Interesting new addition from AWS. Directly competing with some features from Urban Airship or Parse. I will have to dig into the code/library they provide since right now for a cross platform app of mine I used my own server (+DB) for iOS, and Parse for Android, but was getting ready to switch iOS on Parse.

One of the main thing that bug me with Parse -and I believe it is still the same: they implemented their own Android service to watch for notification coming in, when I will prefer to have my app use the local native notification system... More work for them since it require different integration on Android and Device like Kindle Fire, but better from a user point of view.

Anyway competitions in that space is good