fabric.com
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Fabric.com: The Ghost in Amazon's Machine
A $94M business with 3,400 monthly visitors and a 1.6-star rating. What happened here?
Fabric.com isn't a fabric store. It's a digital ghost, a $93.9M revenue entity operating in the shadows of the Amazon empire. With only 3,421 monthly visitors and a 1.6-star Trustpilot rating, this acquisition is a masterclass in what happens when a giant swallows a brand whole.
"This isn't a standalone business—it's a brand asset being systematically stripped for its SEO value and customer data."
The Traffic Death Spiral
Fabric.com's traffic profile is a red flag for any operator. With 46% direct traffic and only 30% organic search, this isn't a growth story—it's a retention story. The site ranks #4,876,890 globally, meaning it's virtually invisible to new customers. The 214,601 backlinks are the only asset worth mentioning, but they're clearly not converting. This is what happens when you merge a niche brand into a behemoth's infrastructure without a clear identity.
The Amazon Integration Paradox
Fabric.com's login and contact pages all redirect to Amazon's infrastructure. This is the classic 'acquisition integration' playbook: absorb the brand, strip the standalone UX, and funnel everything through the parent's authentication and support systems. But here's the catch—when you kill the brand's identity, you kill its SEO. The top keywords reveal the problem: 'dog beds' and 'best dog beds' dominate the search volume. Fabric.com isn't ranking for fabric—it's ranking for pet products. Amazon's algorithm is cannibalizing the brand's original intent.
The tech stack tells the story of a Frankenstein's monster: Tailwind CSS, Bootstrap, Zendesk, Contentful, Webflow, and AWS. This isn't a unified platform—it's a patchwork of tools bolted together post-acquisition. The presence of Webflow suggests a marketing site built separately from the main Amazon stack, while Zendesk indicates the customer support is still outsourced. This is a hybrid system: part legacy, part Amazon, part contractor-built. It's functional but lacks cohesion.
- Revenue is stable at $94M, but growth is nonexistent.
- Traffic is anemic: 3,400 monthly visits for a brand that once dominated fabric search.
- Customer sentiment is abysmal: 1.6 stars on Trustpilot.
- The brand identity is gone: it's just 'Amazon Fabric' now.
- The SEO is misaligned: ranking for dog beds, not fabric.
Fabric.com is a zombie brand: technically alive, commercially dead.
For founders and investors, this is a cautionary tale. Acquisition without brand preservation is just asset stripping. Amazon got the inventory, the data, and the SEO—but lost the soul.
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3 keywordsHow is Fabric's SEO?
Meta Tags
Shop Amazon.com | Fabric
Shop over 50,000 fabrics by the yard from Amazon and fabric.com. Choose pre-cuts for DIY sewing projects. Find upholstery fabric, quilting fabric, and apparel fabric from hundreds of stores
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Fabric
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Reviews (20)
I am not a robot
I am not a robot! I ordered pillows and then read the reviews! After reading the reviews...I was like ohhhh crap I'm not going to get my pillows!!! So I ordered them from Amazon! Well a week later I received them! I'm going to send Amazon's back! They are just as described! I did receive them!
Excellent customer service!
I recently made a purchase and didn't care for it. The photo online looked like a much smaller pattern. I asked to return the fabric and they refunded my money promptly.
Excellent Quality and Communication!
Each of my orders of upholstery velvet (see exact product list below) and other fabric has arrived on time and exactly as described. In fact, one of my most recent purchases came in the mail last week and is actually much thicker and more beautiful than a swatch of the "Solstice Vintage Velvet" upholstery velvet from Rove Concepts (designer furniture), which is the fabric I was trying to match. I'm happy to report that I'll be using the Richloom velvet from fabric.com instead of the much more expensive designer velvet. Just a note for anyone who's concerned about reliability - their customer service seems to have improved dramatically in the last couple of years. I've poured through many old reviews of different fabrics on their site, and customers used to complain that the photos didn't match the actual fabric they received very well. However, many customers have commented in the last 2-ish years that the product photos have changed and are now much more accurate. An additional source of confidence for me is the responses of customer service representatives to any negative reviews. Customers who are dissatisfied are contacted and often offered full refunds when their issue cannot be resolved. I no longer have any reservations about shopping here, and I recommend this store to all my crafty friends. Products I've purchased here: *Richloom Clear Gadsden Velvet - Mica *Royal Velvet - Taupe *Richloom Fortress Clear Gadsen Velvet - Navy *Eroica Milano Velvet - Slate *Art Gallery Indie Folk Meadow Rayon Challis Dim Dark Blue *Royal Velvet - Steel Blue
Pattern Is Pretty Cool
It came earlier than expected. The pattern is pretty cool!
A fabric they advertised as 'organic…
A fabric they advertised as 'organic cotton' turned out to be more like %20-%30 polyester (felt super silky and melted from a flame). Took several phone calls and enduring of snark to be reimbursed. Will avoid this company in the future.
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About fabric.com
Shop over 50,000 fabrics by the yard from Amazon and fabric.com. Choose pre-cuts for DIY sewing projects. Find upholstery fabric, quilting fabric, and apparel fabric from hundreds of stores
Company Overview
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Technology Stack
fabric.com uses 9 technologies across their website including Contentful, Webflow, Amazon Web Services, AWS CloudFront, Zendesk, and more.
CMS
Contentful, Webflow
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Customer Support
Zendesk
Web Standards
PWA
UI Libraries
DaisyUI
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
fabric.com receives approximately 3.4K monthly visitors and ranks #4,876,890 globally. The website has a bounce rate of 64% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 0:47 on the site.
The majority of fabric.com's traffic comes from undefined, .
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This page provides publicly available information about fabric.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit fabric.com directly at https://fabric.com.