AWS Marketplace AI Insights and Microsoft's Ask Marketplace

AWS Marketplace AI Insights is an AI-generated explanation of a product’s pricing that AWS shows in the pricing section of listings with public pricing, built from that pricing and the seller’s own website. On Microsoft Marketplace, Ask Marketplace answers buyers’ questions grounded in the offer listing, with no access to external websites. Sellers write neither answer. They supply what both are built from, and they can check what comes out.

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A buyer shortlisting three products used to read three pricing pages. On AWS and Microsoft, the marketplace now offers to read them for the buyer. AWS adds AI Insights to listings with public pricing: its own plain-language account of what your pricing unit maps to and how the bill grows with usage. On Microsoft Marketplace, a chat on the product page answers questions about pricing, integrations and deployment, and a comparison view sets up to three offers side by side.

You didn’t write any of it. Microsoft’s own documentation warns that “AI-generated content may be incorrect,” and AWS takes suggested edits to AI Insights through a form. What you can do is know where these answers appear, know what each is built from, keep those inputs accurate, and check the output on a schedule.

This post is that checklist for AWS and Microsoft: where each AI surface appears, what the provider says it draws on, what you control, and a quarterly routine for auditing it.

What is AWS Marketplace AI Insights?

AWS Marketplace AI Insights is an AI-generated explanation of a product’s pricing, shown in the pricing section of its listing to help buyers understand the pricing model. It includes a dimension summary and frequently asked questions, and AWS generates it from “your listing’s public pricing and additional context from your product’s website.”

AWS announced it on August 5, 2026. The announcement lists what it explains: what a pricing unit maps to, how the bill changes as usage scales, how multiple pricing dimensions combine into one cost, and what is and isn’t included. It also says AI Insights cites its sources, “so you can see where the explanations come from.”

Three rules in AWS’s seller guide decide what you get:

• It’s automatic. AI Insights “are automatically created for listings where public pricing is available,” and there is nothing to enable. The guide documents no way to turn them off. The launch announcement was narrower, describing availability on “most listings where external pricing context is available,” so look at your own listing rather than assume.
• It follows your inputs, on AWS’s schedule. When your pricing or product details change, insights “are regenerated periodically to reflect the updated information.” The guide gives no interval.
• It’s AWS’s text, not yours. You can review it on your listing at any time and suggest edits through the Contact us form linked from the seller guide’s AI Insights page. The AWS Marketplace team “reviews your submission, follows up to discuss, and revises insights as needed.”

Where else does AWS’s AI answer questions about your product?

In agent mode. Agent mode is AWS Marketplace’s conversational interface for software procurement, introduced on November 30, 2025. Buyers reach it from the homepage, the site header, search results, and an “Ask question” call to action on a product detail page, including yours. Its Comparison Agent builds side-by-side comparisons “with reviews, features, and key differentiators.”

It reads more than your listing. AWS’s buyer guide says agent mode “combines the AWS Marketplace product catalog with specialized knowledge from trusted third parties,” and “also includes real-time web intelligence.” It doesn’t handle private pricing information for products without public pricing.

AWS’s AI-enhanced search, announced the same day, adds AI-generated summaries to search results. How search finds and ranks a listing is a different question from what the AI says once a buyer is looking at yours, and it’s outside this checklist.

What is Ask Marketplace on Microsoft Marketplace?

Ask Marketplace is the label on the input bar of intelligent discovery, the AI built into Microsoft Marketplace for finding, evaluating and comparing products. It runs on Microsoft Foundry and Azure OpenAI, and Microsoft’s customer documentation, last updated September 15, 2026, describes three places buyers meet it:

• Smart search at the top of the Products gallery. A buyer describes a need and Marketplace “applies the right filters, search terms, and sorting to surface relevant results.”
• An interactive chat on any product detail page. “Answers are grounded in the publisher’s offer listing,” for questions about “pricing, integrations, deployment, or fit.”
• Product comparison of up to three offers. Marketplace generates a structured comparison table, and the buyer can ask it to add attributes, go deeper on one dimension, or surface tradeoffs.

Microsoft says intelligent discovery is currently available for the Products gallery. Professional Services, Partner Directory and Industry Clouds keep standard search and filters.

Two more statements on the page matter to a seller. The AI “doesn’t endorse or recommend specific products as ‘best,’” and it presents “factual comparisons based on listing data without subjective opinions.” And the experience is anonymous: conversations “are retained on Microsoft servers for 30 days and are not shared with third parties,” and carry no user IDs. Nothing on the page gives a publisher a view of those conversations, so the only way to know what the chat says about you is to ask it yourself.

