Operator glossary
Manage Your Customer Engagement (MYCE)
Amazon's permitted email marketing — campaigns to your brand followers and customer segments, composed in Amazon's templates, the legal exception to 'you cannot email Amazon customers.'
MYCE lets brand owners send campaign emails to opted-in audiences — brand followers plus segments like recent, repeat, and high-spend customers — for new product launches, deals, and announcements, using Amazon's composer and approval flow. Amazon owns the send; you never see addresses.
It is the retention channel most brands never activate: follower audiences grow passively (Follow buttons on Stores, Posts, Live), and campaign slots cost nothing. Measured open and engagement rates are respectable precisely because volume stays policed. Pair with Brand Tailored Promotions — MYCE carries the message, BTP carries the discount.
The numbers
- Audiences: brand followers + customer segments (recent/repeat/high-spend); Amazon composes and sends — you never see emails.
- Free campaign slots for brand owners; grows with your follower base (Stores, Posts, Live drive follows).
Primary sources: Amazon Brand Registry (official)