smart plug
Launch itA $2.5M/yr market growing +1.8% this quarter with returns at 1.9% — clears our launch bar.
Market size
Incredible£2.5M£2.5M/yr · 1.9M searches
Conversion
Great8.9%search→purchase rate — share of searches ending in a sale
Returns
Great1.9%return rate — above 5% kills the launch gate
Avg price
Great£15.28avg listing price — sweet spot $15–$100
Price range
Good£6.09–£28.80cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Growth
Okay+1.8%90-day search growth — must beat 0% to launch
Review moat
Bad7,574.65avg incumbent reviews — the moat a new listing must climb
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, smart plug is a £2.5M/yr Amazon United Kingdom market (1.9M searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Launch it — 56/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
smart plug market data
- Units sold / yr
- 150K–200K
- avg 8,000–10,000/product
- Revenue / yr
- £2.3M–£3.1M
- units × avg price
- Conversion rate
- 8.9%
- Avg BSR
- #17
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 0.0%
- Avg brand age
- 32 months
- Avg seller age
- 173 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
8 falling
Sellers
72
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
57%
Top 20: 95%
Open market
2%
- Tapo62%
- Amazon Basics15%
- Eightree8%
- UPXNBOR5%
- TVLIVE5%
- Oblinple4%
- Open — no brand owns it (2 brands, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.8% search growth over the last 90 days.Peak months: Jan, Nov, Dec · busiest ÷ quietest = 7.1×
Top smart plug search terms
- smart plug739K/yr
- tapo smart plug276K/yr
- alexa plug150K/yr
- smart plugs that work with alexa100K/yr
- smart plugs95K/yr
- tapo plug53K/yr
- amazon smart plug67K/yr
- alexa smart plug56K/yr
- wifi plug43K/yr
- smart socket35K/yr
Top 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 P100 (2-Pack) Smart Plug Wi-Fi Plug App Remote Control Alexa Plug Voice Control with Alexa & Google Away Mode Scheduling & Timer Device Sharing Easy Set Up Multiple Safety Guarantees
Tapo£12.134.6★53,352 rev
Tapo P100 (4-Pack) Smart Plug Wi-Fi Plug App Remote Control Alexa Plug Voice Control with Alexa & Google Away Mode Scheduling & Timer Device Sharing Easy Set Up Multiple Safety Guarantees
Tapo£21.684.7★18,061 rev
Tapo P110 (2-Pack) Smart Plug WiFi Plug Energy Monitoring Electricity Usage Monitor App Remote Control Smart Home Voice Control with Google Away Mode Scheduling & Timer Device Sharing
Tapo£12.534.6★53,352 rev
Amazon Basics Single Outlet Indoor Wi-Fi Smart Plug works with Alexa only 1 Pack White UK
Amazon Basics£7.394.4★2,893 rev
Tapo P100 Smart Plug Wi-Fi Plug App Remote Control Alexa Plug Voice Control with Alexa & Google Away Mode Scheduling & Timer Device Sharing Easy Quick Set Up Multiple Safety Guarantees
Tapo£6.614.6★33,619 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
Oblinple Smart Plug 13A Alexa Plugs that Work with Alexa Google Home Wifi Plugs with Energy Monitoring Voice Control Timer Function Smart Life/Tuya App Remote Control WiFi Socket 2.4GHz Wi-Fi Only
Oblinple£21.8856 rev
Oblinple Smart Plug 13A Alexa Plugs that Work with Alexa Google Home Wifi Plugs with Energy Monitoring Voice Control Timer Function Smart Life/Tuya App Remote Control WiFi Socket 2.4GHz Wi-Fi Only
Oblinple£7.7056 rev
Oblinple Smart Plug 13A Alexa Plugs that Work with Alexa Google Home Wifi Plugs with Energy Monitoring Voice Control Timer Function Smart Life/Tuya App Remote Control WiFi Socket 2.4GHz Wi-Fi Only
Oblinple£13.5256 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
Trending
90-day click momentumOblinple Smart Plug 13A Alexa Plugs that Work with Alexa Google Home Wifi Plugs with Energy Monitoring Voice Control Timer Function Smart Life/Tuya App Remote Control WiFi Socket 2.4GHz Wi-Fi Only
Oblinple£13.524.6★
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★
Oblinple Smart Plug 13A Alexa Plugs that Work with Alexa Google Home Wifi Plugs with Energy Monitoring Voice Control Timer Function Smart Life/Tuya App Remote Control WiFi Socket 2.4GHz Wi-Fi Only
Oblinple£21.884.6★
Oblinple Smart Plug 13A Alexa Plugs that Work with Alexa Google Home Wifi Plugs with Energy Monitoring Voice Control Timer Function Smart Life/Tuya App Remote Control WiFi Socket 2.4GHz Wi-Fi Only
Oblinple£7.704.6★
UPXNBOR 13A Smart Plug WiFi Smart Socket with Energy Monitoring 1 Pack
UPXNBOR£7.394.3★
What buyers say about smart plug
What buyers praise and complain about, mined from review topics.What buyers love
“Easy setup”
“Great smart socket”
“Solid build quality”
“It is easy to control”
“Excellent price”
“Easy to Connect”
“Exactly as described”
“Work well with my Alexa”
“Friendly app”
“works fine”
What buyers complain about
“Very difficult to connect”
“Breaks very quickly”
“can have issues setting up”
“stopped working”
“Seriously poor reliability”
“so it was not compatible”
“as they're now more expensive”
“especially at hard to get to sockets”
“Instructions are very small to read also you have to know to load the app otherwise ok”
“Dont fit”
Top return reasons
Common questions
- Is smart plug profitable to sell on Amazon United Kingdom?
- The niche generates £2.5M/yr across 26 tracked products. 2 of 6 products launched in the last 360 days are still selling. 90-day search growth is +1.8%. Flapen's verdict: Launch it (56/100).
- How competitive is the smart plug niche?
- 8 brands and 72 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in smart plug?
- Top complaints mined from reviews: Connectivity-Overall, Durability, Assembly/Installation. The return rate is 1.9%.
- When does demand for smart plug peak?
- Demand peaks in Jan–Nov–Dec; the busiest month runs 7.1× the quietest.
- What does it cost to enter the smart plug niche?
- Listings span £6.09–£28.80; the average listing price is £15.28 (sweet spot $15–$100). The average incumbent carries 7,575 reviews — the moat a new listing must climb.