Amazon’s Latest Moves: MYCE Tool Closure, Sustainability Accelerator, and Mexico Expansion

Amazon Update! Let’s go!

First up, the Manage Your Customer Engagement (MYCE) tool for brands has been discontinued. What should you do now and next?

Brand owners with early-stage EU businesses can join the Amazon Sustainability Accelerator program, offering valuable opportunities for growth and sustainability initiatives.

For Amazon Business sellers: Amazon Business launches in Mexico, making it the 10th country where this service is available.

New UK feature! “Prefer Small and Medium Enterprises,” has also been launched, enabling business customers to specifically support SMEs.

Dive in below.

1. Amazon Discontinues Manage Your Customer Engagement (MYCE) Tool

MYCE for brands has been discontinued as of February 16, 2024. Amazon has determined that the tool did not consistently meet its standards for quality and value delivery to both sellers and customers. Amazon only made this announcement 2 weeks ago, 3 weeks after it stopped delivering campaigns.

Amazon points to alternative tools like Brand Tailored Promotions and Brand Customer Reviews to assist in fostering brand loyalty by offering customized discounts and addressing important customer feedback. If you want to preserve your MYCE data, campaign metrics will remain accessible on the dashboard until April 30, 2024.

What Sellers Say

There are mixed reactions among sellers. Some express cynicism, highlighting Amazon’s policy that buyers are considered Amazon’s customers rather than the sellers’. Another seller sarcastically mocks the notion of Amazon effectively addressing critical customer feedback. 

However, there are also those who acknowledge the tool’s limited effectiveness but express curiosity about potential innovative marketing solutions Amazon may introduce to enhance sales organically, indicating a willingness to adapt to changes. 

2. Accelerate Your Startup’s Growth with Amazon’s Sustainability Program

EU/UK sellers can now apply for the Amazon Sustainability Accelerator program, designed to empower entrepreneurs in scaling their sustainable businesses.

In partnership with EIT Climate-KIC and Founders Intelligence, this year’s program is open to climate-tech startups in the following areas:

• Consumer Products: Early-stage startups offering sustainable physical consumer products that are either recently launched or nearing market introduction.
• Circular Economy: Startups developing solutions aimed at prolonging product lifespans through reverse logistics, user-accessible repair capabilities, and similar innovations.
• Energy in Buildings: Startups dedicated to supporting building decarbonization efforts through the utilization of AI and advanced materials.
• Packaging: Startups specializing in packaging materials, closed-loop reusable systems technology, and related areas.

Program Features

• £20,000 in grants and credits
• 10-week program
• Expert mentorship
• Immerse yourself in workshops, bootcamps, and insights from industry experts
• Access the program virtually from the EU Economic Area, UK, or Switzerland, with in-person options available.
• Events and community
• Free account management

With a focus on skill development and environmental impact, the Accelerator has already aided over numerous startups, offering grants, credits, and assisting in sales growth and fundraising efforts.

Applications for the inaugural cohort, concentrating on the circular economy, energy efficiency in buildings, and packaging, must be submitted by April 5th, 2024. Accepted candidates will be revealed in the spring. The deadline for the subsequent cohort, emphasizing consumer products, is July 31st, 2024, and successful applicants will be announced in the fall.

Startups in the UK, Spain, Germany, Italy, France, and the Netherlands can apply online starting today.

3. Amazon Business Now in Mexico

Amazon Business has extended its reach to Mexico, marking its latest global expansion. This move positions Mexico as the tenth country where Amazon Business operates, alongside established markets like Germany, Canada, and the US. This newly unveiled B2B marketplace is tailored to address the sourcing requirements of businesses of all sizes.

What to Expect

• Offering selection and convenience: Amazon Business extends the same product selection and convenience enjoyed by customers on Amazon to Mexico’s B2B space.
• High brand discoverability: Business customers quickly find deals, business-only pricing, and quantity discounts.
• Designed to suit various business needs: Its tailored features accommodate businesses of all sizes, encompassing business-only pricing for eligible selections, multi-user accounts for streamlined purchasing, and dedicated support for your unique business needs. 

In a press statement, Pedro Huerta, country manager for Amazon Mexico, mentioned that Amazon Mexico currently hosts nearly 18,000 domestic sellers, predominantly consisting of small and medium-sized businesses, accounting for 99% of the total. These businesses collectively offer over 3 million listed products, contributing significantly to job creation with approximately 57,000 direct and indirect employment opportunities.

“We are thrilled to expand our North American reach and offer the comprehensive sourcing support of Amazon Business to the 5 million small and medium-sized businesses based in Mexico,” said Huerta.

According to PYMNTS, this move is part of Amazon’s ongoing effort to “help SMBs move from the process of ordering business products to a procurement mindset.”

Amazon aims to facilitate an efficient procurement process by making it easy for customers to find and purchase goods in the correct form sizes and packs, diversifying payment options, and introducing credit and installment plans.

4. New Tool Facilitating Large Customer Purchases from SMEs

Amazon Business UK has introduced a new feature called “Prefer Small and Medium Enterprises,” designed to facilitate targeted purchases from SMEs selling on the platform. This feature allows procurement professionals to easily identify sellers with fewer than 250 employees and revenue below €50 million when sourcing supplies on Amazon Business.

SMEs play a vital role in the economy, contributing significantly to employment in various sectors. However, many SME owners struggle to scale their businesses online. 

Research conducted by Amazon Business indicates a growing trend among business customers in the UK, who have increased spending with SME selling partners by over 60% year-over-year. This highlights the strategic importance of supporting SMEs for larger organizations.

In addition, recently passed legislation is pushing for increased spending with SMEs. The UK government has enacted new procurement laws mandating public bodies to prioritize SMEs in their procurement procedures. This legislation intends to facilitate SMEs in securing a larger portion of the annual £300 billion expenditure.

By leveraging Amazon Business, SMEs, ranging from regional suppliers to family-owned businesses, gain increased visibility and access to multinational companies. This enhanced exposure improves their chances of securing larger orders and driving business growth.

Related: EU B2B Opportunities Expand on Amazon