Aurifil vs Coats:Which is more popular?
In October 2026, Coats had more branded searches than Aurifil among sewing thread brands worldwide. Coats had about 2,070 branded searches, while Aurifil had 1,600. Coats made up 7.3% of all sewing thread brand searches we track, and Aurifil accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about sewing thread brands, Coats appeared in all five answers and Aurifil in two. Coats was mentioned before Aurifil in three out of four answers.
Who do people search for more?
Coats, about 29% more searches than Aurifil
Who does AI mention more?
Coats, mentioned in every answer we collected
Who does AI recommend more?
Coats, named ahead of Aurifil in 3 of 4 answers
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Top sewing thread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Coats appeared in all five answers. 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. Coats was listed before Aurifil in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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 answersMadeira0 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
Asked ChatGPT
“Which sewing thread brand should I buy?”
Asked ChatGPT
“What are the best sewing thread brands?”
Asked ChatGPT
“What's the best sewing thread brand for everyday sewing?”
Searched Google, AI Overview
“thread for sewing”
Searched Google, AI Overview
“sewing thread for machine”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Aurifil or Coats more popular in search?
This chart shows how often people search Google for Aurifil and Coats by name. Each line represents a brand's share of searches for all seven sewing thread brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Coats, Aurifil. The figures are in the table below the chart.
View monthly share of searches table
| Month | Gutermann | Madeira | Superior Threads | Mettler | Coats | Aurifil | WonderFil |
|---|---|---|---|---|---|---|---|
| Nov 2025 | 33.4% | 27.3% | 14.8% | 6.4% | 7.3% | 6.4% | 4.4% |
| Dec 2025 | 34.4% | 28.1% | 12.5% | 6.6% | 7.4% | 6.6% | 4.5% |
| Jan 2026 | 33.4% | 27.3% | 12.2% | 8.1% | 8.2% | 6.4% | 4.4% |
| Feb 2026 | 34.8% | 28.5% | 12.6% | 6.7% | 7.3% | 5.6% | 4.6% |
| Mar 2026 | 34.6% | 28.3% | 12.6% | 6.6% | 6.8% | 5.6% | 5.6% |
| Apr 2026 | 34.6% | 28.3% | 12.6% | 6.6% | 6.8% | 5.6% | 5.6% |
| May 2026 | 37.3% | 24.8% | 13.5% | 6% | 7.4% | 6% | 4.9% |
| Jun 2026 | 30.9% | 30.9% | 13.7% | 6.1% | 7.3% | 6.1% | 5% |
| Jul 2026 | 31.7% | 31.7% | 11.3% | 7.4% | 7.7% | 6.3% | 3.9% |
| Aug 2026 | 31.3% | 31.3% | 13.9% | 7.3% | 6.3% | 5% | 5% |
| Sep 2026 | 30.8% | 30.8% | 13.7% | 6.1% | 7.5% | 6.1% | 4.9% |
| Oct 2026 | 35% | 28.7% | 10.3% | 8.5% | 7.3% | 5.7% | 4.6% |
How has branded search for Aurifil and Coats changed worldwide over the last 12 months?
3 findings
- Coats was ahead of Aurifil in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Aurifil’s share of searches among sewing thread brands worldwide moved from 6.4% to 5.7%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
- Across the 12 months ending October 2026, Coats’ share of searches among sewing thread brands worldwide held steady at 7.3%, and its estimated monthly branded searches moved from 2.2K to 2.1K.
How did search popularity change for sewing thread brands worldwide in October 2026?
2 changes
In October 2026, Mettler overtook Coats and Aurifil to rank 4th among sewing thread brands worldwide, with 8.5% of the searches.
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 and Coats’ branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Aurifil’s and Coats’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among sewing thread brands
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