How to Use the Amazon Manage Your Customer Engagement Tool

Amazon is rolling out a new tool called Manage Your Customer Engagement for brands that are set up in the Brand Registry and are using Brand Stores.

The tool will let eligible users manage content and send email campaigns to customers who have purchased products via the Brand Store. As Amazon says, “the Manage Your Customer Engagement tool empowers your brand to build loyal relationships, increase retention, and drive engagement.”

Unlock Advantages for Your Brand

With the release of the Manage Your Customer Engagement tool, Amazon continues to focus on optimizing the selling experience for brand owners on its platform with better dashboards, more marketing levers, and expanded access to new features. Brand ownership improves the end-customer experience and makes it easier for Amazon to weed out nefarious re-sellers, retail arbitrage sellers, and other costly problems for the company.

At eCommerce Nurse, a full-service agency specializing in Amazon, we always recommend businesses register for the Brand Registry as soon as they are eligible. Strengthening your relationship with Amazon and unlocking these expanded tools and features is a huge reason why we like to ensure our clients register.

Share Product Launches and Announcements with Customers

Under the “Brand” tab of Seller Central, eligible brands can navigate to “Customer Engagement” where the tool is located, near the Brand Dashboard. Even if you are fully eligible and are registered with a functioning Brand Store, the tool may not be available to you just yet as Amazon slowly phases it into action.

Initially, the tool will support contacting customers who are “following” your brand on Amazon. As Amazon has allowed customers to follow a brand for a while now, they’ve built in a targeted list of people who may be interested in hearing from a particular brand.

Brands will be able to contact customers using email templates for product announcements and to let customers know about new launches or updates. Themed email campaigns were recently introduced to help brands suggest gifts for upcoming holidays, trips, game days, and more, with new templates being launched monthly. This will ultimately help businesses drive brand loyalty and increase awareness of their entire product range.

In September 2022, Amazon introduced new email features that target repeat, recent, and high-spend customers. Learn more about this exciting opportunity to expand your reach beyond your brand followers.

Also, it is included as part of the Brand Registry, so there is no extra fee to use this feature. Whenever Amazon offers a tool for free, it’s a great idea to try it out for your business.

For businesses that have a large following or a number of engaged customers already, this will be an excellent marketing tool that you can integrate with your overall engagement strategy.

How to Create a Manage Your Customer Engagement Campaign

Once the Manage Your Customer Engagement tool is available for your business, you can set up an email using the self-service prompts in the tool. You will need:

A high-res brand logo.
A single product to feature. As the tool is mainly used to support new launches, you would most likely want to use your newly launched ASIN.
Supporting image. Consider using a lifestyle image to show the product in use or provide context rather than a simple Amazon product image.
A time slot to send the campaign.

Once it is scheduled, Amazon will automatically send the email campaign to your brand’s followers.

Brands should note that this is not a replacement for other methods of contacting customers, especially when it comes to requesting reviews or feedback. For that type of communication, sellers will need to go through the “Request a Review” button in the order management system or use a tool to automatically request reviews, such as FeedbackFive.

How to Build a Brand Following on Amazon

If you do not currently have access to the Manage Your Customer Engagement tool but would like to use it when it’s open to your business, we recommend that you focus on building a following. There are a few ways to do this on Amazon and many are already easy to access.

First and foremost, make sure you have a nice Brand Store with multiple pages where you can drive traffic by using Amazon's Sponsored Brands advertising offering. Brand Stores are free to create, but you will need to produce specialized content, which requires design resources.

Check out this example Brand Store created by eCommerce Nurse to get an idea of what's possible. Your store will be linked on all of your category pages, allowing customers to cross-shop your products and helping you stand out from the competition.

Once you have a Brand Store, we recommend using Amazon Posts to ramp up engagement. You can see an example feed for how it’s done, but it is essentially an internal social feed on Amazon for brands. It is also free to use, and if done correctly, can get you 10,000+ impressions per week, easily.

You can also try Amazon Live, where you can post live videos to provide more information and connect with customers. Lastly, you should always consider driving external traffic to your Amazon product pages. You can do this through social media, marketing emails, and external ads.

Need More Creative Support?

We always love to take advantage of new tools and technologies for managing your success on Amazon. Our team of ex-Amazonians and marketing specialists enjoy thinking of creative ways to help you succeed as a seller or vendor on Amazon.

If you need assistance for your business with a particular issue, account management, or even creating an overall strategy for success, please contact eCommerce Nurse for help.