AWS Contact Center

Elevate your Amazon Connect skills with specialty training badges

The contact center space is rapidly evolving, making it difficult for companies and people to stay up to date on the latest capabilities and best practices. Since launching in 2017, Amazon Connect has evolved as well with over 700 major feature releases, largely driven by customer input. The expanded features of Amazon Connect deliver the best outcomes for users who possess the skillsets to fully utilize these capabilities. Tens of thousands of customers rely on Amazon Connect to power over 6 billion AI-powered interactions a year.

In August 2024, we announced the initial Amazon Connect badges. Since then, we’ve uncovered opportunities to enhance our learning programs:

  • Creating practical, task-focused training that directly supports administrators’ daily workflows and responsibilities
  • Developing customized courses that address the unique workflow scenarios administrators navigate
  • Establishing dynamic learning resources that keep pace with our continuous innovation and feature releases
  • Building a structured certification pathway that recognizes expertise and celebrates skill progression
  • Unlocking the full potential of our advanced capabilities including AI, analytics, and workforce optimization through comprehensive guidance

With contact centers evolving at lightning speed, how do you prove that you are leading the way?

Introducing the new digital badges

To support Amazon Connect professionals in developing these evolving skills, AWS is proud to introduce the new Administrator track. These five specialized Amazon Connect badges are crafted specifically for contact center administrators who are involved in day-to-day operations.

Amazon Connect 2025 Badge Plan.

The diagram illustrates our comprehensive badge framework, designed to provide clear professional development pathways based on your role and expertise goals. Our badge structure is organized into two distinct tracks:

Administrator track (new for 2025): Building on the foundational Amazon Connect Fundamentals badge, administrators can expand their expertise through specialized badges focusing on AI Fundamentals, Reporting and Analytics, Outbound Campaigns, and Workforce Optimization. This track is ideal for those who configure, manage, and optimize Amazon Connect instances, but can be useful for anyone looking to grow their knowledge of Amazon Connect and its full set of capabilities. full set of capabilities.

Technical track: For those focused on development and communications infrastructure, our existing Amazon Connect Developer and Communication Specialist badges provide validation of technical implementation skills and telephony expertise. Launched in 2024, thousands of learners have already gained valuable skills in this technical deep dive of Amazon Connect.

Each pathway offers specialized knowledge while maintaining a complementary relationship with other badges, allowing you to customize your learning journey based on your specific role requirements and career aspirations.

Learning plan: Amazon Connect Fundamentals (available now)

Amazon Connect Fundamentals BadgeAt 5 hours of content, the Amazon Connect Fundamentals Learning Plan is perfect for newcomers to Amazon Connect, this foundational badge covers the essential building blocks every administrator needs. The curriculum covers core contact center concepts, AWS compliance frameworks, and Amazon Connect architecture. It includes contact flow configuration, queue management and routing strategies, agent workspace customization, and reporting tools for operational insights.

This badge uses practical, real-world scenarios to guide you through fundamental administrative tasks, from setting up your first contact flows to understanding how routing decisions impact customer experience. You will gain hands-on experience with the Amazon Connect console while learning industry best practices.

Learning plan: Amazon Connect AI Fundamentals (available now)

Amazon Connect AI Fundamentals BadgeArtificial intelligence is transforming customer service, and administrators need to understand how to implement and manage these powerful capabilities. The Amazon Connect AI Fundamentals Learning Plan covers AI assistance tools, their implementation benefits, and AI-driven workforce optimization methods.

The curriculum features interactive scenarios that demonstrate how to configure Contact Lens for real-time insights, set up AI-powered quality management workflows, and leverage machine learning for improved customer outcomes. You will learn to navigate the balance between automation and human touch in modern contact centers. This badge contains 6 hours of content.

Learning plan: Amazon Connect Reporting & Analytics (coming soon)

Amazon Connect Reporting & Analytics BadgeData drives better decisions, and this badge teaches you how to harness the full power of the built-in analytics capabilities of Amazon Connect. The curriculum provides comprehensive training in contact center management, beginning with call recording systems and retention policy configuration. Students then progress to mastering real-time analytics and monitoring tools that track conversations as they unfold. The program emphasizes practical skills in speech analytics and transcription for customer interaction analysis, while also guiding students through quality management framework development. Throughout the course, participants learn to transform data into actionable insights using Contact Lens dashboards.

Through practical examples, you will learn to create custom reports, set up automated alerts for key performance indicators, and translate data insights into operational improvements. This badge bridges the gap between raw contact center data and strategic business decisions. This badge will contain about 5 hours of content.

