A service that helps businesses talk to customers in a personal, measurable, and scalable way.

Amazon Pinpoint is a customer engagement service from AWS that allows businesses to send targeted messages to customers through multiple channels, including email, SMS text messages, push notifications, voice messages, and in-app messages. Beyond simply sending messages, Pinpoint also tracks how customers respond — whether they opened an email, clicked a link, or ignored a notification — so businesses can understand what is actually working.

This kind of service exists because businesses today interact with customers across many different channels, and customers themselves have different preferences for how they want to be reached. Without a system to manage this complexity, businesses would need separate tools for email, separate tools for text messages, and separate tools for push notifications, with no easy way to see the complete picture of how a customer is engaging across all of them.

Talking to millions of customers well is a much harder problem than it first appears.

Sending a single email to a single person is simple. Sending the right message, at the right time, through the right channel, to millions of different customers — each with different habits, preferences, and time zones — is an entirely different scale of challenge. A business might want to send a reminder only to customers who have items sitting in an abandoned shopping cart, or a special offer only to customers who have not made a purchase in the last three months.

There is also the challenge of measuring success. Without tracking how customers respond, a business has no way of knowing whether their messages are actually helping — whether people are opening emails, clicking links, or simply deleting messages unread. Amazon Pinpoint was built to bring targeting, multi-channel delivery, and measurement together into a single, cohesive service.

From gathering customer information to delivering a message and learning from the result.

flowchart TD
    A[Customer data is imported or synced into Pinpoint] --> B[Customers are organized into segments]
    B --> C[A campaign or journey is created targeting a segment]
    C --> D[Pinpoint selects the right channel for each customer]
    D --> E[Messages are sent through email, SMS, push, or voice]
    E --> F[Pinpoint tracks opens, clicks, and other responses]
    F --> G[Results feed back into future targeting decisions]
        

The Data Step

Pinpoint starts by collecting or importing information about your customers, known as “endpoints,” which may include their email address, phone number, device information, and any relevant attributes like past purchases or app activity.

The Segmentation Step

Using this data, you create “segments” — specific groups of customers who share something meaningful in common, such as “customers who opened the app in the last week but did not make a purchase.”

The Campaign or Journey Step

You then build a “campaign” (a single planned message or set of messages) or a “journey” (a more advanced, multi-step sequence of messages triggered by customer behavior) targeting one of your segments.

The Delivery and Feedback Step

Pinpoint sends the message through the appropriate channel and then tracks how each customer responds. This feedback — opens, clicks, conversions, or lack of response — becomes valuable information for refining future campaigns and better understanding customer behavior over time.

Different customers prefer different ways of being reached, and Pinpoint supports many of them.

Two different tools for two different kinds of customer communication.

A campaign works well when you have a single, clear message to deliver at a specific time, such as announcing a seasonal sale. A journey is better suited to guiding a customer through a longer relationship, such as a welcome series for new app users that adjusts its messages based on whether the customer completes certain actions, like finishing account setup or making their first purchase.

The heart of effective engagement is reaching the right people, not everyone at once.

Pinpoint brings a lot of power together, but it works best when used thoughtfully.

From a small newsletter list to millions of active customers worldwide.

As a fully managed AWS service, Pinpoint automatically scales to support businesses ranging from small startups with a few thousand customers to large enterprises managing millions of active users across the globe. Whether sending a single targeted campaign or running many ongoing customer journeys simultaneously, the underlying infrastructure adjusts to the workload without requiring manual server management.

Pinpoint quietly supports many of the messages people receive from their favorite apps and services.

Thoughtful targeting and measurement separate effective engagement from unwanted noise.

How experienced teams structure customer engagement using Amazon Pinpoint.

Yes. Pinpoint supports email, SMS, push notifications, voice, and in-app messages, and a single campaign or journey can combine several of these channels together.

A campaign is typically a single, scheduled message sent to a segment, while a journey is a longer, multi-step sequence of messages often triggered by specific customer behavior over time.

Pinpoint uses customer data, called endpoints, along with segmentation rules you define, to group customers who share relevant characteristics or behaviors.

Yes. Pinpoint tracks engagement metrics such as message opens, link clicks, and delivery success, helping you understand what is actually working.

No. Businesses of many sizes use Pinpoint, since it scales from small customer lists to very large audiences, and the core benefits of targeted, measurable messaging apply regardless of size.

Dynamic segments can automatically update based on changing customer data, ensuring campaigns continue targeting the most relevant and current group of people.

Amazon Pinpoint brings together the pieces that thoughtful, effective customer communication requires: understanding who your customers are, reaching them through the channel they actually prefer, and measuring how well each message performed. By supporting flexible segmentation, multiple messaging channels, and both simple campaigns and complex, behavior-driven journeys, Pinpoint helps businesses move away from generic, one-size-fits-all messaging toward communication that feels genuinely relevant to each customer, at a scale that would be impossible to manage by hand.