---
title: "Johnson and Johnson Wipes — $77K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/baby-products/johnson-and-johnson-wipes"
last_updated: "2026-08-09T15:16:18.704Z"
locale: en
meta:
description: "Niche score 44/100 · $77K/yr market · 51K searches/yr · $10.80 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $77K/yr market · 51K searches/yr · $10.80 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Johnson and Johnson Wipes — $77K/yr Amazon US Niche (2026) - Flapen"
---
# **johnson and johnson wipes**
**Skip it**
Strong incumbent ratings (4.7★) — this niche doesn't clear our bar today.
Market size 19Growth 54Conversion 96Competition 30Returns 99Price range 25Avg price 40Brand share 26Review moat 21Quality gap 18
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.2%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Good****+26.5%**
90-day search growth — must beat 0% to launch
**Avg price**
**Okay****$10.80**
avg listing price — sweet spot $15–$100
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****90%**
top-5 brand share — brands hold most of the demand
**Price range**
**Okay****$2.28–$19.20**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Bad****10,781.58**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****$77K**
$77K/yr · 51K searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, johnson and johnson wipes is a $77K/yr Amazon United States market (51K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Jun. Verdict: Skip it — 44/100.
Data updated Jul 12, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **johnson and johnson wipes market data**
- **Units sold / yr**
- **8K–10K**
- avg 250–500/product
- **Revenue / yr**
- **$86K–$108K**
- units × avg price
- **Conversion rate**
- **14.2%**
- **Avg BSR**
- **#87**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **58%**
- **Out of stock**
- **0.4%**
- **Avg brand age**
- **63 months**
- **Avg seller age**
- **152 days**
## **Competition & brand share**
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**12 **▲rising
**Sellers**
**66**
**Top-5 brand share**
**90%**
Top 20: 100%
**Top-5 click share**
**67%**
Top 20: 100%
**Open market**
**8%**
- Wet Ones58% - Johnson's Baby14% - Mama Bear11% - WaterWipes4% - The Honest Company3% - Boogie2% - Open — no brand owns it (6 brands, 8%)
## **Demand & seasonality**
Weekly Amazon search volume, last 102 weeks — +26.5% search growth over the last 90 days.
2K1KSpike '24Spike '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jun · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/us/baby-products/johnson-and-johnson-wipes/trend)
## **Top johnson and johnson wipes search terms**
- **hand and face wipes**20K/yr+33.0%8.4% conv. - **wet ones sensitive skin wipes**19K/yr+19.8%16.8% conv. - **face and hand wipes**5K/yr+28.5%6.5% conv. - **hand and face wipes for kids**4K/yr+37.1%7.4% conv. - **wet ones sensitive**2K/yr+7.5%14.0% conv. [**All search terms **](https://flapen.com/research/us/baby-products/johnson-and-johnson-wipes/search-terms)
## **Top johnson and johnson 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%5%$4K10%$8K15%$12K20%$15K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Wet Ones Hand and Face Wipes Unscented | Wet Ones Sensitive Skin Wipes for Hands and Face 40 ct. Canister**Wet Ones**$3.22**4.8★2,578 rev](https://www.amazon.com/dp/B0014D2DA2) [2**Wet Ones Hand Wipes 20 Wipes (Pack of 10)**Wet Ones**$18.38**4.7★7,970 rev](https://www.amazon.com/dp/B01KJ92URC) [3**Wet Ones Hand and Face Wipes Sensitive Skin Unscented Hand and Face 40ct Canister (6 pack)**Wet Ones**$17.64**4.8★2,578 rev](https://www.amazon.com/dp/B005G84GEW) [4**Amazon Brand - Mama Bear Baby Hand & Face Wipes Unscented Fragrance Free Cleansing Formulated without Parabens and Phthalates 180 Count (9 Packs of 20)**Mama Bear**$15.35**4.5★348 rev](https://www.amazon.com/dp/B0CLDMPWJT) [5**Wet Ones Hand and Face Wipes Unscented for Sensitive Skin Individually Wrapped 24 Count 6 Pack**Wet Ones**$17.89**4.8★2,147 rev](https://www.amazon.com/dp/B07YP742VB)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count**HUGGIES**$2.28**598 rev5mo ago](https://www.amazon.com/dp/B0G36YH9RG) [**Dorahoney Unscented Travel Wet Wipes 99% Purified Water Mini Wipes for Sensitive Skin Hypoallergenic & Plastic-Free Pocket Wipes 48 Count (8 Packs of 6)**DORAHONEY**$8.30**332 rev10mo ago](https://www.amazon.com/dp/B0FFGST66J) [**WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 28 Count (Pack of 