Braze Signs Strategic Collaboration Agreement with AWS to Advance AI-Powered Customer Engagement

Collaboration will expand generative AI capabilities, deepen industry innovation and help brands get more value from their investments on AWS and in Braze

LAS VEGAS--(BUSINESS WIRE)--Braze (Nasdaq: BRZE), the leading customer engagement platform that empowers brands to Be Absolutely Engaging™, today announced at Forge, its annual customer conference taking place September 28-30 at Fontainebleau Las Vegas, that it has signed a strategic collaboration agreement (SCA) with Amazon Web Services (AWS) to help brands accelerate innovation and deliver more relevant, personalized customer experiences at scale.

Through the SCA, Braze is deepening its collaboration with AWS across generative AI and industry solutions. The companies will focus on helping customers bring emerging technology into everyday marketing workflows, with the flexibility of global infrastructure and AWS Marketplace making it easier for organizations to adopt and scale their customer engagement technology.

“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.”

Powering the Next Generation of Agentic Marketing

As part of the SCA, Braze integrates Amazon Bedrock into BrazeAI Agent Console™, its AI agent orchestration offering. The integration gives brands greater flexibility in how they build and scale AI-powered customer engagement experiences using AWS generative AI services, helping marketing and technology teams turn advances in AI into revenue-driving customer experiences.

Supporting global scale coupled with regional and vertical specialization

The agreement builds on Braze’s continued global expansion using AWS infrastructure, including recent availability on AWS in the AWS Asia Pacific Regions (Japan and South Korea), which extends Braze’s ability to support customers’ regional data residency and performance requirements.

That infrastructure supports customer engagement on a significant global scale. During calendar year 2025, the Braze platform processed 25.8 trillion data points and 10.2 trillion API calls, averaging approximately 19 million API calls per minute, while supporting more than 7.8 billion monthly active users and maintaining 99.99%+ uptime.

This collaboration is also grounded in industry expertise, as Braze has achieved AWS Competency designations in Retail, Media & Entertainment, Advertising & Marketing Technology, and Travel & Hospitality - where Braze was recognized as a Competency Partner and named a Global Travel and Hospitality Technology Partner of the Year by AWS. Under the agreement, the companies will build on these proven credentials, working together on customer engagement use cases across these and additional verticals, including consumer packaged goods and financial services - helping brands adopt solutions shaped by the specific dynamics of their industry.

Meeting customers at their preferred procurement channel

Braze will also continue to expand in AWS Marketplace, giving eligible customers the ability to procure Braze using existing AWS commitments. Customer procurement of Braze in AWS Marketplace grew more than 80% year-over-year in fiscal 2026, and the momentum has accelerated: Braze just posted its largest AWS Marketplace quarter and largest first half on record, transacting more AWS Marketplace business in the first six months of this fiscal year than in the entirety of fiscal 2025. The agreement builds on this trajectory, reflecting growing customer preference for streamlined procurement on AWS.

For Germany’s Bundesliga, the expanded collaboration will create new opportunities to build on its existing technology investments while delivering more sophisticated customer experiences. By bringing customer engagement and AWS Cloud innovation closer together, the agreement helps the German Football League accelerate experimentation 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.”

“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.”

Announced at Forge 2026

Braze announced the SCA at Forge 2026, its annual customer conference taking place September 28-30 at Fontainebleau Las Vegas. Forge brings together marketers, technology leaders and customer engagement practitioners to learn from peers, explore emerging technologies and put new ideas into practice.

The agreement reflects the focus of this year’s Forge theme, Made for this, which recognizes that marketers have spent years adapting to new technologies and changing customer expectations and are uniquely equipped to take advantage of what comes next.

Across more than 75 keynotes, breakout sessions, demos, masterclasses and other experiences, Forge attendees are hearing from leading brands, participating in hands-on learning and training, and exploring the technologies and strategies shaping the future of customer engagement.

About Braze

Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging™. Braze helps brands deliver great customer experiences that drive value both for consumers and for their businesses. Built on a foundation of composable intelligence, BrazeAI™ allows marketers to combine and activate AI agents, models, and features at every touchpoint throughout the Braze Customer Engagement Platform for smarter, faster, and more meaningful customer engagement. From cross-channel messaging and journey orchestration to Al-powered decisioning and optimization, Braze enables companies to turn action into interaction through autonomous, 1:1 personalized experiences. The company has been consistently recognized as a Leader in marketing technology by industry analysts, and was named a G2 “Best of Marketing and Digital Advertising Software Product” in 2026. Braze was also named a 2026 Best Places to Work by Built In, a 2025 America’s Greenest Companies by Newsweek, and a 2025 Fortune Best Workplace in Technology™ by Great Place To Work®. The company is headquartered in New York with 15 offices across the Americas, EMEA, and APAC. Learn more at braze.com.