---
title: "Embroidery Threads — £206K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/embroidery-threads"
last_updated: "2026-07-31T23:58:37.608Z"
locale: en
meta:
description: "Niche score 42/100 · £206K/yr market · 418K searches/yr · £6.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £206K/yr market · 418K searches/yr · £6.45 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Embroidery Threads — £206K/yr Amazon UK Niche (2026) - Flapen"
---
# **embroidery threads**
**Skip it**
Prices mostly outside the sweet spot ($3.07–$16.58) — this niche doesn't clear our bar today.
Market size 40Growth 23Conversion 78Competition 30Returns 98Price range 12Avg price 18Brand share 44Review moat 44Quality gap 23
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.6%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****78%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Okay****2,108.12**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£206K**
£206K/yr · 418K searches
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-3.8%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£6.45**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£3.07–£16.58**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KBlack Friday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/home-garden/embroidery-threads/trend)
## **Top embroidery threads search terms**
- **embroidery threads**247K/yr-5.5%6.6% conv. - **embroidery thread**80K/yr-14.4%4.7% conv. - **embroidery floss**21K/yr-4.2%4.5% conv. - **cross stitch thread**21K/yr-27.1%6.0% conv. - **friendship bracelet thread**9K/yr+129.8%8.3% conv. - **bracelet thread**10K/yr+51.8%3.1% conv. - **friendship bracelet string**11K/yr+19.9%4.3% conv. - **thread for bracelet making**7K/yr+69.3%4.3% conv. - **cotton embroidery thread**4K/yr+13.3%1.4% conv. - **embroidery silks**5K/yr-23.2%5.3% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/embroidery-threads/search-terms)
## **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.
0%10%£21K20%£41K30%£62K40%£83K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**AUERVO Embroidery Threads 50 Skeins Per Pack Embroidery Floss Cross Stitch ThreadsFriendship Bracelets FlossCrafts Floss Rainbow Color with Free Embroidery Needles Floss Bobbins**AUERVO**£4.91**4.6★7,863 rev](https://www.amazon.co.uk/dp/B07R4RKT72) [2**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**£7.53**4.6★571 rev](https://www.amazon.co.uk/dp/B0BF5HCPNN) [3**Embroidery Threads 100 Skeins PackAUERVO Embroidery Floss Cross Stitch ThreadsFriendship Bracelets ThreadCrafts Floss Rainbow Color with Free Embroidery Needles Floss Bobbins**AUERVO**£8.58**4.6★7,863 rev](https://www.amazon.co.uk/dp/B07W5YXGSM) [4**VynyQoo 60PCS Embroidery Threads Cross Stitch Threads for Adults & Beginners 52 Colours Embroidery Floss for Embroidery DIY Crafts 8m(6 Strand) Multicolor**VynyQoo**£4.63**4.7★1,193 rev](https://www.amazon.co.uk/dp/B0DRNVB4S9) [5**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**£8.35**4.7★2,990 rev](https://www.amazon.co.uk/dp/B07WYFDJNC)
**~~View all top sellers →~~**
### **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**£4.27**162 rev1y ago](https://www.amazon.co.uk/dp/B0DNZGMT2X) [**24 Skeins 6 Strands Multicolor Embroidery Threads Crafts Cross Stitch Threads Friendship Bracelets Embroidery Floss for DIY Crafts Project Sewing Accessories and Supplies**ANDSHUAI**£3.38**168 rev1y ago](https://www.amazon.co.uk/dp/B0DKXQVLZS) [**benlidoner Embroidery Threads Kit 200 Skeins Cross Stitch Threads Friendship Bracelets Floss 200 Colored Embroidery Floss with Needles Floss Bobbins for Adults Beginners**benlidoner**£10.84**67 rev1y ago](https://www.amazon.co.uk/dp/B0DFBHDZLY) [**100 Colours Embroidery Threads Cross Stitch Thread Embroidery Floss with Needles Rainbow Colour Bracelet Thread for Knitting Embroidery Floss Bobbins Cross Stitch Project**OKTAYOCUM**£6.82**62 rev2y ago](https://www.amazon.co.uk/dp/B0CP3TGQ2Y) [**100 Colours Embroidery Threads 5m(6 Strand) Cross Stitch Thread Embroidery Floss Friendship Bracelet String Silk Thread for Bracelet making DIY Crafts**CUIDAKJ**£5.69**449 rev2y ago](https://www.amazon.co.uk/dp/B0CD9G78NF)
**~~View all new products →~~**
### **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**£5.81**4.7★**▲ 250%**](https://www.amazon.co.uk/dp/B0GSK4GNZF) [**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**£4.27**4.6★**▲ 125%**](https://www.amazon.co.uk/dp/B0DNZGMT2X) [**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**£7.15**4.6★**▲ 119%**](https://www.amazon.co.uk/dp/B08TRLXDF7) [**24 Skeins 6 Strands Multicolor Embroidery Threads Crafts Cross Stitch Threads Friendship Bracelets Embroidery Floss for DIY Crafts Project Sewing Accessories and Supplies**ANDSHUAI**£3.38**4.6★**▲ 99%**](https://www.amazon.co.uk/dp/B0DKXQVLZS) [**100 Colours Embroidery Threads Cross Stitch Thread Embroidery Floss with Needles Rainbow Colour Bracelet Thread for Knitting Embroidery Floss Bobbins Cross Stitch Project**OKTAYOCUM**£6.82**4.6★**▲ 95%**](https://www.amazon.co.uk/dp/B0CP3TGQ2Y)
**~~View all trending →~~**
## **What buyers say about embroidery threads**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**43%
*“Colours are bright”*
**Quality-Overall**17%
*“Good quality”*
**Value For Money**16%
*“Great value for money”*
**Advertised Vs Actual Product**5%
*“Does the job”*
**Stitch/Finish/Polish**2%
*“Good value for those starting embroidery”*
**Soft Feel**1%
*“Nice and silky”*
**Ease Of Use**1%
*“Useful”*
**Design-Overall**1%
*“Beautiful decoration”*
**Brightness/Shine/Glow**1%
*“Bright and Beautiful”*
**Strength**1%
*“Strong and easy to use”*
### **What buyers complain about **
**Quality-Overall**14%
*“they should have better quality/hygiene control”*
**Rope/Wire Tangling**14%
*“I had to keep pulling the strands together to stop it knotting & looping”*
**Color**6%
*“The colours were not accurate to the image on the listing”*
**Scratch Resistance**6%
*“tips scratchy”*
**Size-Overall**6%
*“the needle eye is too small to use them”*
**Material Quality**6%
*“Not silk”*
**Adhesion/Stickiness**5%
*“Sticky”*
**Value For Money**3%
*“A bit expensive”*
**Ease Of Use**2%
*“Can be a bit hard to pull apart at times”*
**Advertised Vs Actual Product**1%
*“however they still have not changed the description despite me flagging it as an error”*
### **Top return reasons **
**Color**43%
**Quality-Overall**16%
**Thin**8%
**Ease Of Use**4%
**Material Quality**4%
**Advertised Vs Actual Product**4%
**Thickness**4%
**Durability**2%
**Value For Money**2%
**Strength**2%
## **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.
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