1)**WaterWipes**$2.85**2,032 rev1y ago](https://www.amazon.com/dp/B0DG4GP7C9) [**WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)**WaterWipes**$16.58**2,032 rev1y ago](https://www.amazon.com/dp/B0DG4GZBFX) [**Amazon Brand - Mama Bear Baby Hand & Face Wipes Unscented Fragrance Free Cleansing Formulated without Parabens and Phthalates 180 Count (9 Packs of 20)**Mama Bear**$15.35**348 rev2y ago](https://www.amazon.com/dp/B0CLDMPWJT)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Huggies Extra Large Unscented Wipes 1 Flip-Top Pack 42 Count**HUGGIES**$2.28**4.6★**▲ 214%**](https://www.amazon.com/dp/B0G36YH9RG) [**WaterWipes Sensitive+ On The Go Wipes 3-In-1 Cleans Cares Protects 99.9% Water Unscented & Hypoallergenic Wet Wipes 224 Count (8 Packs)**WaterWipes**$16.58**4.7★**▲ 167%**](https://www.amazon.com/dp/B0DG4GZBFX) [**Dorahoney Unscented Travel Wet Wipes 99% Purified Water Mini Wipes for Sensitive Skin Hypoallergenic & Plastic-Free Pocket Wipes 48 Count (8 Packs of 6)**DORAHONEY**$8.30**4.6★**▲ 94%**](https://www.amazon.com/dp/B0FFGST66J) [**Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary**Amazon Basics**$4.57**4.5★**▲ 86%**](https://www.amazon.com/dp/B095KCG1Q2) [**WipeEssentials Hand Sanitizer Hand Wipes for Adults and Kids - 90 wipes - 3 Packs of 30ct Hand Sanitizing Wipes Travel Essentials**Diamond Wipes**$10.32**4.8★**▲ 36%**](https://www.amazon.com/dp/B0798XNVTS)
**~~View all trending →~~**
## **What buyers say about johnson and johnson wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Cleaning**17%
*“Cleans Great”*
**Value For Money**10%
*“They are affordable”*
**Ease Of Use**9%
*“Extremely handy”*
**Quality-Overall**8%
*“Excellent Quality”*
**Size-Overall**8%
*“Fits on my bag easily”*
**Smell**5%
*“Clean fragrance”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Soft Feel**4%
*“These are super smooth”*
**Cleansing**4%
*“Great for cleaning up”*
**Moist/Dry**3%
*“Stays moist”*
### **What buyers complain about **
**Size-Overall**13%
*“Smaller than expected”*
**Moist/Dry**10%
*“Barely moist”*
**Smell**9%
*“Awful smell”*
**Thickness**9%
*“They are not as thick as some other wipes you can get in stores”*
**Ease Of Cleaning**6%
*“Creates a HUGE mess instead of cleaning like it's supposed to”*
**Quality-Overall**4%
*“Where is the quality control”*
**Value For Money**3%
*“too expensive”*
**Ease Of Use**3%
*“difficult to remove easily”*
**Allergies**3%
*“irritated so often”*
**Durability**2%
*“Break apart”*
### **Top return reasons **
**Size-Overall**31%
**Advertised Vs Actual Product**15%
**Smell**13%
**Value For Money**12%
**Moist/Dry**4%
**Leak-Proof**3%
**Certifications**2%
**Functionality-Overall**2%
**Ease Of Cleaning**2%
**Ingredients-Overall**2%
## **Common questions**
- **Is johnson and johnson wipes profitable to sell on Amazon United States?**
- The niche generates $77K/yr across 19 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +26.5%. Flapen's verdict: Skip it (44/100).
- **How competitive is the johnson and johnson wipes niche?**
- 12 brands and 66 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 90% of demand.
- **What do buyers complain about in johnson and johnson wipes?**
- Top complaints mined from reviews: Size-Overall, Moist/Dry, Smell. The return rate is 0.2%.
- **When does demand for johnson and johnson wipes peak?**
- Demand peaks in Jun; the busiest month runs 1.8× the quietest.
- **What does it cost to enter the johnson and johnson wipes niche?**
- Listings span $2.28–$19.20; the average listing price is $10.80 (sweet spot $15–$100). The average incumbent carries 10,782 reviews — the moat a new listing must climb.
## **Related niches in Baby Products**
- 65 [**baby car seat fan**](https://flapen.com/research/us/baby-products/baby-car-seat-fan)$31K/yr+151.9%**Worth a look**- 65 [**tummy time toys**](https://flapen.com/research/us/baby-products/tummy-time-toys)$11.8M/yr-9.5%**Worth a look**- 65 [**sunscreen brush**](https://flapen.com/research/us/baby-products/sunscreen-brush)$615K/yr+314.7%**Worth a look**- 65 [**toddler step stool**](https://flapen.com/research/us/baby-products/toddler-step-stool)$4.1M/yr-7.9%**Worth a look**- 65 [**training diapers 2t-3t**](https://flapen.com/research/us/baby-products/training-diapers-2t-3t)$6.1M/yr+8.7%**Launch it**- 65 [**water baby carrier**](https://flapen.com/research/us/baby-products/water-baby-carrier)$431K/yr+176.5%**Worth a look**[**All Baby Products niches **](https://flapen.com/research/us/baby-products)