---
title: "wash cloths — $6.2M/yr Amazon United States Niche, Score 63/100 - Flapen"
canonical_url: "https://flapen.com/research/us/home-kitchen/wash-cloths"
last_updated: "2026-07-20T18:05:51.996Z"
locale: en
meta:
description: "wash cloths clears our launch bar: a $6.2M/yr market growing +2.7% this quarter with returns at 1.0%. Data updated Jul 2026."
"og:description": "wash cloths clears our launch bar: a $6.2M/yr market growing +2.7% this quarter with returns at 1.0%. Data updated Jul 2026."
"og:title": "wash cloths — $6.2M/yr Amazon United States Niche, Score 63/100 - Flapen"
---
# **wash cloths**
**Launch it**
A $6.2M/yr market growing +2.7% this quarter with returns at 1.0% — clears our launch bar.
Market size 99Growth 28Conversion 76Competition 67Returns 95Price range 35Avg price 53Brand share 62Review moat 18Quality gap 52
**Market size**
**Incredible****$6.2M**
$6.2M/yr · 7.0M searches
**Returns**
**Incredible****1.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****7.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****45%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****68%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Good****$12.41**
avg listing price — sweet spot $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****$5.84–$19.85**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+2.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****16,052.8**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, wash cloths is a $6.2M/yr Amazon United States market (7.0M searches/yr). The top 5 brands hold 68% of demand. Verdict: Launch it — 63/100.
Data updated Jul 9, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **400K–500K**
- avg 8,000–10,000/product
- **Revenue / yr**
- **$5.0M–$6.2M**
- units × avg price
- **Launch success**
- **100%**
- 6 of 6 new (360d)
- **Conversion rate**
- **7.2%**
- **Avg BSR**
- **#27**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **89%**
- **Out of stock**
- **2.8%**
- **Avg brand age**
- **50 months**
- **Avg seller age**
- **138 days**
## **Competition**
The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**21 **—flat
**Sellers**
**28**
**Top-5 brand share**
**68%**
Top 20: 99%
**Top-5 click share**
**45%**
Top 20: 83%
**Open market**
**26%**
- Utopia Towels21% - Amazon Basics18% - TEAWOO11% - HOMEXCEL11% - DecorRack7% - T & L Towel and Linen Mart6%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +2.7% search growth over the last 90 days.
200K150KPrime Day '24Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/home-kitchen/wash-cloths/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%$249K8%$498K12%$747K16%$996K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 35 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Amazon Basics Fast Drying Cotton Washcloths for Bathroom Machine Washable Soft and Highly Absorbent 12 x 12 in White 24-Pack**Amazon Basics**$18.23**4.6★74,956 rev](https://www.amazon.com/dp/B010S5VXKC) [2**Utopia Towels 12 Pack Cotton Washcloths Set 100% Ring Spun Cotton Premium Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels White**Utopia Towels**$14.32**4.6★72,124 rev](https://www.amazon.com/dp/B09ZYRCNJH) [3**HOMEXCEL Wash Cloths Quick Drying Face Towel for Showering Super Absorbent Washcloths for Body Face All-Occasion for Bathroom Gym Spa Travel Pink/Light Blue/Green/Navy Blue**HOMEXCEL**$8.02**4.3★6,437 rev](https://www.amazon.com/dp/B0D8SCVL17) [4**Towel and Linen Mart 100% Cotton - 24 Pack Wash Cloth Set - Flannel Face Cloths Highly Absorbent and Soft Feel Fingertip Towels (Multi Pack of 24)**T & L Towel and Linen Mart**$13.79**4.1★15,643 rev](https://www.amazon.com/dp/B09J4XCX1G) [5**DecorRack 10 Pack 100% Cotton Wash Cloth Luxurious Soft 12 x 12 inch Ultra Absorbent Machine Washable Washcloths Assorted Colors (10 Pack)**DecorRack**$9.41**4.3★6,344 rev](https://www.amazon.com/dp/B07664PJ9W)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**INFICRIME 6 Pack 100% Cotton Wash Cloth 13x13 Inch Highly Absorbent and Soft Feel Fingertip Towels Machine Washable Washcloths for Bathroom Gym Hotel Spa and Kitchen 6 Colors**INFICRIME**$9.73**199 rev6mo ago](https://www.amazon.com/dp/B0G2R3X47M) [**Utopia Towels 12 Pack Wash Cloths Set 12 by 12 Inches Highly Absorbent and Super Soft Microfiber Fingertip