embroidery threads
Skip itPrices mostly outside the sweet spot ($3.07–$16.58) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great7.6%search→purchase rate — share of searches ending in a sale
Brand share
Okay78%top-5 brand share — brands hold most of the demand
Review moat
Okay2,108.12avg incumbent reviews — the moat a new listing must climb
Market size
Okay£206K£206K/yr · 418K searches
Competition
Okay67%top-5 click share — leaders hold, buyers still browse
Growth
Bad-3.8%90-day search growth — must beat 0% to launch
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£6.45avg listing price — sweet spot $15–$100
Price range
Bad£3.07–£16.58cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, embroidery threads is a £206K/yr Amazon United Kingdom market (418K searches/yr). The top 5 brands hold 78% of demand. Verdict: Skip it — 42/100.
Data updated Jul 26, 2026 · scored weekly · How we score niches
embroidery threads market data
- Units sold / yr
- 30K–40K
- avg 1,500–2,000/product
- Revenue / yr
- £194K–£258K
- units × avg price
- Conversion rate
- 7.6%
- Avg BSR
- #29
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 71%
- Out of stock
- 8.6%
- Avg brand age
- 33 months
- Avg seller age
- 189 days
Competition & brand share
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.Brands
13 falling
Sellers
22
Top-5 brand share
78%
Top 20: 100%
Top-5 click share
67%
Top 20: 100%
Open market
18%
- AUERVO44%
- HAUSPROFI15%
- VynyQoo9%
- LauCentral6%
- CUIDAKJ4%
- benlidoner4%
- Open — no brand owns it (7 brands, 18%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top embroidery threads search terms
- embroidery threads247K/yr
- embroidery thread80K/yr
- embroidery floss21K/yr
- cross stitch thread21K/yr
- friendship bracelet thread9K/yr
- bracelet thread10K/yr
- friendship bracelet string11K/yr
- thread for bracelet making7K/yr
- cotton embroidery thread4K/yr
- embroidery silks5K/yr
Top embroidery threads 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.
All 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
AUERVO Embroidery Threads 50 Skeins Per Pack Embroidery Floss Cross Stitch ThreadsFriendship Bracelets FlossCrafts Floss Rainbow Color with Free Embroidery Needles Floss Bobbins
AUERVO£4.914.6★7,863 rev
HAUSPROFI Embroidery Threads 150 Colors Cross Stitch Thread Embroidery Kit Perfect for Friendship Bracelets 8m 6-Strand Floss Kit with Needles Fade-Resistant & Tangle-Free Craft Supplies
HAUSPROFI£7.534.6★571 rev
Embroidery Threads 100 Skeins PackAUERVO Embroidery Floss Cross Stitch ThreadsFriendship Bracelets ThreadCrafts Floss Rainbow Color with Free Embroidery Needles Floss Bobbins
AUERVO£8.584.6★7,863 rev
VynyQoo 60PCS Embroidery Threads Cross Stitch Threads for Adults & Beginners 52 Colours Embroidery Floss for Embroidery DIY Crafts 8m(6 Strand) Multicolor
VynyQoo£4.634.7★1,193 rev
150 Skeins Embroidery Thread Random Colors Cotton Embroidery Floss Kit Friend Bracelets Making Kits with 12 Pieces Bobbins Organizer for Beginners Adults for Knitting Cross Stitch Project
LauCentral£8.354.7★2,990 rev
Newest
by launch date
CABODYALS 12 Skeins 96M Embroidery Floss Cross Stitch Threads 6 Ply Variegated Macaroon Spring Friendship Bracelet String Floss Threads Bulk for Jewelry Making Bracelet Knitting Stitching Craft Supply
CABODYALS£4.27162 rev
24 Skeins 6 Strands Multicolor Embroidery Threads Crafts Cross Stitch Threads Friendship Bracelets Embroidery Floss for DIY Crafts Project Sewing Accessories and Supplies
ANDSHUAI£3.38168 rev
benlidoner Embroidery Threads Kit 200 Skeins Cross Stitch Threads Friendship Bracelets Floss 200 Colored Embroidery Floss with Needles Floss Bobbins for Adults Beginners
benlidoner£10.8467 rev
100 Colours Embroidery Threads Cross Stitch Thread Embroidery Floss with Needles Rainbow Colour Bracelet Thread for Knitting Embroidery Floss Bobbins Cross Stitch Project
OKTAYOCUM£6.8262 rev
100 Colours Embroidery Threads 5m(6 Strand) Cross Stitch Thread Embroidery Floss Friendship Bracelet String Silk Thread for Bracelet making DIY Crafts
CUIDAKJ£5.69449 rev
Trending
90-day click momentum
VynyQoo 8m (6 Strand) Embroidery Threads 60PCS 52 Colours Coloured Thread Cross Stitch Thread Ideal for Adults & Beginners Thread Embroidery for Sewing Project DIY Crafts & Embroidery
VynyQoo£5.814.7★
CABODYALS 12 Skeins 96M Embroidery Floss Cross Stitch Threads 6 Ply Variegated Macaroon Spring Friendship Bracelet String Floss Threads Bulk for Jewelry Making Bracelet Knitting Stitching Craft Supply
CABODYALS£4.274.6★
Avenfair Embroidery Threads 100 Skeins per Pack Multi Color Embroidery Floss Cross Stitch Threads Friendship Bracelet Thread with Free Needles Floss Bobbins (100 Colors)
Avenfair£7.154.6★
24 Skeins 6 Strands Multicolor Embroidery Threads Crafts Cross Stitch Threads Friendship Bracelets Embroidery Floss for DIY Crafts Project Sewing Accessories and Supplies
ANDSHUAI£3.384.6★
100 Colours Embroidery Threads Cross Stitch Thread Embroidery Floss with Needles Rainbow Colour Bracelet Thread for Knitting Embroidery Floss Bobbins Cross Stitch Project
OKTAYOCUM£6.824.6★
What buyers say about embroidery threads
What buyers praise and complain about, mined from review topics.What buyers love
“Colours are bright”
“Good quality”
“Great value for money”
“Does the job”
“Good value for those starting embroidery”
“Nice and silky”
“Useful”
“Beautiful decoration”
“Bright and Beautiful”
“Strong and easy to use”
What buyers complain about
“they should have better quality/hygiene control”
“I had to keep pulling the strands together to stop it knotting & looping”
“The colours were not accurate to the image on the listing”
“tips scratchy”
“the needle eye is too small to use them”
“Not silk”
“Sticky”
“A bit expensive”
“Can be a bit hard to pull apart at times”
“however they still have not changed the description despite me flagging it as an error”
Top return reasons
Common questions
- Is embroidery threads profitable to sell on Amazon United Kingdom?
- The niche generates £206K/yr across 17 tracked products. 90-day search growth is -3.8%. Flapen's verdict: Skip it (42/100).
- How competitive is the embroidery threads niche?
- 13 brands and 22 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 78% of demand.
- What do buyers complain about in embroidery threads?
- Top complaints mined from reviews: Quality-Overall, Rope/Wire Tangling, Color. The return rate is 0.3%.
- When does demand for embroidery threads peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the embroidery threads niche?
- Listings span £3.07–£16.58; the average listing price is £6.45 (sweet spot $15–$100). The average incumbent carries 2,108 reviews — the moat a new listing must climb.