Can I use cheaper Wi-Fi E12 bulbs instead of Hue?

Yes. Brands like Govee, Linkind and Lightinginside offer no-hub 2.4GHz Wi-Fi (and increasingly Matter) E12 bulbs at a fraction of Hue's price, and their Amazon ratings are solid. The trade-offs reviewers flag are app polish, color accuracy and long-term reliability, where Hue still has the stronger reputation.