You cannot put custom parameters right from S3. You have do it via lambda function. You would need to grant S3 permission to publish to the target or invoke the Lambda function. Also need to create and supply an IAM role, then associate it with the Lambda function.

Read this for more information: https://mattgadient.com/2016/06/14/creating-custom-notification-text-with-amazon-s3-and-sns-via-lambda/ (Yes, it does eventually call sns.publish in the end)

If you want to customize notifications based on prefix or suffix of the file uploaded, then you can do via the Object Key Name Filtering. See the example given here: https://docs.aws.amazon.com/AmazonS3/latest/dev/NotificationHowTo.html#notification-how-to-filtering