Amazon Revamped the Coupons Page & Retired the Manage Your Customer Engagement Page

Creating coupons is one of the best ways to engage directly with your Amazon customers. Many Amazon Sellers formally relied on the Manage Your Customer Engagement (MYCE) page to create email campaigns targeting specific customer demographics. Unfortunately, as of February 16, 2024 – the MYCE page was retired. Thankfully, some of the benefits of the MYCE page can still be achieved through the Coupons page, due to its recent revamp.

What Was Amazon's Manage Your Customer Engagement (MYCE) Page?

The Manage Your Customer Engagement page allowed brands to create email campaigns directly within Amazon Seller Central. Read our Marketplace update “Target Repeat Customers with Amazon’s Manage Your Customer Engagement (MYCE) Tool” for more details. Amazon said the reason for the change is due to the program not delivering quality results:

Using Amazon’s Coupons Page to Reach Target Demographics:

Registered brand owners can now create tailored discounts – targeting their customer audiences. Amazon's coupon audiences include:

• At Risk: Customers who haven’t purchased recently nor frequently, with varied spend. At-risk customers can be engaged through discounts, promotions, and other incentives
• Brand Cart Abandoners (7 Days): Customers who have added any of your brand products to their cart in the last 7 days but haven't purchased yet.
• Brand Cart abandoners (90 days): Customers who have added any of your brand products to their cart in the last 90 days but haven't purchased yet.
• Brand Followers: Brand followers have clicked to follow this brand on Amazon.
• High Spend Customers: A 5% sampling of this brand's highest-spending customers in the last 12 months.
• Potential New Customers: Customers who have clicked on your brand, Storefront, and products or added products to their cart in the last 90 days but have not purchased from your brand in the last year.
• Promising: Customers who purchased recently, buy occasionally, and spend above average. In order to convert to a Loyal customer, encourage purchase through marketing engagement.
• Recent Customers: A 5% sampling of the brand's customers in the last 12 months.
• Repeat Customers: Customers who have purchased more than one order from this Brand in the last 12 months.
• Top tier: These are customers who purchased recently and spend the most. Most of these customers buy frequently.
  

It’s a good idea to offer coupons on products that may need a sales boost. We recommend creating coupons, and testing to see what audiences drive the most sales! Results will look different depending on your product type and target demographics.

When the coupon timeframe is up, your insights become available:

If you're a client looking for more information, contact your Blue Wheel 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.