matter smart plug
Skip itBrand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Avg price
Great£20.50avg listing price — sweet spot $15–$100
Price range
Great£7.96–£37.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Good2.0%return rate — above 5% kills the launch gate
Conversion
Good6.5%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Market size
Okay£193K£193K/yr · 144K searches
Review moat
Okay3,829.88avg incumbent reviews — the moat a new listing must climb
Growth
Bad-28.6%90-day search growth — must beat 0% to launch
Brand share
Bad97%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, matter smart plug is a £193K/yr Amazon United Kingdom market (144K searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 46/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
matter smart plug market data
- Units sold / yr
- 10K–13K
- avg 250–500/product
- Revenue / yr
- £205K–£256K
- units × avg price
- Conversion rate
- 6.5%
- Avg BSR
- #68
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 76%
- Out of stock
- 18.9%
- Avg brand age
- 36 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
7 flat
Sellers
78
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
54%
Top 20: 94%
Open market
1%
- meross46%
- Tapo35%
- Amazon Basics10%
- Eightree5%
- Amythe2%
- Philips Hue2%
- Open — no brand owns it (1 brand, 1%)
Demand
Weekly Amazon search volume, last 31 weeks — -28.6% search growth over the last 90 days.Top matter smart plug search terms
- meross smart plug57K/yr
- matter smart plug20K/yr
- tapo p110m15K/yr
- homekit smart plug10K/yr
- p110m5K/yr
- homekit plug6K/yr
- smart plug apple homekit8K/yr
- smart plug homekit5K/yr
- smart plug matter4K/yr
- matter plug3K/yr
Top matter 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Tapo P110M Smart Plug WiFi Plug Energy Monitoring Electricity Usage Monitor MATTER Certified App Remote Control Voice Control Alexa Plug Works with Alexa & Google Away Mode Compact Design
Tapo£7.974.6★772 rev
Tapo P110M (4-pack) Smart Plug WiFi Plug Energy Monitoring Electricity Usage Monitor MATTER Certified App Remote Control Alexa Voice Control with Alexa & Google Away Mode Compact Design
Tapo£28.804.7★155 rev
Meross MSS315 Matter Smart Plug Mini with Energy Monitoring 4-Pack
meross£37.424.3★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
Meross MSS305 Mini Smart Plug with Energy Monitoring 2-Pack
meross£15.424.6★1,207 rev
Newest
by launch date
NEW Tapo TP11(4-pack) Smart Plug Alexa Plug with Energy Monitoring WiFi Plug Away Mode App Remote Control Voice Control with Alexa & Google Compact Design Easy Setup Auto On-Off
Tapo£25.7330 rev
Amythe School Bag for Boys Grades 2-5 Children School Backpack 25 L Ergonomic Waterproof Casual Backpack with Tag for Boys 8-12 Years for School & Travel blue-green 42 cm x 30 cm x 20 cm
Amythe£22.298 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£7.96229 rev
Tapo P110 (4-Pack) Smart Plug WiFi Plug Energy Monitoring Electricity Usage Monitor App Remote Control Alexa Voice Control with Alexa & Google Away Mode Scheduling & Timer Device Sharing
Tapo£23.593,181 rev
Tapo P304M Smart Plug Power Strip Energy Monitoring MATTER Certified Surge Protection Zero-Crossing Detection Remote Control Voice Control with Apple Alexa Google Schedule and Timer Away Mode
Tapo£23.18725 rev
Trending
90-day click momentumAmythe School Bag for Boys Grades 2-5 Children School Backpack 25 L Ergonomic Waterproof Casual Backpack with Tag for Boys 8-12 Years for School & Travel blue-green 42 cm x 30 cm x 20 cm
Amythe£22.294.8★
NEW Tapo TP11(4-pack) Smart Plug Alexa Plug with Energy Monitoring WiFi Plug Away Mode App Remote Control Voice Control with Alexa & Google Compact Design Easy Setup Auto On-Off
Tapo£25.734.2★
Philips Hue Smart Plug for Smart Home Automation. Works with Alexa Google Assistant and Apple Homekit White
Philips Hue£22.234.7★
SONOFF WiFi Smart Plug Socket Mini Smart Socket with Energy Power Monitoring Remote Control Schedule Functions Works with Alexa/Google Home and IFTTT 2.4 GHz No Hub Required S60TPG
SONOFF£8.194.4★
Meross Smart Power Strip with USB 6 AC Outlets and 4 USB Ports Alexa extension lead Compatible with Alexa Google SmartThings 2.4GHz WiFi (Packaging may vary)
meross£30.244.3★
What buyers say about matter smart plug
What buyers praise and complain about, mined from review topics.What buyers love
“Easy set up”
“Excellent Product”
“Great plug”
“Easy to use”
“Easy to Connect”
“Great Value”
“Works as it should”
“Pairing is easy”
“Friendly app”
“Remote switch works fine”
What buyers complain about
“Doesn't connect”
“after a few months they just fail”
“Overpriced for what it is”
“Issues with set up”
“Doesnt work”
“couldn't pair”
“Utterly rubbish”
“especially at hard to get to sockets”
“which sounds small”
“Instructions should be better”
Top return reasons
Common questions
- Is matter smart plug profitable to sell on Amazon United Kingdom?
- The niche generates £193K/yr across 25 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -28.6%. Flapen's verdict: Skip it (46/100).
- How competitive is the matter smart plug niche?
- 7 brands and 78 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in matter smart plug?
- Top complaints mined from reviews: Connectivity-Overall, Durability, Value For Money. The return rate is 2.0%.
- What does it cost to enter the matter smart plug niche?
- Listings span £7.96–£37.42; the average listing price is £20.50 (sweet spot $15–$100). The average incumbent carries 3,830 reviews — the moat a new listing must climb.