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.
Via this program, rivals may soon bring similar offerings to market.
Nevertheless, AWS gets a head start to build on its already fruitful partnership with Salesforce, with the “Salesforce Contact Center” name to boot.
There are also many opportunities to take the collaboration further. Indeed, Connect’s case management, workforce engagement management (WEM), and reporting solutions could all make welcome additions to Service Cloud.
Such possibilities don’t seem all that far away now Salesforce’s CCaaS collaborations are evolving from integrations to co-innovations.
More Major AWS in CCaaS Announcements
Amidst its innovations slew, three more major announcements caught the eye.
1. Amazon Connect Is Now Available on Chrome OS
Google has approved Amazon Connect as a Chrome Enterprise Recommended partner. That means AWS can bring its CCaaS solution to ChromeOS devices.
That’s significant because many contact centers – especially in the US – sent out ChromeOS laptops to remote agents when the COVID-19 pandemic struck, citing its embedded security. Since then, many haven’t looked back.
Thanks to this latest announcement, these contact centers may transform with Amazon Connect, simplify device management, and bolster security.
AWS also suggests the move will help modernize agent experiences and boost productivity.
Additionally, ChromeOS users may enable Windows 11 apps by accessing Amazon Workspaces and AppStream.
2. The AWS Telephony Network Goes Global
AWS promises to provide “unparalleled” worldwide coverage by making Amazon Connect available in every AWS region.
With many on-premise vendors touting their voice networks as a differentiator, this integration enables AWS to push back.
Moreover, it allows access to phone numbers from “top-tier” global carriers, ensuring optimal call routing with enhanced quality and low latency worldwide.
On top, AWS layers over its call routing optimizer, directing inbound calls to the AWS region closest to the customer.
By delivering all this with Connect, AWS aspires to offer enhanced customer experiences for global businesses.
3. Configurable Amazon Q in Connect AI Agents
Finally, AWS is introducing new supervisor UI pages, allowing users to configure Q in Connect AI agents.
Q is the generative virtual assistant that supports users across its applications. These AI agents live within Q, automating tasks upon command.
While AWS is yet to share much more on this update, it assures customers of an “intuitive configuration” of agents that will enhance supervisor productivity and task management.
The Hot Take: AWS Is Leveraging Its Differentiators Effectively
While AWS’s use of first-party AI may grab attention, the new Connect draws from its broader ecosystem to deliver increased value.
Zeus Kerravala, Principal Analyst at ZK Research, picked up on this when sharing his “hot take” with CX Today.
“What I like about the new Connect, the telephony, and Q integration is it’s leveraging the broader Amazon,” he said.
“As a late entrant, Amazon has been playing catch up with features. But that’s done now, as evidenced by their Gartner Magic Quadrant leader position.
Now, it can focus on delivering features that are uniquely Amazon to separate itself from the pack.
“I’ve long positioned Connect as a dark horse, but that’s passed, and now it’s using the Amazon portfolio to differentiate itself,” concluded Kerravala.
With an enterprise portfolio to draw from that only the likes of Microsoft and Google can challenge, AWS is throwing down the gauntlet for its CCaaS competitors.
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AWS Revamps Amazon Connect with built in AI – Game Changer or Hype?
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