NielsenIQ Expands View of Amazon Third-Party Marketplace in Health and Beauty
NielsenIQ's (NIQ) latest expansion aims to give health and beauty brands greater visibility into Amazon's third-party marketplace. The company has launched a new measurement that integrates Amazon third-party data with its existing retail measurement.
The expanded coverage will allow brands to track sales, market share, pricing, promotions, and emerging competitors across the platform. This is particularly important for health and beauty brands, as 68% of Amazon's Health & Beauty Care sales come from third-party sellers.
According to NielsenIQ, these third-party sellers generated approximately $56 billion in U.S. Health & Beauty Care sales on Amazon during the 52 weeks ended August 8. This represents about 24% of tracked omnichannel sales in the category.
The launch is part of NielsenIQ's broader Full View strategy to expand measurement of consumer purchasing behavior across online and brick-and-mortar channels.