 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
- Price
- £8.44
- Rating
- 4.8/5
- Reviews
- 2,446
- Age
- 1y ago
Andrex Fresh & Sensitive Hygiene Wipes: 30 Wipes 1 Pack
- Price
- £1.07
- Rating
- 4.8/5
- Reviews
- 2,446
- Age
- 2y ago
By Amazon Gentle Moist Toilet Tissues with Coconut Oil 240 Count (6 Packs of 40)
- Price
- £2.79
- Rating
- 4.4/5
- Reviews
- 12,388
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 81% of clicks. A locked shelf that new listings rarely crack.
Brands
5 rising
Sellers
42
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
81%
Top 20: 100%
Open market
0%
- by Amazon49%
- Andrex41%
- Pura5%
- WHYWORRY3%
- Morrisons2%
Demand
Toilet Wipes search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.4×
Search terms
Top Toilet Wipes search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- toilet wipes286K/yr
- flushable toilet wipes170K/yr
- toilet wipes flushable131K/yr
- andrex washlets82K/yr
- andrex wipes63K/yr
- flushable wipes41K/yr
- bum wipes28K/yr
- moist toilet wipes flushable34K/yr
- wet wipes flushable26K/yr
- wet toilet wipes flushable21K/yr
Reviews and returns
What reviews say buyers love and hate about Toilet Wipes
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Poor quality wipes
Poor Quality
Low Quality - Instant Tear
cant be used
Awkward to use
Not easy to get one out of opening
Poor quality wipes
Try pulling out one wipe
The very worst wipes
Flimsy
a little flimsy
Too flimsy
These are a bit larger than your norm
Bit small
Sheets are small
Love
Excellent value
Excellent price
Great value
Good value, soft quality
Excellent product
Overall a reliable product that does exactly what its meant to do
Fresh and clean
Helps keep you clean
are excellent at cleansing
Lovely clean fresh scent
Nice fragrance
fragrance is great
it's soft on the skin
Nice and soft
Gentle on skin
Return
0.1% Return rate 22% Fixable by listing
Poor quality wipes
Poor Quality
Low Quality - Instant Tear
Quite dry
Bit too moist
Not moist enough
These are a bit larger than your norm
Bit small
Sheets are small
If it breaks into little pieces
They fall apart
all ripped up
Expensive Product
Waste of money
Expensive
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Toilet Wipes questions
Answered from the same tracked data.