Towels Multi-Purpose Washcloths for Bathroom Kitchen Hotel Spa and Gym (Grey)**Utopia Towels**$8.83**717 rev7mo ago](https://www.amazon.com/dp/B0G44NL8NL) [**TEAWOO 10 Pack Premium Washcloths Highly Absorbent and Super Soft Face Towels Multi-Purpose Fingertip Towels 12 x 12 inch Bathroom Towels (Charcoal/Coral Pink/Cyan/Jade Green/Coffee Beige)**TEAWOO**$7.03**302 rev7mo ago](https://www.amazon.com/dp/B0G33KBFXY) [**TEAWOO White Washcloths 15 Pack Highly Absorbent & Quick Drying Face Towels Premium Quality Soft Bath Towels Multipurpose Microfiber Wash Cloths 12x12 inches**TEAWOO**$5.84**518 rev10mo ago](https://www.amazon.com/dp/B0FNQLWCVS) [**UNIMADE Washcloths - 20 Pack - Face Towels (12 x 12) Highly Soft Wash Cloths and Hand Towels Fast Drying Multi-Purpose Microfiber Cleansing Cloths for Bathroom Hotel Spa and Salon - Multicolor**UNIMADE**$8.14**1,389 rev11mo ago](https://www.amazon.com/dp/B0FKMRHTLW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Utopia Towels 12 Pack Wash Cloths Set 12 by 12 Inches Highly Absorbent and Super Soft Microfiber Fingertip Towels Multi-Purpose Washcloths for Bathroom Kitchen Hotel Spa and Gym (Grey)**Utopia Towels**$8.83**4.2★**▲ 261%**](https://www.amazon.com/dp/B0G44NL8NL) [**INFICRIME 6 Pack 100% Cotton Wash Cloth 13x13 Inch Highly Absorbent and Soft Feel Fingertip Towels Machine Washable Washcloths for Bathroom Gym Hotel Spa and Kitchen 6 Colors**INFICRIME**$9.73**4.4★**▲ 174%**](https://www.amazon.com/dp/B0G2R3X47M) [**TEAWOO 10 Pack Premium Washcloths Highly Absorbent and Super Soft Face Towels Multi-Purpose Fingertip Towels 12 x 12 inch Bathroom Towels (Charcoal/Coral Pink/Cyan/Jade Green/Coffee Beige)**TEAWOO**$7.03**4.4★**▲ 162%**](https://www.amazon.com/dp/B0G33KBFXY) [**UNIMADE Washcloths - 20 Pack - Face Towels (12 x 12) Highly Soft Wash Cloths and Hand Towels Fast Drying Multi-Purpose Microfiber Cleansing Cloths for Bathroom Hotel Spa and Salon - Multicolor**UNIMADE**$8.14**4.2★**▲ 137%**](https://www.amazon.com/dp/B0FKMRHTLW) [**Villa Celestia Cotton Washcloths Set of 6 12x12 Inch 100% Ring-Spun Combed Cotton Soft Absorbent Quick-Dry Wash Cloths for Face and Body Oeko-TEX Certified Hotel & Spa Quality Blue**Villa Celestia**$12.58**4.3★**▲ 120%**](https://www.amazon.com/dp/B094RHXJNS)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Soft Feel**25%
*“Soft and smooth”*
**Quality-Overall**14%
*“The quality is solid”*
**Value For Money**10%
*“Great purchase for the price”*
**Washability**9%
*“Great for washing little faces”*
**Color**5%
*“Beautiful colors”*
**Thickness**5%
*“They are thick material”*
**Absorbency**5%
*“soft absorbent”*
**Size-Overall**4%
*“FITS THE DESCRIPTION”*
**Advertised Vs Actual Product**4%
*“As described”*
**Durability**3%
*“hold up well”*
### **What buyers complain about **
**Thickness**16%
*“Not very thick”*
**Quality-Overall**16%
*“poor quality control”*
**Washability**8%
*“hurts to wash”*
**Material Quality**5%
*“Weird material”*
**Durability**4%
*“Falling apart”*
**Color**4%
*“Rough and color loss”*
**Hard Feel**3%
*“Not soft at all”*
**Size-Overall**3%
*“Not large enough”*
**Absorbency**3%
*“Non absorbent”*
**Thin**3%
*“Thin material”*
### **Top return reasons **
**Size-Overall**22%
**Material Quality**19%
**Thin**13%
**Advertised Vs Actual Product**9%
**Quality-Overall**8%
**Thickness**5%
**Washability**4%
**Value For Money**4%
**Color**3%
**Soft Feel**2%
## **Common questions**
- **Is wash cloths profitable to sell on Amazon United States?**
- The niche generates $6.2M/yr across 35 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is +2.7%. Flapen's verdict: Launch it (63/100).
- **How competitive is the wash cloths niche?**
- 21 brands and 28 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 68% of demand.
- **What do buyers complain about in wash cloths?**
- Top complaints mined from reviews: Thickness, Quality-Overall, Washability. The return rate is 1.0%.
- **When does demand for wash cloths peak?**
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- **What does it cost to enter the wash cloths niche?**
- Listings span $5.84–$19.85; the average listing price is $12.41 (sweet spot $15–$100). The average incumbent carries 16,053 reviews — the moat a new listing must climb.
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