What do marketplace AI answers draw on?

On AWS, your listing plus sources beyond it; on Microsoft, only what’s in the Marketplace catalog. The two providers made different choices about what their AI may read, and that decides where you look when an answer is wrong.

• AWS AI Insights reads two inputs you control: the pricing published on your listing and “additional pricing context on the seller’s public website.” The pricing it explains is whatever cloud marketplace pricing model and dimensions you published.
• AWS agent mode reads the catalog, where your listing sits, and also third-party knowledge and the live web, most of which you don’t control. AWS’s announcement describes its product insights as “drawn from AWS data, security and compliance records, verified vendor information, and real-time web intelligence.”
• Microsoft’s intelligent discovery reads only the Marketplace catalog. The AI “can’t access external websites or documentation beyond what is available in the catalog,” and “only references URLs explicitly provided in Marketplace product data.”

So on Microsoft, if a fact isn’t on your listing, the AI has no documented source for it. On AWS, AI Insights also has your website to work from, which makes agreement between the two your job.

An illustrative example: Acme prices its AWS listing per workspace, and its website’s pricing page talks about teams. Whatever AI Insights says a unit maps to, it was generated from two sources that disagree, and a corrected sentence doesn’t remove the disagreement underneath it. Align the listing and the pricing page first, then ask AWS to fix whatever is still wrong. Dimension names and descriptions are part of the public pricing that AI Insights summarizes, which is one more reason for designing metering dimensions a buyer can describe in one sentence.

A correct listing can still be summarized badly. Microsoft gives examples of how its AI can go wrong: it may summarize capabilities in a way that “omits important details or qualifications,” “present information from a listing that the publisher later updated,” or generate comparison content that “doesn’t fully capture differences between products.” It also says responses to the same question “may differ between sessions.”

What can a seller control?

The inputs, and on some surfaces a way to report a wrong answer. Not the answer itself, and not whether it appears.

On AWS, the product detail page is AWS’s page. The seller guide is explicit: “All product detail page tabs and sections, such as Pricing, Usage, Similar products, or Product comparison, are dynamic and managed by AWS Marketplace. Sellers cannot customize product detail pages to add or remove a section.” For AI Insights, you control its two inputs and can suggest edits; AWS decides what changes. For agent mode, neither AWS’s agent mode documentation nor its seller guide describes a seller review path, and some of what it reads isn’t yours.

Don’t read the public-pricing condition as an off switch. AWS’s pricing visibility feature, in preview, removes public pricing and makes a listing leads-only: buyers can’t buy through a public offer and request a private offer instead. It has prerequisites of its own, it changes how buyers can purchase, and AWS doesn’t describe it as an AI Insights setting.

On Microsoft, the listing is the documented input, which makes it your main lever. An update to a published offer goes through “the standard validation and publishing steps,” and reaches its audience only after you select Go-live on the preview. The feedback path Microsoft’s page documents is the thumbs up or down on each AI message, which any visitor, including you, can use; Microsoft says the team reviews that feedback.

What should you check on each surface?

Your pricing, your plans and the questions buyers ask most, on every surface that answers them. The checklist below covers five surfaces where AWS’s and Microsoft’s AI describes a listing, with each provider’s own description of what the surface draws on.

Surface	Where buyers see it	What it draws on, per the provider	What you can do	What to check
AWS: AI Insights	The pricing section of your listing, when it has public pricing	Your listing’s public pricing and your product’s website; it cites its sources	Review it any time; suggest edits through the Contact us form. No opt-out is documented	The dimension summary and each FAQ against your price list and pricing page, and which pages it cites
AWS: agent mode	Homepage, site header, search results, and “Ask question” on your product page	The catalog, “specialized knowledge from trusted third parties” and “real-time web intelligence”	Keep your listing and website accurate. No seller review path is documented	Your five buyer questions, and how a comparison describes you
Microsoft: smart search	The Ask Marketplace bar at the top of the Products gallery	Marketplace listings; it applies filters, search terms and sorting	Keep your plans and listing accurate	Your top use case in a buyer’s words: which filters it applied, and whether you still appear
Microsoft: product-page chat	Any product detail page in the Products gallery	”The publisher’s offer listing,” and no external websites	Keep the listing complete and current; give a wrong answer a thumbs down	Your five buyer questions, each in a fresh conversation
Microsoft: product comparison	Comparison mode in the Products gallery, up to three offers	”Listing data,” as a structured comparison table	Keep the listing current; the buyer picks the other offers	How your plans, pricing and features read beside the offers buyers most often shortlist with yours

How do you audit marketplace AI answers about your listing?

