Amazon Pinpoint now supports up to 250 attributes per endpoint
On September 17, 2020, Amazon Pinpoint announced that customers can now store up to 250 attributes across users and endpoints, which is an increase from 40. Attributes are parts of a customer record stored within Amazon Pinpoint that can be used to execute channel marketing through email, push or SMS. Attributes are key pieces of data used for targeting specific criteria, such as sending an email to all customers with a car model older than 2015. Attributes can also be used to customize a message template by adding personal preferences such as name or preferred coffee order. The limit was also extended for endpoint imports through the Amazon Pinpoint console, as well as through the ImportJob and UpdateEndpoint APIs.
Source:: Amazon AWS