Is homekit smart plug profitable to sell on Amazon United Kingdom?

The niche generates £110K/yr across 22 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -30.1%. Flapen's verdict: Skip it (45/100).

How competitive is the homekit smart plug niche?

8 brands and 65 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in homekit smart plug?

Top complaints mined from reviews: Connectivity-Overall, Durability, Quality-Overall. The return rate is 1.9%.

When does demand for homekit smart plug peak?

Demand peaks in Nov–Dec; the busiest month runs 5.3× the quietest.

What does it cost to enter the homekit smart plug niche?

Listings span £7.96–£54.28; the average listing price is £22.09 (sweet spot $15–$100). The average incumbent carries 1,772 reviews — the moat a new listing must climb.

homekit smart plug

Skip it

Soft demand (-30.1% this quarter) — this niche doesn't clear our bar today.

Avg price

Great£22.09

avg listing price — sweet spot $15–$100

Price range

Great£7.96–£54.28

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

Returns

Great1.9%

return rate — above 5% kills the launch gate

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good5.1%

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

Review moat

Okay1,772.32

avg incumbent reviews — the moat a new listing must climb

Competition

Okay60%

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

Market size

Okay£110K

£110K/yr · 98K searches

Brand share

Bad95%

top-5 brand share — brand-locked demand

Growth

Bad-30.1%

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

According to Flapen's Amazon United Kingdom niche tracking, homekit smart plug is a £110K/yr Amazon United Kingdom market (98K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 45/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

homekit smart plug market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: £133K–£177K; units × avg price
Conversion rate: 5.1%
Avg BSR: #61
Page quality: 0%
Prime: 100%
Sponsored: 82%
Out of stock: 23.5%
Avg brand age: 35 months
Avg seller age: 173 days

Competition & brand share

The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 rising

Sellers

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

60%

Top 20: 98%

Open market

meross77%
Amazon Basics9%
Eightree4%
Tapo3%
Philips Hue3%
SONOFF2%
Open — no brand owns it (2 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -30.1% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 5.3×

Open Trend

Top homekit smart plug search terms

meross smart plug57K/yr -27.4%6.4% conv.
homekit smart plug10K/yr -34.8%3.9% conv.
homekit plug6K/yr -22.5%3.2% conv.
aqara smart plug4K/yr -3.8%0.6% conv.
smart plug apple homekit8K/yr -52.7%6.1% conv.
smart plug homekit5K/yr -19.1%2.6% conv.
apple homekit smart plug5K/yr -54.4%5.1% conv.
smart plug meross3K/yr -15.8%10.7% conv.

All search terms

Top homekit smart 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 22 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Meross MSS305 Mini Smart Plug with Energy Monitoring 2-Pack

meross£15.424.6★1,207 rev

Meross MSS315 Matter Smart Plug Mini with Energy Monitoring 4-Pack

meross£37.424.3★1,039 rev

Meross MSS305 Mini Smart Plug with Energy Monitoring 4-Pack

meross£27.804.6★1,207 rev

Meross MSS315 Matter Smart Plug Mini with Energy Monitoring 2-Pack

meross£22.444.3★1,039 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

Newest

by launch date

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£7.96229 rev

7mo ago

Aqara Wall Outlet H2 UK Matter over Thread Double Socket 20W USB-C Energy Monitoring & Automations Voice & App Control Supports HomeKit Alexa Google Home Zigbee Required Aqara Hub

Aqara£54.2812 rev

11mo ago

SONOFF S60ZBTPG Smart Plug (Requires Zigbee Gateway) Remote Control Energy Monitoring Timer Schedules Overload Protection Zigbee Repeater Compatible with eWeLink App

SONOFF£10.10155 rev

1y ago

Meross Smart Power Strip 65W GaN Fast Charger 4 Outlet + 2 USB C + 1 USB A WiFi Plug with 2 PD Ports Support Apple HomeKit Alexa Google Home and SmartThings Voice/Remote Control 2.4GHz Only

meross£36.1081 rev

2y ago

Meross MSS315 Matter Smart Plug Mini with Energy Monitoring 4-Pack

meross£37.421,039 rev

2y ago

What buyers say about homekit smart plug

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

What buyers love

Assembly/Installation19%

“Easy to install”

Socket/Port/Plug15%

“Great plug”

Quality-Overall14%

“The build quality feels solid”

Ease Of Use9%

“Easy to use”

Connectivity-Overall8%

“Ive had no issues with connections at all”

Value For Money7%

“Great value”

Compatibility-Overall5%

“Pairing was successful”

Smart Assistant Support2%

“easy to integrate with Home Assistant - they were found straight away in the app”

Advertised Vs Actual Product2%

“Does exactly as advertised”

Durability1%

“Reliability”

What buyers complain about

Connectivity-Overall29%

“Poor Connectivity”

Durability14%

“Fail after several months of use”

Quality-Overall6%

“Utterly rubbish”

Assembly/Installation6%

“Issues with set up”

Value For Money6%

“Not worth the money”

Compatibility-Overall6%

“couldn't pair”

Functionality-Overall5%

“Doesnt work”

Socket/Port/Plug3%

“This seems to be a common problem with these smart plugs”

Size-Overall2%

“the downside was the size they took the size of a one”

Instructions/User Manual/Troubleshooting1%

“Instructions should be better”

Top return reasons

Connectivity-Overall33%

Compatibility-Overall25%

Functionality-Overall15%

Socket/Port/Plug6%

Defective Material/Parts3%

Value For Money2%