This Guidance helps retailers to quickly build a modern, scalable contact center on AWS. A contact center in the cloud offers retailers an omnichannel experience through voice, chat, and tasks, allowing them to help their consumer more efficiently. Call details are securely stored, with personal and credit card details encrypted, then integrated with services that can check inventory, product, consumer, and transaction history. All data can be captured with analytics and reporting tools and used for marketing, helping the retailer automate their systems and processes while improving the quality of their interactions with their consumers.  

Please note: [Disclaimer]

Architecture Diagram

Download the architecture diagram PDF 

Well-Architected Pillars

The AWS Well-Architected Framework helps you understand the pros and cons of the decisions you make when building systems in the cloud. The six pillars of the Framework allow you to learn architectural best practices for designing and operating reliable, secure, efficient, cost-effective, and sustainable systems. Using the AWS Well-Architected Tool, available at no charge in the AWS Management Console, you can review your workloads against these best practices by answering a set of questions for each pillar.

The architecture diagram above is an example of a Solution created with Well-Architected best practices in mind. To be fully Well-Architected, you should follow as many Well-Architected best practices as possible.

  • This Guidance uses fully managed, serverless services that automatically scale to meet demand. With Amazon Connect, you can build a highly scalable contact center that is tightly integrated with other AWS managed services, including machine learning and analytics. This integration helps you deliver an improved experience for your consumers, while allowing you to depend on the AWS services to operate as expected. 

    Read the Operational Excellence whitepaper 
  • AWS Direct Connect, or a site-to-site virtual private network (VPN), provides secure connections between the contact center and the AWS cloud. In this Guidance, we use IAM, Macie, and AWS KMS to secure and encrypt data. 

    Read the Security whitepaper 
  • Amazon Polly, Amazon Lex, Amazon DynamoDB, and EventBridge are highly available and reliable managed services that help your workspaces scale in a stable environment. 

    Read the Reliability whitepaper 
  • DynamoDB, Amazon S3, and Kinesis are scalable and highly available services. They are core components in this Guidance that help you meet your workload requirements and maintain efficiency as demand changes and technologies evolve. 

    Read the Performance Efficiency whitepaper 
  • Serverless services, such as Lambda, Kinesis, and EventBridge, are used extensively throughout this Guidance to reduce cost. These services help you implement a cloud financial management framework where you can build capability through knowledge building, programs, resources, and processes to become a more cost-efficient retailer. 

    Read the Cost Optimization whitepaper 
  • This Guidance addresses the long-term environmental, economic, and societal impact of the activities of retailers. That’s why we leveraged serverless components throughout this Guidance. These components automate the process of infrastructure management, scale with demand, and help you maximize the minimum number of resources needed to deploy this Guidance.  

    Read the Sustainability whitepaper 

Implementation Resources

A detailed guide is provided to experiment and use within your AWS account. Each stage of building the Guidance, including deployment, usage, and cleanup, is examined to prepare it for deployment.

The sample code is a starting point. It is industry validated, prescriptive but not definitive, and a peek under the hood to help you begin.

AWS Architecture


This post demonstrates how...


The sample code; software libraries; command line tools; proofs of concept; templates; or other related technology (including any of the foregoing that are provided by our personnel) is provided to you as AWS Content under the AWS Customer Agreement, or the relevant written agreement between you and AWS (whichever applies). You should not use this AWS Content in your production accounts, or on production or other critical data. You are responsible for testing, securing, and optimizing the AWS Content, such as sample code, as appropriate for production grade use based on your specific quality control practices and standards. Deploying AWS Content may incur AWS charges for creating or using AWS chargeable resources, such as running Amazon EC2 instances or using Amazon S3 storage.

References to third-party services or organizations in this Guidance do not imply an endorsement, sponsorship, or affiliation between Amazon or AWS and the third party. Guidance from AWS is a technical starting point, and you can customize your integration with third-party services when you deploy the architecture.

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