How Fanatics Commerce built a scalable email platform on Amazon SES

This article describes how Fanatics Commerce built a scalable transactional email platform on Amazon SES to serve over 100 million fans with high deliverability and operational efficiency.

• Migrated to Amazon SES for dedicated IP pools, granular traffic segmentation, and real-time deliverability visibility
• Implemented multi-tenant architecture with isolated configuration sets, dedicated IPs, and domain strategies per email stream
• Adopted managed dedicated IPs to let SES handle IP warming and reputation optimization automatically
• Designed domain-level isolation with separate subdomains and authentication policies (DKIM, SPF, DMARC) for transactional emails
• Scaled sending volume 48x in five months during 2025 holiday season while maintaining high inbox placement rates
• Used Amazon SES Virtual Deliverability Manager for real-time monitoring of open rates, bounces, and complaints
• Leveraged IAM role-based authentication with no stored credentials in the pipeline

The platform demonstrates how purpose-built architecture with multi-tenant isolation and managed infrastructure enables reliable email delivery at massive scale while freeing engineering teams to focus on customer experience.