For brands that used Amazonโs Manage Your Customer Engagement tool, the question is now how to replace each job MYCE performed without assuming another feature offers the same audience access, message format, or reporting. This guide covers the official retirement timeline, the operational gaps, and current Amazon-native and consent-based off-Amazon options.
Amazonโs Manage Your Customer Engagement (MYCE) tool is no longer available. Amazon says campaigns stopped sending on February 16, 2024, and campaign-history access remained available only until April 30, 2024. There is no one-for-one replacement; sellers now need to match current Amazon-native and consent-based off-Amazon tools to each engagement objective.
| At a glance | Current answer |
|---|---|
| Is MYCE available? | No. Campaigns stopped sending on February 16, 2024. |
| Can old campaign history still be viewed? | No current access should be implied. Amazon said history would remain available only until April 30, 2024. |
| Why did Amazon retire it? | Amazon said MYCE did not consistently deliver the quality or value intended for sellers and customers. |
| What is the best next step? | Choose the objective first, then use the decision matrix to select a current tool or channel. |
Understanding the Discontinuation of MYCE
Amazon launchedโManage Your Customer Engagement as an Amazon-native email surface for eligible brands. It allowed brands to buildโcampaigns around product launches, deals, and brand stories for audiences Amazon surfaced within its own ecosystem. MYCE did not provide merchants with a downloadable customer list; Amazon maintained control over the audience, delivery, and reporting infrastructure.
A clear official retirement record exists. In its MYCE announcement, Amazon said the tool stopped sending campaigns on February 16, 2024. Campaigns still sending on that date could reach only part of the intended audience; later campaigns would not complete, and metrics for campaigns scheduled after the cutoff would not populate.
| Date | Official status | What it means now |
|---|---|---|
| Before February 16, 2024 | Eligible brands could use MYCE for Amazon-managed email campaigns to available audiences. | Historical capability only; do not describe the tool as active. |
| February 16, 2024 | MYCE stopped sending campaigns. | Any old playbook, calendar, or automation that depended on MYCE must be retired or reassigned. |
| April 30, 2024 | Amazonโs stated deadline for viewing campaign metric history. | Do not imply that sellers can still retrieve MYCE dashboard history. |
Amazon also gave a reason: it found that MYCE did not consistently deliver the quality or value it aimed to provide to sellers and customers. That statement replaces the former articleโs unsupported speculation about click-through rates or a shift toward paid media.
Impact on Amazon Sellers
MYCEโs retirement removed an Amazon-native campaign workflow. Sellers lost the sending interface, its campaign calendar, and access to the historical dashboard. They did not lose a portable buyer database because MYCE never provided one.
| Former MYCE function | Current implication |
|---|---|
| Launch or promotion announcements | Use a mix of Brand Tailored Promotions, Brand Stores, Sponsored Brands, display ads, or owned email, depending on the target audience and objective. |
| Amazon-native follower communication | There is no direct email substitute with the same MYCE workflow. Treat the replacement as a portfolio decision. |
| Campaign history and benchmarks | Rebuild baselines in the current toolโs reporting environment. Old MYCE dashboard data should not be assumed available. |
| Retention and re-engagement planning | Define whether the job is repeat purchase, win-back, discovery, feedback handling, paid remarketing, or owned-channel growth before choosing a tool. |
This is why a broad Amazon customer retention strategy should sit above the tool choice. The MYCE page owns the retirement and routing decision; the retention guide owns the wider lifecycle plan.
Exploring Amazonโs Suggested Alternatives
Amazon pointed sellers toward Brand Tailored Promotions and Brand Customer Reviews when it retired MYCE. Those options remain useful for specific jobs, but neither recreates MYCE. The right post-MYCE setup starts with the objective, the audience you can lawfully reach, the data you control, and the measurement available in the current account.
| Objective | Current path | What it can replace | Main limitation or compliance check |
|---|---|---|---|
| Targeted acquisition, retention, re-engagement, or cross-sell offers | Brand Tailored Promotions | Audience-based discounts for eligible Amazon segments. | Not an email campaign. Availability, audiences, and eligibility vary; verify in the current US Seller Central interface. |
| Address critical customer feedback | Customer Reviews feature for eligible brand owners | Amazon-mediated support or courtesy-refund outreach for critical reviews where available. | Reactive, not a launch or retention broadcast. Never incentivize, suppress, or ask for a review change. |
| Create a brand destination and guide discovery | Brand Store | A persistent Amazon destination for product education, navigation, and brand storytelling. | Does not send a direct message. Traffic still depends on discovery, ads, or other entry points. |
| Reconnect with product viewers or past purchasers | Display ads / Sponsored Display | Paid audience reach and remarketing based on available Amazon Ads signals. | Paid media, not permission-based email or an identical follower campaign. |
| Increase brand and product discovery | Sponsored Brands | Paid placements that connect shoppers with products, videos, or a Brand Store. | Primarily acquisition and consideration; it does not replace MYCE relationship data. |
| Reach audiences at greater programmatic scale | Amazon DSP | Programmatic reach to new and existing audiences on Amazon and other inventory. | More complex paid execution; suitability depends on scale, access, creative, and measurement needs. |
| Operate an owned email program | Consented off-Amazon email | Email automation and segmentation for a lawfully collected first-party list. | Amazon buyer emails are not exported through MYCE. Consent, disclosures, privacy, and opt-out duties apply. |
Need help selecting and operating the right post-MYCE stack? Explore SalesDuoโs Amazon account management support.
