AWS continues to add yet more software and services to build out its revenues and touchpoints with businesses that already use its cloud infrastructure for storage and to host and administer services and apps. The latest product, launching today, is Amazon Connect, a cloud-based contact center solution. AWS said it is based on the same tech that Amazon itself has built and uses in-house “to power millions of customer conversations.”

Amazon Connect is a self-service, cloud-based contact center service that makes it easy for any business to deliver better customer service at lower cost. Amazon Connect is based on the same contact center technology used by Amazon customer service associates around the world to power millions of customer conversations. The self-service graphical interface in Amazon Connect makes it easy for non-technical users to design contact flows, manage agents, and track performance metrics – no specialized skills required. There are no up-front payments or long-term commitments and no infrastructure to manage with Amazon Connect; customers pay by the minute for Amazon Connect usage plus any associated telephony services.

To some, this may not come as a surprise: a solution from AWS taking on traditional call centers was rumored to be in the works in February under the working title of “Lily”, according to a report in The Information. (That name isn’t mentioned today, although other parts of that report have proven to be correct.)

In doing this, Amazon is moving into a business area that is already pretty crowded with companies that offer different aspects of cloud-based contact center solutions, including Zoho, Zendesk, Freshdesk, and many more: some of these, including Zendesk, Zoho, and Freshdesk, are actually partnering with Amazon for this service.

As with other AWS solutions (and Amazon as a whole), the company hopes to wedge itself a place in the market with ultra-competitive (read: cheap) pricing: in addition to no up-front costs, there is no long-term contracts to sign and (as you would expect with a cloud service) no infrastructure.

The core of this service is a “Virtual Contact Center” that Amazon claims can be set up “in minutes” and requires no special training to use, for which customers are charged by the minutes that it is used, on top of telephony costs — similar to the per-use pricing model that AWS also applies to its cloud services. Amazon isn’t announcing anything like this here, but I wouldn’t be surprised if Amazon at some point also looks into ways of combining this with a telephony service of its own (it’s already offering video conferencing in Chime).

The per-minute charging that Amazon is applying here is also potentially useful to support specific marketing campaigns and temporary services — short-term promotions, seasonal spikes and new product launches are three examples Amazon gives for when it might be used.

Amazon Connect integrates with other existing AWS services to source data, including Amazon DynamoDB, Amazon Redshift, or Amazon Aurora, as well as third-party CRM services: Salesforce is among the companies that has already announced an integration.

It also incorporates some of Amazon’s newest innovations in natural language voice and other services to build automated responses that also integrate with other services like Amazon Alexa to support users. Specifically, companies can customize Amazon Connect using Amazon Lex, an AI service that is underpinned by the same automatic speech recognition technology and as Amazon Alexa so that customers can request services without needing to go through long menus.