New measurement covers third-party sellers (3P) responsible for 68% of Amazon Health and Beauty sales, giving brands a more complete view of category growth

NielsenIQ (NYSE:NIQ), a global leader in consumer intelligence, today announced the launch of Amazon third-party marketplace (commonly known as Amazon 3P) measurement for all Health & Beauty Care categories. By integrating Amazon third-party data into NIQ’s established retail measurement and existing data sets, including Amazon first-party data (1P), the enhanced offering delivers an expanded view of category performance and consumer purchasing behavior across online and brick-and-mortar channels.

The strategic launch addresses a critical measurement gap in one of retail’s fastest-evolving categories. Amazon is a major driver of Health & Beauty Care growth and is an indicator of emerging ingredient trends and consumer preferences. In the United States, third-party sellers on Amazon generated approximately $56 billion in Health and Beauty sales, representing 24% of tracked omnichannel category sales, according to NIQ data.* Without visibility into this activity, brands risk missing critical market signals that can shape competitive positioning, innovation strategies, and future growth.

"Amazon’s third-party marketplace is where many of today’s fastest-growing Health and Beauty brands gain traction, yet it has remained one of the industry’s largest measurement blind spots," said Jacqueline Flam, Managing Director, Beauty and Health at NIQ. "By bringing Amazon 3P into NIQ measurement, brands can identify emerging competitors sooner, spot shifts in consumer demand earlier, and make more informed decisions around innovation, pricing, and growth."

Key benefits of Amazon 3P data include:

Gaining a more comprehensive view of the Health & Beauty Care landscape with visibility into individual products from Amazon third-party brands
Identifying emerging brands and market opportunities earlier, before many brands reach physical retail shelves
Staying ahead of evolving ingredient and product trends by monitoring marketplace activity at the item level
Better understanding the factors driving category growth

This offering, which is now live and accessible via NIQ Discover platform, marks another milestone in NIQ’s broader Full View™ strategy. Earlier this year, NIQ announced Amazon third-party measurement as a foundational component of the forthcoming NIQ Beauty Channel, which is designed to deliver a unified understanding of performance across mass, prestige, specialty, and digital commerce. Through innovations like the Beauty Channel, NIQ continues to advance its offering of the Full View™ of Beauty for clients.

FAQs

What is Amazon third-party measurement?

Amazon third-party (3P) measurement provides visibility into sales from Amazon’s third-party seller marketplace, which represents nearly 68% of total Amazon Health & Beauty Care sales. It helps Health & Beauty Care brands better understand category performance, competition, and growth across the Amazon ecosystem.

Why is Amazon third-party measurement important for Health & Beauty Care brands?

Without visibility into Amazon’s third-party marketplace, brands could miss critical market signals that can shape positioning, innovation strategies, and future growth. Amazon third-party marketplace measurement helps provide a broader view of what is driving category growth.

What insights can brands gain from Amazon third-party marketplace measurement?

Brands can analyze sales, share, pricing, promotions, emerging brands, and consumer trends across Amazon's third-party marketplace, helping them make more informed business decisions.

Methodology

Analysis based on data from NIQ Marketplace Sales & Share Solution for the latest 52-week period ending August 8, 2026.

About NIQ

NielsenIQ (NYSE:NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.

With operations in more than 90 countries, NIQ covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.

For more information, please visit www.niq.com.

Forward-Looking Statement

This press release regarding NIQ’s expansion on Health & Beauty Measurement in Amazon Marketplace Sales may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as "expects," "anticipates," "projects," "believes," "forecasts," and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

All product and company names are trademarks (TM) or registered (R) trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

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Media Contact

NIQ North America Communications

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