How to create in AWS SQS something like 'direct' exchange in RabbitMQ: 1 message -> N receivers queues.
Each client app connects to server and creates its own queue, a publisher sends one messages to exchange (direct+routing key) and its sent to all N queues, then each user reads its own queue and the queue is emptied.
This can be done with a 'fan-out' pattern combining Amazon SNS and Amazon SQS:
Make sure you use Amazon SNS raw message delivery to preserve the format of the initial message as it goes from Amazon SNS to the SQS queues.