---
title: "Cross Stitch Fabric — £89K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/cross-stitch-fabric"
last_updated: "2026-07-31T23:24:01.642Z"
locale: en
meta:
description: "Niche score 44/100 · £89K/yr market · 142K searches/yr · £6.98 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · £89K/yr market · 142K searches/yr · £6.98 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Cross Stitch Fabric — £89K/yr Amazon UK Niche (2026) - Flapen"
---
# **cross stitch fabric**
**Skip it**
Prices mostly outside the sweet spot ($2.84–$11.32) — this niche doesn't clear our bar today.
Market size 22Growth 18Conversion 83Competition 42Returns 97Price range 0Avg price 19Brand share 47Review moat 90Quality gap 38
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****201.58**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Great****9.0%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****77%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****60%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Bad****£89K**
£89K/yr · 142K searches
**Avg price**
**Bad****£6.98**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-13.9%**
90-day search growth — must beat 0% to launch
**Price range**
**Bad****£2.84–£11.32**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, cross stitch fabric is a £89K/yr Amazon United Kingdom market (142K searches/yr). The top 5 brands hold 77% of demand. Verdict: Skip it — 44/100.
Data updated Jul 26, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **cross stitch fabric market data**
- **Units sold / yr**
- **10K–13K**
- avg 250–500/product
- **Revenue / yr**
- **£70K–£87K**
- units × avg price
- **Conversion rate**
- **9.0%**
- **Avg BSR**
- **#624**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **63%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **31 months**
- **Avg seller age**
- **220 days**
## **Competition & brand share**
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**14 **▲rising
**Sellers**
**20**
**Top-5 brand share**
**77%**
Top 20: 100%
**Top-5 click share**
**60%**
Top 20: 100%
**Open market**
**18%**
- Mouldmaster40% - HEKOBAG15% - Jinsion8% - Sliverdew7% - Storystore6% - Caydo5% - Open — no brand owns it (8 brands, 18%)
## **Demand & seasonality**
Weekly Amazon search volume, last 90 weeks — -13.9% search growth over the last 90 days.
4K3KPrime Day '25Spike '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/home-garden/cross-stitch-fabric/trend)
## **Top cross stitch fabric search terms**
- **cross stitch fabric**45K/yr-21.0%5.8% conv. - **aida**21K/yr+24.8%2.7% conv. - **aida 14 count cross stitch fabric**28K/yr-16.8%8.5% conv. - **14 count aida fabric**15K/yr-20.0%8.0% conv. - **aida fabric**11K/yr-32.8%2.9% conv. - **aida cloth**6K/yr-11.1%2.7% conv. - **14 count aida**4K/yr-12.0%8.6% conv. - **cross stitch material**4K/yr-24.2%4.4% conv. - **cross stitch aida**3K/yr-25.0%5.6% conv. - **14 count aida fabric white**3K/yr+1.8%9.4% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/cross-stitch-fabric/search-terms)
## **Top cross stitch fabric 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.
0%10%£9K20%£18K30%£27K40%£36K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mouldmaster Aida 14 Count White 39cm x 45cm**Mouldmaster**£2.84**4.6★384 rev](https://www.amazon.co.uk/dp/B0B1VKBFKL) [2**HEKOBAG 6 Pieces 14-Count Reserve Aida Fabric: Large White Cross Stitch Cloth for Embroidery Beginners - Cotton Needlework Textiles & DIY Decor - 45 * 30cm**HEKOBAG**£8.77**4.4★65 rev](https://www.amazon.co.uk/dp/B0CT33244K) [3**14 Count Aida Cloth Cross Stitch 150 x 100 cm White Cross Stitch Fabric**Jinsion**£10.17**4.5★57 rev](https://www.amazon.co.uk/dp/B0DHYWVBXS) [4**15 Pcs Assorted Color Cross Stitch Sheets - White Embroidery Fabric 15x15 cm DIY Cross Stitch Cloth**Sliverdew**£5.10**4.6★125 rev](https://www.amazon.co.uk/dp/B0BQ2TXYGW) [5**Mouldmaster Aida 14 Count White Pack of Two 39cm x 45cm**Mouldmaster**£5.47**4.4★87 rev](https://www.amazon.co.uk/dp/B0B1VK1F2J)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**cobee 15Pcs Embroidery Fabric Cross Stitch Fabric Pre Cut Embroidery Fabrics Squares Embroideries Cloth Cross