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.

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.