I eventually got it to pair by holding it sideways? Probably just a coincidence. When it did go into pairing mode it was flashing orange and not blue.
I also appreciated the first time I pressed one of the buttons after it paired, all of the lights in the house turned on while everyone was asleep!
Seems like no one can get the US version to work well, so I’ll either return it or just put in the save for later bin.