---
title: "Toilet Wipes — £1.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/toilet-wipes"
last_updated: "2026-07-31T16:20:34.383Z"
locale: en
meta:
description: "Niche score 42/100 · £1.1M/yr market · 1.0M searches/yr · £4.53 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £1.1M/yr market · 1.0M searches/yr · £4.53 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Toilet Wipes — £1.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **toilet wipes**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 79Growth 23Conversion 100Competition 16Returns 100Price range 0Avg price 13Brand share 0Review moat 24Quality gap 25
**Conversion**
**Incredible****23.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.1M**
£1.1M/yr · 1.0M searches
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****6,307.4**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-4.4%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****81%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£4.53**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -4.4% search growth over the last 90 days.
25K15KSpike '24Prime Day '25Spike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/grocery/toilet-wipes/trend)
## **Top toilet wipes search terms**
- **toilet wipes**286K/yr+11.6%21.0% conv. - **flushable toilet wipes**170K/yr-6.4%18.1% conv. - **toilet wipes flushable**131K/yr-10.4%22.5% conv. - **andrex washlets**82K/yr+8.1%27.0% conv. - **andrex wipes**63K/yr-9.4%23.0% conv. - **flushable wipes**41K/yr-1.7%14.1% conv. - **bum wipes**28K/yr+6.2%21.6% conv. - **moist toilet wipes flushable**34K/yr+25.9%23.2% conv. - **wet wipes flushable**26K/yr-5.1%18.6% conv. - **wet toilet wipes flushable**21K/yr-31.6%21.8% conv. [**All search terms **](https://flapen.com/research/uk/grocery/toilet-wipes/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.
0%10%£110K20%£220K30%£331K40%£441K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**by Amazon Gentle Moist Toilet Tissues with Aloe Vera Flushable 240 Count (6 Packs of 40 sheets)**by Amazon**£2.72**4.4★12,388 rev](https://www.amazon.co.uk/dp/B08KWZFPXV) [2**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**£8.44**4.8★2,446 rev](https://www.amazon.co.uk/dp/B0D9YYGQ8R) [3**Andrex Ultimate Fresh Washlets 4-Pack - Gentle Biodegradable Flushable Toilet Wipes for Everyday Hygiene**Andrex**£3.67**4.7★8,139 rev](https://www.amazon.co.uk/dp/B0B71NYJL6) [4**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**£9.33**4.7★8,139 rev](https://www.amazon.co.uk/dp/B0B21FTLPF) [5**by Amazon Gentle Moist Toilet Tissues Unscented Fine to Flush 240 Count (6 Packs of 40)**by Amazon**£2.72**4.4★12,388 rev](https://www.amazon.co.uk/dp/B08KX3SLD2)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Fragrance Free Sensitive Moist Toilet Tissue 60pk**Morrisons**£0.83**2 rev2mo ago](https://www.amazon.co.uk/dp/B0H1J2MDNZ) [**WhyWorry Flushable Wipes for Adults 20 x 25 cm Unscented 144 Count**WHYWORRY**£12.56**706 rev1y ago](https://www.amazon.co.uk/dp/B0F1FRJ4NB) [**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**£8.44**2,446 rev1y ago](https://www.amazon.co.uk/dp/B0D9YYGQ8R) [**Andrex Fresh & Sensitive Hygiene Wipes: 30 Wipes 1 Pack**Andrex**£1.07**2,446 rev2y ago](https://www.amazon.co.uk/dp/B0D8WTX46Q) [**By Amazon Gentle Moist Toilet Tissues with Coconut Oil 240 Count (6 Packs of 40)**by Amazon**£2.79**12,388 rev2y ago](https://www.amazon.co.uk/dp/B0CZS8MQ7L)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Fragrance Free Sensitive Moist Toilet Tissue 60pk**Morrisons**£0.83**5.0★**▲ 317%**](https://www.amazon.co.uk/dp/B0H1J2MDNZ) [**By Amazon Gentle Moist Toilet Tissues with Coconut Oil 240 Count (6 Packs of 40)**by Amazon**£2.79**4.4★**▲ 73%**](https://www.amazon.co.uk/dp/B0CZS8MQ7L) [**Andrex Ultimate Fresh Washlets 4-Pack - Gentle Biodegradable Flushable Toilet Wipes for Everyday Hygiene**Andrex**£3.67**4.7★**▲ 42%**](https://www.amazon.co.uk/dp/B0B71NYJL6) [**Andrex Fresh & Sensitive Hygiene Wipes: 30 Wipes 1 Pack**Andrex**£1.07**4.8★**▲ 36%**](https://www.amazon.co.uk/dp/B0D8WTX46Q) [**by Amazon Gentle Moist Toilet Tissues with Aloe Vera Flushable 240 Count (6 Packs of 40 sheets)**by Amazon**£2.72**4.4★**— 9%**](https://www.amazon.co.uk/dp/B08KWZFPXV)
**~~View all trending →~~**
## **What buyers say about toilet wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**20%
*“Excellent value”*
**Quality-Overall**16%
*“Good value, soft quality”*
**Ease Of Cleaning**10%
*“Fresh and clean”*
**Smell**9%
*“Lovely clean fresh scent”*
**Soft Feel**6%
*“it's soft on the skin”*
**Advertised Vs Actual Product**5%
*“Does the job”*
**Freshness**4%
*“Clean and fresh”*
**Ease Of Use**3%
*“Easy to use”*
**Size-Overall**3%
*“Fit for purpose”*
**Moist/Dry**2%
*“Perfect and plenty of moisture”*
### **What buyers complain about **
**Quality-Overall**13%
*“Poor quality wipes”*
**Ease Of Use**8%
*“cant be used”*
**Ease Of Cleaning**7%
*“Poor quality wipes”*
**Strength**6%
*“Flimsy”*
**Size-Overall**6%
*“These are a bit larger than your norm”*
**Durability**5%
*“If it breaks into little pieces”*
**Moist/Dry**5%
*“Quite dry”*
**Thickness**5%
*“Rips easily, very thin”*
**Smell**4%
*“Very little fragrance”*
**Value For Money**3%
*“Expensive Product”*
### **Top return reasons **
**Quality-Overall**23%
**Moist/Dry**17%
**Size-Overall**15%
**Durability**9%
**Value For Money**5%
**Functionality-Overall**5%
**Advertised Vs Actual Product**5%
**Smell**3%
**Focus Enhancement**3%
**Leak-Proof**3%
## **Common questions**
- **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.
## **Related niches in Grocery**
- 69 [**garden broom**](https://flapen.com/research/uk/grocery/garden-broom)£911K/yr+38.0%**Launch it**- 69 [**electrolytes sachets**](https://flapen.com/research/uk/grocery/electrolytes-sachets)£1.6M/yr+45.8%**Launch it**- 69 [**spider repellent plug in**](https://flapen.com/research/uk/grocery/spider-repellent-plug-in)£109K/yr+71.2%**Worth a look**- 69 [**ice cream tubs**](https://flapen.com/research/uk/grocery/ice-cream-tubs)£167K/yr+150.5%**Worth a look**- 70 [**alcohol free beer**](https://flapen.com/research/uk/grocery/alcohol-free-beer)£514K/yr+32.4%**Worth a look**- 70 [**ice cream cones**](https://flapen.com/research/uk/grocery/ice-cream-cones)£135K/yr+176.7%**Worth a look**[**All Grocery niches **](https://flapen.com/research/uk/grocery)