Brandwave

How popular isAurifil?

In October 2026, people searched for Aurifil by name about 1,600 times worldwide, a 15.8% decrease from the previous year. These searches made up 5.7% of all global sewing thread brand searches, placing Aurifil sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about sewing thread brands, Aurifil appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in October 2026

Aurifil is the sixth most searched of 7 competitors and the fourth most recommended in the AI answers we collected.

  1. GutermannShare of searches 35%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MadeiraShare of searches 28.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Superior ThreadsShare of searches 10.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. MettlerShare of searches 8.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. AurifilShare of searches 5.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top sewing thread brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aurifil was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aurifil is the fourth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gutermann1st
  2. Coats2nd
  3. Mettler3rd
  4. Aurifil4th
  5. Superior Threads5th
  6. Madeira–
  7. WonderFil–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Gutermann5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Coats5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mettler3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aurifil2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Superior Threads1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Madeira0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WonderFil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sewing thread brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

How often do people search for Aurifil compared with other sewing thread brands worldwide?

Aurifil against sewing thread brands worldwide, by month

Share of searches by month for Gutermann, Madeira, Superior Threads, Mettler, Coats, Aurifil, WonderFil. The figures are in the table below the chart.

View monthly share of searches table
MonthGutermannMadeiraSuperior ThreadsMettlerCoatsAurifilWonderFil
Nov 202533.4%27.3%14.8%6.4%7.3%6.4%4.4%
Dec 202534.4%28.1%12.5%6.6%7.4%6.6%4.5%
Jan 202633.4%27.3%12.2%8.1%8.2%6.4%4.4%
Feb 202634.8%28.5%12.6%6.7%7.3%5.6%4.6%
Mar 202634.6%28.3%12.6%6.6%6.8%5.6%5.6%
Apr 202634.6%28.3%12.6%6.6%6.8%5.6%5.6%
May 202637.3%24.8%13.5%6%7.4%6%4.9%
Jun 202630.9%30.9%13.7%6.1%7.3%6.1%5%
Jul 202631.7%31.7%11.3%7.4%7.7%6.3%3.9%
Aug 202631.3%31.3%13.9%7.3%6.3%5%5%
Sep 202630.8%30.8%13.7%6.1%7.5%6.1%4.9%
Oct 202635%28.7%10.3%8.5%7.3%5.7%4.6%

  1. 1.Gutermann

    35%

    Held 1st. 9.9K estimated branded searches, +22.2% vs prior month. Share +4.2 points.

  2. 2.Madeira

    28.7%

    Held 2nd. 8.1K estimated branded searches, 0% vs prior month. Share -2.2 points.

  3. 3.Superior Threads

    10.3%

    Held 3rd. 2.9K estimated branded searches, -19.4% vs prior month. Share -3.4 points.

  4. 4.Mettler

    8.5%

    Moved from 6th to 4th. 2.4K estimated branded searches, +50% vs prior month. Share +2.4 points.

  5. 5.Coats

    7.3%

    Moved from 4th to 5th. 2.1K estimated branded searches, +4.5% vs prior month. Share -0.2 points.

  6. 6.Aurifil

    5.7%

    Moved from 5th to 6th. 1.6K estimated branded searches, 0% vs prior month. Share -0.4 points.

  7. 7.WonderFil

    4.6%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share -0.3 points.

Compare popularity between Aurifil and its closest rivals

Every comparison with Aurifil

6 comparisons

How has branded search demand for Aurifil changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Aurifil worldwide fell from 1.9K to 1.6K.
  • Across the 12 months ending October 2026, Aurifil’s share of searches among sewing thread brands worldwide decreased from 6.4% to 5.7%.
  • Across the 12 months ending October 2026, Aurifil’s share of searches among sewing thread brands worldwide peaked at 6.6% in December 2025 and was lowest at 5% in August 2026.
  • Across the 12 months ending October 2026, Aurifil fell from 5th to 6th among sewing thread brands worldwide.

How did search popularity change for sewing thread brands worldwide in October 2026?

5 changes

  1. In October 2026, Mettler overtook Coats and Aurifil to rank 4th among sewing thread brands worldwide, with 8.5% of the searches.

  2. In October 2026, Gutermann gained share of searches among sewing thread brands worldwide, from 30.8% to 35%.

  3. In October 2026, Superior Threads lost share of searches among sewing thread brands worldwide, from 13.7% to 10.3%.

  4. In October 2026, Madeira lost share of searches among sewing thread brands worldwide, from 30.8% to 28.7%.

  5. Estimated monthly branded searches for Aurifil worldwide fell 15.8% over 12 measured months, from 1.9K to 1.6K in October 2026.

How are Aurifil’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Aurifil’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • aurifil

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How the Brand Demand Index is measured

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