Target Repeat Customers with Amazon’s Manage Your Customer Engagement (MYCE) Tool

Amazon Marketplace
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The Manage Your Customer Engagement page is an email campaign tool directly within Amazon Seller Central which allows brands to create email campaigns that get sent directly to customers who have placed orders with the seller in the past. Doing so helps target previous customers in the hopes of converting them into additional sales.

source: Amazon

In the past, creating email campaigns that target Amazon customers have been somewhat of a gray area. This tool allows brands to have peace of mind when creating campaigns – you don’t have to worry about sending one too many emails to the same customer and having your account flagged – because Amazon is sending the emails for you.  

Using the Manage Your Customer Engagement Tool:

Email campaigns are a great way for Brands to connect with their customers. There are many different types of campaigns, but generally, most will have a common goal – building brand loyalty. Creating a campaign with the Manage Your Customer Engagement tool currently allows brands to send emails announcing new products with a message that says, for example, “Product Spotlight”, “New Product Release”, “Recommended for You”, etc. The options that populate will be prewritten by Amazon.  


It is important to note that this tool is only available on products when you are the Brand Owner (and have registered in the Brand Registry Program). You can find the tool in Seller Central by using the top menu bar to hover over “Brands” and select “Customer Engagement.”  


  • Be enrolled in Brand Registry
  • Have an active Amazon Store
  • Have followers on your Amazon Store.  
  • Product must have been created/available for sale on Amazon within the last 6 months.  

A list of your eligible brands will appear at the top of the Customer Engagement tool page. Once the campaign dates have passed, you will receive the following data:

  • Open Rate (what percent of recipients opened the campaign email)
  • Emails Delivered (what percent of emails were successfully delivered – which depends on whether the customer has opted out of receiving emails from Amazon sellers and brands)
  • Sales Conversion Rate (the dollar amount and percent of emails which resulted directly in sales

This data will reveal the success of the campaign in a transparent way. Since it’s free to create campaigns using this tool for owners of Brand Registered brands, we recommend taking advantage by creating campaigns on your eligible products. If you are already a Retail Bloom client, please discuss with your account manager.

Recent Updates to the Manage Your Customer Engagement Tool:

The newest Manage your Customer Engagement campaign type allows Brands to target Repeat Customers. When a customer orders at least 2 times from you within 12 months, Amazon considers them loyal customers who are interested in hearing more about your products. The Repeat Customers option allows Brands to create campaigns that target these customers evert 2 weeks.

source: Amazon

Brands can now also email percentage-off discount codes to their loyal customers with the Manage Your Engagement tool.

If you're a client looking for more information, contact your Account Team. If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you!

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