equate flushable wipes
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great7.7%search→purchase rate — share of searches ending in a sale
Avg price
Okay$11.41avg listing price — sweet spot $15–$100
Price range
Okay$4.57–$20.03cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$113K$113K/yr · 129K searches
Growth
Bad-3.5%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Competition
Bad97%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Review moat
Bad70,134avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, equate flushable wipes is a $113K/yr Amazon United States market (129K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jun–Oct–Dec. Verdict: Skip it — 32/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
equate flushable wipes market data
- Units sold / yr
- 13K–15K
- avg 1,000–1,250/product
- Revenue / yr
- $143K–$171K
- units × avg price
- Conversion rate
- 7.7%
- Avg BSR
- #786
- Page quality
- 0%
- Prime
- 50%
- Sponsored
- 50%
- Out of stock
- 0.0%
- Avg brand age
- 57 months
- Avg seller age
- 125 days
Competition & brand share
The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 flat
Sellers
335
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
97%
Top 20: 100%
Open market
0%
- Equate57%
- Big Man18%
- Amazon Basics9%
- Cottonelle9%
- Generic9%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.5% search growth over the last 90 days.Peak months: May, Jun, Oct, Dec · busiest ÷ quietest = 1.8×
Top equate flushable wipes search terms
- equate flushable wipes80K/yr
- equate wipes32K/yr
- flushable wipes equate6K/yr
- equate wipes flushable pack5K/yr
- wipes equate3K/yr
- equate flushable wipes for adults4K/yr
Top equate flushable 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.
All 6 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Equate Flushable Wipes Fresh Scent 240 Ct
Equate$10.854.7★182 rev
Pacheco Flushable Wipes Fresh Scent 5 packs of 48 wipes 240 wipes total
Big Man$10.214.7★648 rev
Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary
Amazon Basics$4.574.5★51,402 rev
Generic 2 PACK Fresh Scent Flushable Wipes 5 Resealable Packs 240Wipes 480 Total Wipes
Generic$20.034.7★82 rev
Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary
Cottonelle$14.794.7★184,245 rev
Newest
by launch dateGeneric 2 PACK Fresh Scent Flushable Wipes 5 Resealable Packs 240Wipes 480 Total Wipes
Generic$20.0382 rev
Pacheco Flushable Wipes Fresh Scent 5 packs of 48 wipes 240 wipes total
Big Man$10.21648 rev
Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary
Amazon Basics$4.5751,402 rev
Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary
Cottonelle$14.79184,245 rev
Equate Flushable Wipes Fresh Scent 240 Ct
Equate$10.85182 rev
Trending
90-day click momentumEquate Flushable Wipes Fresh Scent 240 Ct
Equate$10.854.7★
Generic 2 PACK Fresh Scent Flushable Wipes 5 Resealable Packs 240Wipes 480 Total Wipes
Generic$20.034.7★
Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary
Amazon Basics$4.574.5★
Cottonelle Fresh Care Flushable Wet Wipes Adult Wet Wipes 4 Flip-Top Packs 42 Wipes Per Pack (168 Total Wipes) Packaging May Vary
Cottonelle$8.004.7★
Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary
Cottonelle$14.794.7★
What buyers say about equate flushable wipes
What buyers praise and complain about, mined from review topics.What buyers love
“clean doing a great job”
“They are affordable”
“Best quality”
“Smells fresh”
“Easy to use”
“As advertised”
“keep you clean”
“These are super smooth”
“Fresh Clean”
“moisture level is perfect”
What buyers complain about
“Pack is small”
“They are not as thick as some other wipes you can get in stores”
“Wipes are barely moist”
“A customer of us who bought this product placed a complaint that it doesn't clean properly”
“Unfortunately, the quality isnt great and it tears easily”
“Fishy smell”
“Not Very Durable”
“They are overpriced for what you get”
“Rash”
“makes them frustrating to use”
Top return reasons
Common questions
- Is equate flushable wipes profitable to sell on Amazon United States?
- The niche generates $113K/yr across 6 tracked products. 90-day search growth is -3.5%. Flapen's verdict: Skip it (32/100).
- How competitive is the equate flushable wipes niche?
- 5 brands and 335 sellers compete. The top 5 products take 97% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in equate flushable wipes?
- Top complaints mined from reviews: Size-Overall, Thickness, Moist/Dry. The return rate is 0.1%.
- When does demand for equate flushable wipes peak?
- Demand peaks in May–Jun–Oct–Dec; the busiest month runs 1.8× the quietest.
- What does it cost to enter the equate flushable wipes niche?
- Listings span $4.57–$20.03; the average listing price is $11.41 (sweet spot $15–$100). The average incumbent carries 70,134 reviews — the moat a new listing must climb.