---
title: "baby wipes — $60.8M/yr Amazon United States Niche, Score 62/100 - Flapen"
canonical_url: "https://flapen.com/research/us/baby-products/baby-wipes"
last_updated: "2026-07-20T20:04:31.587Z"
locale: en
meta:
description: "baby wipes clears our launch bar: a $60.8M/yr market growing +8.1% this quarter with returns at 0.2%. Data updated Jul 2026."
"og:description": "baby wipes clears our launch bar: a $60.8M/yr market growing +8.1% this quarter with returns at 0.2%. Data updated Jul 2026."
"og:title": "baby wipes — $60.8M/yr Amazon United States Niche, Score 62/100 - Flapen"
---
# **baby wipes**
**Launch it**
A $60.8M/yr market growing +8.1% this quarter with returns at 0.2% — clears our launch bar.
Market size 100Growth 35Conversion 97Competition 74Returns 99Price range 67Avg price 82Brand share 18Review moat 0Quality gap 16
**Market size**
**Incredible****$60.8M**
$60.8M/yr · 21.3M searches
**Returns**
**Incredible****0.2%**
return rate — above 6% kills the launch gate
**Conversion**
**Incredible****15.9%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$17.97**
avg listing price — sweet spot $15–$100
**Competition**
**Good****41%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****$2.16–$41.12**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+8.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****86,958.66**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, baby wipes is a $60.8M/yr Amazon United States market (21.3M searches/yr). The top 5 brands hold 93% of demand. Verdict: Launch it — 62/100.
Data updated Jul 12, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **1.0M–1.0M**
- avg 80,000–100,000/product
- **Revenue / yr**
- **$18.0M–$18.0M**
- units × avg price
- **Launch success**
- **—**
- 2 of 2 new (360d)
- **Conversion rate**
- **15.9%**
- **Avg BSR**
- **#24**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **66%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **66 months**
- **Avg seller age**
- **134 days**
## **Competition**
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond 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%**
- HUGGIES46% - Pampers24% - Amazon Elements17% - Mama Bear3% - Amazon Basics3% - Cottonelle2% - Open — no brand owns it (2 brands, 5%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +8.1% search growth over the last 90 days.
600K400KPrime Day '24Spike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/baby-products/baby-wipes/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%$1.8M6%$3.6M9%$5.5M12%$7.3M101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 38 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Huggies Natural Care Sensitive Baby Wipes Unscented Hypoallergenic 99% Purified Water 12 Flip-Top Packs (768 Wipes Total) Packaging May Vary**HUGGIES**$20.62**4.8★126,360 rev](https://www.amazon.com/dp/B07SCL613T) [2**Huggies Natural Care Sensitive Baby Wipes Unscented Hypoallergenic 6 Flip-Top Packs (288 Wipes Total)**HUGGIES**$11.20**4.8★126,360 rev](https://www.amazon.com/dp/B08QRT84WJ) [3**Amazon Elements Baby Wipes Sensitive Unscented Cleans Gently 810 Count Flip-Top Packs Pack of 9**Amazon Elements**$18.05**4.3★18 rev](https://www.amazon.com/dp/B07H4V7M4C) [4**Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 810 Count Flip-Top Packs**Amazon Elements**$18.58**4.7★51,673 rev](https://www.amazon.com/dp/B07H53W5WP) [5**Huggies Simply Clean Unscented Baby Diaper Wipes 11 Flip-Top Packs (704 Wipes Total) Packaging May Vary**HUGGIES**$16.52**4.8★78,608 rev](https://www.amazon.com/dp/B08QRKY3NJ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 270 Count Flip-Top Packs**Amazon Elements**$6.45**51,673 rev3w ago](https://www.amazon.com/dp/B0G47WXS76) [**Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count**HUGGIES**$2.28**598 rev5mo