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Reference for standard objects in Customer Profiles - Amazon Connect Customer
Profile objects compared with standard objectsHow fields and keys work with standard objectsSystem-managed ID fieldsProfileCustomer engagement recordsTravel recordsLoyalty recordsOther standard objectsIdentifier compatibility at a glance

Reference for standard objects in Customer Profiles

Connect Customer Customer Profiles defines a set of standard objects that represent common business entities—profiles, orders, cases, loyalty records, travel records, and others. Each standard object is a structured record with a fixed schema that downstream applications (such as the Connect Customer agent workspace) can read without knowing the original format of your data.

This topic describes each standard object, its object type name, the standard identifier you use to associate ingested data with it, and how matching works at ingestion time. The topics in this section provide the full definition of each standard object and the object type mappings from external applications to it. For the identifiers themselves, see Standard identifiers in Customer Profiles. For the field syntax used to populate them, see Field definitions in Customer Profiles object type mappings.

Profile objects compared with standard objects

Profile objects and standard objects sound similar but behave differently:

  • A profile object is the raw record you ingest with PutProfileObject. Each profile object is identified by its UNIQUE key. Re-ingesting an object with the same UNIQUE value replaces the previous profile object wholesale—the new record's contents fully overwrite the old one.

  • A standard object is a structured record with a fixed schema (the standard profile, an asset, an order, a loyalty membership, and so on). Standard objects are not replaced wholesale by ingestion. Instead, each ingested profile object contributes only the fields its mapping targets at that standard object. Multiple object types can write to the same standard object over time, so a single asset record can accumulate fields from registration data, warranty data, and service-history data—each ingested as a separate profile object type.

Note

Standard profile objects can't be ingested directly

You can't call PutProfileObject with _profile or any other standard object type name. To create or update a profile directly, use CreateProfile or UpdateProfile. To populate any other standard object, ingest a custom object type whose fields target it (for example, _asset.SerialNumber) and whose keys carry the matching standard identifier (for example, ASSET).

How fields and keys work with standard objects

A field's Target places the field's value into a standard object. For example, "Target": "_asset.SerialNumber" stores the field on the asset record associated with the ingested object.

A key's standard identifier (such as ASSET, ORDER, or LOYALTY) tells Customer Profiles which standard object that key looks up. At ingestion, Customer Profiles uses the key value to find the matching record:

  • If exactly one record is found, the object is associated with it.

  • If more than one record is found, the match is ambiguous and is rejected.

  • If no record is found, a new record can be created (depending on the object type).

Note

Required identifiers when targeting a standard object

If any field targets a standard object type—for example, _asset.SerialNumber—at least one key must carry that object type's standard identifier (in this case, ASSET). For more information, see Standard identifiers in Customer Profiles.

For the complete list of templates that ingest into standard objects, call ListProfileObjectTypeTemplates.

System-managed ID fields

Every standard object has an ID field that Customer Profiles owns and assigns. These ID fields can't be set with a field Target:

  • _profile.ProfileId

  • _asset.AssetId, _case.CaseId, _order.OrderId

  • _communicationRecord.CommunicationRecordId

  • _airPreference.PreferenceId, _hotelPreference.PreferenceId

  • _airBooking.BookingId, _airSegment.SegmentId

  • _hotelReservation.ReservationId, _hotelStayRevenue.StayRevenueId

  • _loyalty.LoyaltyId, _loyaltyTransaction.TransactionId, _loyaltyPromotion.PromotionId

  • _device.DeviceId, _webAnalytics.EventId

Profile

Object type name _profile
Standard identifier PROFILE
ID field _profile.ProfileId (system-managed)
Represents The unified customer profile—the central record that other standard objects attach to.

Most mappings populate the standard profile. Common targets include FirstName, LastName, EmailAddress, PhoneNumber, AccountNumber, ShippingAddress.*, and custom values under _profile.Attributes.{name}. For more information, see Field definitions in Customer Profiles object type mappings.

Matching: A key marked PROFILE looks up the profile the object belongs to. If no profile matches and AllowProfileCreation = true, an inferred profile is created. For more information, see Profile matching and inferred profiles in Customer Profiles.

Customer engagement records

Asset

Object type name _asset
Standard identifier ASSET
ID field _asset.AssetId (system-managed)
Represents A product the customer owns or has purchased—for example, an appliance, a subscription, or a vehicle.

