--- title: "AWS Marketplace Request Private Offer: Who Answers?" url: https://www.suger.io/resources/blog/aws-marketplace-private-offer-requests/ canonical: https://www.suger.io/resources/blog/aws-marketplace-private-offer-requests/ type: Blog description: "An AWS Marketplace request reaches Partner Central as an opportunity or a lead, with five business days to answer. Where each one lands, and who answers." --- # AWS Marketplace Request Private Offer: Who Answers? > Canonical HTML version: https://www.suger.io/resources/blog/aws-marketplace-private-offer-requests/ 1. [Home](/) 2. / 3. [Resources](/resources/) 4. / 5. [Blog](/resources/blog/) 6. / 7. AWS Marketplace Request Private Offer: Who Answers? # AWS Marketplace Request Private Offer: Who Answers? An AWS Marketplace request reaches Partner Central as an opportunity or a lead, with five business days to answer. Where each one lands, and who answers. [![Sabrina Xie](/authors/sabrina-xie.jpg)](/resources/blog/author/sabrina-xie/) [Sabrina Xie](/resources/blog/author/sabrina-xie/) