---
title: "Sonoff S31 — $32K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/tools-home-improvement/sonoff-s31"
last_updated: "2026-08-08T13:55:59.159Z"
locale: en
meta:
description: "Niche score 38/100 · $32K/yr market · 22K searches/yr · $16.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · $32K/yr market · 22K searches/yr · $16.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Sonoff S31 — $32K/yr Amazon US Niche (2026) - Flapen"
---
# **sonoff s31**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 8Growth 19Conversion 82Competition 2Returns 52Price range 69Avg price 80Brand share 0Review moat 90Quality gap 77
**Review moat**
**Great****209.33**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Great****8.8%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$16.84**
avg listing price — sweet spot $15–$100
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****$8.74–$29.13**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Good****2.9%**
return rate — above 5% kills the launch gate
**Growth**
**Bad****-11.5%**
90-day search growth — must beat 0% to launch
**Market size**
**Bad****$32K**
$32K/yr · 22K searches
**Competition**
**Bad****97%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, sonoff s31 is a $32K/yr Amazon United States market (22K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Aug–Sep–Oct–Nov–Dec. Verdict: Skip it — 38/100.
Data updated Jul 27, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **sonoff s31 market data**
- **Units sold / yr**
- **2K–3K**
- avg 100–250/product
- **Revenue / yr**
- **$34K–$42K**
- units × avg price
- **Conversion rate**
- **8.8%**
- **Avg BSR**
- **#228**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **83%**
- **Out of stock**
- **59.3%**
- **Avg brand age**
- **38 months**
- **Avg seller age**
- **168 days**
## **Competition & brand share**
The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**2 **▲rising
**Sellers**
**7**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**97%**
Top 20: 100%
**Open market**
**0%**
- SONOFF97% - THIRDREALITY3%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -11.5% search growth over the last 90 days.
8K6KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Aug, Sep, Oct, Nov, Dec · busiest ÷ quietest = 12.1×
[**Open Trend **](https://flapen.com/research/us/tools-home-improvement/sonoff-s31/trend)
## **Top sonoff s31 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%15%$5K30%$10K45%$15K60%$19K101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 6 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**SONOFF S31 WiFi Smart Plug with Energy Monitoring 15A Smart Outlet Timer Switch ETL Certified Compatible with Alexa & Google Home IFTTT Supporting 2.4 Ghz Wi-Fi Only**SONOFF**$8.74**4.2★496 rev](https://www.amazon.com/dp/B08TNF4835) [2**SONOFF Matter Smart Plug S41s 4-Pack 15A 1800W WiFi Smart Plug Outlet ETL Certified Remote & Voice Control with Timer Compatible with Alexa Google Home Apple HomeKit & SmartThings**SONOFF**$28.64**4.5★69 rev](https://www.amazon.com/dp/B0FSZS357P) [3**SONOFF S31 Lite Smart Plug Smart Outlet Switch ETL Certified No Hub Required 2.4 Ghz WiFi Only IFTTT Supporting Compatible with Alexa & Google Home**SONOFF**$10.69**3.8★31 rev](https://www.amazon.com/dp/B08TNHJH2C) [4**SONOFF S40 Lite 15A WiFi Smart Plug ETL Certified Smart Socket Outlet Timer Switch Compatible with Alexa & Google Home Assistant IFTTT Supporting No Hub Required -A Certified for Humans Device**SONOFF**$11.33**4.2★135 rev](https://www.amazon.com/dp/B09LV7K4DH) [5**SONOFF S40 15A WiFi Smart Plug with Energy Monitoring ETL Certified Smart Outlet Timer Switch Work with Alexa & Google Home Assistant IFTTT Supporting 2.4 Ghz Wi-Fi Only 1-Pack**SONOFF**$12.50**4.4★76 rev](https://www.amazon.com/dp/B09LGZNQD8)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**SONOFF Matter Smart Plug S41s 4-Pack 15A 1800W WiFi Smart Plug Outlet ETL Certified Remote & Voice Control with Timer Compatible with Alexa Google Home Apple HomeKit & SmartThings**SONOFF**$28.64**69 rev10mo ago](https://www.amazon.com/dp/B0FSZS357P) [**SONOFF S40 Lite 15A WiFi Smart Plug ETL Certified Smart Socket Outlet Timer Switch Compatible with Alexa & Google Home Assistant IFTTT Supporting No Hub Required -A Certified for Humans Device**SONOFF**$11.33**135 