ago](https://www.amazon.com/dp/B0G36YH9RG) [**Huggies Extra Large Baby Wipes Unscented 9 Flip-Top Packs 378 XL Wipes Total Packaging May Vary**HUGGIES**$14.25**4,116 rev1y ago](https://www.amazon.com/dp/B0DPR78B37) [**Huggies Natural Care Sensitive Baby Wipes Unscented Hypoallergenic 99% Purified Water 24 Soft Packs of 56 (1344 Wipes Total)**HUGGIES**$36.75**126,360 rev1y ago](https://www.amazon.com/dp/B0DJ3W24MV) [**Pampers Ultraclean Baby Wipes (Previously Free & Gentle) 99% Water Hypoallergenic Unscented 100% Plant Based Plastic-Free 936 Wipes Total (12X Flip-Top Packs)**Pampers**$30.02**2,211 rev2y ago](https://www.amazon.com/dp/B0CVH1SPNX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Elements Baby Wipes Unscented Hypoallergenic Alcohol-Free With Aloe and Vitamin E 270 Count Flip-Top Packs**Amazon Elements**$6.45**4.7★**▲ 300%**](https://www.amazon.com/dp/B0G47WXS76) [**Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count**HUGGIES**$2.28**4.6★**▲ 109%**](https://www.amazon.com/dp/B0G36YH9RG) [**Huggies Natural Care Sensitive Baby Wipes Unscented Hypoallergenic 99% Purified Water 1 Flip-Top Pack (56 Wipes Total)**HUGGIES**$2.16**4.8★**▲ 81%**](https://www.amazon.com/dp/B00LSCGZMQ) [![Pampers Sensitive Baby Wipes Clinically Proven Fragrance Free Unscented Water Based Hypoallergenic Multi-Use Hand Wipes 1344 Wipes Total (24X Flip-Top Packs) [Packaging May Vary]](https://m.media-amazon.com/images/I/41Smk2MoyvL.jpg)**Pampers Sensitive Baby Wipes Clinically Proven Fragrance Free Unscented Water Based Hypoallergenic Multi-Use Hand Wipes 1344 Wipes Total (24X Flip-Top Packs) \[Packaging May Vary\]**Pampers**$39.01**4.8★**▲ 60%**](https://www.amazon.com/dp/B0CMVJXXZ2) [**Huggies Skin Essentials Baby Wipes Hypoallergenic 99% Water 10 Flip Top Packs (560 Wipes Total)**HUGGIES**$25.90**4.8★**▲ 54%**](https://www.amazon.com/dp/B0CQ74ZPTW)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Cleaning**16%
*“Cleansup great”*
**Value For Money**13%
*“They are affordable”*
**Quality-Overall**12%
*“The quality is consistent”*
**Smell**6%
*“Fresh scent”*
**Soft Feel**6%
*“Nice and Soft”*
**Cleansing**4%
*“Clean and fresh”*
**Moist/Dry**3%
*“Very moist”*
**Ease Of Use**3%
*“Easy clean”*
**Advertised Vs Actual Product**3%
*“exactly as pictured”*
**Allergies**3%
*“dont irritate”*
### **What buyers complain about **
**Ease Of Cleaning**11%
*“Inadequate for cleaning”*
**Moist/Dry**10%
*“Barely moist”*
**Size-Overall**8%
*“Finally larger size”*
**Thickness**8%
*“Not as thick as Id like”*
**Allergies**6%
*“Skin irritation”*
**Quality-Overall**6%
*“No Quality Control”*
**Smell**5%
*“Awful smell”*
**Value For Money**3%
*“too expensive”*
**Ease Of Use**3%
*“Difficult to use”*
**Durability**2%
*“Not Very Durable”*
### **Top return reasons **
**Value For Money**18%
**Size-Overall**13%
**Advertised Vs Actual Product**12%
**Smell**11%
**Moist/Dry**8%
**Functionality-Overall**5%
**Ease Of Cleaning**5%
**Quality-Overall**3%
**Leak-Proof**2%
**Thin**2%
## **Common questions**
- **Is baby wipes profitable to sell on Amazon United States?**
- The niche generates $60.8M/yr across 38 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +8.1%. Flapen's verdict: Launch it (62/100).
- **How competitive is the baby wipes niche?**
- 8 brands and 176 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 93% of demand.
- **What do buyers complain about in baby wipes?**
- Top complaints mined from reviews: Ease Of Cleaning, Moist/Dry, Size-Overall. The return rate is 0.2%.
- **When does demand for baby wipes peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the baby wipes niche?**
- Listings span $2.16–$41.12; the average listing price is $17.97 (sweet spot $15–$100). The average incumbent carries 86,959 reviews — the moat a new listing must climb.
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