embroidery thread
Launch itA $3.7M/yr market growing +1.7% this quarter with returns at 1.1% — clears our launch bar.
Market size
Incredible$3.7M$3.7M/yr · 3.0M searches
Returns
Great1.1%return rate — above 5% kills the launch gate
Avg price
Great$17.70avg listing price — sweet spot $15–$100
Conversion
Great7.1%search→purchase rate — share of searches ending in a sale
Price range
Good$4.27–$44.86cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good68%top-5 brand share — brands hold most of the demand
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Growth
Okay+1.7%90-day search growth — must beat 0% to launch
Review moat
Okay3,870.3avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, embroidery thread is a $3.7M/yr Amazon United States market (3.0M searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Jul. Verdict: Launch it — 60/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
embroidery thread market data
- Units sold / yr
- 150K–200K
- avg 6,000–8,000/product
- Revenue / yr
- $2.7M–$3.5M
- units × avg price
- Conversion rate
- 7.1%
- Avg BSR
- #27
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 96%
- Out of stock
- 0.0%
- Avg brand age
- 42 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
16 falling
Sellers
46
Top-5 brand share
68%
Top 20: 100%
Top-5 click share
56%
Top 20: 97%
Open market
26%
- LOVIMAG22%
- XLSFPY20%
- DMC12%
- SHEYONGBY7%
- SPOTJINNYUU6%
- QCZKB6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.7% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 1.5×
Top embroidery thread search terms
- embroidery thread1.2M/yr
- embroidery floss633K/yr
- friendship bracelet string230K/yr
- dmc embroidery floss346K/yr
- dmc embroidery floss all colors105K/yr
- dmc floss75K/yr
- needlepoint thread49K/yr
- dmc thread47K/yr
- bracelet thread28K/yr
- cross stitch thread42K/yr
Top embroidery thread 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Friendship Bracelet String 50 Skeins Rainbow Color Embroidery Floss Cross Stitch Embroidery Thread Cotton Floss Bracelet Yarn Craft Floss
XLSFPY$6.074.7★6,870 rev
LOVIMAG Embroidery Thread Floss 180p Colors Quilting Thread Skeins Friendship Bracelet String Making Bracelets Cross Stitch Kit Supplies Thin Yarn Sewing Patterns Strings Polyester Crochet Braces Wrap
LOVIMAG$9.374.7★7,310 rev
LOVIMAG Embroidery Thread Floss 140 Colors Friendship Bracelet String Making Bracelets Cross Stitch Kit Supplies Thin Yarn Sewing Patterns Polyester Strings Crochet Braces Wrap Colored Rainbow Crafts
LOVIMAG$9.154.7★7,310 rev
70 Skeins Rainbow Color Embroidery Floss Friendship Bracelet String Cross Stitch Embroidery Thread Cotton Floss Bracelet Yarn Craft Floss
SHEYONGBY$5.684.8★458 rev
150 Color Skeins Rainbow Color Embroidery FlossCross Stitch Threads Bracelet Yarn Craft Floss
SPOTJINNYUU$8.884.8★944 rev
Newest
by launch dateLOVIMAG Embroidery Thread Floss 180p Colors Quilting Thread Skeins Friendship Bracelet String Making Bracelets Cross Stitch Kit Supplies Thin Yarn Sewing Patterns Strings Polyester Crochet Braces Wrap
LOVIMAG$9.377,310 rev
Friendship Bracelet String Kit String Bracelet Making Kit with 80 Skeins Embroidery Floss Cross Stitch Thread with Storage Box
QCZKB$11.45200 rev
Amrules Friendship Bracelet String 60 Skeins Cross Stitch Thread 344.5 Inch Cotton Embroidery Floss Hand Embroidery Thread for DIY Sewing and Embroidery Crafts Making
Amrules$4.27300 rev
150 Color Skeins Rainbow Color Embroidery FlossCross Stitch Threads Bracelet Yarn Craft Floss
SPOTJINNYUU$8.88944 rev
Embroidery Floss 12 Rainbow Color Skeins Friendship Bracelet String Cross Stitch Embroidery Thread Floss Bracelet Making Yarn Craft Floss
Newkita$4.321,319 rev
Trending
90-day click momentumLOVIMAG Embroidery Thread Floss 180p Colors Quilting Thread Skeins Friendship Bracelet String Making Bracelets Cross Stitch Kit Supplies Thin Yarn Sewing Patterns Strings Polyester Crochet Braces Wrap
LOVIMAG$9.374.7★
Friendship Bracelet String Kit String Bracelet Making Kit with 80 Skeins Embroidery Floss Cross Stitch Thread with Storage Box
QCZKB$11.454.9★
Amrules Friendship Bracelet String 60 Skeins Cross Stitch Thread 344.5 Inch Cotton Embroidery Floss Hand Embroidery Thread for DIY Sewing and Embroidery Crafts Making
Amrules$4.274.6★
70 Skeins Rainbow Color Embroidery Floss Friendship Bracelet String Cross Stitch Embroidery Thread Cotton Floss Bracelet Yarn Craft Floss
SHEYONGBY$5.684.8★
DMC Embroidery Floss Anniversary Collection Pack - 8.7 Yards - 36 Skein
DMC$21.944.9★
What buyers say about embroidery thread
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing colors”
“Good quality and arrived quickly”
“Fair price”
“Just what I was looking for”
“Smooth to the touch”
“easy to use”
“Great embroidery with box”
“Good price and it didn't break yet”
“Good thickness for cross stitching”
“For simple projects it gets the job done”
What buyers complain about
“Not enough of 1 color to do anything”
“Not the best quality-splitting”
“misleading picture”
“Poorly sized needles”
“Some adhesive got off the stickers”
“Breaks easily”
“The plastic is very thin”
“Thicker than expected”
“difficult to work with”
“The color coding does not match the DMC official colors”
Top return reasons
Common questions
- Is embroidery thread profitable to sell on Amazon United States?
- The niche generates $3.7M/yr across 23 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +1.7%. Flapen's verdict: Launch it (60/100).
- How competitive is the embroidery thread niche?
- 16 brands and 46 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in embroidery thread?
- Top complaints mined from reviews: Color, Quality-Overall, Advertised Vs Actual Product. The return rate is 1.1%.
- When does demand for embroidery thread peak?
- Demand peaks in Jul; the busiest month runs 1.5× the quietest.
- What does it cost to enter the embroidery thread niche?
- Listings span $4.27–$44.86; the average listing price is $17.70 (sweet spot $15–$100). The average incumbent carries 3,870 reviews — the moat a new listing must climb.