Is individual wipes profitable to sell on Amazon United States?

The niche generates $1.3M/yr across 18 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +12.5%. Flapen's verdict: Worth a look (52/100).

How competitive is the individual wipes niche?

8 brands and 34 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in individual wipes?

Top complaints mined from reviews: Size-Overall, Ease Of Cleaning, Thickness. The return rate is 0.3%.

When does demand for individual wipes peak?

Demand peaks in Aug–Sep; the busiest month runs 1.8× the quietest.

What does it cost to enter the individual wipes niche?

Listings span $2.18–$18.59; the average listing price is $11.25 (sweet spot $15–$100). The average incumbent carries 10,423 reviews — the moat a new listing must climb.

Individual Wipes

Worth a look

Shows low returns (0.3%), but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Incredible15.7%

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

Market size

Great$1.3M

$1.3M/yr · 740K searches

Competition

Okay59%

top-5 click share — leaders hold, buyers still browse

Avg price

Okay$11.25

avg listing price — sweet spot $15–$100

Growth

Okay+12.5%

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

Review moat

Bad10,422.56

avg incumbent reviews — the moat a new listing must climb

Price range

Bad$2.18–$18.59

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

Quality gap

Bad4.8★

avg incumbent rating — lower means beatable quality

Brand share

Bad96%

top-5 brand share — brand-locked demand

Is individual wipes profitable on Amazon?

According to Flapen's Amazon United States niche tracking, individual wipes is a $1.3M/yr Amazon United States market (740K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Aug–Sep. Verdict: Worth a look — 52/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

individual wipes market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 125K–150K; avg 6,000–8,000/product
Revenue / yr: $1.4M–$1.7M; units × avg price
Conversion rate: 15.7%
Avg BSR: #464
Page quality: 0%
Prime: 100%
Sponsored: 67%
Out of stock: 0.0%
Avg brand age: 53 months
Avg seller age: 145 days

Competition: brands, sellers & click share

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 rising

Sellers

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

59%

Top 20: 100%

Open market

DUDE Wipes74%
Stall Mates9%
Yeegfey6%
goodwipes5%
Air Jungles3%
MOONIES2%
Open — no brand owns it (2 brands, 2%)

individual wipes demand & seasonality

Weekly Amazon search volume, last 104 weeks — +12.5% search growth over the last 90 days.

Peak months: Aug, Sep · busiest ÷ quietest = 1.8×

Open Trend

Top individual wipes search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

dude wipes travel237K/yr +13.1%18.4% conv.
dude wipes individually wrapped64K/yr -5.9%19.3% conv.
individual wipes52K/yr +27.1%3.9% conv.
individually wrapped wipes54K/yr +26.9%3.8% conv.
stall mates flushable wipes39K/yr +19.5%16.2% conv.
travel dude wipes33K/yr +33.8%17.8% conv.
individual flushable wipes33K/yr +9.2%8.0% conv.
flushable wipes individually wrapped32K/yr +4.1%7.2% conv.
individually wrapped flushable wipes33K/yr -0.5%7.0% conv.
wipes individually wrapped21K/yr +2.5%5.0% conv.

All search terms

Top individual wipes products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

Top sellers

by 90-day click share

DUDE Wipes On-The-Go Unscented Travel Wipes - 30 Count (Individually Wrapped) - Extra-Large Adult Flushable Wipes for Sensitive Skin - Infused with Vitamin E and Aloe - Septic and Sewer Safe

DUDE Wipes$7.484.8★34,057 rev

DUDE Wipes On-The-Go Mint Chill Travel Wipes - 30 Count (Individually Wrapped) - Extra-Large Adult Flushable Wipes - Infused with Tea Tree Oil Vitamin E and Aloe - Septic and Sewer Safe

DUDE Wipes$8.314.8★34,057 rev

DUDE Wipes Mint Chill Pocket Packs - Travel Wipes - 6 Packs of 8 (48 Count) - On-The-Go Adult Flushable Wipes - Infused with Tea Tree Oil Vitamin E and Aloe - Septic and Sewer Safe

