AWS has introduced the next generation of Amazon Connect, its cloud contact center platform, at Enterprise Connect 2025.
The release signals a major platform re-architecture, with AWS embedding first-party AI across its CCaaS offering.
That brings several benefits, including complete control of its roadmap and cost structure.
Yet, perhaps most significant is the newfound ability for customers to enable native AI in "just a few clicks".
These native AI features are widespread, covering customer self-service, agent assistance, conversational analytics, and more.
AWS is among the few CCaaS providers to deliver first-party AI across the contact center experience, not relying on third-party integrations.
As Pasquale DeMaio, VP of Amazon Connect, wrote in a company blog post:
This unified product eliminates the common problem of disconnected systems for different functions such as self-service, agent assistance, or analytics—turning every customer touchpoint into an opportunity to boost sales and delight customers through continuous learning.
The launch of the next-generation Amazon Connect underscores the offering's rapid development, as well as AWS's rising CCaaS ambitions.
Indeed, the vendor entered the space in 2017, presenting developers with a set of building blocks. Amazon had assembled these to form its own contact center.
At first, the provider focused on making these elements as customizable as possible so its customers could piece them together to build their ideal contact center.
Yet, now, AWS doesn't only serve developers. Indeed, it's also an option for businesses that want to buy alongside those that wish to build.
The new Amazon Connect underlines how the vendor can now serve the broader market and - by leveraging first-party AI – do so cost-effectively.
Moreover, AWS aims to simplify AI implementations, which don’t always go to plan due to integration complexities, disconnected data silos, and unpredictable costs.
The new Amazon Connect tackles these challenges head-on with native first-party-AI-fuelled capabilities. These include screen recordings with embedded analytics, contact summaries, a workforce management (WFM) system, and a quality assurance (QA) platform.
Some of these solutions demonstrate innovative uses of AI. Consider QA, for instance. Amazon Connect doesn’t only provide a quality score across every contact, but also automated performance feedback.
With this, agents gain continuous coaching and recognition. Meanwhile, supervisors can create personalized training programs to aid their development.
Yet, no matter which solution a contact center wishes to enable, they enjoy unlimited use. As a result, businesses can deliver AI-led experiences without the typical cost trade-offs.
The Salesforce Contact Center with Amazon Connect Goes Live
While it had the Enterprise Connect platform, AWS put its CCaaS business further into the lights by making several more massive releases.
The general availability of the Salesforce Contact Center with Amazon Connect is another headline stealer.
First teased on CX Today before AWS re:Invent late last year, the offering pulls Amazon Connect’s digital channels and routing engine into Salesforce Service Cloud.
The move marks the next evolution of Service Cloud Voice with Amazon Connect, which pulled the CCaaS platform’s voice channel into the CRM solution.
Already, 1,000+ customers utilize this integration. Now, AWS hopes to attract more by making all its channels available within the CRM interface.
In doing so, it streamlines and unifies the user experience, so agents utilize a single platform as they shift between channels.
Moreover, contact centers can shovel more data into Service Cloud and – in many cases – Data Cloud. As such, enterprise-wide teams can put that data to work.
Other advantages include an accelerated time to value and a lower management burden.
Celebrating the next step, DeMaio noted in a company blog post:
Salesforce Service Cloud Voice with Amazon Connect has over 1,000 customers and is used by more than 100,000 contact center agents.
"This success is a clear indication of the value our collaboration brings to businesses seeking to enhance their customer experience," he summarized.
While AWS may differentiate with this Salesforce-backed proposition, for now, the CRM leader has kickstarted a Bring Your Own Channel for CCaaS program.