flushable wipes
Launch itA $21.9M/yr market growing +2.5% this quarter with returns at 0.2% — clears our launch bar.
Market size
Incredible$21.9M$21.9M/yr · 8.3M searches
Conversion
Incredible18.4%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Avg price
Good$14.42avg listing price — sweet spot $15–$100
Price range
Good$3.48–$36.71cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Growth
Okay+2.5%90-day search growth — must beat 0% to launch
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad73,948.28avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, flushable wipes is a $21.9M/yr Amazon United States market (8.3M searches/yr). The top 5 brands hold 89% of demand. Verdict: Launch it — 59/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
flushable wipes market data
- Units sold / yr
- 1.0M–1.0M
- avg 60,000–80,000/product
- Revenue / yr
- $14.4M–$14.4M
- units × avg price
- Conversion rate
- 18.4%
- Avg BSR
- #124
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 90%
- Out of stock
- 0.0%
- Avg brand age
- 63 months
- Avg seller age
- 135 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
9 flat
Sellers
191
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
54%
Top 20: 90%
Open market
6%
- Cottonelle49%
- Amazon Basics23%
- DUDE Wipes6%
- Charmin6%
- The Honest Company6%
- Nice 'N Clean5%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +2.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top flushable wipes search terms
- flushable wipes2.4M/yr
- cottonelle flushable wipes867K/yr
- wipes for adults810K/yr
- wipes flushable pack818K/yr
- flushable wipes for adults802K/yr
- adult wipes511K/yr
- butt wipes383K/yr
- wet wipes flushable259K/yr
- cottonelle wipes181K/yr
- flushable wipes for women182K/yr
Top 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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
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
Cottonelle GentlePlus Flushable Wet Wipes with Aloe & Vitamin E 4 Flip-Top Packs 42 Wipes Per Pack (168 Total Wipes) Packaging May Vary
Cottonelle$7.734.7★184,245 rev
Cottonelle GentlePlus Flushable Wet Wipes with Aloe & Vitamin E 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary
Cottonelle$13.404.7★184,245 rev
Charmin Flushable Wipes 160 Total Wipes (4 Packs of 40)
Charmin$8.024.4★32,969 rev
Newest
by launch date
Amazon Basics Flushable Wipes Coconut Scent Hypoallergenic Dermatologically Tested 2 Packs of 48 (96 Count)
Amazon Basics$3.48123 rev
Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary
Cottonelle$24.27184,245 rev
goodwipes Flushable Wipes - Rosewater Wet Wipes for Adults Sewer & Septic Safe Guest Bathroom Essentials for Women & Men pH Balanced & Extra Large 153 Count (3 Packs and 3 Singles)
goodwipes$15.645,088 rev
Nice N CLEAN Extra Large Flushable Wipes | 40% Larger Wipes | 6.8 x 7.5 Unscented XL Adult Wet Wipes | Septic and Sewer Safe | Fragrance Free Hypoallergenic Plant Based | 180 Butt Wipes
Nice 'N Clean$10.792,819 rev
The Honest Company Flushable Wipes for Sensitive Skin Hypoallergenic Fragrance-Free Gilded Wings Design 126 Count
The Honest Company$10.617,141 rev
Trending
90-day click momentumAmazon Basics Flushable Wipes Coconut Scent Hypoallergenic Dermatologically Tested 2 Packs of 48 (96 Count)
Amazon Basics$3.484.6★
Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary
Cottonelle$24.274.7★
Cottonelle Fragrance Free Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack
Cottonelle$12.874.7★
The Honest Company Flushable Wipes for Sensitive Skin Hypoallergenic Fragrance-Free Gilded Wings Design 126 Count
The Honest Company$10.614.6★
DUDE Wipes Unscented Flushable Wipes - Extra-Large Adult Wet Wipes for Sensitive Skin - 6 Pack (288 Count) - Infused with Vitamin E and Aloe - Septic and Sewer Safe
DUDE Wipes$19.404.7★
What buyers say about flushable wipes
What buyers praise and complain about, mined from review topics.What buyers love
“Cleans Great”
“Best quality”
“Great fragrance”
“They are affordable”
“Extremely soft”
“Feel clean and fresh”
“Fits like a glove”
“Easy to open”
“As advertised”
“Hold up well”
What buyers complain about
“Pack is small”
“The wipes are thicker than most”
“Doesn't clean well”
“Not moist”
“Quality is cheap”
“Not Very Durable”
“Weird smell”
“WASTE OF MONEY”
“Not easy to use”
“Cause irritation”
Top return reasons
Common questions
- Is flushable wipes profitable to sell on Amazon United States?
- The niche generates $21.9M/yr across 29 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +2.5%. Flapen's verdict: Launch it (59/100).
- How competitive is the flushable wipes niche?
- 9 brands and 191 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in flushable wipes?
- Top complaints mined from reviews: Size-Overall, Thickness, Ease Of Cleaning. The return rate is 0.2%.
- When does demand for flushable wipes peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the flushable wipes niche?
- Listings span $3.48–$36.71; the average listing price is $14.42 (sweet spot $15–$100). The average incumbent carries 73,948 reviews — the moat a new listing must climb.