baby bath wipes
Skip itStrong incumbent ratings (4.7★) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great9.8%search→purchase rate — share of searches ending in a sale
Avg price
Great$15.12avg listing price — sweet spot $15–$100
Price range
Good$2.28–$43.72cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$142K$142K/yr · 95K searches
Growth
Okay+2.2%90-day search growth — must beat 0% to launch
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Competition
Bad70%top-5 click share — a locked-up shelf
Review moat
Bad6,459.07avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, baby bath wipes is a $142K/yr Amazon United States market (95K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 44/100.
Data updated Jul 12, 2026 · scored weekly · How we score niches
baby bath wipes market data
- Units sold / yr
- 10K–13K
- avg 750–1,000/product
- Revenue / yr
- $151K–$189K
- units × avg price
- Conversion rate
- 9.8%
- Avg BSR
- #436
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 29%
- Out of stock
- 6.7%
- Avg brand age
- 63 months
- Avg seller age
- 140 days
Competition & brand share
The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 flat
Sellers
51
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
6%
- Aveeno Baby49%
- Mustela21%
- WaterWipes6%
- HUGGIES6%
- Johnson's Baby6%
- Aveeno5%
- Open — no brand owns it (2 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 74 weeks — +2.2% search growth over the last 90 days.Peak months: Jan, Dec · busiest ÷ quietest = 2.8×
Top baby bath wipes search terms
- aveeno baby wipes31K/yr
- mustela wipes12K/yr
- baby body wipes9K/yr
- baby bath wipes11K/yr
- xl baby wipes6K/yr
- aveeno baby wipes sensitive5K/yr
- aveeno wipes baby6K/yr
- baby cleansing wipes4K/yr
- mustela baby wipes4K/yr
- aveeno all over baby wipes3K/yr
Top baby bath 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.
All 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aveeno Baby Sensitive All Over Wipes with Aloe & Natural Oat Extract for Face Bottom Hands & Body pH-Balanced Hypoallergenic Fragrance- Phenoxyethanol- & Alcohol-Free 64 ct per pack
Aveeno Baby$13.864.7★4,263 rev
Aveeno Baby Fragrance-Free Hand & Face Wipes with Oat Extract & Aloe Cleansing & Moisturizing Baby Wipes for Sensitive Skin Sulfate- Alcohol- Paraben- & Dye-Free Hypoallergenic 25 ct (Pack of 4)
Aveeno Baby$19.204.6★2,467 rev
Mustela Baby Home Compostable Cleansing Wipes - Natural Avocado - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 60 ct.
Mustela$8.224.6★1,146 rev
WaterWipes Sensitive+ Bathing Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic 16 Count (1 Pack)
WaterWipes$5.184.8★5,601 rev
Mustela Baby Home Compostable Cleansing Wipes - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 6-Packs x 60 ct.
Mustela$42.364.6★1,146 rev
Newest
by launch date
Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count
HUGGIES$2.28598 rev
Huggies Extra Large Baby Wipes Unscented 9 Flip-Top Packs 378 XL Wipes Total Packaging May Vary
HUGGIES$14.254,116 rev
Mustela Baby Home Compostable Cleansing Wipes - Fragrance Free - Natural Avocado - For Face Body & Diaper Area - 99% ingredients of natural origin & plant-based fibers - For all skin types - 60 ct.
Mustela$7.791,146 rev
Mustela Baby Home Compostable Cleansing Wipes - Natural Avocado - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 60 ct.
Mustela$8.221,146 rev
Mustela Baby Home Compostable Cleansing Wipes - For Face Body & Diaper Area - Lightly Fragranced - 99% ingredients of natural origin & plant-based fibers - All skin types - 6-Packs x 60 ct.
Mustela$42.361,146 rev
Trending
90-day click momentumHuggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count
HUGGIES$2.284.6★
Mustela Baby Home Compostable Cleansing Wipes - Fragrance Free - Natural Avocado - For Face Body & Diaper Area - 99% ingredients of natural origin & plant-based fibers - For all skin types - 60 ct.
Mustela$7.794.6★
AVEENO Baby Sensitive All Over Wipes Paraben- & Fragrance-Free 64 ea (Pack of 2)
Aveeno$17.524.8★
WaterWipes Sensitive+ Bathing Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic 16 Count (1 Pack)
WaterWipes$5.184.8★
Aveeno Baby Fragrance-Free Hand & Face Wipes with Oat Extract & Aloe Cleansing & Moisturizing Baby Wipes for Sensitive Skin Sulfate- Alcohol- Paraben- & Dye-Free Hypoallergenic 25 ct (Pack of 4)
Aveeno Baby$19.204.6★
What buyers say about baby bath wipes
What buyers praise and complain about, mined from review topics.What buyers love
“It cleans nicely”
“the quality is still strong”
“Great value”
“Makes Skin Feel Soft”
“All sizes work”
“Pretty lightly scented”
“Very clean feeling”
“Nice and thick”
“Easy to use”
“Stays moist”
What buyers complain about
“I thought these wipes were supposed to be bigger than your average wipe”
“not very moist”
“Too expensive”
“Not as described”
“Wipes cheap”
“Allergy”
“The marketing claims they're thicker”
“Has no scent as advertised”
“The opening is easy to break”
“not face that is very sensitive skin”
Top return reasons
Common questions
- Is baby bath wipes profitable to sell on Amazon United States?
- The niche generates $142K/yr across 14 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +2.2%. Flapen's verdict: Skip it (44/100).
- How competitive is the baby bath wipes niche?
- 8 brands and 51 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in baby bath wipes?
- Top complaints mined from reviews: Size-Overall, Moist/Dry, Value For Money. The return rate is 0.3%.
- When does demand for baby bath wipes peak?
- Demand peaks in Jan–Dec; the busiest month runs 2.8× the quietest.
- What does it cost to enter the baby bath wipes niche?
- Listings span $2.28–$43.72; the average listing price is $15.12 (sweet spot $15–$100). The average incumbent carries 6,459 reviews — the moat a new listing must climb.