When does Amazon Pinpoint shut down?

AWS ends support for Amazon Pinpoint on October 30, 2026. After that date you can no longer use the Pinpoint console or its engagement features: endpoints and segments, campaigns, journeys, message templates and analytics. Export anything you want to keep before then.

What is AWS replacing Amazon Pinpoint with?

There is no single like-for-like replacement. Pinpoint's SMS, voice and push sending continues under AWS End User Messaging, and email sending is handled by Amazon SES. For the marketing features (segments, campaigns and journeys), AWS points customers to Amazon Connect. Many teams move those features to a customer engagement platform instead.

What happens to my Pinpoint data after October 30, 2026?

Plan as if it is gone. Once support ends you lose access to Pinpoint's engagement resources, so export endpoints, segments, opt-out status, message templates and journey definitions now. If you already stream Pinpoint events to S3 or a warehouse through Kinesis, that history stays wherever you stored it.

Do I need engineers to migrate off Pinpoint?

For some steps, yes. Exporting endpoints and segments, removing Pinpoint SDK and API calls from your apps, moving push credentials and updating DNS records all need someone technical. Rebuilding audiences, campaigns, journeys and templates can be done by marketers if the replacement is self-serve.

How long does a Pinpoint migration take?

It depends on how much you run and on which channels. Exports and email domain setup usually take days, not weeks. SMS can take longer if you need new number registrations. In Sortment, setup takes a few minutes and AI migration agents move campaigns, journeys and templates across within a day, before your team reviews and tests them.

Does Sortment support every Pinpoint channel?

Sortment sends email, push, in-app, SMS, RCS and WhatsApp, and can call any other system through webhooks or a custom API. Voice is not a native Sortment channel. Teams that send voice messages usually keep them on AWS End User Messaging or another voice provider and trigger them from Sortment through a webhook.

Amazon Pinpoint Migration Guide: Step by Step (2026)

Short answer: AWS ends support for Amazon Pinpoint on October 30, 2026. After that date you lose the Pinpoint console and its engagement features: segments, campaigns, journeys, templates and analytics. Pinpoint users need to export their data and templates, then move to AWS End User Messaging or Amazon SES for raw sending, Amazon Connect, or a customer engagement platform.

This guide covers what is ending, how each Pinpoint feature maps to a replacement, a step-by-step migration checklist, and how to choose where to go next. It is written for lifecycle, CRM and growth teams, and for the engineers who support them.

If you want the side-by-side comparison first, see Amazon Pinpoint vs Sortment.

What is ending, and what keeps working

Amazon Pinpoint was two things in one service:

A sending layer. APIs for SMS, voice, push and email.
A marketing layer. Endpoints, segments, campaigns, journeys, message templates and analytics, mostly used through the Pinpoint console.

The sending layer mostly survives. SMS, voice and push sending continues under AWS End User Messaging, and email sending sits with Amazon SES. The marketing layer does not. On October 30, 2026, the segments, campaigns, journeys, templates and dashboards your team built in Pinpoint stop being available.

So the real migration question is not "where do my API calls go?" It is "where does our lifecycle marketing live now?"

Pinpoint feature mapping

Use this table to inventory what you use today and what to check in any replacement.

Pinpoint concept	What to look for in a replacement	Sortment equivalent
Endpoints and user attributes	One profile per user, keyed on your own user ID, holding every address (email, phone, device tokens)	Profiles read directly from your data warehouse tables, so there is no second copy to keep in sync
Events (SDK or PutEvents API)	A way to use the same behavioral events for targeting and triggers	Behavioral events read from your warehouse, where most teams already store them
Segments (dynamic and imported)	Segments that refresh from current data, with counts you can check	Audiences built by AI agents from a plain-language brief, written as SQL against your warehouse and kept current
Campaigns (one-time, scheduled, event-triggered)	Scheduling, triggers, A/B tests and frequency controls	Campaigns drafted by AI agents and approved by your team before anything sends
Journeys	Multi-step flows with waits, branches and exit rules	Journeys built from a brief, with each step reviewed before launch
Message templates	An editor your team can use, personalization syntax, reusable content	Templates personalized with Handlebars, drafted on-brand by the content agent
Email channel	Domain authentication (SPF, DKIM, DMARC), suppression and unsubscribe handling	Email
SMS channel	Support for your sender IDs and numbers, opt-out keywords, regional rules	SMS, plus RCS and WhatsApp
Push channel	APNs and FCM credentials, device token management	Push
In-app messaging	In-app message support for your apps	In-app
Voice channel	Voice delivery, if you still need it	Not native. Trigger a voice provider through webhooks or a custom API
Analytics dashboards	Reporting on delivery and on the business outcome you care about	Reporting from your warehouse, with AI agents measuring the lift of each campaign
Kinesis event streams	A way to get engagement data back into your own warehouse	Built-in reporting. If you rely on raw event exports, confirm the export path during setup

One detail helps with templates. Pinpoint message variables use double-brace syntax, such as {{User.UserAttributes.FirstName}}. Handlebars uses the same braces, so templates usually move across with attribute names renamed rather than rewritten. Check helpers and fallbacks as you go.

Step-by-step Pinpoint migration checklist

The steps below are in the order we recommend. Each one notes whether it needs engineering.

1. Inventory what is live

List every Pinpoint project, active campaign, active journey, template and channel. Then search your codebase for Pinpoint SDK and API calls, including Amplify Analytics, PutEvents, UpdateEndpoint and SendMessages.

