Amazon continues to gain share as consumers shift spending online, making it one of the most important growth channels for CPG and retail brands today. Yet many manufacturers still evaluate Amazon performance through a limited lens, focusing primarily on first-party (1P) sales while overlooking the growing influence of third-party (3P) sellers. The reality is that Amazon’s marketplace has evolved into a predominantly 3P-driven ecosystem, creating new opportunities, competitive threats, and growth dynamics that traditional measurement approaches often miss.
For brands looking to understand true category performance, visibility into Amazon’s 3P marketplace has become essential. Third-party sellers account for the majority of Amazon sales in many categories and often drive faster growth than 1P channels. Without a complete view of 3P activity, brands risk overlooking emerging competitors, misreading sources of category growth, and missing critical shifts in share, pricing, and assortment.
In this report, NIQ explores the growing importance of Amazon 3P and why comprehensive measurement is now required to understand the full Amazon landscape. Discover how 3P is influencing category growth, innovation, and competitive dynamics, and learn how enhanced visibility can help brands make smarter decisions across pricing, assortment, distribution, and eCommerce strategy.
For more insights on Amazon 3P, download our new report: The Importance of Amazon’s Third-Party Marketplace
Coming soon:
Full View of Beauty Channel
NielsenIQ’s Full View of Beauty Channel delivers a unified, comprehensive view of beauty performance across grocery, drug, mass, prestige, specialty, department store, and Amazon—spanning retailers like Ulta Beauty, Sephora, and Sally Beauty. It provides unmatched transparency, enabling brands and retailers to benchmark more precisely, identify growth opportunities faster, and compete more effectively in an increasingly complex market.
