Face Wipes Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Face Wipes sales on Amazon US totaled 1,151,000 units in July 2026 (▼ 15.8% vs. the prior month), generating an estimated $14,634,230 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 60.8% of unit volume and 58.3% of revenue, while a typical listing is priced at $11.62. The keyword itself pulled 97,081 Amazon queries over the same period (▲ 2.9% MoM).
Zooming out to the 12-month window ending July 2026, the face wipes Top 50 moved 14,160,000 units and $178,128,160 in cumulative sales — an average of 1,180,000 units and $14,844,013 per month. Monthly throughput topped out at 1,367,000 units in June 2026 and dipped to 884,000 in May 2026, leaving the latest reading 1.9% lower than August 2025.
Face Wipes Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
1.2M
▼ 15.8% MoM
Monthly Revenue 2026/07
$14.6M
▼ 17.5% MoM
Top 10 Market Share 2026/07
60.8%
Face Wipes Market Share & Sales Concentration on Amazon US — July 2026
The most-sold face wipes listing on Amazon US in July 2026 is ASIN B00U2VQZDS (Brand: Neutrogena), which sold 100,000 units at $9.97 apiece — equal to 8.7% of every unit tracked in this report.
The Top 10 ASINs account for 700,000 units and $8,535,400 in July 2026 — 60.8% of unit volume and 58.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Face Wipes' on Amazon
July 2026
Is 60.8% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B00U2VQZDS
Neutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct
100K
▲ 0.0%vs. prior month
$997K
latest month
12-month trend
B07ND3WR64
Cottonelle Fresh Feel Flushable Wet Wipes, Adult Wet Wipes, 8 Flip-Top Packs, 42 Wipes Per Pack (336 Total Wipes)
100K
▲ 0.0%vs. prior month
$1.1M
latest month
12-month trend
B07PBXXNCY
Clean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 1 Pack, 50 Ct
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B095KCG1Q2
Amazon Basics Flushable Wipes, Fragrance Free, Adult Wet Wipes,126 Count (3 Packs of 42), Packaging May Vary
100K
▲ 0.0%vs. prior month
$458K
latest month
12-month trend
B09V7Z4TJG
medicube Toner Pads Zero Pore Pad 2.0 for Exfoliation and Pore Care | Dual-Textured Facial Pad with 4.5% AHA Lactic Acid, 0.45% BHA Salicylic Acid - For All, Korean Skin Care, 70 Pads, 1 Pack
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
B010NE2XPC
DUDE Wipes Unscented Adult Flushable Wet Wipes, Sensitive Skin, 288 Count | 99% water, extra large flushable butt wipes. Fragrance free, hypoallergenic, vitamin E and aloe. Septic safe. 6 packs of 48.
60K
▼ 14.3%vs. prior month
$1.2M
latest month
12-month trend
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Best Face Wipes Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Neutrogena is the best-performing face wipes brand in July 2026, moving 180,000 units across 3 ASINs for 25.7% of Top 10 volume. Cottonelle follows with 100,000 units (14.3%), ahead of CLEAN SKIN CLUB on 100,000 units (14.3%).
Volume is spread across 8 brands, with the top three holding 54.3% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $9.80 to $17.95, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Neutrogena
3 ASINs in Top 10
25.7%
Units
180K
Revenue
$1.7M
Avg. price
$9.80
B00U2VQZDS
$9.97·★4.8·121.1K revsNeutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct
Units sold100KB07GKVBQDG
$7.47·★4.8·74.4K revsNeutrogena Makeup Remover Towelettes, Daily Single Face Towelettes, 20 Ct | Makeup Remover, Makeup Removing Cleansing Wipes, Suitable for Dirt & Oil Removal, Alcohol-Free
Units sold50KB07XC569XF
$11.97·★4.8·18.2K revsNeutrogena Hydro Boost Cleansing Wipes Makeup Remover, 25 Ct | Micellar Cleansing Cloths, Gently Removes Oil, Dirt, Waterproof Makeup, Hydrating Hyaluronic Acid
Units sold30K
Cottonelle
1 ASIN in Top 10
14.3%
Units
100K
Revenue
$1.1M
Avg. price
$12.09
B07ND3WR64
$12.09·★4.7·186.3K revsCottonelle Fresh Feel Flushable Wet Wipes, Adult Wet Wipes, 8 Flip-Top Packs, 42 Wipes Per Pack (336 Total Wipes)
Units sold100K
CLEAN SKIN CLUB
1 ASIN in Top 10
14.3%
Units
100K
Revenue
$1.8M
Avg. price
$17.95
B07PBXXNCY
$17.95·★4.8·44.4K revsClean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 1 Pack, 50 Ct
Units sold100K
Trending Face Wipes Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B01M4NFD2N booked 30K units at $6.89, with ▲ 0.0% MoM change. On the growth side, B0012MXUEI leads positive momentum with ▲ 14.3% MoM growth on 8K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B01M4NFD2N
Cetaphil Gentle Makeup Remover Face Wipes, Fragrance Free, 25 Count | Sensitive skin safe, alcohol-free, fragrance-free, daily facial cleansing, removes makeup, dermatologist recommended
Price
$6.89
Rating
4.7
Reviews
9.9K
Latest month sales
B0012MXUEI
Clearasil Rapid Rescue Deep Treatment Acne Face Pads, Maximum Strenght with 2% Salicylic Acid Acne Treatment Medicine, 90 Count
Price
$5.94
Rating
4.7
Reviews
4.5K
Latest month sales
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