Is smart plug profitable to sell on Amazon United States?

The niche generates $6.7M/yr across 23 tracked products. 90-day search growth is +1.8%. Flapen's verdict: Worth a look (55/100).

How competitive is the smart plug niche?

9 brands and 26 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in smart plug?

Top complaints mined from reviews: Connectivity-Overall, Functionality-Overall, Durability. The return rate is 3.8%.

When does demand for smart plug peak?

Demand peaks in Nov–Dec; the busiest month runs 5.1× the quietest.

What does it cost to enter the smart plug niche?

Listings span $9.11–$35.09; the average listing price is $20.77 (sweet spot $15–$100). The average incumbent carries 22,572 reviews — the moat a new listing must climb.

smart plug

Worth a look

Shows a $6.7M/yr market, but a deep review moat (22,572 avg reviews) keeps it on the watch list.

Market size

Incredible$6.7M

$6.7M/yr · 4.8M searches

Avg price

Great$20.77

avg listing price — sweet spot $15–$100

Price range

Great$9.11–$35.09

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

Conversion

Good6.7%

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

Competition

Good50%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Returns

Okay3.8%

return rate — above 5% kills the launch gate

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Growth

Okay+1.8%

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

Review moat

Bad22,572.09

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, smart plug is a $6.7M/yr Amazon United States market (4.8M searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 55/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

smart plug market data

Units sold / yr: 400K–500K; avg 15,000–20,000/product
Revenue / yr: $8.3M–$10.4M; units × avg price
Conversion rate: 6.7%
Avg BSR: #33
Page quality: 0%
Prime: 100%
Sponsored: 74%
Out of stock: 8.8%
Avg brand age: 43 months
Avg seller age: 150 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 rising

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

50%

Top 20: 97%

Open market

Amazon Basics31%
Kasa Smart19%
GHome Smart18%
Govee12%
EIGHTREE7%
Linkind6%
Open — no brand owns it (3 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +1.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 5.1×

Open Trend

Top smart plug search terms

smart plug2.0M/yr +4.7%4.9% conv.
smart outlet328K/yr +2.4%3.2% conv.
smart plugs331K/yr +12.1%4.5% conv.
alexa smart plugs387K/yr -12.2%6.7% conv.
smart plugs that work with alexa345K/yr -8.7%7.4% conv.
amazon smart plug255K/yr +9.4%5.2% conv.
govee smart plug143K/yr -9.3%6.4% conv.
alexa plug143K/yr -0.5%6.0% conv.
smart plug outlet119K/yr +1.5%3.3% conv.
smart outlet plug104K/yr +12.0%4.0% conv.

All search terms

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.

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

All 23 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Amazon Basics Smart Plug Works with Alexa Only Voice Control Remote APP Control Schedule Compact Design Versatile 2.4 GHz Wi-Fi No Hub Required 4-Pack White

Amazon Basics$25.164.5★7,993 rev

Govee Smart Plug WiFi Plugs Work with Alexa & Google Assistant Smart Outlet with Timer & Group Controller WiFi Outlet for Home No Hub Required ETL & FCC Certified 2.4G WiFi Only 4 Pack

Govee$26.384.5★13,726 rev

GHome Smart Plug WiFi Smart Plugs Work with Alexa and Google Home Smart Outlet Timer with APP Remote Control 2.4GHz Wi-Fi Only No Hub Required ETL FCC Listed

GHome Smart$25.474.4★4,148 rev

Amazon Basics Smart Plug with Timer Function Voice Control WiFi 2.4 GHz APP Control Schedule Works with Alexa Only No Hub Required White

Amazon Basics$10.214.5★7,993 rev

Linkind Matter Smart Plug Work with Apple Home Siri Alexa Google SmartThings Smart Home Smart Outlet Timer 15A/1800W APP Remote Control & Schedule 2.4G Wi-Fi Only 4 Pack

Linkind$24.604.4★1,613 rev

Newest

by launch date

Amazon Basics Smart Plug with Timer Function Voice Control WiFi 2.4 GHz APP Control Schedule Works with Alexa Only No Hub Required White

Amazon Basics$10.217,993 rev

1y ago

Amazon Basics Smart Plug with Timer Function Voice Control WiFi Outlet Works with Alexa Only Schedule APP Control 2.4 GHz Wi-Fi No Hub Required 2-Pack White

Amazon Basics$13.227,993 rev

1y ago

Amazon Basics Smart Plug Works with Alexa Only Voice Control Remote APP Control Schedule Compact Design Versatile 2.4 GHz Wi-Fi No Hub Required 4-Pack White

Amazon Basics$25.167,993 rev

2y ago

GHome Smart Plug WiFi Smart Plugs Work with Alexa and Google Home Smart Outlet Timer with APP Remote Control 2.4GHz Wi-Fi Only No Hub Required ETL FCC Listed

GHome Smart$25.474,148 rev

2y ago

GHome Smart Plug WiFi Smart Plugs Work with Alexa and Google Home Smart Outlet Timer with APP Remote Control 2.4GHz Wi-Fi Only No Hub Required ETL FCC Listed White

GHome Smart$9.724,148 rev

2y ago

What buyers say about smart plug

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

What buyers love

Assembly/Installation22%

“Easy Set-Up”

Socket/Port/Plug12%

“Great plug”

Ease Of Use11%

“Easy Peezy”

Quality-Overall9%

“Good hardware”

Connectivity-Overall8%

“Connects easily”

Value For Money7%

“They are affordable”

Advertised Vs Actual Product5%

“As advertised”

Compatibility-Overall4%

“Compatible”

Efficiency3%

“Effective when working”

Alarm/Timer Accuracy2%

“timer feature is great”

What buyers complain about

Connectivity-Overall27%

“Impossible to connect”

Functionality-Overall12%

“DONT WORK”

Durability9%

“did not last”

Assembly/Installation7%

“Crazy hard to install”

Quality-Overall6%

“Low quality”

Socket/Port/Plug5%

“Missing Plug”

Instructions/User Manual/Troubleshooting3%

“Instructions are poor”

Value For Money3%

“A bit pricey”

Ease Of Use3%

“Not user friendly”

Compatibility-Overall2%

“Compatibility issues”

Top return reasons

Connectivity-Overall38%

Compatibility-Overall17%

Functionality-Overall12%

Socket/Port/Plug8%

Size-Overall6%

Value For Money4%

Advertised Vs Actual Product4%

Assembly/Installation3%

Defective Material/Parts2%

Ease Of Use1%

Common questions

Is smart plug profitable to sell on Amazon United States?: The niche generates $6.7M/yr across 23 tracked products. 90-day search growth is +1.8%. Flapen's verdict: Worth a look (55/100).
How competitive is the smart plug niche?: 9 brands and 26 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in smart plug?: Top complaints mined from reviews: Connectivity-Overall, Functionality-Overall, Durability. The return rate is 3.8%.
When does demand for smart plug peak?: Demand peaks in Nov–Dec; the busiest month runs 5.1× the quietest.
What does it cost to enter the smart plug niche?: Listings span $9.11–$35.09; the average listing price is $20.77 (sweet spot $15–$100). The average incumbent carries 22,572 reviews — the moat a new listing must climb.

smart plug

smart plug market data

Competition & brand share

Demand & seasonality

Top smart plug search terms

Top smart plug products on Amazon

Top sellers

Newest

Trending

What buyers say about smart plug

What buyers love

What buyers complain about

Top return reasons

Common questions

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