homekit plug
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Great10.9%search→purchase rate — share of searches ending in a sale
Avg price
Great£19.54avg listing price — sweet spot $15–$100
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Review moat
Good633avg incumbent reviews — the moat a new listing must climb
Price range
Good£7.96–£28.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Good2.7%return rate — above 5% kills the launch gate
Market size
Okay£136K£136K/yr · 64K searches
Growth
Bad-33.8%90-day search growth — must beat 0% to launch
Competition
Bad100%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, homekit plug is a £136K/yr Amazon United Kingdom market (64K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 40/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
homekit plug market data
- Units sold / yr
- 6K–8K
- avg 3,000–4,000/product
- Revenue / yr
- £117K–£156K
- units × avg price
- Conversion rate
- 10.9%
- Avg BSR
- #21
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 40 months
- Avg seller age
- 165 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 flat
Sellers
29
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- Philips Hue86%
- Amazon Basics9%
- Innr6%
Demand & seasonality
Weekly Amazon search volume, last 72 weeks — -33.8% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 7.8×
Top homekit plug search terms
- hue plug11K/yr
- hue smart plug15K/yr
- philips hue smart plug9K/yr
- aqara smart plug4K/yr
- homekit plug6K/yr
- philips hue plug7K/yr
- apple smart plug3K/yr
- philips smart plug3K/yr
- philips hue plug uk3K/yr
- hue plug uk3K/yr
Top homekit plug 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 3 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Philips Hue Smart Plug for Smart Home Automation. Works with Alexa Google Assistant and Apple Homekit White
Philips Hue£22.234.7★1,442 rev
Amazon Basics Smart Plug Matter Compatible Compatible with Amazon Alexa Google Home Apple HomeKit Matter Hub Required 2.4 GHz Wi-Fi only White 1-Pack
Amazon Basics£7.964.0★229 rev
Innr Zigbee Smart Plug Works with Hue* and Alexa works as Zigbee Repeater Power Monitoring 13A Smart Socket 2-Pack
Innr£28.424.1★228 rev
Newest
by launch dateAmazon Basics Smart Plug Matter Compatible Compatible with Amazon Alexa Google Home Apple HomeKit Matter Hub Required 2.4 GHz Wi-Fi only White 1-Pack
Amazon Basics£7.96229 rev
Innr Zigbee Smart Plug Works with Hue* and Alexa works as Zigbee Repeater Power Monitoring 13A Smart Socket 2-Pack
Innr£28.42228 rev
Philips Hue Smart Plug for Smart Home Automation. Works with Alexa Google Assistant and Apple Homekit White
Philips Hue£22.231,442 rev
Trending
90-day click momentumAmazon Basics Smart Plug Matter Compatible Compatible with Amazon Alexa Google Home Apple HomeKit Matter Hub Required 2.4 GHz Wi-Fi only White 1-Pack
Amazon Basics£7.964.0★
Philips Hue Smart Plug for Smart Home Automation. Works with Alexa Google Assistant and Apple Homekit White
Philips Hue£22.234.7★
Innr Zigbee Smart Plug Works with Hue* and Alexa works as Zigbee Repeater Power Monitoring 13A Smart Socket 2-Pack
Innr£28.424.1★
What buyers say about homekit plug
What buyers praise and complain about, mined from review topics.What buyers love
“Easy set up”
“Overall, this is a reliable and easy-to-use smart plug that does exactly what you need, making it a great entry point into smart home automation”
“Good smart plug”
“Ive had no issues with connections at all”
“I think it's worth it”
“Easy to sync with Hue Bridge”
“Easy to use”
“It's also worth noting that it is a really compact design”
“Works well as it should”
“The voice control works reliably”
What buyers complain about
“then loose connection soon after”
“and no matter how I tried it would not pair or work with Google”
“Doesnt work”
“Doesn't last long”
“Rubbish”
“If this plug was human it wont hit water if it falls overboard”
“Not as advertised”
“not able to set up says put in set up mode HOW”
“It's way too bulky”
“The instruction leaflet was painfully inadequate”
Top return reasons
Common questions
- Is homekit plug profitable to sell on Amazon United Kingdom?
- The niche generates £136K/yr across 3 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -33.8%. Flapen's verdict: Skip it (40/100).
- How competitive is the homekit plug niche?
- 3 brands and 29 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in homekit plug?
- Top complaints mined from reviews: Connectivity-Overall, Compatibility-Overall, Functionality-Overall. The return rate is 2.7%.
- When does demand for homekit plug peak?
- Demand peaks in Nov–Dec; the busiest month runs 7.8× the quietest.
- What does it cost to enter the homekit plug niche?
- Listings span £7.96–£28.42; the average listing price is £19.54 (sweet spot $15–$100). The average incumbent carries 633 reviews — the moat a new listing must climb.