Amazon's third-party marketplace has become too large for health and beauty brands to treat it as a measurement gap. NielsenIQ (NIQ) is expanding its retail intelligence platform to capture Amazon 3P sales across Health & Beauty Care, giving brands a broader view of online and physical retail performance and earlier visibility into emerging products, competitors and consumer demand.

NIQ has launched Amazon third-party marketplace measurement across all Health & Beauty Care categories in the United States, integrating 3P marketplace data with its existing retail measurement and Amazon first-party data.

The company says the expansion captures approximately $56 billion in Health and Beauty sales generated by Amazon third-party sellers, representing 24% of tracked omnichannel category sales in its latest 52-week measurement period ending August 8, 2026.

The scale of Amazon's independent-seller ecosystem helps explain why the data matters. Amazon says independent sellers accounted for more than 60% of sales across its store in 2025, with more than 75,000 independent sellers exceeding $1 million in annual sales.

For health and beauty companies, however, the significance goes beyond Amazon's overall seller mix. Third-party marketplaces can provide early signals about products and brands that have not yet established significant distribution through physical retailers.

NIQ says its new measurement gives brands visibility into individual products sold by third-party sellers, allowing companies to monitor sales, share, pricing, promotions and emerging competitors alongside established retail performance.

“Amazon’s third-party marketplace is where many of today’s fastest-growing Health and Beauty brands gain traction,” said Jacqueline Flam, managing director of 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.”

The distinction between Amazon's first-party (1P) and third-party (3P) businesses is important. In a 1P relationship, Amazon purchases inventory from a brand and sells it to consumers. In the 3P marketplace, independent sellers list and sell products directly through Amazon's marketplace infrastructure.

NIQ's recent analysis describes Amazon's 3P marketplace as a major source of category growth and emerging-brand activity, while noting that many manufacturers have historically relied on measurement approaches focused primarily on Amazon's first-party business.

The new capability is available through NIQ Discover, where 3P marketplace information can be incorporated into broader category analysis.

The launch also extends NIQ's Full View™ strategy. The company announced in June that Amazon 3P measurement would form part of its forthcoming Full View of Beauty Channel, alongside measurement covering mass retail, specialty and prestige retailers as well as Amazon's first- and third-party sales.

That broader architecture is designed to address a fundamental problem in modern retail analytics: consumers no longer move through a single channel. A shopper may discover an ingredient trend on social media, research products on Amazon, purchase from a third-party seller and encounter the same brand later in a physical retailer.

Without comparable measurement across those environments, brands can struggle to distinguish genuine category growth from channel-specific changes.

Market Landscape

Health and beauty is particularly exposed to marketplace fragmentation because new brands can build demand digitally before securing broad physical retail distribution.

Amazon's current seller data reinforces the scale of that shift. Independent sellers generated more than 4.6 billion items of sales in Amazon's store during 2025, while more than 95% of independent sellers also sold products through other retail channels.

That creates a measurement challenge for consumer brands. Conventional syndicated retail data can show what is happening in supermarkets, drugstores, mass merchants and specialty retailers, but marketplace activity can reveal a different layer of competitive behavior.

NIQ's move is therefore less about adding another e-commerce dashboard than connecting marketplace signals to established retail measurement.

The company says its Amazon 3P solution can provide item-level visibility and standard metrics including volume, share, price and temporary price reductions.

For brand managers, that can support earlier decisions around pricing, product launches, competitive positioning and innovation.

Strategic Outlook

The expansion points toward a broader evolution in retail media and consumer intelligence: marketplace data is increasingly becoming part of the core measurement infrastructure rather than a separate e-commerce dataset.

The strategic value is especially apparent for emerging brands. A product gaining traction among Amazon third-party sellers may represent an early competitive signal before the brand becomes prominent in conventional retail measurement.

At the same time, marketplace data needs to be interpreted alongside broader consumer behavior. Amazon performance alone cannot establish whether a product trend will translate into sustainable demand across physical retail, direct-to-consumer channels or other marketplaces.

NIQ's Full View approach is designed to address that limitation by combining channels rather than treating them independently.

The company has indicated that Amazon 3P measurement will initially focus on Health and Beauty Care and that the capability is expected to expand into additional categories over time.

For consumer brands, that expansion could make marketplace intelligence increasingly relevant to the same decisions traditionally supported by syndicated retail measurement: where demand is emerging, which competitors are gaining share and what consumers may buy next.

Top Insights

• NIQ's Amazon 3P measurement captures third-party marketplace activity across Health & Beauty Care and combines it with existing retail and Amazon 1P data.
• NIQ reports approximately $56 billion in Amazon 3P Health and Beauty sales, representing 24% of its tracked omnichannel category sales for the latest 52-week period.
• Emerging brands can gain traction online before entering physical retail, making marketplace data a potential early indicator of competitive and product trends.
• NIQ Discover adds marketplace intelligence to a broader analytics environment covering sales, share, pricing, promotions and category performance.
• Full View™ represents NIQ's broader strategy of connecting mass, specialty, prestige and digital commerce measurement into a unified retail intelligence framework.

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