The tie-up will see Ascential-owned One Click Retail’s item-level Amazon sales data added to IRI’s data platform. Combining the two will offer FMCG manufacturers and marketers access to omnichannel data viewing and measurement.

Robert I. Tomei, president of market and shopper intelligence for IRI, said integrating category with shopper-level data would provide clients with a more “robust” view of the marketplace. He added: “Our clients will be able to stay at the forefront of shopping trends and consumer behaviours as sales continue to shift from in-store to online platforms.”