Brand Tailored Promotions
Brand Tailored Promotions can support acquisition, retention, re-engagement, and cross-sell through eligible audience-based offers. Amazonโs Brand Tailored Promotions help organize promotion creation around those business goals. This can replace part of MYCEโs audience-selection job, but it does not recreate an email send or MYCE reporting. For setup depth, use the Amazon Brand Tailored Promotions guide.
Brand Customer Reviews and Feedback Tools
Amazonโs retirement announcement made reference to Brand Customer Reviews. The Customer Reviews feature in question appears to give brand owners the option to respond to critical reviews with a response provided by Amazon. Use only for Support and Resolution of feedback.; Do not turn this into Proactive Marketing. Follow Amazonโs customer review policies and use neutral language; do not offer incentives, divert negative feedback, or ask a buyer to change or remove a review. For compliant acquisition guidance, see compliant ways to get Amazon reviews.
Brand Store and Follower Path
A Brand Store could maintain the destination and storytelling function that was prevalent in MYCE campaigns. It adds a level of structure for consumers to browse through categories, launches, and brand stories. However, it doesnโt alert your followers automatically, so consider it as a destination rather than a communication medium. Use the dedicated guide to optimize your Amazon Storefront.
Sponsored Display, Sponsored Brands, and Amazon DSP
Paid media can cover discovery and re-engagement goals. Amazon Sponsored Display remarketing can reconnect with available audiences; the Amazon Sponsored Brands guide covers brand-led discovery; and Amazon DSP advertising supports broader programmatic audience strategies. These tools buy reach. They do not restore MYCEโs email format, cost structure, or dashboard history.
Consent-Based Off-Amazon Email
Klaviyo, Mailchimp,โOmnisend, and the like will enable an owned lifecycle program only once a brand has an off-Amazon list that has been legally collected.MYCE had never sold Amazonโshopper email addresses, and its retirement does not convey the license to infer, purchase, or transfer them.
| Channel | Data and compliance boundary |
|---|---|
| Amazon-native path | Amazon controls the audience and surface. Use eligible Seller Central, Brand Store, review, or Amazon Ads tools under current account and marketplace rules. |
| Owned-channel path | The brand controls a lawfully collected list and must follow applicable consent, disclosure, privacy, sender-identification, postal-address, and opt-out requirements. |
For US commercial email, the FTCโs CAN-SPAM guidance requires accurate header information, non-deceptive subject lines, a valid postal address, and a clear opt-out method, among other duties. Use Amazon email marketing best practices for the channel strategy and route packaging, warranty, consent, and privacy language through the appropriate legal and Amazon-policy review.
Amazon Posts Is Not a Current Alternative
Amazon Posts should be removed from old MYCE replacement lists. Amazon Ads says Posts were discontinued in July 2025, and its API documentation lists July 31, 2025 as the full shutoff date. For the current brand-building options Amazon recommends, see what replaced Amazon Posts.
Actionable Steps for Sellers
Replace MYCE by business job, not by feature name.
1. Audit Your Current Engagement Strategy
Identify all launch calendars, campaign templates, KPIs, reports, and workflows thatโreferenced MYCE. Separateโwhat relied on the sending surface from what relied on the audience, destination, offer, creative, or measurement. Thisโensures teams don't fixate on "missing the menu item" as the problem in its entirety.
2. Define the Engagement Objective
Assign one primary job per use case: acquisition, retention, re-engagement,โfeedback resolution, brand discovery, paid remarketing, or owned-channel growth. Don't start with a tool. A Brand Store, a personalizedโdiscount, a display campaign, and an email flow work for different business goals.
3. Score the Shortlist
Rather than an Amazon benchmark, regard the SalesDuo Replacement Fit Score asโa planning instrument. Rate each factor from 1 to 5 andโnote the evidence behind the rating.