DUDE Wipes$11.054.8★265 rev

Stall Mates - Flushable Wipes Individually Wrapped Travel Friendly Unscented with Cucumber Vitamin-E & Aloe (30 on-the-go singles)

Stall Mates$13.824.7★12,873 rev

DUDE Wipes Mint Chill Travel Wipes - 6 Packs of 18 (108 Count) - Extra-Large Adult Flushable Wipes - Infused with Tea Tree Oil Vitamin E and Aloe - Septic and Sewer Safe

DUDE Wipes$13.974.8★2,574 rev

Newest

by launch date

DUDE Wipes Unscented Pocket Packs - Travel Wipes - 6 Packs of 8 (48 Count) - On-The-Go Adult Flushable Wipes for Sensitive Skin - Infused with Vitamin E and Aloe - Septic and Sewer Safe

DUDE Wipes$7.72265 rev

5mo ago

Air Jungles Flushable Wipes Travel Size Individually Wrapped 50 Ct On-the-Go Butt Wipe with Aloe Vera & Vitamin E Ultra Soft and Large for Adult and Kid 97% Water - XL 7 X 7 in Fresh Scent

Air Jungles$10.21732 rev

1y ago

Impossibly Compact Travel Flushable Wipes - 99.5% Water and Aloe - Safe for Sensitive Skin & Hypoallergenic - Travel Essentials for Adults & Kids Unscented 8 Pack 48 Wipes

MOONIES$9.522,448 rev

1y ago

goodwipes Flushable Wipes for Women - Shea-Coco Individually Wrapped Travel Butt Wipes To Go Mini Purse & Festival Essentials for Adults pH Balanced for Feminine Hygiene 32 Count (1 Pack)

goodwipes$9.862,746 rev

2y ago

goodwipes Flushable Wipes for Women - Rosewater Individually Wrapped Travel Butt Wipes To Go Mini Purse & Festival Essentials for Adults pH Balanced for Feminine Hygiene 32 Count (1 Pack)

goodwipes$9.872,746 rev

2y ago

What reviews say buyers love and hate about individual wipes

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

What buyers love

Ease Of Cleaning15%

“Strong Wipes and cleaned very well”

Ease Of Use13%

“Easy to use”

Size-Overall11%

“Perfect size for on the go”

Quality-Overall10%

“The wipes are good quality”

Smell7%

“fresh scent”

Portability6%

“the portability is an added bonus”

Soft Feel4%

“They are soft”

Value For Money4%

“Good Buy”

Cleansing3%

“It makes a much nicer clean”

Advertised Vs Actual Product3%

“As Advertised”

What buyers complain about

Size-Overall17%

“Small container”

Ease Of Cleaning8%

“causing a poor cleaning experience”

Thickness6%

“Material is thick”

Moist/Dry5%

“arrived dried out”

Value For Money4%

“Expensive”

Durability4%

“break apart too easily”

Quality-Overall4%

“Not as good as they used to”

Allergies3%

“I developed an allergy to something in them”

Smell3%

“There is no scent which I like for my sensitive skin”

Sensitivity-Overall2%

“Caused skin irritation to sensitive skin”

Top return reasons

Size-Overall30%

Advertised Vs Actual Product15%

Smell12%

Value For Money12%

Moist/Dry4%

Ingredients-Overall3%

Weight Heavy2%

Functionality-Overall2%

Product Condition2%

Compactness2%

Common individual wipes questions

Is individual wipes profitable to sell on Amazon United States?: The niche generates $1.3M/yr across 18 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +12.5%. Flapen's verdict: Worth a look (52/100).
How competitive is the individual wipes niche?: 8 brands and 34 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 96% of demand.
What do buyers complain about in individual wipes?: Top complaints mined from reviews: Size-Overall, Ease Of Cleaning, Thickness. The return rate is 0.3%.
When does demand for individual wipes peak?: Demand peaks in Aug–Sep; the busiest month runs 1.8× the quietest.
What does it cost to enter the individual wipes niche?: Listings span $2.18–$18.59; the average listing price is $11.25 (sweet spot $15–$100). The average incumbent carries 10,423 reviews — the moat a new listing must climb.