Nanotechnology and its characterization can be overwhelming when viewed through its multitude of applications. Product designers are bringing new high-value nanotechnology products to market that address many different nanoapplications. These nanoapplications span most science and engineering disciplines, thus creating a complex market that instrument manufacturers are beginning to understand. This article addresses the nine most common nanomaterial characteristics and nearly 35 different analytical techniques commercially available to measure these nine characteristics. Current commercial instrumentation used in nanobased research and development (R&D) is currently used to mitigate the manufacturing risks. Simple nanocharacterization instruments with high throughput are still lagging new nanoproduct production. This void is being filled by the R&D bench-type laboratory instruments that require high-level operational skills. Instrument manufacturers are hesitant to rush into the uncertainty of nanomanufacturing characterization market segments. For instrument manufacturers, it appears that the environmental market segment presents the most opportunity and likely will be the foundation for most nanomaterial characterization innovations. This article discusses the complexity of the nanotechnology market and the challenges the instrument manufacturers face.