If you're more technically inclined you can get started for much less. You can get an ESP8266 individually for $5, and its only a few more dollars for a relay

If you're more technically inclined you can get started for much less. You can get an ESP8266 individually for $5, and its only a few more dollars for a relay or a couple of MOSFETS depending on what you want to control. You can use the Homie for ESP8266 framework to take care of the boilerplate, and build functional device that communicates over MQTT in less than an hour. Most open source home automation software supports MQTT and you can use habridge to emulate Phillips Hue devices if you want to integrate it with an Echo or other commercial device.