Stitch Supplies for Embroiderys Garment Craft DIY Handicrafts**Cobee**£4.39**5 rev6mo ago](https://www.amazon.co.uk/dp/B0GDY738D6) [**Libenxue 14 Count Aida Cloth Cross Stitch 150x100 cm Large Fabric White Cross Stitch Cloth Fabric for Embroidery Needlework DIY Craft**Libenxue**£11.21**2 rev7mo ago](https://www.amazon.co.uk/dp/B0G4W1VPLK) [**6pcs 14-Count Reserve Ai-da Fabric 11.8 x 17.7 White Cross Stitch Fabric for Craft Embroidery Beginners Handmade Needlework DIY 45 x 30CM**Plomveriq**£7.28**3 rev8mo ago](https://www.amazon.co.uk/dp/B0G2MG9ZR3) [**Cross Stitch Fabric 14 Count 3 Pcs 30 × 45 cm Aida 14 Count Cross Stitch Fabric Reserve Square Cloth Sheets Classic Cotton for Embroidery Beginners Needlework Textiles DIY Decoration (White)**Gripiti**£5.53**6 rev9mo ago](https://www.amazon.co.uk/dp/B0FVK8LLYN) [**Storystore 10 PCS Aida 6 Count Cross Stitch Fabric 15 x 15 cm Cotton Aida Fabric for Embroidery Cross Stitch Accessories and Supplies for DIY Craft Needlework**Storystore**£5.15**24 rev1y ago](https://www.amazon.co.uk/dp/B0F6638VNB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Libenxue 14 Count Aida Cloth Cross Stitch 150x100 cm Large Fabric White Cross Stitch Cloth Fabric for Embroidery Needlework DIY Craft**Libenxue**£11.21**4.0★**▲ 221%**](https://www.amazon.co.uk/dp/B0G4W1VPLK) [**6pcs 14-Count Reserve Ai-da Fabric 11.8 x 17.7 White Cross Stitch Fabric for Craft Embroidery Beginners Handmade Needlework DIY 45 x 30CM**Plomveriq**£7.28**5.0★**▲ 134%**](https://www.amazon.co.uk/dp/B0G2MG9ZR3) [**Mouldmaster Aida 14 Count White 39cm x 45cm**Mouldmaster**£2.84**4.6★**▲ 109%**](https://www.amazon.co.uk/dp/B0B1VKBFKL) [**cobee 15Pcs Embroidery Fabric Cross Stitch Fabric Pre Cut Embroidery Fabrics Squares Embroideries Cloth Cross Stitch Supplies for Embroiderys Garment Craft DIY Handicrafts**Cobee**£4.39**4.5★**▲ 84%**](https://www.amazon.co.uk/dp/B0GDY738D6) [**Cross Stitch Fabric 14 Count 3 Pcs 30 × 45 cm Aida 14 Count Cross Stitch Fabric Reserve Square Cloth Sheets Classic Cotton for Embroidery Beginners Needlework Textiles DIY Decoration (White)**Gripiti**£5.53**4.4★**▲ 30%**](https://www.amazon.co.uk/dp/B0FVK8LLYN)
**~~View all trending →~~**
## **What buyers say about cross stitch fabric**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**31%
*“Excellent quality”*
**Upholstery/Fabric Quality**16%
*“Good fabric”*
**Size-Overall**15%
*“A great size”*
**Advertised Vs Actual Product**12%
*“just what I needed”*
**Value For Money**10%
*“Good value for money”*
**Stitch/Finish/Polish**6%
*“Perfect for all my cross stitch projects”*
**Color**5%
*“The children loved the colours”*
**Ease Of Use**1%
*“Inexpensive and easy to use”*
**Material Quality**1%
*“Good quality material”*
**Stiffness**1%
*“it is quite stiff so good for some projects”*
### **What buyers complain about **
**Stitch/Finish/Polish**33%
*“Aide isnt soft until cross stitch is finished and washed”*
**Color**33%
*“Jus not as white as I thought it would be”*
**Cushion**11%
*“I wouldn't use it for cushions for example”*
### **Top return reasons **
**Size-Overall**51%
**Material Quality**16%
**Quality-Overall**6%
**Stitch/Finish/Polish**6%
**Advertised Vs Actual Product**4%
**Thin**4%
**Compatibility-Overall**3%
**Color**2%
**Functionality-Overall**2%
**Hard Feel**2%
## **Common questions**
- **Is cross stitch fabric profitable to sell on Amazon United Kingdom?**
- The niche generates £89K/yr across 19 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -13.9%. Flapen's verdict: Skip it (44/100).
- **How competitive is the cross stitch fabric niche?**
- 14 brands and 20 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 77% of demand.
- **What do buyers complain about in cross stitch fabric?**
- Top complaints mined from reviews: Stitch/Finish/Polish, Color, Cushion. The return rate is 0.5%.
- **When does demand for cross stitch fabric peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the cross stitch fabric niche?**
- Listings span £2.84–£11.32; the average listing price is £6.98 (sweet spot $15–$100). The average incumbent carries 202 reviews — the moat a new listing must climb.
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