---
title: "Equate Flushable Wipes — $113K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/equate-flushable-wipes"
last_updated: "2026-08-11T04:32:42.962Z"
locale: en
meta:
description: "Niche score 32/100 · $113K/yr market · 129K searches/yr · $11.41 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 32/100 · $113K/yr market · 129K searches/yr · $11.41 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Equate Flushable Wipes — $113K/yr Amazon US Niche (2026) - Flapen"
---
# **equate flushable wipes**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 27Growth 23Conversion 78Competition 3Returns 99Price range 33Avg price 45Brand share 0Review moat 0Quality gap 21
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.7%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****$11.41**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****$4.57–$20.03**
cheapest 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**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****97%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****70,134**
avg incumbent reviews — the moat a new listing must climb
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=us&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KSpike '24Holiday '24Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May, Jun, Oct, Dec · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/us/health-household/equate-flushable-wipes/trend)
## **Top equate flushable wipes search terms**
- **equate flushable wipes**80K/yr-6.4%8.5% conv. - **equate wipes**32K/yr+9.3%3.5% conv. - **flushable wipes equate**6K/yr+2.3%4.8% conv. - **equate wipes flushable pack**5K/yr-3.7%7.6% conv. - **wipes equate**3K/yr-0.4%4.7% conv. - **equate flushable wipes for adults**4K/yr-45.7%10.7% conv. [**All search terms **](https://flapen.com/research/us/health-household/equate-flushable-wipes/search-terms)
## **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.
0%15%$17K30%$34K45%$51K60%$68K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 6 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Equate Flushable Wipes Fresh Scent 240 Ct**Equate**$10.85**4.7★182 rev](https://www.amazon.com/dp/B07DQKP9BN) [2**Pacheco Flushable Wipes Fresh Scent 5 packs of 48 wipes 240 wipes total**Big Man**$10.21**4.7★648 rev](https://www.amazon.com/dp/B0C2C59NJS) [3**Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary**Amazon Basics**$4.57**4.5★51,402 rev](https://www.amazon.com/dp/B095KCG1Q2) [4**Generic 2 PACK Fresh Scent Flushable Wipes 5 Resealable Packs 240Wipes 480 Total Wipes**Generic**$20.03**4.7★82 rev](https://www.amazon.com/dp/B0D6HNNMCN) [5**Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary**Cottonelle**$14.79**4.7★184,245 rev](https://www.amazon.com/dp/B07ND3WR64)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Generic 2 PACK Fresh Scent Flushable Wipes 5 Resealable Packs 240Wipes 480 Total Wipes**Generic**$20.03**82 rev2y ago](https://www.amazon.com/dp/B0D6HNNMCN) [**Pacheco Flushable Wipes Fresh Scent 5 packs of 48 wipes 240 wipes total**Big Man**$10.21**648 rev3y ago](https://www.amazon.com/dp/B0C2C59NJS) [**Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary**Amazon Basics**$4.57**51,402 rev4y ago](https://www.amazon.com/dp/B095KCG1Q2) [**Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary**Cottonelle**$14.79**184,245 rev7y ago](https://www.amazon.com/dp/B07ND3WR64) [**Equate Flushable Wipes Fresh Scent 240 Ct**Equate**$10.85**182 rev9y ago](https://www.amazon.com/dp/B07DQKP9BN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Equate Flushable Wipes Fresh Scent 240 Ct**Equate**$10.85**4.7★**▲ 71%**](https://www.amazon.com/dp/B07DQKP9BN) [**Generic 2 PACK Fresh Scent Flushable Wipes 5 Resealable Packs 240Wipes 480 Total Wipes**Generic**$20.03**4.7★**— 10%**](https://www.amazon.com/dp/B0D6HNNMCN) [**Amazon Basics Adult Wet Wipes Flushable Fragrance Free 126 Count (3 Packs of 42) Packaging May Vary**Amazon Basics**$4.57**4.5★**— 1%**](https://www.amazon.com/dp/B095KCG1Q2) [**Cottonelle Fresh Care Flushable Wet Wipes Adult Wet Wipes 4 Flip-Top Packs 42 Wipes Per Pack (168 Total Wipes) Packaging May Vary**Cottonelle**$8.00**4.7★**— 2%**](https://www.amazon.com/dp/B011DX1HXG) [**Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary**Cottonelle**$14.79**4.7★**▼ 37%**](https://www.amazon.com/dp/B07ND3WR64)
**~~View all trending →~~**
## **What buyers say about equate flushable wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Cleaning**15%
*“clean doing a great job”*
**Value For Money**15%
*“They are affordable”*
**Quality-Overall**12%
*“Best quality”*
**Smell**6%
*“Smells fresh”*
**Ease Of Use**5%
*“Easy to use”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Cleansing**4%
*“keep you clean”*
**Soft Feel**4%
*“These are super smooth”*
**Freshness**3%
*“Fresh Clean”*
**Moist/Dry**3%
*“moisture level is perfect”*
### **What buyers complain about **
**Size-Overall**16%
*“Pack is small”*
**Thickness**10%
*“They are not as thick as some other wipes you can get in stores”*
**Moist/Dry**9%
*“Wipes are barely moist”*
**Ease Of Cleaning**7%
*“A customer of us who bought this product placed a complaint that it doesn't clean properly”*
**Quality-Overall**5%
*“Unfortunately, the quality isnt great and it tears easily”*
**Smell**5%
*“Fishy smell”*
**Durability**4%
*“Not Very Durable”*
**Value For Money**3%
*“They are overpriced for what you get”*
**Allergies**3%
*“Rash”*
**Ease Of Use**2%
*“makes them frustrating to use”*
### **Top return reasons **
**Size-Overall**30%
**Value For Money**15%
**Advertised Vs Actual Product**12%
**Smell**8%
**Moist/Dry**5%
**Ease Of Use**4%
**Ease Of Cleaning**3%
**Quality-Overall**3%
**Leak-Proof**2%
**Functionality-Overall**2%
## **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.
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