Cricut

Cricut Market Overview

According to Grips Intelligence data tracking Cricut's performance from January to February 2026, the brand experienced a significant revenue decline of 44.8% over the observed period, with Amazon commanding a dominant 99.5% share of total revenue across tracked retailers. The brand's average product price settled at $69.28, though this figure represents a 19.4% decrease in average pricing over the period, suggesting aggressive discounting or a shift toward lower-priced items. Notably, Cricut's top-performing products on Amazon are premium bundles, with price points ranging from $280 to $600, indicating a wide gap between the brand's hero products and its overall average selling price. The brand's near-total reliance on Amazon as its primary sales channel presents both a concentration risk and a streamlined distribution advantage. These trends suggest Cricut is navigating a challenging demand environment heading into early 2026, making pricing strategy and channel diversification key areas to watch.