Michaels in the Krillo Index
When shoppers in the United States ask ChatGPT and Gemini where to buy knitting and fabrics, is Michaels named? This is the answer from our latest monthly measurement, October 2026.
Measured with ChatGPT and Gemini, the same questions for every store in this category, asked in the language of the market. Read how we measure.
Around Michaels
| #5 | Fabric Wholesale Direct | 9/35 |
| #6 | Mood Fabrics | 5/35 |
| #7 | Michaels | 11/35 |
| #8 | Purl Soho | 7/35 |
| #9 | Connecting Threads | 5/35 |
See the full ranking for Knitting and fabrics
What AI says about Michaels
In the 15 answers that name Michaels, AI mentions: low prices (3x), trusted (3x), specialist (1x).
“Lion Brand ([lionbrand.com](https://www.lionbrand.com)): Buying directly from their site gives you access to full stock and colorways that big-box stores like Michaels or Joann don't carry (especially lines like Wool-Ease and Hue + Me).”
Gemini, asked: where is the best place online to buy knitting yarn in the US?
“…https://www.joann.com - Michaels, broad craft selection, major yarn brands, tools, kits, and frequent sales.”
ChatGPT, asked: where can I buy crochet supplies online in the United States?
“[Michaels](https://www.michaels.com): Carries major brands plus their affordable, reliable house brand (Loops & Threads).”
Gemini, asked: where can I buy crochet supplies online in the United States?
Quoted word for word from the answers in our measurement. What AI says about your store decides which buying questions it names you for.
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