By asking the questions yourself. Every quarter, and after every pricing or listing change, put the same five buyer questions to every surface and grade the answers against your listing and your pricing page. It’s the discipline of checking what answer engines say about your website, applied to the page where the buyer also buys.

1. Write down five questions buyers actually ask. Take them from sales calls, private offer requests and support tickets, in the buyer’s words: what a unit is, what their usage would cost, what’s included, whether there’s a free trial, what it integrates with. Keep the list fixed so each quarter compares with the last.
2. Read AI Insights on your AWS listing. Open the pricing section and check the dimension summary and every FAQ against your price list and your website’s pricing page. Note which pages it cites.
3. Ask the conversational surfaces the same five questions. On AWS, use “Ask question” on your product page to open agent mode. On Microsoft, use the chat on your product page, looking for the Copilot icon and the Ask Marketplace label. Start each question in a fresh conversation (on Microsoft, the reset button next to the input bar clears history and filters), and ask each twice, because Microsoft says responses to the same question can differ between sessions.
4. Run the comparison you most want to win. On Microsoft, compare your offer with the two offers buyers most often shortlist alongside it, then ask about tradeoffs. Ask agent mode for the same comparison on AWS.
5. Grade every answer and fix the input first. Mark each one right, incomplete, wrong or stale against the listing as published and your pricing page, and log the date, surface, question and answer. If the listing or pricing page is wrong, ambiguous or silent, fix it: the listing is the one input every surface in the checklist draws on. If the inputs are right and the answer still isn’t, report it. On AWS, send the AI Insights correction through the Contact us form, whose template asks for the product ID and title. AWS documents that route for AI Insights, not for agent mode. On Microsoft, give the answer a thumbs down.
6. Re-check after the fix reaches buyers. AWS regenerates insights periodically after pricing or product details change, and on Microsoft an update reaches buyers after validation and Go-live. Run the same questions again then, not only next quarter.

Frequently asked questions

What is AWS Marketplace AI Insights?

AWS Marketplace AI Insights is an AI-generated explanation of a product’s pricing, shown in the pricing section of listings with public pricing. It includes a dimension summary and FAQs, and AWS generates it from the listing’s public pricing and the seller’s product website.

Can a seller edit or turn off AI Insights?

Not directly. AWS creates AI Insights automatically for listings where public pricing is available and documents no opt-out. You can review them on your listing and suggest edits through the Contact us form; the AWS Marketplace team reviews the request and revises insights as needed.

What does Microsoft’s Ask Marketplace base its answers on?

The Marketplace catalog. Microsoft says product-page answers are grounded in the publisher’s offer listing, and that the AI can’t access external websites or documentation beyond the catalog. If a fact isn’t on your listing, the AI has no documented source for it.

Can Microsoft’s marketplace AI show outdated information?

Yes. Microsoft gives presenting information from a listing that the publisher later updated as an example of how its AI content may be incorrect, and says answers to the same question may differ between sessions. Re-check your product page each time an update is published.

Can sellers see what buyers ask Ask Marketplace?

Microsoft’s documentation describes no way to. It calls the experience anonymous: conversations are retained on Microsoft servers for 30 days, aren’t shared with third parties, and include no user IDs. To know what the chat says about your product, ask it yourself.

How often should you audit marketplace AI answers?

Every quarter, and after every pricing or listing change. AWS regenerates AI Insights periodically after pricing or product details change, and Microsoft’s AI may present information from a listing you’ve since updated, so a change is the moment to check.

Takeaways

• AWS AI Insights explains your public pricing from your listing and your website. Make the two agree before asking AWS to fix a sentence.
• Microsoft’s product-page chat and comparisons are grounded in the listing and can’t read your website. If a fact isn’t on the listing, the AI has no documented source for it.
• You can’t edit either answer, and neither provider documents a way to switch it off. AWS takes suggested edits through its Contact us form; Microsoft documents a thumbs up or down.
• Audit every quarter and after every pricing or listing change: the same five questions, every surface, graded against the listing and the pricing page.

Every surface in this checklist starts from your listing. From the Suger Console you can update an AWS listing’s details and pricing, within AWS’s rules for public listings, and Suger keeps Microsoft listings in sync once you publish changes in Partner Center. See how it fits your catalog on Suger’s cloud marketplace product listing page.