What is inside
The suite includes Amazon Search Terms, Search Query Performance, Market Basket Analysis, Repeat Purchase Behavior, Item Comparison and Alternate Purchase Behavior, and Demographics. Availability and detail depend on your registration and role. Search Query Performance is the most useful for brand owners because it breaks down impressions, clicks and purchases for queries tied to your products.
How operators use it
Search terms show how the category is described by shoppers, which should shape titles, attributes and the catalogue structure that AI assistants rely on. Market basket shows what is bought with your product, which feeds bundles and cross sell. Repeat purchase data shows replenishment cycles and informs Subscribe & Save strategy.
Why it matters for the executive view
Brand Analytics is the free counterpart to AMC. It will not give you path to purchase analysis, but it gives a defensible, Amazon sourced view of share of search and demand shifts, which makes JBP conversations factual instead of anecdotal.