---
title: "Flushable Wipes — $21.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/flushable-wipes"
last_updated: "2026-08-10T20:06:14.574Z"
locale: en
meta:
description: "Niche score 59/100 · $21.9M/yr market · 8.3M searches/yr · $14.42 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 59/100 · $21.9M/yr market · 8.3M searches/yr · $14.42 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Flushable Wipes — $21.9M/yr Amazon US Niche (2026) - Flapen"
---
# **flushable wipes**
**Launch it**
A $21.9M/yr market growing +2.5% this quarter with returns at 0.2% — clears our launch bar.
Market size 100Growth 28Conversion 99Competition 52Returns 99Price range 65Avg price 70Brand share 26Review moat 0Quality gap 23
**Market size**
**Incredible****$21.9M**
$21.9M/yr · 8.3M searches
**Conversion**
**Incredible****18.4%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Avg price**
**Good****$14.42**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$3.48–$36.71**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****54%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+2.5%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****89%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****73,948.28**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
200K150KPrime Day '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/health-household/flushable-wipes/trend)
## **Top flushable wipes search terms**
- **flushable wipes**2.4M/yr+6.0%15.6% conv. - **cottonelle flushable wipes**867K/yr+0.6%20.6% conv. - **wipes for adults**810K/yr-5.0%8.8% conv. - **wipes flushable pack**818K/yr+4.9%16.9% conv. - **flushable wipes for adults**802K/yr-4.0%15.5% conv. - **adult wipes**511K/yr+3.1%6.7% conv. - **butt wipes**383K/yr+2.7%13.9% conv. - **wet wipes flushable**259K/yr-4.2%18.6% conv. - **cottonelle wipes**181K/yr+23.1%18.2% conv. - **flushable wipes for women**182K/yr-2.8%10.8% conv. [**All search terms **](https://flapen.com/research/us/health-household/flushable-wipes/search-terms)
## **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.
0%5%$1.1M10%$2.2M15%$3.3M20%$4.4M1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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) [2**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) [3**Cottonelle GentlePlus Flushable Wet Wipes with Aloe & Vitamin E 4 Flip-Top Packs 42 Wipes Per Pack (168 Total Wipes) Packaging May Vary**Cottonelle**$7.73**4.7★184,245 rev](https://www.amazon.com/dp/B08VMWQ6BF) [4**Cottonelle GentlePlus Flushable Wet Wipes with Aloe & Vitamin E 8 Flip-Top Packs 42 Wipes Per Pack (336 Total Wipes) Packaging May Vary**Cottonelle**$13.40**4.7★184,245 rev](https://www.amazon.com/dp/B085M544GG) [5**Charmin Flushable Wipes 160 Total Wipes (4 Packs of 40)**Charmin**$8.02**4.4★32,969 rev](https://www.amazon.com/dp/B07DVY2PDZ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Amazon Basics Flushable Wipes Coconut Scent Hypoallergenic Dermatologically Tested 2 Packs of 48 (96 Count)**Amazon Basics**$3.48**123 rev2mo ago](https://www.amazon.com/dp/B0FHK5SDKY) [**Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary**Cottonelle**$24.27**184,245 rev7mo ago](https://www.amazon.com/dp/B0G23LSQHB) [**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**$15.64**5,088 rev1y ago](https://www.amazon.com/dp/B0DSQWQCHM) [**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**$10.79**2,819 rev1y ago](https://www.amazon.com/dp/B0F1HD4K14) [**The Honest Company Flushable Wipes for Sensitive Skin Hypoallergenic Fragrance-Free Gilded Wings Design 126 Count**The Honest Company**$10.61**7,141 rev1y ago](https://www.amazon.com/dp/B0DZF723GW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Basics Flushable Wipes Coconut Scent Hypoallergenic Dermatologically Tested 2 Packs of 48 (96 Count)**Amazon Basics**$3.48**4.6★**▲ 309%**](https://www.amazon.com/dp/B0FHK5SDKY) [**Cottonelle Fresh Feel Flushable Wet Wipes Adult Wet Wipes 16 Flip-Top Packs 42 Wipes Per Pack (672 Total Wipes) Packaging May Vary**Cottonelle**$24.27**4.7★**▲ 151%**](https://www.amazon.com/dp/B0G23LSQHB) [**Cottonelle Fragrance Free Flushable Wet Wipes Adult Wet Wipes 8 Flip-Top Packs 42 Wipes Per Pack**Cottonelle**$12.87**4.7★**▲ 97%**](https://www.amazon.com/dp/B0DK7VX94Z) [**The Honest Company Flushable Wipes for Sensitive Skin Hypoallergenic Fragrance-Free Gilded Wings Design 126 Count**The Honest Company**$10.61**4.6★**▲ 83%**](https://www.amazon.com/dp/B0DZF723GW) [**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**$19.40**4.7★**▲ 78%**](https://www.amazon.com/dp/B010NE2XPC)
**~~View all trending →~~**
## **What buyers say about flushable wipes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Cleaning**17%
*“Cleans Great”*
**Quality-Overall**13%
*“Best quality”*
**Smell**10%
*“Great fragrance”*
**Value For Money**9%
*“They are affordable”*
**Soft Feel**5%
*“Extremely soft”*
**Cleansing**5%
*“Feel clean and fresh”*
**Size-Overall**5%
*“Fits like a glove”*
**Ease Of Use**4%
*“Easy to open”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Durability**3%
*“Hold up well”*
### **What buyers complain about **
**Size-Overall**16%
*“Pack is small”*
**Thickness**9%
*“The wipes are thicker than most”*
**Ease Of Cleaning**9%
*“Doesn't clean well”*
**Moist/Dry**6%
*“Not moist”*
**Quality-Overall**5%
*“Quality is cheap”*
**Durability**5%
*“Not Very Durable”*
**Smell**4%
*“Weird smell”*
**Value For Money**4%
*“WASTE OF MONEY”*
**Ease Of Use**4%
*“Not easy to use”*
**Allergies**3%
*“Cause irritation”*
### **Top return reasons **
**Size-Overall**25%
**Advertised Vs Actual Product**15%
**Smell**12%
**Value For Money**11%
**Moist/Dry**6%
**Ease Of Cleaning**3%
**Quality-Overall**3%
**Thin**2%
**Functionality-Overall**2%
**Ease Of Use**2%
## **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.
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