At its re:Invent user conference in Las Vegas today, public cloud infrastructure provider Amazon Web Services (AWS) announced the launch of Amazon Pinpoint, a mobile analytics service.

Pinpoint will help developers understand the behaviors of people using mobile apps. It lets developers send push notifications and then track the impact of them, Amazon vice president and chief technology officer Werner Vogels said during today’s keynote.

It integrates with AWS’ existing Mobile Hub service, and it supports both iOS (Swift and Objective C) and Android apps, with optional campaign analytics and A/B testing, AWS senior product manager Georgie Matthews wrote in a blog post.

As such, PinPoint could represent competition for smaller companies like Amplitude, Heap, Localytics, and Mixpanel.

AWS already fields the Simple Notification Service (SNS) for sending push notifications.

Amazon Pinpoint is available now only through AWS’ US East (Northern Virginia) data center region, Barr wrote. Pricing details are here.