Braze has signed a strategic collaboration agreement with AWS to advance AI-powered customer engagement for brands. Braze (Nasdaq: BRZE) announced the agreement at Forge 2026 in Las Vegas. The collaboration will expand generative AI and industry-focused solutions.
The companies will help businesses integrate emerging technologies into everyday marketing workflows. They will also support scalable customer engagement through AWS infrastructure.
In addition to that, the AWS Marketplace will make technology procurement simpler for eligible organizations. This model can be used to assist brands in implementing and scaling customer engagement solutions. As part of the agreement, Braze will incorporate Amazon Bedrock into the BrazeAI Agent Console™.
“Customer engagement is becoming increasingly connected to the technology decisions being made across the entire business, and marketers need those investments to translate into better experiences and stronger results,” said Ed McDonnell, Chief Revenue Officer, Braze. “By deepening our collaboration with AWS, we bring together Braze’s customer engagement expertise with the AI capabilities on AWS in ways that make innovation easier to put into practice. Ultimately, this agreement is about helping our customers move faster from possibility to measurable value.”
Such an integration helps companies have more freedom while working on their customer experiences powered by AI. Marketing and technology departments may also use AWS generative AI capabilities. On the other hand, Braze will continue to build its global AWS infrastructure. The latest regions where AWS operates include AWS Asia Pacific (Japan and South Korea).
Braze Expands AWS Infrastructure and Industry Support
The expansion will help meet regional data residency and performance requirements. In 2025, Braze managed 25.8 trillion data points and 10.2 trillion API calls. The system handled about 19 million API calls per minute. In addition, there were more than 7.8 billion monthly active users.
“Bundesliga fans expect every interaction with us to feel relevant and personal,” said Uwe Vocks, Senior CRM Manager, Bundesliga Media GmbH. “Delivering that consistently requires the right technology working seamlessly behind the scenes. We see opportunity in AWS and Braze working more closely together. It can help our teams move faster, create better fan experiences and deliver more value to fans around the world.”
Braze ensured a 99.99% uptime during that time. Moreover, Braze is an AWS Competency partner in different verticals. Some of them include Retail, Media and Entertainment, Ad Tech, and Travel & Hospitality. Other verticals will be looked into by both firms as well.
These industries consist of consumer packaged goods and financial services. Braze is still working on growing its footprint within AWS Marketplace. Braze is available for eligible customers via existing AWS commitments.
“We’re excited to deepen our collaboration with Braze as they help organizations bring technology and marketing teams closer together around the customer,” said Sean Cataldo, Director, NAMER Partner Sales, AWS. “By expanding the ways Braze can use AWS generative AI services and building on our work together through AWS Marketplace, we can help customers innovate faster and turn new capabilities into meaningful business outcomes.”
Procurement from customers via AWS Marketplace was up by more than 80% on a year-over-year basis in fiscal 2026. Braze also saw the largest AWS Marketplace quarter in its history. The firm also posted its best half-year ever. For Germany’s Bundesliga, this partnership can drive enhanced customer experiences.
The deal was announced at the Forge 2026 conference at the Fontainebleau Las Vegas that is scheduled to run between September 28 and September 30. Forge is known for hosting keynote sessions, break-out sessions, demonstrations and masterclasses.
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News Source: Businesswire.com
