zigbee
Worth a lookShows a sweet-spot price point ($35.40 avg), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Avg price
Incredible$35.40avg listing price — sweet spot $15–$100
Price range
Great$12.52–$88.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Review moat
Good644.75avg incumbent reviews — the moat a new listing must climb
Market size
Good$628K$628K/yr · 599K searches
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Returns
Good2.8%return rate — above 5% kills the launch gate
Conversion
Okay3.0%search→purchase rate — share of searches ending in a sale
Growth
Okay+3.9%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, zigbee is a $628K/yr Amazon United States market (599K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Oct–Nov–Dec. Verdict: Worth a look — 54/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
zigbee market data
- Units sold / yr
- 20K–25K
- avg 500–750/product
- Revenue / yr
- $708K–$885K
- units × avg price
- Conversion rate
- 3.0%
- Avg BSR
- #181
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 97%
- Out of stock
- 3.9%
- Avg brand age
- 41 months
- Avg seller age
- 152 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
5 falling
Sellers
9
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
46%
Top 20: 83%
Open market
0%
- THIRDREALITY80%
- SONOFF13%
- Aqara3%
- EIGHTREE2%
- Blindsmart2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.9% search growth over the last 90 days.Peak months: Jul, Oct, Nov, Dec · busiest ÷ quietest = 2.8×
Top zigbee search terms
- zigbee290K/yr
- zigbee smart plug55K/yr
- third reality56K/yr
- thirdreality34K/yr
- zigbee devices31K/yr
- zigbee sensor22K/yr
- zigbee outlet20K/yr
- zigbee plug19K/yr
- third reality smart plug11K/yr
- thirdreality zigbee21K/yr
Top zigbee 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
THIRDREALITY ZigBee Smart Plug 4 Pack with Real-time Energy Monitoring 15A Outlet Zigbee Repeater ETL Certified ZigBee Hub Required Work with Home Assistant Compatible Echo Devices and SmartThings
THIRDREALITY$36.924.5★819 rev
THIRDREALITY Smart Plug Gen3 4 Pack Precise Real-time Power Meter 15A Outlet Enhanced Zigbee Repeater ETL Certified ZigBee Hub Needed Work with Home Assistant Compatible Echo Devices and SmartThings
THIRDREALITY$44.834.9★76 rev
THIRDREALITY Zigbee Smart Plug with Real-time Power Monitoring 15A Smart Outlet Zigbee Repeater ETL Certified ZigBee Hub Required Work with Home Assistant Compatible Echo Devices and SmartThing
THIRDREALITY$12.524.4★256 rev
THIRDREALITY Zigbee Smart Color Bulb ZL1 4Pack Compatible with Home Assistant(ZHA&Z2M) SmartThings Aeotec Homey Hubitat or Echo Devices With Built-in Hub A19 RGBCW Bulb 2700K-6500K Tunable 800 Lumens
THIRDREALITY$28.624.3★555 rev
THIRDREALITY Smart Plug 4 Pack 15A Smart Outlet with Timer Function Zigbee Repeater ETL Certified Requires ZigBee Hub No Power Meter
THIRDREALITY$29.134.5★449 rev
Newest
by launch date
Third Reality Voice/Music Assistant Dev Edition Preloaded with Home Assistant Voice Assistant and Music Assistant Dual Digital Mics 3W Speaker 2.4G WiFi only Open Source
THIRDREALITY$79.5013 rev
THIRDREALITY Smart Presence Sensor R3 60GHz mmWave Radar USB-C Powered RGB Light with Status Indication Illumination Sensor Zigbee Repeater Compatible with Home Assistant(ZHA&Z2M) SmartThings
THIRDREALITY$46.4361 rev
THIRDREALITY Smart Soil Moisture Sensor Gen2 3Pack Zigbee hub Needed nhanced Signal Stability Capacitive Moisture Monitoring Garden Planting Compatible with Hubitat SmartThings Home Assistant Homey
THIRDREALITY$54.83249 rev
THIRDREALITY Smart Plug Gen3 4 Pack Precise Real-time Power Meter 15A Outlet Enhanced Zigbee Repeater ETL Certified ZigBee Hub Needed Work with Home Assistant Compatible Echo Devices and SmartThings
THIRDREALITY$44.8376 rev
THIRDREALITY Smart Soil Moisture Sensor Gen2 Zigbee hub Needed Enhanced Signal Stability Capacitive Moisture Monitoring Garden Planting Compatible with Hubitat SmartThings Home Assistant Homey
THIRDREALITY$17.94249 rev
Trending
90-day click momentum
THIRDREALITY Smart Wall Outlet Dual Independent Control for 2 Sockets Individual Power Monitoring Zigbee Repeater Compatible with Home Assistant & SmartThings ETL Certified
THIRDREALITY$29.713.5★
Third Reality Voice/Music Assistant Dev Edition Preloaded with Home Assistant Voice Assistant and Music Assistant Dual Digital Mics 3W Speaker 2.4G WiFi only Open Source
THIRDREALITY$79.503.2★
THIRDREALITY Smart Plug Gen3 4 Pack Precise Real-time Power Meter 15A Outlet Enhanced Zigbee Repeater ETL Certified ZigBee Hub Needed Work with Home Assistant Compatible Echo Devices and SmartThings
THIRDREALITY$44.834.9★
THIRDREALITY Smart Soil Moisture Sensor Gen2 3Pack Zigbee hub Needed nhanced Signal Stability Capacitive Moisture Monitoring Garden Planting Compatible with Hubitat SmartThings Home Assistant Homey
THIRDREALITY$54.833.7★
THIRDREALITY Smart Soil Moisture Sensor Gen2 Zigbee hub Needed Enhanced Signal Stability Capacitive Moisture Monitoring Garden Planting Compatible with Hubitat SmartThings Home Assistant Homey
THIRDREALITY$17.943.7★
What buyers say about zigbee
What buyers praise and complain about, mined from review topics.What buyers love
“Connection is good”
“Compatibility has been excellent”
“Easy Setup”
“Build quality is great”
“Good price”
“easy to do”
“Works great in Home Assistant”
“As advertised”
“brightness is consistent”
“Seems to be pretty accurate”
What buyers complain about
“Couldn't connect”
“Doesnt Work”
“Tried a new battery but it refuses to work.”
“broke it by stepped on it”
“Im also disappointed in the probe length”
“weak manual”
“Low quality”
“Confusing description”
“The sensor is also small”
“Not worth it at all anymore at that price”
Top return reasons
Common questions
- Is zigbee profitable to sell on Amazon United States?
- The niche generates $628K/yr across 32 tracked products. 12 of 13 products launched in the last 360 days are still selling. 90-day search growth is +3.9%. Flapen's verdict: Worth a look (54/100).
- How competitive is the zigbee niche?
- 5 brands and 9 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in zigbee?
- Top complaints mined from reviews: Connectivity-Overall, Functionality-Overall, Battery Life. The return rate is 2.8%.
- When does demand for zigbee peak?
- Demand peaks in Jul–Oct–Nov–Dec; the busiest month runs 2.8× the quietest.
- What does it cost to enter the zigbee niche?
- Listings span $12.52–$88.15; the average listing price is $35.40 (sweet spot $15–$100). The average incumbent carries 645 reviews — the moat a new listing must climb.