Observed Signal · Sep 30, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 4/5 · Sentiment: Positive
Braze and AWS Sign Strategic Collaboration Agreement
Braze, a leading customer engagement platform, announced a Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS) at its Forge 2026 conference. The collaboration aims to expand generative AI capabilities, deepen industry innovation, and help brands derive more value from their investments in both Braze and AWS. Key initiatives include integrating Amazon Bedrock into BrazeAI Agent Console™ for AI-powered customer engagement, expanding availability on AWS infrastructure in Asia Pacific regions (Japan and South Korea), and growing procurement through AWS Marketplace. Braze reports significant scale, processing 25.8 trillion data points and 10.2 trillion API calls in 2025. The agreement also builds on Braze's AWS Competency designations across retail, media, travel, and other verticals, with a focus on vertical-specific solutions. Notable customer Bundesliga plans to leverage the expanded collaboration for enhanced fan experiences.
This strategic collaboration between Braze and AWS signals a major advancement in AI-powered customer engagement, particularly with the integration of Amazon Bedrock into Braze's agentic marketing offering. It highlights a growing trend of MarTech platforms leveraging cloud AI capabilities to scale personalization and deliver measurable value, impacting the broader AdTech/MarTech ecosystem.
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Key Takeaways & Evidence Grounding
- Braze signed a Strategic Collaboration Agreement (SCA) with AWS at Forge 2026 conference.
- Braze integrates Amazon Bedrock into BrazeAI Agent Console™ for AI-powered customer engagement.
- Braze expanded availability on AWS in Asia Pacific Regions (Japan and South Korea).
- AWS Marketplace procurement of Braze grew over 80% YoY in fiscal 2026.
- Braze processed 25.8 trillion data points and 10.2 trillion API calls in 2025.
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