CHICAGO — NielsenIQ (NIQ) has launched Amazon third-party marketplace measurement across all Health & Beauty Care categories, giving brands greater visibility into a segment that accounts for nearly 68% of Amazon’s sales in this category.
Third-party sellers generated approximately $56 billion in U.S. Health & Beauty Care sales on Amazon during the 52 weeks ended Aug. 8, according to NIQ. Those sales represented about 24% of tracked omnichannel sales in the category.
The new measurement integrates Amazon third-party, or 3P, marketplace data with NIQ’s existing retail measurement, including Amazon first-party data. NIQ said the expanded coverage will allow health and beauty brands to track sales, market share, pricing, promotions and emerging competitors across Amazon’s marketplace.
“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.”
NIQ said Amazon’s marketplace can provide an early indication of emerging ingredient, product and consumer trends, with some brands gaining traction through third-party sellers before expanding into physical retail. Item-level measurement is designed to give brands greater visibility into those shifts and the factors driving category growth.
The Amazon 3P measurement is now available through the NIQ Discover platform. It will also be a component of the forthcoming NIQ Beauty Channel, designed to provide a unified view of performance across mass, prestige, specialty and digital commerce.
The launch is part of NIQ’s broader Full View strategy to expand measurement of consumer purchasing behavior across online and brick-and-mortar channels.
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