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Baby Wipes

Maybe

Shoppers spend an estimated $60.8M a year here. But the average product has 86,959 reviews to catch up to, so Baby Wipes is a Maybe.

Flapen Score
62
62 / 100Top 2% of 2,472 Baby Products niches · +18 vs the category median of 44
Market size
$60.8M/yr21.3M searches / yr
90-day growth
+8.1%search demand this quarter
Competition
41%top-5 click share · 8 brands · 176 sellers

Flapen Score

Baby Wipes against its category

The dotted line is the Baby Products average. Past it, Baby Wipes is stronger. Inside it, weaker.

62Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average
See the method

Market

The Baby Wipes market on Amazon at a glance

Shoppers on Amazon United States searched for Baby Wipes 21.3M times last year and spent an estimated $60.8M. The top 5 brands take 93% of clicks. Flapen scores it 62 out of 100, a Maybe.

01 · Demand

An estimated 15.9% of those searches ended in a purchase.

Shoppers searched for this 21.3M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 15.9% of those searches ended in a purchase. Searches in the last 90 days moved +8.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $60.8M a year.

Searches, last 12 months
21.3M
Growth, 90 days vs prior 90
+8.1%
Conversion, latest week
15.9%
Market size, estimated
$60.8Ma year
Peak month
July1.4× the quietest month
Top search term
baby wipes9.1M searches a year

02 · Price

A sale here is worth $17.97.

Listings sell for $17.97 on average, from $2.16 to $41.12. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 80,000 to 100,000 of them. At $17.97 that is $1.4M to $1.8M a year per listing.

Average price
$17.97inside the $15 to $100 sweet spot
Price range
$2.16–$41.12
Amazon United States median price
$24.38across 115,062 niches
Units sold a year
1,000,000 or moreAmazon's top range
Units per listing a year
80,000–100,000
Revenue per listing a year
$1.4M–$1.8M
Returns
0.2%of orders · Amazon United States median 2.1%

03 · Entry bar

The bar here is reviews.

66% 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 Diapering. It carries 86,959 reviews at 4.74 stars, so a new listing needs social proof before a better product.

Sponsored listings
66%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#24in Diapering
Average rating
4.74 starsAmazon United States average 4.42 stars
Average reviews
86,959per listing
Listings tracked
38

04 · Newcomers

2 of last year's 2 launches cleared the first-year sales bar.

2 products launched here in the last 12 months. 2 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 66 months on average, so the names here are established.

Launched, last 12 months
2
Successful launches
2Amazon's first-year sales bar
Average brand age
66 months

Products

Top Baby Wipes products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

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The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

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Competition

Competition: brands, sellers & click share

The top 5 products take 41% of clicks. Leaders hold, but buyers still shop past them.

Brands

8 falling

Sellers

176

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

41%

Top 20: 81%

Open market

5%

  • Brand 146%
  • Brand 224%
  • Brand 317%
  • Brand 43%
  • Brand 53%
  • Brand 62%
  • Open — no brand owns it (2 brands, 5%)

Demand

Baby Wipes search demand

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

600K400KPrime Day '24Spike '24Prime Day '25Spike '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Baby Wipes search terms shoppers use

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

  • baby wipes9.1M/yr
  • wipes4.7M/yr
  • wet wipes1.5M/yr
  • huggies wipes1.5M/yr
  • pampers wipes1.0M/yr
  • baby wipes unscented721K/yr
  • baby wipes sensitive388K/yr
  • wipes baby sensitive skin342K/yr
  • diaper wipes225K/yr
  • baby wipes bulk225K/yr

Reviews and returns

What reviews say buyers love and hate about Baby Wipes

We read the reviews and the return reasons for every product selling here.

16%of positive reviews mention “Ease Of Cleaning”
11%of negative reviews mention “Ease Of Cleaning”
0.2%of orders come back
“Inadequate for cleaning”
A buyer, on “Ease Of Cleaning”11% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

16 topics

NegativePositive

Keep looking

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FAQ

Common Baby Wipes questions

Answered from the same tracked data.