diff --git a/.changelog/b35ddd7e9ee644818481e7729b0f749d.json b/.changelog/b35ddd7e9ee644818481e7729b0f749d.json
new file mode 100644
index 00000000000..de492164271
--- /dev/null
+++ b/.changelog/b35ddd7e9ee644818481e7729b0f749d.json
@@ -0,0 +1,8 @@
+{
+    "id": "b35ddd7e-9ee6-4481-8481-e7729b0f749d",
+    "type": "bugfix",
+    "description": "Removes some duplicated reflection-based calls in the marshaler.",
+    "modules": [
+        "feature/dynamodb/attributevalue"
+    ]
+}
diff --git a/feature/dynamodb/attributevalue/encode.go b/feature/dynamodb/attributevalue/encode.go
index f8b2246c894..f62000a68f0 100644
--- a/feature/dynamodb/attributevalue/encode.go
+++ b/feature/dynamodb/attributevalue/encode.go
@@ -714,11 +714,6 @@ func (e *Encoder) encodeScalar(v reflect.Value, fieldTag tag) (types.AttributeVa
 }
 
 func (e *Encoder) encodeNumber(v reflect.Value) (types.AttributeValue, error) {
-	if av, err := tryMarshaler(v); err != nil {
-		return nil, err
-	} else if av != nil {
-		return av, nil
-	}
 
 	var out string
 	switch v.Kind() {
@@ -742,11 +737,6 @@ func (e *Encoder) encodeNumber(v reflect.Value) (types.AttributeValue, error) {
 }
 
 func (e *Encoder) encodeString(v reflect.Value) (types.AttributeValue, error) {
-	if av, err := tryMarshaler(v); err != nil {
-		return nil, err
-	} else if av != nil {
-		return av, nil
-	}
 
 	switch v.Kind() {
 	case reflect.String:
diff --git a/feature/dynamodb/attributevalue/encode_test.go b/feature/dynamodb/attributevalue/encode_test.go
index e536a42030d..342550a6c03 100644
--- a/feature/dynamodb/attributevalue/encode_test.go
+++ b/feature/dynamodb/attributevalue/encode_test.go
@@ -83,6 +83,97 @@ func TestMarshalMashaler(t *testing.T) {
 	}
 }
 
+type customBoolStringMarshaler string
+
+func (m customBoolStringMarshaler) MarshalDynamoDBAttributeValue() (types.AttributeValue, error) {
+
+	if b, err := strconv.ParseBool(string(m)); err == nil {
+		return &types.AttributeValueMemberBOOL{Value: b}, nil
+	}
+
+	return &types.AttributeValueMemberS{Value: string(m)}, nil
+}
+
+func TestCustomStringMarshaler(t *testing.T) {
+	cases := []struct {
+		expected types.AttributeValue
+		input    string
+	}{
+		{
+			expected: &types.AttributeValueMemberBOOL{Value: false},
+			input:    "false",
+		},
+		{
+			expected: &types.AttributeValueMemberBOOL{Value: true},
+			input:    "true",
+		},
+		{
+			expected: &types.AttributeValueMemberS{Value: "ABC"},
+			input:    "ABC",
+		},
+	}
+
+	for _, testCase := range cases {
+		input := customBoolStringMarshaler(testCase.input)
+		actual, err := Marshal(input)
+		if err != nil {
+			t.Errorf("got unexpected error %v for input %v", err, testCase.input)
+		}
+		if diff := cmpDiff(testCase.expected, actual); len(diff) != 0 {
+			t.Errorf("expected match but got:%s", diff)
+		}
+	}
+}
+
+type customGradeMarshaler uint
+
+func (m customGradeMarshaler) MarshalDynamoDBAttributeValue() (types.AttributeValue, error) {
+	if int(m) > 100 {
+		return nil, fmt.Errorf("grade cant be larger then 100")
+	}
+	return &types.AttributeValueMemberN{Value: strconv.FormatUint(uint64(m), 10)}, nil
+}
+
+func TestCustomNumberMarshaler(t *testing.T) {
+	cases := []struct {
+		expectedErr bool
+		input       uint
+		expected    types.AttributeValue
+	}{
+		{
+			expectedErr: false,
+			input:       50,
+			expected:    &types.AttributeValueMemberN{Value: "50"},
+		},
+		{
+			expectedErr: false,
+			input:       90,
+			expected:    &types.AttributeValueMemberN{Value: "90"},
+		},
+		{
+			expectedErr: true,
+			input:       150,
+			expected:    nil,
+		},
+	}
+
+	for _, testCase := range cases {
+		input := customGradeMarshaler(testCase.input)
+		actual, err := Marshal(customGradeMarshaler(input))
+		if testCase.expectedErr && err == nil {
+			t.Errorf("expected error but got nil for input %v", testCase.input)
+			continue
+		}
+		if !testCase.expectedErr && err != nil {
+			t.Errorf("got unexpected error %v for input %v", err, testCase.input)
+			continue
+		}
+		if diff := cmpDiff(testCase.expected, actual); len(diff) != 0 {
+			t.Errorf("expected match but got:%s", diff)
+		}
+	}
+}
+
 type testOmitEmptyElemListStruct struct {
 	Values []string `dynamodbav:",omitemptyelem"`
 }
diff --git a/feature/dynamodb/attributevalue/marshaler_test.go b/feature/dynamodb/attributevalue/marshaler_test.go
index 93630415a5b..9c324632994 100644
--- a/feature/dynamodb/attributevalue/marshaler_test.go
+++ b/feature/dynamodb/attributevalue/marshaler_test.go
@@ -546,6 +546,60 @@ func BenchmarkMarshalOneMember(b *testing.B) {
 	})
 }
 
+func BenchmarkList20Ints(b *testing.B) {
+	input := []int{}
+	for i := 0; i < 20; i++ {
+		input = append(input, i)
+	}
+
+	b.RunParallel(func(pb *testing.PB) {
+		for pb.Next() {
+			_, err := Marshal(input)
+			if err != nil {
+				b.Fatal(err)
+			}
+		}
+	})
+}
+
+func BenchmarkStruct10Fields(b *testing.B) {
+
+	type struct10Fields struct {
+		Field1  int
+		Field2  string
+		Field3  int
+		Field4  string
+		Field5  string
+		Field6  string
+		Field7  int
+		Field8  string
+		Field9  int
+		Field10 int
+	}
+
+	input := struct10Fields{
+		Field1:  10,
+		Field2:  "ASD",
+		Field3:  70,
+		Field4:  "qqqqq",
+		Field5:  "AAA",
+		Field6:  "bbb",
+		Field7:  63,
+		Field8:  "aa",
+		Field9:  10,
+		Field10: 63,
+	}
+
+	b.RunParallel(func(pb *testing.PB) {
+		for pb.Next() {
+			_, err := Marshal(input)
+			if err != nil {
+				b.Fatal(err)
+			}
+		}
+	})
+}
+
 func BenchmarkMarshalTwoMembers(b *testing.B) {
 	fieldCache = &fieldCacher{}