Is pura wipes profitable to sell on Amazon United States?

The niche generates $531K/yr across 16 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +19.4%. Flapen's verdict: Worth a look (52/100).

How competitive is the pura wipes niche?

6 brands and 32 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in pura wipes?

Top complaints mined from reviews: Value For Money, Allergies, Thickness. The return rate is 0.4%.

When does demand for pura wipes peak?

Demand peaks in Nov; the busiest month runs 2.6× the quietest.

What does it cost to enter the pura wipes niche?

Listings span $3.62–$131.97; the average listing price is $38.99 (sweet spot $15–$100). The average incumbent carries 4,160 reviews — the moat a new listing must climb.

pura wipes

Worth a look

Shows low returns (0.4%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Avg price

Incredible$38.99

avg listing price — sweet spot $15–$100

Conversion

Great9.2%

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

Price range

Good$3.62–$131.97

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

Market size

Good$531K

$531K/yr · 147K searches

Growth

Okay+19.4%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad4,160.25

avg incumbent reviews — the moat a new listing must climb

Competition

Bad76%

top-5 click share — a locked-up shelf

Brand share

Bad99%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, pura wipes is a $531K/yr Amazon United States market (147K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Nov. Verdict: Worth a look — 52/100.

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

pura wipes market data

Units sold / yr: 13K–15K; avg 1,000–1,250/product
Revenue / yr: $487K–$585K; units × avg price
Conversion rate: 9.2%
Avg BSR: #98
Page quality: 0%
Prime: 100%
Sponsored: 88%
Out of stock: 0.0%
Avg brand age: 48 months
Avg seller age: 138 days

Competition & brand share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 flat

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

JOONYA53%
Pura32%
Jackson Reece9%
ATTITUDE2%
Pipette2%
The Honest Company1%

Demand & seasonality

Weekly Amazon search volume, last 93 weeks — +19.4% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 2.6×

Open Trend

Top pura wipes search terms

pura wipes35K/yr +12.2%10.7% conv.
joonya diapers22K/yr +36.4%3.5% conv.
joonya baby wipes24K/yr +20.3%14.3% conv.
pura baby wipes14K/yr +1.1%9.5% conv.
pipette baby wipes9K/yr +45.7%1.8% conv.
kinder by nature baby wipes9K/yr +44.7%5.0% conv.
pipette wipes9K/yr +15.2%2.3% conv.
joonya7K/yr +12.7%5.1% conv.
joonya wipes6K/yr +1.0%11.9% conv.
pura wipes baby7K/yr -14.3%13.0% conv.

All search terms

Top pura 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Pura Natural Sensitive Baby Wipes 99% Water Unscented & Hypoallergenic Suitable for Sensitive & Eczema-prone Skin Hypoallergenic EWG Verified 10 Pack of 60 Wet Wipes (600 Diaper Wipes) Bulk Buy

Pura$31.054.1★2,552 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

JOONYA Unscented Baby Wipes Plant-Based Fragrance-Free Bulk Diaper Wipes | Hypoallergenic Non-Toxic & Biodegradable Wet Wipes for Sensitive Newborn Skin | 12 Packs of 80 (960 Total)

JOONYA$81.214.7★530 rev

Joonya Baby Diapers Size 2 S (7-13 lb) - 1 Bag of 30 - Non Toxic Eco-Friendly High Absorbency Overnight Use Ultra Slim & Soft - Made in Denmark

JOONYA$22.844.5★261 rev

Kinder by Nature Water-Based Baby Wipes - 672 Count (12 packs of 56) -Unscented and Hypoallergenic - 99% water - 100% biodegradable - Plastic-Free Baby Wipes

Jackson Reece$46.424.2★1,462 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

Joonya Pull-Up Pants Baby Diapers Size 5 XL (24-37 lb) - 1 Bag of 23 - Non Toxic Eco-Friendly High Absorbency Overnight Use Ultra Slim & Soft - Made in Denmark

JOONYA$22.88195 rev

2y ago

Pura Natural Sensitive Baby Wipes 99% Water Unscented & Hypoallergenic Suitable for Sensitive & Eczema-prone Skin Hypoallergenic EWG Verified 10 Pack of 60 Wet Wipes (600 Diaper Wipes) Bulk Buy

Pura$31.052,552 rev

2y ago

Joonya Baby Diapers Size 1 XS (4-9 lb) - 1 Bag of 32 - Non Toxic Eco-Friendly High Absorbency Overnight Use Ultra Slim & Soft - Made in Denmark

JOONYA$22.79261 rev

2y ago

What buyers say about pura wipes

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

What buyers love

Quality-Overall11%

“Amazing quality”

Ease Of Cleaning9%

“These clean great”

Cleansing9%

“Great Everyday Baby Wipes”

Soft Feel6%

“Love the softness”

Toxic/Chemical Free6%

“super plus for them being non toxic”

Allergies4%

“completely rash-free so far”

Size-Overall4%

“Good fit”

Ingredients-Overall3%

“The ingredients are clean”

Leak-Proof3%

“They have really hefty capacity, and never leak”

Sensitivity-Overall3%

“gentle on sensitive skin”

What buyers complain about

Value For Money10%

“too expensive”

Allergies9%

“irritated his skin”

Thickness9%

“thin material not as wet as I would like”

Smell7%

“have a chemical smell”

Size-Overall6%

“Runs small”

Ease Of Cleaning5%

“These are some of the absolute worst wipes”

Moist/Dry4%

“not very moist at all”

Quality-Overall4%

“the quality of the seal tab isn't the best”

Hard Feel2%

“Little rough”

Durability2%

“Break apart”

Top return reasons

Size-Overall26%

Smell12%

Advertised Vs Actual Product11%

Value For Money9%

Moist/Dry6%

Functionality-Overall5%

Ease Of Cleaning5%

Leak-Proof4%

Thin3%

Ingredients-Overall3%

Common questions

Is pura wipes profitable to sell on Amazon United States?: The niche generates $531K/yr across 16 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +19.4%. Flapen's verdict: Worth a look (52/100).
How competitive is the pura wipes niche?: 6 brands and 32 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in pura wipes?: Top complaints mined from reviews: Value For Money, Allergies, Thickness. The return rate is 0.4%.
When does demand for pura wipes peak?: Demand peaks in Nov; the busiest month runs 2.6× the quietest.
What does it cost to enter the pura wipes niche?: Listings span $3.62–$131.97; the average listing price is $38.99 (sweet spot $15–$100). The average incumbent carries 4,160 reviews — the moat a new listing must climb.

pura wipes

pura wipes market data

Competition & brand share

Demand & seasonality

Top pura wipes search terms

Top pura wipes products on Amazon

Top sellers

Newest

Trending

What buyers say about pura wipes

What buyers love

What buyers complain about

Top return reasons

Common questions

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