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Embroidery Threads

Fail

Prices span $3.07–$16.58, mostly outside the sweet spot, so Embroidery Threads is a Fail.

Flapen Score
42
42 / 100
Ranks 4,560 of 5,777 Home & Garden niches · −9 vs the category median of 51
Market size
£206K/yr418K searches / yr
90-day growth
-3.8%search demand this quarter
Competition
67%top-5 click share · 13 brands · 22 sellers

Flapen Score

Embroidery Threads against its category

The dotted line is the Home & Garden average. Past it, Embroidery Threads is stronger. Inside it, weaker.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Embroidery Threads market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Embroidery Threads 418K times last year and spent an estimated £206K. The top 5 brands take 78% of clicks. Flapen scores it 42 out of 100, a Fail.

01 · Demand

7.6% of searches ended in a purchase last week.

Shoppers searched for this 418K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.6% of those searches ended in a purchase. Searches in the last 90 days moved -3.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £206K a year.

Searches, last 12 months
418K
Growth, 90 days vs prior 90
-3.8%
Conversion, latest week
7.6%
Market size, estimated
£206Ka year
Peak month
November1.3× the quietest month
Top search term
embroidery threads247K searches a year

02 · Price

A sale here is worth £6.45.

Listings sell for £6.45 on average, from £3.07 to £16.58. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,500 to 2,000 of them. At £6.45 that is £10K to £13K a year per listing.

Average price
£6.45under the $15 to $100 sweet spot
Price range
£3.07–£16.58
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
1,500–2,000
Revenue per listing a year
£10K–£13K
Returns
0.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

71% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 8.6% of listings are out of stock. The average listing ranks #29 within Art & Craft Supplies. It carries 2,108 reviews at 4.64 stars, so a new listing needs social proof before a better product.

Sponsored listings
71%
Prime listings
100%
Out of stock, average day
8.6%
Average rank
#29in Art & Craft Supplies
Average rating
4.64 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,108per listing
Listings tracked
17

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 33 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
33 months

Products

Top Embroidery Threads products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 67% of clicks. Leaders hold, but buyers still shop past them.

£0£21K£41K£62K£83K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Embroidery Threads search demand

Weekly searches over the year, seasonality beneath. Pick a range.

10K6KBlack Friday '24Prime Day '25Spike '25Black Friday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Embroidery Threads search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • 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

Reviews and returns

What reviews say buyers love and hate about Embroidery Threads

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall14%−0.01

they should have better quality/hygiene control

But very cheap and lovely colours

Spend a bit more and get better quality

Rope/Wire Tangling14%−0.08

I had to keep pulling the strands together to stop it knotting & looping

the threader is already bent

Not great, if you pull the wrong bit of thread to open the whole thread gets tangled

Color6%+3.11

The colours were not accurate to the image on the listing

I haven't any of the colours on hand so I can't compare

Although disappointed there were a few duplicate colours

Scratch Resistance6%−0.07

tips scratchy

Size-Overall6%−0.03

the needle eye is too small to use them

Love

Color43%+3.11

Colours are bright

Lovely colours

Great colours

Quality-Overall17%−0.01

Good quality

The threads feel good quality

Great variety

Value For Money16%+0.51

Great value for money

Great value

Good price

Advertised Vs Actual Product5%+0.38

Does the job

Exactly what is advertised

As described

Stitch/Finish/Polish2%+0.36

Good value for those starting embroidery

Stitchers paradise

Fantastic thread

Return

0.3% Return rate 52% Fixable by listing

Color43%▃▇▃▅█▃

The colours were not accurate to the image on the listing

I haven't any of the colours on hand so I can't compare

Although disappointed there were a few duplicate colours

Quality-Overall16%▃▄█▄▂▁

they should have better quality/hygiene control

But very cheap and lovely colours

Spend a bit more and get better quality

Thin8%▄▁▁▁▄█
Ease Of Use4%▁▁▁▁▁█

Can be a bit hard to pull apart at times

Material Quality4%▇▁▁▁▁█

Not silk

FAQ

Common Embroidery Threads questions

Answered from the same tracked data.