Amazon Manage Your Customer Engagement (MYCE): What Happened and What Replaces It | Xneeti Blog
Manage Your Customer Engagement (MYCE) is gone. Amazon shut it down in 2024, and most guides you'll find haven't caught up.
This covers what MYCE used to do, exactly when and why it ended, and what to use in its place today.
A few notes on how this was put together:
- Amazon's Seller Central announcement and Brand Tailored Promotions documentation reviewed directly
- MYCE's original feature set cross-checked against archived Seller Central help pages and case data
- Current audience segment thresholds and discount mechanics verified against the live Brand Tailored Promotions builder inside Xneeti's own account management view
A few of the top guides for this keyword still walk through MYCE's setup screens as if you can use them today. You can't.
By the end, you'll know exactly what replaced MYCE and how to set it up.
What Manage Your Customer Engagement (MYCE) actually was
MYCE let Brand Registry members send templated marketing emails to shoppers who'd followed their storefront, without needing an email address or a third-party platform.
Campaigns covered new product launches and limited-time deals, built from four inputs: a logo, a product, a lifestyle image, and a send window.
| Detail | What it was |
| Launched | 2021 |
| Access requirement | Brand Registry enrollment, Professional Selling plan |
| Cost | Free (beyond the standard $39.99/month Professional plan) |
| Audience | Brand followers, later expanded to repeat, high-spend, recent, and cart-abandoning customers |
| Campaign frequency | One email per recipient every 7 days |
| Reported performance | 20-30% open rates, sub-1% click-through rates |
Open rates looked strong on paper. Click-through is the number that ended the program.
When and why Amazon shut down MYCE
Amazon posted the shutdown notice on Seller Central Forums on March 28, 2024. The tool stopped working completely on May 31, 2024.
Amazon never gave an official reason. Seller forum discussion and industry writeups point to weak click-through rates and a broader shift toward paid placements.
| Signal | What it suggests |
| Click-through rates below 1% | Email opens didn't translate into store visits or purchases |
| No monetization path | MYCE was entirely free, with no ad revenue attached |
| Parallel growth of Sponsored Brands and DSP | Amazon's product plans increasingly favor paid reach over free organic tools |
| Brand Tailored Promotions launched months earlier | A paid-adjacent replacement was already built and rolling out before MYCE was cut |
The pattern isn't unique to MYCE. Amazon tends to sunset free organic tools once a paid alternative already covers the same use case.
MYCE vs. Brand Tailored Promotions, side by side
Brand Tailored Promotions is Amazon's own answer to the gap MYCE left. It targets the same audiences, but through discounts instead of email.
| MYCE (discontinued) | Brand Tailored Promotions | |
| Delivery mechanism | Email sent directly to the customer | On-site discount shown to the targeted shopper |
| Audience segments | Brand followers, repeat, high-spend, recent, cart abandoners | Brand followers, repeat, recent, cart abandoners |
| Minimum audience size | None specified | 1,000+ eligible shoppers per segment |
| Cost to seller | Free | Cost of the discount itself (10-50% off) plus a set budget |
| Creative control | Logo, one lifestyle image, four supporting products | None, discount only, no creative or messaging |
| Best for | Announcements, launches, brand storytelling | Direct conversion nudges on price-sensitive segments |
BTP reaches the same shoppers. It just can't tell them a story or announce something new without also discounting it.
How to set up a Brand Tailored Promotions campaign
If MYCE was part of your launch playbook, this is where that budget and audience now live.
- In Seller Central, go to Advertising, then Brand Tailored Promotions.
- Choose your objective: New Customer Acquisition, Customer Retention, Re-engagement, or Cross-sell.
- Select the audience segment and products to include.
- Confirm the segment meets the 1,000+ eligible shopper minimum, or it won't be selectable.
- Set the discount percentage, between 10% and 50%.
- Set a maximum budget for the promotion.
- Submit and monitor performance from the same dashboard.
Smaller catalogs often can't hit 1,000 eligible shoppers in a segment like cart abandoners, which quietly locks that audience out.
What each former MYCE use case maps to now
MYCE covered a few distinct jobs. None of them have a single one-to-one replacement, so here's what covers each one now.
| What you used MYCE for | Closest current option |
| Announcing a new product launch to followers | Sponsored ads or Posts, paired with Brand Tailored Promotions for a launch discount |
| Recovering cart abandoners | Brand Tailored Promotions, cart abandoner segment (1,000+ shopper minimum applies) |
| Re-engaging high-spend or repeat customers | Brand Tailored Promotions, retention or cross-sell objective |
| Requesting reviews from happy customers | Customer Review Engagement tool, for addressing existing 1- to 3-star reviews |
| Building brand storytelling into outreach | Video ads or Brand Story content on the product page itself |
Storytelling-driven outreach is the one MYCE function that hasn't been replaced. Amazon shifted that job onto the product page and onto paid video instead.
Why third-party email tools can't fill the MYCE gap
Klaviyo and Mailchimp are common next steps. Neither can message Amazon followers directly, because Amazon has never shared customer email addresses with sellers.
| Scenario | Works | Doesn't work |
| You already have a DTC email list from your own site | Yes | |
| You want to message Amazon storefront followers directly | Yes, Amazon doesn't share their emails | |
| You're collecting emails via QR codes or warranty registration inserts | Yes, once collected | Not until the list is built |
Third-party tools are a parallel channel, not a replacement for the audience MYCE reached natively inside Amazon.
Factors to consider now that MYCE is gone
Whether your launch playbook depended on MYCE
Brands that leaned on MYCE for every new-product announcement need to rebuild that step into a paid Sponsored Brands or Posts sequence, not skip it. That means planning Amazon PPC budget for launches the way MYCE used to cover for free.
Whether your audience segments clear the 1,000-shopper minimum
Brand Tailored Promotions locks out segments below the threshold, which matters more for newer or smaller catalogs than for established sellers.
Whether you're building a first-party email list at all
Sellers with no DTC list are fully dependent on Amazon-native tools. Those collecting emails via inserts or registration have a real fallback channel.
How much budget you're prepared to shift from free to paid
MYCE cost nothing beyond the Professional plan. Its closest replacements all carry a direct cost, whether a discount, an ad budget, or both. Checking current Amazon ads cost benchmarks helps size that shift before committing a number.
Whether the goal was conversion or brand storytelling
Conversion-driven use cases map cleanly onto Brand Tailored Promotions. Storytelling use cases don't, and need a different home entirely, usually video or the product page itself.
Why Xneeti treats this as an ad-spend shift, not a lost feature
MYCE going away didn't remove the need to reach followers and past customers. It just moved that job from a free email into paid placements.
Xneeti's ad automation runs Sponsored Brands and video campaigns hourly, adjusting bids as that reallocated budget starts carrying more of the engagement load MYCE used to handle for free. Brands with growing catalogs already lean on this through Xneeti's scaling brand playbooks, where launch visibility can't depend on a single free tool anymore.
Most sellers reallocating this budget also start checking their Amazon ads dashboard more closely, since a channel that used to run itself for free now needs the same monitoring as any paid campaign. Consolidated ads software that tracks spend, bids, and creative performance in one place cuts down on that overhead.
That's a strategy conversation as much as a technical one, which is where a dedicated account strategist earns their keep.