rev4y ago](https://www.amazon.com/dp/B09LV7K4DH) [**SONOFF S40 15A WiFi Smart Plug with Energy Monitoring ETL Certified Smart Outlet Timer Switch Work with Alexa & Google Home Assistant IFTTT Supporting 2.4 Ghz Wi-Fi Only 1-Pack**SONOFF**$12.50**76 rev4y ago](https://www.amazon.com/dp/B09LGZNQD8) [**THIRDREALITY Smart Plug 4 Pack 15A Smart Outlet with Timer Function Zigbee Repeater ETL Certified Requires ZigBee Hub No Power Meter**THIRDREALITY**$29.13**449 rev4y ago](https://www.amazon.com/dp/B09KNDM4VV) [**SONOFF S31 WiFi Smart Plug with Energy Monitoring 15A Smart Outlet Timer Switch ETL Certified Compatible with Alexa & Google Home IFTTT Supporting 2.4 Ghz Wi-Fi Only**SONOFF**$8.74**496 rev5y ago](https://www.amazon.com/dp/B08TNF4835)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**SONOFF S31 Lite Smart Plug Smart Outlet Switch ETL Certified No Hub Required 2.4 Ghz WiFi Only IFTTT Supporting Compatible with Alexa & Google Home**SONOFF**$10.69**3.8★**▲ 67%**](https://www.amazon.com/dp/B08TNHJH2C) [**SONOFF S40 15A WiFi Smart Plug with Energy Monitoring ETL Certified Smart Outlet Timer Switch Work with Alexa & Google Home Assistant IFTTT Supporting 2.4 Ghz Wi-Fi Only 1-Pack**SONOFF**$12.50**4.4★**▲ 65%**](https://www.amazon.com/dp/B09LGZNQD8) [**THIRDREALITY Smart Plug 4 Pack 15A Smart Outlet with Timer Function Zigbee Repeater ETL Certified Requires ZigBee Hub No Power Meter**THIRDREALITY**$29.13**4.5★**▲ 31%**](https://www.amazon.com/dp/B09KNDM4VV) [**SONOFF S31 WiFi Smart Plug with Energy Monitoring 15A Smart Outlet Timer Switch ETL Certified Compatible with Alexa & Google Home IFTTT Supporting 2.4 Ghz Wi-Fi Only**SONOFF**$8.74**4.2★**▲ 13%**](https://www.amazon.com/dp/B08TNF4835) [**SONOFF S40 Lite 15A WiFi Smart Plug ETL Certified Smart Socket Outlet Timer Switch Compatible with Alexa & Google Home Assistant IFTTT Supporting No Hub Required -A Certified for Humans Device**SONOFF**$11.33**4.2★**▼ 14%**](https://www.amazon.com/dp/B09LV7K4DH)
**~~View all trending →~~**
## **What buyers say about sonoff s31**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Assembly/Installation**16%
*“Easy install”*
**Connectivity-Overall**13%
*“Connects and stays connected”*
**Socket/Port/Plug**10%
*“Great smart plug”*
**Compatibility-Overall**8%
*“Easy pairing with Smartthings”*
**Value For Money**7%
*“Worth the money”*
**Quality-Overall**6%
*“The construction quality is fair”*
**Smart Assistant Support**4%
*“Easy setup with my Android phone sending it to Home Assistant”*
**Ease Of Use**4%
*“So convenient”*
**Efficiency**4%
*“It works”*
**Strength**3%
*“These are very well made units”*
### **What buyers complain about **
**Connectivity-Overall**32%
*“Didn't connect”*
**Design-Overall**9%
*“The major drawback is the shape”*
**Assembly/Installation**6%
*“Bad quality of assembly”*
**Size-Overall**6%
*“it's a big one”*
**Ease Of Use**3%
*“They were slightly tricky to flash”*
**Functionality-Overall**2%
*“Doesnt work”*
**Defective Material/Parts**2%
*“Basically a broken/scam product”*
**Material Quality**1%
*“not the best materials”*
### **Top return reasons **
**Connectivity-Overall**33%
**Compatibility-Overall**24%
**Functionality-Overall**11%
**Socket/Port/Plug**9%
**Advertised Vs Actual Product**6%
**Value For Money**3%
**Defective Material/Parts**3%
**Size-Overall**3%
**Smart Assistant Support**1%
**Range**1%
## **Common questions**
- **Is sonoff s31 profitable to sell on Amazon United States?**
- The niche generates $32K/yr across 6 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -11.5%. Flapen's verdict: Skip it (38/100).
- **How competitive is the sonoff s31 niche?**
- 2 brands and 7 sellers compete. The top 5 products take 97% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in sonoff s31?**
- Top complaints mined from reviews: Connectivity-Overall, Design-Overall, Assembly/Installation. The return rate is 2.9%.
- **When does demand for sonoff s31 peak?**
- Demand peaks in Aug–Sep–Oct–Nov–Dec; the busiest month runs 12.1× the quietest.
- **What does it cost to enter the sonoff s31 niche?**
- Listings span $8.74–$29.13; the average listing price is $16.84 (sweet spot $15–$100). The average incumbent carries 209 reviews — the moat a new listing must climb.
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