Learning plan: Amazon Connect Outbound Communications (coming soon)

Amazon Connect Outbound Communications BadgeProactive customer engagement requires strategic thinking and technical expertise. This badge focuses on creating effective customer engagement strategies across multiple channels, implementing campaign strategies and message template management, applying advanced campaign settings and control mechanisms, and monitoring campaign success through data-driven insights and analytics.

You will explore real-world use cases for outbound communications, from appointment reminders to customer satisfaction surveys, while learning to optimize campaign performance and ensure compliance with telecommunications regulations. This badge will be roughly 6 hours of content.

Learning plan: Amazon Connect Workforce Optimization (coming soon)

Amazon Connect Workforce Optimization BadgeManaging your contact center workforce effectively is crucial for operational success. This advanced badge covers data-driven workforce forecasting approaches, predicting staffing needs using advanced analytics, capacity planning to meet service level goals, efficient scheduling strategy design, and workforce performance optimization through proven methodologies.

The curriculum includes practical scenarios for handling seasonal fluctuations, managing multi-skilled agents, and balancing staff availability with business demands. You will gain expertise in the tools and techniques that drive exceptional contact center performance. This badge will contain roughly 6 hours of content.

The benefits of professional growth

New administrators: The Administrator track provides a clear, structured learning path that builds confidence and competence progressively. Starting with fundamentals and advancing through specialized areas, you will gain comprehensive knowledge to manage Amazon Connect environments effectively from day one.

Experienced administrators: These badges help you deepen expertise in specific areas and stay current with the latest features and best practices. Each badge focuses on practical skills you can apply immediately, whether you are implementing new AI capabilities or optimizing workforce management strategies.

How to earn and leverage your digital badges

Completing each badge’s curated curriculum prepares you for the final knowledge check assessment. When you pass with a minimum score of 80%, you earn a verified digital badge issued through Credly within two weeks. These industry-recognized credentials validate your Amazon Connect expertise and can be shared on LinkedIn, added to your resume, or displayed on your professional website.

Why pursue these badges?

  • Validate your skills: Demonstrate completed AWS training and role-specific expertise
  • Signal expertise to employers: Let hiring managers know you have relevant cloud contact center skills
  • Stand out from candidates: Cloud skills are highly sought-after in today’s job market
  • Bite-sized learning: Complete focused courses targeting specific skillsets efficiently
  • Shareable credentials: Easily display and link badges via professional networks
  • Career advancement: Chart a path to wider accreditation levels and growth opportunities

Continuing your Amazon Connect learning

As your role evolves, our learning plans will expand to meet your changing needs. We continue to work backwards from our customers’ requirements, and we look forward to your feedback as we continue to build these comprehensive learning pathways. With our expanding digital enablement strategy, we aim to provide personalized, up-to-date, and validated training experiences that empower you to leverage the full potential of Amazon Connect.

Learn more

Connect with us

Ready to take your Amazon Connect administration skills to the next level? Visit AWS Skill Builder to explore the new Administrator track badges and join thousands of professionals already advancing their careers with verified Amazon Connect credentials.

About the Authors

Arron Hoffer is a Senior Specialist Solutions Architect at Amazon Web Services specializing in Amazon Connect. Arron is based in Ohio. He guides AWS customers by transforming complex customer service challenges into scalable, AI-powered contact center solutions that drive measurable business outcomes. A typical weekend for Arron involves lifting heavy objects for no practical reason, or sitting by a lake hoping a few fish make poor decisions.
Dan Manning is a Senior Specialist Solutions Architect at Amazon Web Services, based in the United Kingdom. He guides AWS customers in designing and implementing customer experience solutions that enhance enterprise customer engagement and improve operational efficiencies. Dan enjoys riding mountain bikes downhill as fast as possible (while trying not to fall off).
Brittany Coleman is a Senior Program Manager at Amazon Web Services, coordinating the development of our training and certification program for Amazon Connect. Brittany is based in Virginia. She guides AWS internal programs to aid the team in transforming processes and programs to improve customer experiences. A typical weekend for Brittany involves coordinating fun family activities and vacations.
Albert Gallego is a Worldwide Specialist Solutions Architect Senior Manager. Albert is based in Colorado. He orchestrates global cloud transformations while herding technical geniuses across time zones. In summer, Albert conquers the wilderness on foot, in Jeeps, and with fishing rods. In winter, he either terrorizes the slopes or retreats to virtual worlds, but year-round, his tennis racket keeps wondering why he’s neglecting it with so many other activities.