Is organic wipes profitable to sell on Amazon United States?

The niche generates $339K/yr across 14 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +18.7%. Flapen's verdict: Worth a look (53/100).

How competitive is the organic wipes niche?

11 brands and 41 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in organic wipes?

Top complaints mined from reviews: Ease Of Cleaning, Allergies, Value For Money. The return rate is 0.3%.

What does it cost to enter the organic wipes niche?

Listings span $4.71–$54.20; the average listing price is $26.73 (sweet spot $15–$100). The average incumbent carries 18,782 reviews — the moat a new listing must climb.

organic wipes

Worth a look

Shows low returns (0.3%), but a deep review moat (18,782 avg reviews) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Avg price

Incredible$26.73

avg listing price — sweet spot $15–$100

Price range

Great$4.71–$54.20

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Great7.4%

search→purchase rate — share of searches ending in a sale

Market size

Good$339K

$339K/yr · 172K searches

Growth

Okay+18.7%

90-day search growth — must beat 0% to launch

Brand share

Okay81%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Competition

Okay70%

top-5 click share — leaders hold, buyers still browse

Review moat

Bad18,781.86

avg incumbent reviews — the moat a new listing must climb

Signals Low Review Barrier

According to Flapen's Amazon United States niche tracking, organic wipes is a $339K/yr Amazon United States market (172K searches/yr). The top 5 brands hold 81% of demand. Verdict: Worth a look — 53/100.

Data updated Jul 12, 2026 · scored weekly · How we score niches

organic wipes market data

Units sold / yr: 13K–15K; avg 500–750/product
Revenue / yr: $334K–$401K; units × avg price
Conversion rate: 7.4%
Avg BSR: #225
Page quality: 0%
Prime: 100%
Sponsored: 86%
Out of stock: 3.5%
Avg brand age: 60 months
Avg seller age: 153 days

Competition & brand share

The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 falling

Sellers

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

14%

Healthybaby40%
The Honest Company22%
JOONYA7%
ATTITUDE6%
Molly's Suds6%
Pura5%
Open — no brand owns it (5 brands, 14%)

Top organic wipes search terms

healthy baby wipes49K/yr +20.1%8.0% conv.
organic wipes23K/yr +9.3%4.7% conv.
non toxic wipes18K/yr +28.8%3.2% conv.
pipette baby wipes9K/yr +45.7%1.8% conv.
pipette wipes9K/yr +15.2%2.4% conv.
healthybaby wipes6K/yr +36.8%6.2% conv.
organic baby wipes non toxic6K/yr +34.4%4.5% conv.
biodegradable baby wipes8K/yr +8.8%4.1% conv.
ewg verified baby wipes4K/yr +44.9%3.4% conv.
ewg baby wipes5K/yr +12.0%3.5% conv.

All search terms

Top organic 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

HealthyBaby Our Wet Wipes | EWG Verified Safe | 100% Water & Plant Based | Unscented & Safe for Sensitive Skin | Fragrance Free and Totally Chlorine Free (8 packs 512 wipes)

Healthybaby$54.204.5★215 rev

The Honest Company Hypoallergenic Multi-Use Baby Wipes for Sensitive Skin Geo Mood 288 Count

The Honest Company$17.754.8★53,981 rev

JOONYA Unscented Baby Wipes Plant-Based Fragrance-Free Bulk Diaper Wipes | Hypoallergenic Non-Toxic & Biodegradable Wet Wipes for Sensitive Newborn Skin | 3 Packs of 80 (240 Total)

JOONYA$25.494.7★530 rev

ATTITUDE Baby Water Wipes EWG Verified Safe for Newborns Unscented & Fragrance-Free 99% Water Gentle Vegan & Dermatologically Tested Travel Pack with Hard Lid 72 Count (Pack of 3)

ATTITUDE$20.694.7★169 rev

Mollys Suds Sensitive Clean Baby Wipes | 99% Water Plant-Based Fragrance Free | 384 Total Wipes (6 Flip-Top Packs)

Molly's Suds$27.904.3★272 rev

Newest

by launch date

Pipette Water-Based Baby Wipes 240 Count (Pack of 4) FragranceFree & Gentle Made with 100% PlantDerived Fibers SqualaneInfused for Soft Moisturized Skin

Pipette$21.890 rev

4mo ago

ATTITUDE Baby Water Wipes EWG Verified Safe for Newborns Unscented & Fragrance-Free 99% Water Gentle Vegan & Dermatologically Tested Travel Pack with Hard Lid 72 Count (Pack of 3)

ATTITUDE$20.69169 rev

10mo ago

HealthyBaby Our Wet Wipes | EWG Verified Safe | 100% Water & Plant Based | Unscented & Safe for Sensitive Skin | Fragrance Free and Totally Chlorine Free (8 packs 512 wipes)

Healthybaby$54.20215 rev

1y ago

Mollys Suds Sensitive Clean Baby Wipes | 99% Water Plant-Based Fragrance Free | 384 Total Wipes (6 Flip-Top Packs)

Molly's Suds$27.90272 rev

1y ago

Eco Wave Baby Wipes 100% Compostable Eco-Friendly Bamboo Wipes Unscented Hypoallergenic Vegan Alcohol-Free Suitable For Sensitive Skin

Eco Wave$41.12228 rev

2y ago

What buyers say about organic wipes

What buyers praise and complain about, mined from review topics.

What buyers love

Ease Of Cleaning16%

“Cleans well”

Quality-Overall11%

“Excellent product”

Cleansing10%

“Effectively cleans”

Smell6%

“No yucky smell”

Soft Feel6%

“They are soft”

Value For Money5%

“Good price”

Sensitivity-Overall5%

“Works well for my baby's sensitive skin”

Allergies4%

“dont irritate”

Thickness3%

“They're thick and stay moist”

Moist/Dry3%

“also help to moisturize”

What buyers complain about

Ease Of Cleaning9%

“not clean.”

Allergies8%

“Very sensitive skin...reaction”

Value For Money7%

“They are pricey”

Smell7%

“strange scent”

Thickness6%

“These are too thin and rough”

Moist/Dry5%

“Thin and Dry”

Ease Of Use3%

“Difficult to use”

Size-Overall3%

“Larger than most Wipes”

Sensitivity-Overall3%

“For the very sensitive”

Quality-Overall2%

“The quality is so bad”

Top return reasons

Value For Money21%

Advertised Vs Actual Product15%

Smell13%

Size-Overall8%

Ease Of Cleaning6%

Moist/Dry6%

Functionality-Overall4%

Ingredients-Overall3%

Leak-Proof3%