The $47 Billion Blind Spot: What Beauty Brands Don’t Know About Their Amazon Business

What You Can Expect

If you’re only measuring Amazon’s first-party business, you’re not seeing most of what’s actually happening to your brand on Amazon. 

Amazon is now the #1 beauty and personal care retailer in the U.S. But 66% of that business flows through third-party sellers, sellers most brands’ current measurement never touches. And 20% of all health and beauty purchases, across every retailer, happen on Amazon third-party marketplace alone. 

Amazon’s first- and third-party businesses are fundamentally different. The fastest-growing, most innovative beauty brands are building on Amazon third-party marketplace first. Miss that channel, and you miss where growth actually starts. 

Join NIQ for a live session on what’s actually happening in Amazon’s third-party marketplace, and what to do about it. 

What you’ll walk away with: 

• A total view of Amazon. See what’s really happening across Amazon’s first- and third-party businesses together, because if you’re missing third-party sales, you’re missing the majority of the picture. 

• Sharper pricing and portfolio decisions. Learn how to manage price, promotion, and portfolio strategy in a way that actually accounts for third-party marketplace dynamics, not around them. 

• Earlier visibility into emerging trends. Amazon’s third-party marketplace is often where new trends surface first. Know how to catch them before they go mainstream. 

• A clearer read on where you’re exposed. Identify which parts of your portfolio are most affected by third-party sellers, so you can defend your share before you lose it.