Is zigbee smart plug profitable to sell on Amazon United States?

The niche generates $180K/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +3.6%. Flapen's verdict: Skip it (43/100).

How competitive is the zigbee smart plug niche?

7 brands and 10 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in zigbee smart plug?

Top complaints mined from reviews: Connectivity-Overall, Functionality-Overall, Assembly/Installation. The return rate is 3.6%.

When does demand for zigbee smart plug peak?

Demand peaks in Nov–Dec; the busiest month runs 4.1× the quietest.

What does it cost to enter the zigbee smart plug niche?

Listings span $12.52–$57.55; the average listing price is $30.46 (sweet spot $15–$100). The average incumbent carries 427 reviews — the moat a new listing must climb.

zigbee smart plug

Skip it

Brand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.

Avg price

Incredible$30.46

avg listing price — sweet spot $15–$100

Price range

Great$12.52–$57.55

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

Review moat

Great426.58

avg incumbent reviews — the moat a new listing must climb

Conversion

Good5.4%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Returns

Okay3.6%

return rate — above 5% kills the launch gate

Market size

Okay$180K

$180K/yr · 110K searches

Growth

Okay+3.6%

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

Competition

Bad75%

top-5 click share — a locked-up shelf

Brand share

Bad95%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, zigbee smart plug is a $180K/yr Amazon United States market (110K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 43/100.

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

zigbee smart plug market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: $183K–$244K; units × avg price
Conversion rate: 5.4%
Avg BSR: #103
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 14.9%
Avg brand age: 44 months
Avg seller age: 148 days

Competition & brand share

The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 falling

Sellers

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

THIRDREALITY71%
SONOFF11%
EIGHTREE6%
Aqara4%
Linkind3%
CMARS3%
Open — no brand owns it (1 brand, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +3.6% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 4.1×

Open Trend

Top zigbee smart plug search terms

zigbee smart plug55K/yr +12.0%5.7% conv.
zigbee outlet20K/yr -3.3%2.7% conv.
zigbee plug19K/yr -3.4%5.5% conv.
zigbee power monitor5K/yr -24.4%3.0% conv.
smart plug zigbee4K/yr +5.8%5.3% conv.
zigbee dimmer plug4K/yr -0.9%0.6% conv.
zigbee smart outlet3K/yr -8.0%2.0% conv.

All search terms

Top zigbee 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 12 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 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 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

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$28.644.5★69 rev

EIGHTREE Zigbee Smart Plug 15A Energy Monitoring Required ETL Certified Smart Plugs that Compatible with Alexa & Home Assistant & SmartThings 4 Packs

EIGHTREE$29.734.1★215 rev

Newest

by launch date

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

6mo ago

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$28.6469 rev

10mo ago

THIRDREALITY Smart Dual Plug 2 Pack Zigbee 2-in-1 Smart Outlet with Independent Control and Power Monitoring Zigbee Repeater Compatible with Home Assistant(ZHA/Z2M) SmartThings Homey

THIRDREALITY$36.80148 rev

1y ago

EIGHTREE Zigbee Smart Plug 15A Energy Monitoring Required ETL Certified Smart Plugs that Compatible with Alexa & Home Assistant & SmartThings 4 Packs

EIGHTREE$29.73215 rev

1y ago

Innr Zigbee Smart Plug Works with Philips Hue* Alexa and SmartThings Zigbee Repeater Energy Monitoring 4-Pack

innr$57.5575 rev

2y ago

What buyers say about zigbee smart plug

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

What buyers love

Connectivity-Overall17%

“Easy to connect, works great”

Compatibility-Overall13%

“pair well without any issues”

Assembly/Installation11%

“No issues installing”

Value For Money9%

“Fair price”

Socket/Port/Plug8%

“Definitely a solid smart plug”

Quality-Overall7%

“Good quality”

Ease Of Use6%

“Easy to use”

Efficiency3%

“Repeater function works well”

Advertised Vs Actual Product2%

“As advertised”

Strength2%

“Sturdy constructing”

What buyers complain about

Connectivity-Overall27%

“I cannot get it to connect to my Alexa”

Functionality-Overall12%

“so far have only been able to get 1 working”

Assembly/Installation6%

“Setup is difficult”

Value For Money6%

“so overpriced”

Durability5%

“Longevity is questionable”

Socket/Port/Plug5%

“These plugs are the worst”

Advertised Vs Actual Product3%

“Deceptive advertising”

Size-Overall2%

“slightly large”

Quality-Overall2%

“Unfortunately the price per plug is all you need to know in terms of quality”

Design-Overall2%

“The major drawback is the shape”

Top return reasons

Connectivity-Overall34%

Compatibility-Overall26%

Functionality-Overall11%

Socket/Port/Plug7%

Value For Money4%

Advertised Vs Actual Product4%

Size-Overall3%

Assembly/Installation3%

Defective Material/Parts3%

Ease Of Use1%

Common questions

Is zigbee smart plug profitable to sell on Amazon United States?: The niche generates $180K/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +3.6%. Flapen's verdict: Skip it (43/100).
How competitive is the zigbee smart plug niche?: 7 brands and 10 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 95% of demand.
What do buyers complain about in zigbee smart plug?: Top complaints mined from reviews: Connectivity-Overall, Functionality-Overall, Assembly/Installation. The return rate is 3.6%.
When does demand for zigbee smart plug peak?: Demand peaks in Nov–Dec; the busiest month runs 4.1× the quietest.
What does it cost to enter the zigbee smart plug niche?: Listings span $12.52–$57.55; the average listing price is $30.46 (sweet spot $15–$100). The average incumbent carries 427 reviews — the moat a new listing must climb.