Singapore – Braze and Amazon Web Services (AWS) have signed a strategic collaboration agreement (SCA) that deepens their work on generative AI and industry solutions, the Nasdaq-listed company announced.
As part of the partnership, Braze has integrated Amazon Bedrock into BrazeAI Agent Console, its AI agent orchestration offering. According to Braze, the integration lets brands build and scale AI-powered customer engagement experiences using AWS generative AI services.
Together, the two companies will focus on bringing emerging technology into everyday marketing workflows, Braze said at its Forge customer conference. The company says the partnership aims to help marketing and technology teams turn advances in AI into revenue-driving customer experiences.
“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,” McDonnell added.
The agreement also builds on Braze’s global expansion on AWS infrastructure, including recent availability in the AWS Asia Pacific Regions in Japan and South Korea. Braze says this extends its ability to support customers’ regional data residency and performance requirements.
Under the agreement, the companies will extend that work to these verticals and additional ones, including consumer packaged goods and financial services.
Braze will also expand its presence in AWS Marketplace, allowing eligible customers to procure its platform using existing AWS commitments. The company said customer procurement there grew more than 80% year-over-year in fiscal 2026.
Momentum has since accelerated, according to Braze, which posted its largest AWS Marketplace quarter and largest first half on record. It transacted more AWS Marketplace business in the first six months of this fiscal year than in the entirety of fiscal 2025.
Meanwhile, Germany’s Bundesliga is among the customers Braze cited as positioned to benefit. The company said the expanded collaboration will help the German Football League build on its existing technology investments and turn customer insights into more relevant interactions.
“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,” Vocks added.
“We’re excited to deepen our collaboration with Braze as they help organisations 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,” Cataldo concluded.