Needs engineering: yes, for the code search. Marketing can own the rest.

2. Export endpoints, segments and opt-outs

Use Pinpoint export jobs to write endpoints and segments to S3, or pull them through the API. Make sure the export includes opt-out status for every channel. Losing unsubscribes in a migration is the fastest way to damage your sender reputation and break consent rules.

Needs engineering: yes. This is the most urgent step if the deadline is close.

3. Export templates and journey definitions

Pull every message template and every campaign and journey definition through the API as JSON, and save them somewhere you control. Even if you rebuild everything, these files are your record of the logic: entry rules, waits, branches and exit criteria.

Needs engineering: a little. A short script covers it.

4. Connect your data warehouse

If your replacement can read your warehouse, connect it now. If you streamed Pinpoint events through Kinesis to S3 or Redshift, your event history is already there. Sortment connects directly to Snowflake, BigQuery, Redshift, Databricks, ClickHouse, Trino, Postgres and Azure. If you don't have a warehouse, Sortment also offers optional managed data.

Needs engineering: usually a read-only credential from whoever owns the warehouse.

5. Set up sending domains and channels

Email: add and authenticate your sending domain (SPF, DKIM, DMARC). If you move to new sending IPs, warm them up gradually.
SMS: decide whether your numbers stay on AWS End User Messaging or move to another provider. New number registrations can take time, so start early.
Push: add your APNs and FCM credentials to the new platform and plan how device tokens move across.
In-app: check what your apps need to show in-app messages from the new platform.

Needs engineering: yes, for DNS, push credentials and any app releases.

6. Rebuild audiences, campaigns and journeys

Rebuild your segments first, then compare counts against the Pinpoint numbers you exported. Large differences usually point to a missing attribute or a different definition of "active". Then rebuild campaigns, journeys and templates.

In Sortment, AI migration agents move campaigns, journeys and templates across within a day. Your team reviews each one before it can send.

Needs engineering: not if the replacement is self-serve.

7. Test every send

Send to an internal seed list on every channel. Check rendering, personalization fallbacks for missing attributes, links and UTM tags, unsubscribe links and SMS opt-out keywords. Test push on iOS and Android.

Needs engineering: only to fix what the tests find.

8. Cut over

Pause each Pinpoint campaign and journey at the same moment its replacement goes live, so nobody gets the same message twice. Start with lower-risk campaigns. Move transactional and high-volume sends last, and ramp email volume if you are on a new domain or IP.

Needs engineering: for switching triggers that live in your code.

9. Decommission Pinpoint

Remove Pinpoint SDK and API calls from your apps and services. Turn off Kinesis event streams you no longer need, remove IAM roles and policies created for Pinpoint, and archive your exports. Delete Pinpoint projects only after you have confirmed the exports are complete.

Needs engineering: yes.

If the deadline is days away

Do steps 1 to 3 first. Exports protect your data and your unsubscribes, and everything else can follow. AWS End User Messaging and Amazon SES keep working after October 30, so a transactional message that already goes through their APIs does not have to move this week. Check which calls in your code still go through Pinpoint itself.

Choosing a Pinpoint replacement

AWS points Pinpoint users in three directions, and there is a wide market of customer engagement platforms beyond that. Here is a short, honest view of the common options.

AWS End User Messaging
Best for: teams that only need to send SMS, voice or push from their own code. It is a sending API, not a marketing tool. Segments, scheduling, journeys and reporting are yours to build.

Amazon SES
Best for: email sending at volume from your own application. Like End User Messaging, it sends messages; audience logic and journeys stay in your code.

Amazon Connect
Best for: teams that already run their contact center on Amazon Connect, or that want to stay inside AWS. AWS points Pinpoint's engagement use cases toward it. It is built around contact-center work, so check how it fits a marketing team's day-to-day.

Braze
Best for: large consumer brands with dedicated lifecycle and engineering teams. It has a broad, mature feature set. Expect an implementation project and a sales-led contract. See Braze alternatives.

Customer.io
Best for: product-led and SaaS teams sending event-driven messages. It is popular with developers and well suited to triggered messaging. See Customer.io alternatives.

OneSignal
Best for: mobile apps where push is the main channel. It is known for a free tier and quick SDK setup, and also covers email, SMS and in-app. See OneSignal alternatives.

Sortment
Best for: teams whose customer data lives in a warehouse and who want lifecycle marketing without a large team. AI agents find opportunities in your data, build audiences, campaigns, journeys and templates, and measure the lift. Your team approves every send. Sortment can work alongside your current ESP or replace your CEP. Voice is not a native channel. There is a free plan, and paid plans start at $40/month. For more detail, read Amazon Pinpoint vs Sortment.

A quick way to decide

You only send transactional messages from code: stay on AWS End User Messaging and Amazon SES.
You run a contact center on AWS: look at Amazon Connect.
Marketers run lifecycle campaigns and journeys: choose a customer engagement platform, and test it against your own data before you commit.

What a migration to Sortment looks like

Setup takes a few minutes: connect your warehouse and your channels. AI migration agents then move your campaigns, journeys and templates across within a day. Your team reviews everything, runs test sends and switches campaigns over one at a time.

Sortment has a free plan. Pro is $40/month, Scale is $299/month and Max is $999/month, each with included email and AI usage. Use the pricing calculator to estimate your monthly cost at your send volume.

Book a 30-minute call and bring your Pinpoint setup. We'll show you how it maps to Sortment and what changes.

How to Migrate Off Amazon Pinpoint: A Step-by-Step Guide