The FIT score =โ(Objective fit x 0.30) + (Audience reach fit x 0.20) + (Data/control fit x 0.15) + (Compliance readiness x 0.15) + (Measurement fit x 0.10) + (Operational feasibility x 0.10).
Pick the compliant option that has the highest fit, then check real-time availability, cost, creative requirements, and measurement within the live account.โ A lower-scoring option might be included in the stack if it aims at a different meaning.
4. Verify Data and Compliance Boundaries
Confirm which party owns the audience and data. Related Amazon-native toolsโare accessible within Amazonโs surfaces and policies. The tools to use on an ownedโchannel also require that you have a legitimate source of the contact data and the requisite marketing, privacy, and opt-out compliance. For review outreach,โbe neutral, and use only sanctioned Amazon touchpoints.
5. Retire Obsolete Playbook References
Remove MYCE sends, MYCE dashboard checks, and Amazon Posts from your active calendars, SOP, briefs, and reports. Replace any references toโan obsolete product with the current owner tool and a named internal owner. Write down the date and the marketplace of your availability check, as Seller Central features can differ from region to region, and from account to account.
6. Measure the Replacement Stack
Define theโobjective KPIs and determine baseline measures for each channel. Track redemption and margin for customizedโoffers, qualified traffic and conversion for Brand Stores and ads, resolution quality for feedback workflows, and consented-list participation for owned e-mail. Specify aโreview frequency so the stack can rotate as Amazon rotates features or policies.
Conclusion
MYCE did not disappear into a single replacement. The practical response is to map each former MYCE job to the right Amazon-native or owned-channel workflow, then verify audience access, compliance, cost, and measurement in the current account. Brand Tailored Promotions can support targeted offers, review tools can support critical-feedback handling, Stores and ads can support discovery and re-engagement, and consented email can support an owned lifecycle program. None should be presented as an identical substitute.
SalesDuo can help coordinate that operating plan across the account. Book a 1:1 growth call to audit your current customer-engagement, retention, and advertising workflow and review the gaps in your post-MYCE plan.
Frequently Asked Questions
1. Is Amazon Manage Your Customer Engagement still available?
No. Amazon states that MYCEโceased sending campaigns as of Feb 16, 2024. The history of campaign statistics could only be viewed until April 30, 2024, so sellersโshould not expect to get access to the current dashboard.
2. Why did Amazon discontinue MYCE?
Amazon stated that MYCE did notโreliably achieve the desired level of quality or value for sellers and customers. Stuff about click-through rates or ad revenue orโinternal strategy should not be cited as Amazonโs rationale without supporting evidence.
3. What replaced Amazon MYCE?
No single tool replaced MYCE. Sellers now combine objective-specific options such as Brand Tailored Promotions, review workflows, Brand Stores, display ads, Sponsored Brands, Amazon DSP, and consent-based email.
4. Can I still access old MYCE campaign data?
Amazon said MYCE campaign history would remain available only until April 30, 2024. Do not build a current reporting process around that historical dashboard.
5. Can Amazon sellers export customer emails to Mailchimp or Klaviyo?
Buyer emails werenโtโexported from MYCE. Mailchimp, Klaviyo, Omnisend & co require a legally obtained off-Amazon list, and the necessary consent, privacy, sender identificationโ, and opt-out mechanism.
6. Is Brand Tailored Promotions the same as MYCE?
No. Brand Tailored Promotions can provide qualified audience discounts for objectives such as acquisition, retention, re-engagementโ, and cross-sell. It does notโclone a MYCE email, follower message, or historical dashboard.
7. Is Amazon Posts a MYCE alternative?
No. Amazon Ads shut down Posts inโJuly 2025. Remove Posts from your active MYCE replacement plans and use the best-known current brand-building options like Brand Stores, sponsored advertising, Amazon Live where appropriate, or another objective-matched medium.
8. Which Amazon ads can support re-engagement?
Display adsโlike Sponsored Display where applicableโcan work for view or purchase retargeting.โRetargeting via Amazon Sponsored Products is a good way to retarget with more options. AmazonโDSP helps generate wider programmatic audience strategies. The best option for you will be determined by your access, scale, creative, audience, budget, and measurement needs.
9. How should sellers engage customers without violating review policies?
Use approved Amazon features and neutral language. Do not offer incentives for reviews, divert negative feedback, selectively request positive reviews, or ask customers to change or remove a review. Keep support, review, and marketing objectives separate.
10. When should a seller use managed Amazon account support?
Managed support is useful when several tools, teams, compliance checks, creative assets, and measurement systems must work together. It can also help when the brand needs one owner for the transition plan rather than separate, uncoordinated channel experiments.
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.
