For brands that have scaled on Amazon, every touchpoint with the customer counts โ especially when launching new products or building loyalty.
Amazonโs Manage Your Customer Engagement (MYCE) tool once filled that gap, allowing sellers to speak directly to their followers.
But with MYCE officially discontinued as of May 31, 2024, brands are left rethinking their outreach strategy.
In this blog, we break down what MYCE offered, why Amazon pulled the plug, and โ most importantly โ what smart sellers should do next to adapt, stay visible, and continue driving growth within Amazonโs ever-changing landscape.
Understanding the Discontinuation of MYCE
Amazonโs Manage Your Customer Engagement (MYCE) tool, introduced in 2021, allowed brands to directly email Amazon shoppers who followed their storefronts.
It supported announcement-based campaigns like new product launches, promotions, and brand spotlights, helping sellers deepen engagement and drive conversions inside Amazonโs walled ecosystem.
For many brands operating in the $1Mโ$50M revenue range, MYCE was a game-changer. It helped overcome Amazonโs long-standing limitation โ lack of access to customer data โ by giving sellers a direct line to their audience. According to LandingCube, emails sent via MYCE saw open rates of 20โ30%, significantly outperforming industry email benchmarks.
But Amazon announced the end of MYCE on March 28, 2024, with a complete shutdown effective May 31, 2024. The announcement appeared on Amazonโs Seller Central Forums. No official reason was given, but insiders cite low click-through rates (less than 1%), platform-wide engagement shifts, and Amazonโs preference for paid media tools as likely factors.
According to ChannelMAX, MYCE only supported campaign targeting for 7 days per campaign, with content restrictions and delayed analytics. Even so, it was a low-cost way to generate brand recall and reach Amazon-native followers โ a strategic advantage now lost.
Impact on Amazon Sellers
The impact of MYCEโs discontinuation is especially felt by mid-sized brands that used it to support product launches, repeat purchases, and storefront growth. MYCE was often integrated into go-to-market playbooks, offering a direct engagement method without the need for third-party tools or external channels.
Now, sellers are forced to pivot. Many are turning to alternatives like Sponsored Display, Amazon DSP, Posts, and Storefront SEO, but these lack the 1:1 communication power of MYCE. According to Envision Horizons, brands will now have to spend up to 4x more on Sponsored Ads to achieve the same visibility MYCE offered for free.
One seller noted on the forums: โWith MYCE gone, weโve lost the only direct way to speak to Amazon followers. Our cost-per-launch has gone up by at least 30%.โ
At SalesDuo, weโve helped clients mitigate these impacts. For a client in the wellness category with $12M in annual Amazon sales, we replaced MYCE campaigns with a combination of Storefront optimization, Sponsored Brands, and Amazon Posts. The result? A 19% increase in new ASIN visibility and 12% improvement in add-to-carts within 45 days.
We also advise brands to leverage repricing automation and fix suppressed listings that reduce discoverability โ key to making up for the traffic loss from MYCE.
Amazonโs ecosystem is always evolving. Tools come and go โ but with SalesDuoโs data-driven approach and full-service Amazon management, your brand stays resilient and growth-focused.
Exploring Amazonโs Suggested Alternatives
Following the shutdown of MYCE, Amazon has spotlighted a few internal alternatives โ primarily Brand Tailored Promotions (BTP) and the Customer Review Engagement tool.
While both are useful, they offer partial coverage at best and donโt fully replicate MYCEโs campaign-style communication.
Brand Tailored Promotions, launched in late 2023, enable sellers to offer targeted discounts to specific audience segments like brand followers, recent customers, high-spend users, and cart abandoners.
Sellers can apply up to 10%โ50% discounts based on customer segment rules, but the offers are only visible within Amazon. Thereโs no direct message or email sent out to users, limiting the promotional reach.
The Customer Review Engagement tool allows brands to address 1- to 3-star reviews by issuing courtesy refunds or sending follow-up apologies.
While helpful for managing post-purchase experience, itโs reactive in nature. MYCE, on the other hand, was a proactive tool aimed at pre-purchase engagement and brand storytelling.
MYCE allowed up to one campaign per week, supported by open rates between 20โ30%, and was free to use. In contrast, Amazonโs suggested tools lack direct messaging, donโt allow creative customization, and require deeper discounting to drive action.
So while these tools can serve tactical goals like retaining unhappy customers or improving CTRs within Amazonโs ecosystem, theyโre not strategic replacements for MYCE's brand-first outreach.
