---
title: "Matter Smart Plug — £193K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/matter-smart-plug"
last_updated: "2026-07-31T10:53:09.899Z"
locale: en
meta:
description: "Niche score 46/100 · £193K/yr market · 144K searches/yr · £20.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · £193K/yr market · 144K searches/yr · £20.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Matter Smart Plug — £193K/yr Amazon UK Niche (2026) - Flapen"
---
# **matter smart plug**
**Skip it**
Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Market size 38Growth 11Conversion 71Competition 52Returns 75Price range 76Avg price 89Brand share 7Review moat 27Quality gap 57
**Avg price**
**Great****£20.50**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£7.96–£37.42**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Good****2.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Good****6.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****54%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£193K**
£193K/yr · 144K searches
**Review moat**
**Okay****3,829.88**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-28.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KSpike '26Dec '25Jan '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/diy-tools/matter-smart-plug/trend)
## **Top matter smart plug search terms**
- **meross smart plug**57K/yr-27.4%6.3% conv. - **matter smart plug**20K/yr-39.0%4.6% conv. - **tapo p110m**15K/yr-8.4%12.8% conv. - **homekit smart plug**10K/yr-34.8%3.9% conv. - **p110m**5K/yr-1.9%10.7% conv. - **homekit plug**6K/yr-22.5%3.2% conv. - **smart plug apple homekit**8K/yr-52.7%6.1% conv. - **smart plug homekit**5K/yr-19.1%2.6% conv. - **smart plug matter**4K/yr-16.8%7.1% conv. - **matter plug**3K/yr-31.3%3.9% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/matter-smart-plug/search-terms)
## **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.
0%4%£8K8%£15K12%£23K16%£31K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£7.97**4.6★772 rev](https://www.amazon.co.uk/dp/B0CGFPDVHY) [2**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**£28.80**4.7★155 rev](https://www.amazon.co.uk/dp/B0DQL38QCY) [3**Meross MSS315 Matter Smart Plug Mini with Energy Monitoring 4-Pack**meross**£37.42**4.3★1,039 rev](https://www.amazon.co.uk/dp/B0CNVHBCR3) [4**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**£7.96**4.0★229 rev](https://www.amazon.co.uk/dp/B0DP8HW1HD) [5**Meross MSS305 Mini Smart Plug with Energy Monitoring 2-Pack**meross**£15.42**4.6★1,207 rev](https://www.amazon.co.uk/dp/B0CGC6235V)
**~~View all top sellers →~~**
### **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**£25.73**30 rev2mo ago](https://www.amazon.co.uk/dp/B0GWFLLS6M) [**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**£22.29**8 rev4mo ago](https://www.amazon.co.uk/dp/B0GK8Y5QFK) [**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**£7.96**229 rev7mo ago](https://www.amazon.co.uk/dp/B0DP8HW1HD) [**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**£23.59**3,181 rev11mo ago](https://www.amazon.co.uk/dp/B0B82ZQZS8) [**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**£23.18**725 rev1y ago](https://www.amazon.co.uk/dp/B0DBQ26ZNL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£22.29**4.8★**▲ 528%**](https://www.amazon.co.uk/dp/B0GK8Y5QFK) [**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**£25.73**4.2★**▲ 510%**](https://www.amazon.co.uk/dp/B0GWFLLS6M) [**Philips Hue Smart Plug for Smart Home Automation. Works with Alexa Google Assistant and Apple Homekit White**Philips Hue**£22.23**4.7★**▲ 53%**](https://www.amazon.co.uk/dp/B09F72B98K) [**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**£8.19**4.4★**▲ 42%**](https://www.amazon.co.uk/dp/B0C73W581Y) [**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**£30.24**4.3★**▲ 31%**](https://www.amazon.co.uk/dp/B09CH3WCDX)
**~~View all trending →~~**
## **What buyers say about matter smart plug**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Assembly/Installation**18%
*“Easy set up”*
**Quality-Overall**16%
*“Excellent Product”*
**Socket/Port/Plug**14%
*“Great plug”*
**Ease Of Use**9%
*“Easy to use”*
**Connectivity-Overall**8%
*“Easy to Connect”*
**Value For Money**7%
*“Great Value”*
**Advertised Vs Actual Product**4%
*“Works as it should”*
**Compatibility-Overall**3%
*“Pairing is easy”*
**Software/Application**3%
*“Friendly app”*
**Remote Control**1%
*“Remote switch works fine”*
### **What buyers complain about **
**Connectivity-Overall**28%
*“Doesn't connect”*
**Durability**11%
*“after a few months they just fail”*
**Value For Money**6%
*“Overpriced for what it is”*
**Assembly/Installation**5%
*“Issues with set up”*
**Functionality-Overall**5%
*“Doesnt work”*
**Compatibility-Overall**5%
*“couldn't pair”*
**Quality-Overall**4%
*“Utterly rubbish”*
**Socket/Port/Plug**4%
*“especially at hard to get to sockets”*
**Size-Overall**2%
*“which sounds small”*
**Instructions/User Manual/Troubleshooting**1%
*“Instructions should be better”*
### **Top return reasons **
**Connectivity-Overall**36%
**Compatibility-Overall**23%
**Functionality-Overall**15%
**Socket/Port/Plug**5%
**Defective Material/Parts**4%
**Value For Money**2%
**Assembly/Installation**2%
**Size-Overall**2%
**Advertised Vs Actual Product**2%
**Software/Application**1%
## **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.
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