Is organic makeup remover wipes profitable to sell on Amazon United States?

The niche generates $520K/yr across 9 tracked products. 90-day search growth is -3.4%. Flapen's verdict: Skip it (46/100).

How competitive is the organic makeup remover wipes niche?

6 brands and 29 sellers compete. The top 5 products take 89% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in organic makeup remover wipes?

Top complaints mined from reviews: Moist/Dry, Allergies, Smell. The return rate is 0.4%.

When does demand for organic makeup remover wipes peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the organic makeup remover wipes niche?

Listings span $6.37–$25.46; the average listing price is $13.66 (sweet spot $15–$100). The average incumbent carries 9,377 reviews — the moat a new listing must climb.

organic makeup remover wipes

Skip it

Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.

Conversion

Incredible16.4%

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

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Avg price

Good$13.66

avg listing price — sweet spot $15–$100

Market size

Good$520K

$520K/yr · 232K searches

Price range

Good$6.37–$25.46

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-3.4%

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

Review moat

Bad9,377

avg incumbent reviews — the moat a new listing must climb

Competition

Bad89%

top-5 click share — a locked-up shelf

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, organic makeup remover wipes is a $520K/yr Amazon United States market (232K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 46/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

organic makeup remover wipes market data

Units sold / yr: 30K–40K; avg 3,000–4,000/product
Revenue / yr: $410K–$546K; units × avg price
Conversion rate: 16.4%
Avg BSR: #30
Page quality: 0%
Prime: 100%
Sponsored: 78%
Out of stock: 0.0%
Avg brand age: 65 months
Avg seller age: 135 days

Competition & brand share

The top 5 products capture 89% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 flat

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

89%

Top 20: 100%

Open market

Honest Beauty84%
The Face Shop4%
CeraVe4%
Burt's Bees3%
The Honest Company3%
Ursa Major2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top organic makeup remover wipes search terms

honest makeup wipes23K/yr +47.9%32.1% conv.
honest makeup48K/yr -20.9%1.2% conv.
honest face wipes20K/yr +10.1%23.8% conv.
organic makeup remover wipes19K/yr -1.9%7.8% conv.
organic face wipes14K/yr +7.8%4.6% conv.
honest makeup remover wipes30K/yr -47.9%21.7% conv.
honest beauty makeup18K/yr -46.9%0.3% conv.
natural makeup remover wipes9K/yr +4.1%8.8% conv.
natural face wipes6K/yr +6.8%4.0% conv.
honest face5K/yr +11.6%0.5% conv.

All search terms

Top organic makeup remover 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★)

All 9 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Honest Beauty Fragrance Free Cleansing Makeup Remover Facial Wipes Plant Based Hypoallergenic Sensitive Skin 90 Count

Honest Beauty$19.474.4★8,569 rev

Honest Beauty Fragrance Free Cleansing Makeup Remover Facial Wipes | Plant Based Hypoallergenic Gentle for Sensitive Skin | 30 Count

Honest Beauty$7.874.4★8,569 rev

THE FACE SHOP Rice Water Bright Makeup Remover Wipes for Face Moisturizing Infused with Rice Extract Disposable Cleansing Facial Wipes 50 Count

The Face Shop$9.424.6★2,605 rev

CeraVe Makeup Remover Wipes Plant Based Face Wipes Biodegradable in Compost Waterless Face Wash Travel Essentials for Women Suitable for Sensitive Skin Fragrance-free + Non-comedogenic 25ct

CeraVe$10.594.6★6,543 rev

Burts Bees Micellar Rose Water Facial Towelettes 100% Plant Based Cloth; 99% Natural Origin; Remove Makeup Cleanse Hydrate; No Greasy Oily Residue; All Skin Types; 30 Ct Pack of 3 (Pack May Vary)

Burt's Bees$15.214.6★11,973 rev

Newest

by launch date

THE FACE SHOP Rice Water Bright Makeup Remover Wipes for Face Moisturizing Infused with Rice Extract Disposable Cleansing Facial Wipes 50 Count

The Face Shop$9.422,605 rev

3y ago

Honest Beauty Fragrance Free Cleansing Makeup Remover Facial Wipes Plant Based Hypoallergenic Sensitive Skin 90 Count

Honest Beauty$19.478,569 rev

4y ago

CeraVe Makeup Remover Wipes Plant Based Face Wipes Biodegradable in Compost Waterless Face Wash Travel Essentials for Women Suitable for Sensitive Skin Fragrance-free + Non-comedogenic 25ct

CeraVe$10.596,543 rev

4y ago

The Honest Company Hydrate and Cleanse Naturally Scented Wipes Cleansing Multi-Tasking 99% Water Plant Based Hypoallergenic Aloe Cucumber 60 Count

The Honest Company$6.372,275 rev

5y ago

Burts Bees Micellar Rose Water Facial Towelettes 100% Plant Based Cloth; 99% Natural Origin; Remove Makeup Cleanse Hydrate; No Greasy Oily Residue; All Skin Types; 30 Ct Pack of 3 (Pack May Vary)

Burt's Bees$15.2111,973 rev

5y ago

What buyers say about organic makeup remover wipes

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

What buyers love

Cleansing16%

“Great at removing makeup”

Soft Feel11%

“Leaves skin soft”

Quality-Overall9%

“Excellent quality, I love this clean Brand”

Ease Of Cleaning9%

“Make clean up a breeze”

Smell8%

“fresh scents”

Moist/Dry5%

“also moisturizes”

Eyelash Quality4%

“Excellent with primer and mascara”

Suitability Combination Skin4%

“Perfect for sensitive skin”

Ease Of Use3%

“Easy to use”

Value For Money3%

“Excellent value”

What buyers complain about

Moist/Dry10%

“Dried out”

Allergies9%

“Highly irritating”

Smell9%

“Funny smell”

Size-Overall6%

“Falls very short”

Sensitivity-Overall5%

“Not good for sensitive skin”

Ease Of Cleaning4%

“It takes a bit more effort than the wipes I was using”

Value For Money3%

“a bit pricey”

Functionality-Overall2%

“Just doesnt live up to its main purpose”

Eyelash Quality2%

“cannot wear black mascara”

Smudge Resistance2%

“All this product does is smear the mascara on my skin”

Top return reasons

Color15%

Moist/Dry13%

Smell12%

Advertised Vs Actual Product11%

Functionality-Overall6%

Value For Money5%

Size-Overall4%

Product Condition4%

Eyeliner Quality2%

Skin Health2%

Common questions

Is organic makeup remover wipes profitable to sell on Amazon United States?: The niche generates $520K/yr across 9 tracked products. 90-day search growth is -3.4%. Flapen's verdict: Skip it (46/100).
How competitive is the organic makeup remover wipes niche?: 6 brands and 29 sellers compete. The top 5 products take 89% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in organic makeup remover wipes?: Top complaints mined from reviews: Moist/Dry, Allergies, Smell. The return rate is 0.4%.
When does demand for organic makeup remover wipes peak?: Demand is steady year-round — the busiest month runs 1.5× the quietest.
What does it cost to enter the organic makeup remover wipes niche?: Listings span $6.37–$25.46; the average listing price is $13.66 (sweet spot $15–$100). The average incumbent carries 9,377 reviews — the moat a new listing must climb.