Third-Party Tools to Consider
For sellers looking to expand engagement outside Amazon, tools like Klaviyo, Mailchimp, and Omnisend have become the go-to options. These platforms offer email automation, audience segmentation, and real-time analytics. Klaviyo, for instance, reports that email flows can generate 15%โ30% of total DTC revenue for high-performing brands.
Mailchimp remains popular among mid-market brands for its ease of use and integrations with platforms like Shopify, BigCommerce, and WooCommerce. Sellers can run targeted product drip campaigns, A/B test CTAs, and monitor conversion down to the SKU level.
But hereโs the constraint: Amazon still does not share customer email addresses. Sellers canโt use these tools to message Amazon followers directly โ unlike MYCE, which leveraged Amazonโs native follow mechanism.
Third-party platforms are only effective if the seller has already built or is actively building a DTC list through off-Amazon touchpoints.
At SalesDuo, weโve worked with brands generating between $5M and $30M annually on Amazon who lacked any owned audience. By integrating QR code inserts and warranty registrations, we helped one client collect 4,500+ customer emails in under 60 days, which we then funneled into Klaviyo for retargeting.
Still, sellers must acknowledge that these tools complement but donโt replace Amazon-native solutions.
MYCE was unique in bridging Amazonโs traffic with owned engagement. No third-party platform currently provides that level of integrated Amazon reach.
As Amazon continues to tighten control over shopper data, successful brands will be those that adapt with multi-channel strategies and the right tech stack.
With SalesDuoโs full-service Amazon support, including brand store optimization, pricing automation, and listing recovery, your business can continue to grow โ even as the landscape shifts.
Also read: Search Suppressed Amazon Listings And How to Fix It
Actionable Steps for Sellers
With MYCE officially retired, sellers must rethink how they engage Amazon shoppers, especially during product launches or promotions. The shift is challenging but manageable โ if approached with a structured strategy.
Hereโs a practical, step-by-step action plan for brands generating $1Mโ$50M in revenue:
1. Audit Your Current Engagement Strategy
Review where and how you currently communicate with customers. Were you using MYCE regularly for launches? What percentage of your ASINs were supported with follow-based campaigns? Identify the gaps now left behind.
At SalesDuo, we help brands run this audit by evaluating brand storefront traffic, campaign conversion data, and shopper behavior trends.
This helps prioritize which ASINs need new engagement workflows.
2. Enhance Your Amazon Storefront
A fully optimized storefront is now more critical than ever. Use high-quality visuals, category-level navigation, and A+ content to boost discoverability and shopper engagement.
SalesDuo specializes in recovering and optimizing suppressed listings, which often silently reduce storefront traffic by 20โ40%.
3. Test Amazonโs Native Alternatives
Run Brand Tailored Promotions to re-engage previous buyers or attract new ones with 10%โ50% targeted discounts.
Use the Customer Review Engagement tool for active reputation management โ especially for ASINs with review ratings under 4.0.
SalesDuo can automate these campaigns and track impact across ASINs, so you're not left guessing what's working.
4. Build an Off-Amazon Funnel
Start collecting first-party data via inserts, warranty pages, and post-purchase flows.
Tools like Klaviyo or Mailchimp only work if you have the emails. SalesDuo supports building DTC opt-in touchpoints and integrates them with your Amazon strategy.
5. Leverage Automation Tools
Donโt overlook pricing and inventory efficiency. Our automated repricing solutions have helped brands improve Buy Box retention by up to 18%, especially during promotional periods when MYCE was previously used.
SalesDuo helps brands navigate these transitions with done-for-you campaign planning, tech integration, and performance analytics.
The MYCE sunset might be a curveball โ but with the right partner, itโs an opportunity to come out stronger.
Conclusion
The end of MYCE is more than the loss of a feature โ it's a reminder of how dependent sellers are on Amazonโs shifting playbook. But with change comes opportunity.
Sellers who respond with a proactive plan โ auditing their strategy, testing Amazonโs alternatives, and building first-party data funnels โ will come out ahead.
At SalesDuo, we donโt just react to platform changes โ we help brands future-proof their entire Amazon ecosystem.
Whether it's replacing lost engagement channels, boosting Buy Box share, or fixing listing suppression, our full-service support ensures you're always one step ahead of Amazonโs next move.
Schedule a 1:1 growth call with our Amazon account managers today!
Frequently Asked Questions
About the Author
Meet R.Dharun, an energetic Amazon account expert who focuses on making retail strategies sharper and scaling business processes at eCommerce platforms. With a strong knack for streamlining workflows and building growth-driven solutions, heโs all about making brands more efficient. When heโs off-duty, youโll find Dharun playing cricket or getting lost in thriller novels.