Use an asset record when an ingested object describes something the customer owns and you want agents and downstream systems to see that asset on the customer's profile. Typical targets are values like a serial number, model, purchase date, or status, mapped under _asset.{field}.

Matching: A key marked ASSET looks up the asset record. If exactly one asset matches the key value, the ingested object is associated with that asset. Multiple matches reject the ingestion.

Order

Object type name _order
Standard identifier ORDER
ID field _order.OrderId (system-managed)
Represents A purchase or order the customer placed.

Use an order record for purchase data—order number, line items, totals, status, dates—so the order appears on the customer's profile in agent-facing tools.

Matching: A key marked ORDER looks up the order record by the key's value (for example, an order number).

Case

Object type name _case
Standard identifier CASE
ID field _case.CaseId (system-managed)
Represents A support case opened on behalf of a customer.

Use a case record for ticketing or support-case data—case number, subject, status, severity, opened/closed timestamps. Cases let agents see existing case context when a customer contacts you.

Matching: A key marked CASE looks up the case record by the key's value.

Communication record

Object type name _communicationRecord
Standard identifier —
ID field _communicationRecord.CommunicationRecordId (system-managed)
Represents A communication event with a profile—email opens, clicks, message receipts, and similar events.

Communication record targets follow a special pattern: _communicationRecord.Events.{eventType}.Attributes.{attribute}. For example, _communicationRecord.Events.EmailOpen.Attributes.Subject records an email-open event with a subject attribute.

Communication records are populated through marketing-tool templates (such as Marketo) rather than by attaching a generic key identifier.

Travel records

Travel records form a related set covering preferences, bookings, segments, reservations, and stays. Each has its own standard identifier and ID field.

Object type Identifier ID field Represents
_airPreference AIR_PREFERENCE PreferenceId A traveler's preferences for air travel (seat, meal, cabin, frequent-flyer numbers).
_hotelPreference HOTEL_PREFERENCE PreferenceId A traveler's preferences for hotel stays (room type, floor, smoking preference).
_airBooking AIR_BOOKING BookingId A complete air booking (passenger name record, or PNR), including ticket numbers and passenger information.
_airSegment AIR_SEGMENT SegmentId A single flight segment within a booking (origin, destination, departure, arrival).
_hotelReservation HOTEL_RESERVATION ReservationId A hotel reservation (property, dates, room, rate).
_hotelStayRevenue HOTEL_STAY_REVENUE StayRevenueId Revenue and charges associated with a completed hotel stay.

Matching: Each travel identifier behaves the same way as ASSET and ORDER—the key value is used to look up exactly one record of that type. Multiple matches reject the ingestion.

Loyalty records

Object type Identifier ID field Represents
_loyalty LOYALTY LoyaltyId A customer's loyalty program membership (program name, tier, points balance).
_loyaltyTransaction LOYALTY_TRANSACTION TransactionId A points-earning or points-redeeming event on a loyalty membership.
_loyaltyPromotion LOYALTY_PROMOTION PromotionId A promotion or campaign tied to a loyalty program.

Matching: A loyalty identifier looks up its record by the key's value. Use LOYALTY for membership-level data, LOYALTY_TRANSACTION for individual point events, and LOYALTY_PROMOTION for promotion definitions.

Other standard objects

Device

Object type name _device
Standard identifier DEVICE
ID field _device.DeviceId (system-managed)
Represents A device associated with a profile—mobile phone, app install, browser fingerprint, or IoT device.

Matching: A key marked DEVICE looks up the device record by the key's value (for example, a device ID or advertising identifier).

Web analytics

Object type name _webAnalytics
Standard identifier WEB_ANALYTICS
ID field _webAnalytics.EventId (system-managed)
Represents A web-analytics event such as a page view, click, or conversion.

Matching: A key marked WEB_ANALYTICS looks up the event record by the key's value.

Identifier compatibility at a glance

Standard object identifiers can be combined with PROFILE and UNIQUE as needed on the same key. They can't replace UNIQUE or PROFILE, which remain required on every object type.

  • Every object type still needs exactly one UNIQUE key and at least one PROFILE key.

  • If fields target a standard object type, at least one key must also carry that object type's identifier.

  • Reserved key names _profileId, _orderId, _caseId, and _assetId must be declared LOOKUP_ONLY. For more information, see Standard identifiers in Customer Profiles.

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