Manage Your Customer Engagement: A New Amazon Tool for Sellers

In today’s competitive e-commerce landscape, building strong relationships with customers is essential for success. Amazon understands this, which is why they have launched the Manage Your Customer Engagement (MYCE) tool. This new feature empowers Amazon sellers to connect with their customers in a more direct and personalized way, enhancing visibility, customer loyalty, and ultimately driving growth. In this article, we will delve into the details of MYCE, exploring how it works, who can access it, and how sellers can leverage its capabilities to optimize their customer engagement strategies.

Understanding Manage Your Customer Engagement

Previously, Amazon had strict guidelines in place that limited sellers’ ability to communicate directly with customers. However, with the introduction of MYCE, registered brands with an active Brand Store now have the opportunity to build stronger relationships with their customers and followers. MYCE is designed to facilitate email marketing campaigns, enabling sellers to share updates, promotions, and new product announcements directly with their audience.

The primary goal of MYCE is to increase customer engagement, retention, and loyalty. By providing sellers with a platform to connect with their customers, MYCE helps foster a sense of community and brand loyalty. It allows sellers to showcase their products alongside their unique branding, creating a more personalized experience for customers. Additionally, MYCE offers valuable metrics such as open rates, email delivery rates, and conversion rates, empowering sellers to make data-driven decisions and better understand their customers’ needs.

Who Can Access Manage Your Customer Engagement?

To access MYCE, sellers must meet specific criteria set by Amazon. First and foremost, sellers must be registered with Amazon’s Brand Registry, which provides additional brand protection and benefits. Additionally, sellers must have an active Brand Store, a dedicated landing page that showcases their brand and portfolio. Once these requirements are met, sellers can access MYCE and begin utilizing its features to enhance their customer engagement strategies.

Setting Up an Email Campaign with MYCE

Creating an email campaign with MYCE is a straightforward process that consists of several key steps. Let’s explore each step in detail:

1. Upload Your Brand Logo

The first step is to upload your brand logo. This logo will appear in the email campaign and helps customers become familiar with your brand. Make sure the logo is in the appropriate format, such as JPG with a black or white background or PNG with a transparent background. It should also adhere to a 3:1 horizontal layout.

2. Select a New-Launch Product to Promote

MYCE is specifically designed to promote new products. Select a product that has been made available for purchase on Amazon within the last six months. By featuring new products in your email campaigns, you can generate excitement and curiosity among your audience.

3. Choose a Supporting Image

A compelling supporting image is crucial to capturing your audience’s attention and conveying the benefits of your product. Select a high-quality image that showcases the product in a visually appealing and informative way. This image should effectively communicate the value proposition of your product to potential customers.

4. Schedule Your Campaign

Once you have uploaded your brand logo, selected a new-launch product, and chosen a supporting image, it’s time to schedule your campaign. Determine the time range during which you want your campaign to run. MYCE allows you to choose a five-day period from Monday to Friday. Consider factors such as peak customer engagement times and the availability of your target audience when scheduling your campaign.

5. Campaign Approval

Before your campaign goes live, Amazon’s moderation team will review your content to ensure it meets their requirements. This review process typically takes a minimum of 72 hours. It’s important to plan ahead and allow sufficient time for the campaign review to ensure a timely launch.

Leveraging Manage Your Customer Engagement for Success

Now that you understand how MYCE works and how to set up an email campaign, let’s explore some strategies for leveraging this tool effectively to optimize your customer engagement:

1. Personalize Your Emails

One of the key benefits of MYCE is the ability to create personalized email campaigns. Use customer data and insights to tailor your emails to the preferences and needs of your audience. Personalization can include addressing customers by their name, recommending products based on their past purchases, or providing exclusive offers based on their browsing history.

2. Segment Your Audience

Segmenting your audience allows you to deliver targeted messages to specific customer groups. Divide your customer base into segments based on demographics, purchase history, or engagement level. By tailoring your emails to each segment’s interests and preferences, you can increase the relevance and effectiveness of your campaigns.

3. Test and Optimize

MYCE provides valuable metrics that allow you to measure the success of your email campaigns. Take advantage of this data to test different elements of your campaigns, such as subject lines, email content, and call-to-action buttons. By continuously optimizing your campaigns based on these insights, you can improve open rates, click-through rates, and overall conversion rates.

4. Provide Value-Added Content

In addition to promotional offers, consider providing value-added content to your audience. This can include educational articles, how-to guides, or industry insights related to your products. By offering valuable content, you position yourself as an authority in your niche and build trust with your customers.

5. Nurture Customer Relationships

Use MYCE as a tool to nurture and strengthen your customer relationships. Engage with your customers beyond promotional emails by sending personalized follow-ups, requesting feedback, or providing post-purchase support. Building a strong and loyal customer base requires ongoing communication and relationship-building efforts.


Amazon’s Manage Your Customer Engagement tool opens up new possibilities for sellers to connect with their customers and build stronger relationships. By utilizing MYCE effectively, sellers can enhance their customer engagement strategies, increase visibility, and drive growth. Remember to personalize your emails, segment your audience, test and optimize, provide value-added content, and nurture customer relationships. With MYCE as a valuable tool in your arsenal, you can take your Amazon business to new heights of success. Embrace the power of customer engagement and watch your brand thrive in the competitive e-commerce landscape.


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