NIQ Expands Health and Beauty Measurement Across Amazon

Author : John Brown | Published On : 01 Oct 2026

NIQ has launched Amazon third-party marketplace measurement across all Health & Beauty Care categories, giving brands greater visibility into sales and consumer activity that was previously difficult to measure. The new capability integrates Amazon third-party data with NIQ’s existing retail and Amazon first-party datasets, strengthening health and beauty market intelligence for brands competing in the fast-growing digital marketplace.

The expansion addresses a significant measurement gap within Amazon’s Health & Beauty Care marketplace. According to NIQ data, third-party sellers generated approximately $56 billion in U.S. Health and Beauty sales during the 52 weeks ending August 8, 2026. That represented about 24% of tracked omnichannel category sales.

NIQ Brings Amazon 3P Data Into Health and Beauty Measurement

Amazon’s third-party marketplace has become an important source of growth for Health & Beauty brands. However, limited visibility into third-party sales has made it harder for manufacturers and retailers to understand the full competitive landscape.

NIQ’s new measurement capability brings Amazon 3P activity into its established measurement framework. Brands can now analyze third-party marketplace activity alongside existing retail data and Amazon first-party sales.

This expanded view can help companies understand how individual products perform across the marketplace and identify changes in category demand.

NIQ said the new measurement is now live through its NIQ Discover platform.

Third-Party Sellers Account for a Major Share

NIQ’s data highlights the importance of Amazon’s third-party marketplace to Health & Beauty Care.

Third-party sellers account for nearly 68% of Amazon Health & Beauty Care sales, according to NIQ. Their approximately $56 billion in U.S. sales also represented 24% of tracked omnichannel category sales during the latest 52-week measurement period.

Without access to this portion of marketplace activity, brands may have an incomplete picture of category performance. Emerging competitors, new products, changing prices, and promotional activity can develop within third-party channels before becoming visible through traditional retail measurement.

The expanded NIQ coverage is designed to close that information gap.

Brands Gain Visibility Into Emerging Competitors

One of the key benefits of Amazon 3P measurement is the ability to identify emerging brands earlier.

Many growing Health & Beauty companies use Amazon’s marketplace to establish consumer demand before expanding into physical retail channels. Monitoring third-party activity can therefore provide brands with earlier signals about competitive developments and changing consumer preferences.

NIQ said its measurement allows clients to examine individual products from Amazon third-party brands. This item-level visibility can help manufacturers understand which products are gaining traction and where new market opportunities are emerging.

The additional data can also support competitive analysis by showing how marketplace activity changes over time.

Tracking Sales, Market Share and Pricing

The expanded measurement provides brands with several standard performance indicators.

Companies can analyze sales and market share while also monitoring pricing and promotional activity across Amazon’s third-party marketplace. These metrics allow businesses to compare marketplace performance and identify factors contributing to category growth.

This information can support decisions involving product positioning, pricing strategies, promotional planning, and innovation.

For Health & Beauty brands operating across multiple channels, the ability to connect Amazon marketplace activity with broader retail data can also provide a more consistent view of performance.

Monitoring Ingredient and Product Trends

Amazon’s marketplace can also provide early signals about changing consumer interests.

NIQ said Amazon is an important indicator of emerging ingredient trends and consumer preferences within Health & Beauty Care. By monitoring activity at the individual product level, brands can identify trends developing across the marketplace.

This can help companies evaluate potential opportunities for new products and understand which attributes or ingredients are gaining consumer attention.

The expanded measurement therefore goes beyond tracking sales. It can provide additional market intelligence that brands can use when evaluating innovation and growth strategies.

Connecting Amazon 3P With NIQ’s Full View Strategy

The new Amazon measurement forms part of NIQ’s broader Full View strategy, which aims to give brands a more comprehensive understanding of consumer purchasing behavior across channels.

NIQ previously announced that Amazon 3P measurement would become an important component of its planned Full View of Beauty Channel. The broader solution is designed to combine measurement across mass retail, specialty and prestige beauty retailers, digital commerce, and Amazon first- and third-party sales.

The company announced in June that its Full View of Beauty Channel was scheduled for launch in the fourth quarter of 2026, while Amazon 3P measurement would provide earlier coverage beginning in the third quarter.

The latest launch moves that Amazon 3P capability into active use for Health & Beauty Care brands.

Creating a More Complete View of Amazon Performance

NIQ has previously highlighted the importance of measuring both Amazon first-party and third-party sales. Its August 2026 analysis noted that third-party activity represents a majority of Amazon sales and plays an increasing role in category growth and product innovation.

Combining 1P and 3P data can give brands a broader understanding of how products perform across Amazon. It can also help companies distinguish between growth driven by established brands and activity from emerging marketplace sellers.

For manufacturers and retailers, this broader perspective can make marketplace data more useful for strategic planning.

Supporting Omnichannel Decision-Making

Health & Beauty brands increasingly operate across physical stores, brand websites, marketplaces, specialty retailers, and social commerce channels. Each channel can provide different signals about consumer demand.

NIQ’s expanded Amazon measurement connects third-party marketplace information with its broader retail measurement capabilities. This enables brands to examine Amazon performance within a wider omnichannel context rather than analyzing the marketplace in isolation.

The approach can help companies evaluate market share, pricing, promotions, product trends, and competitive activity across a more complete data set.

Expanding Measurement Beyond Traditional Retail

The Health & Beauty launch also demonstrates how retail measurement is evolving as digital marketplaces become more influential.

Traditional retail data can provide valuable information about established products and retailers, but marketplace activity can reveal emerging brands and products earlier in their growth cycle.

NIQ’s new capability is designed to bring these marketplace signals into the same measurement environment used to analyze broader retail activity.

The company has said it plans to expand Amazon 3P measurement into additional categories over time, extending the capability beyond Health & Beauty Care.

A Broader Data Strategy for Beauty Brands

The launch strengthens NIQ’s efforts to provide brands with a more unified view of the beauty market.

Its planned Full View of Beauty Channel will combine data from grocery, drug, mass retail, specialty and prestige beauty retailers, and digital commerce. Amazon’s first-party and third-party marketplace data will form part of that broader ecosystem.

For brands, the ability to connect these sources can provide greater context around where consumers are shopping, which products are gaining momentum, and how competitive conditions are changing.

As digital marketplaces continue to influence Health & Beauty purchasing behavior, access to detailed third-party data can become increasingly important for companies planning pricing, product development, promotions, and channel strategies.

Explore MarTech News for the latest marketing trends, success stories, and expert insights to stay ahead in the industry.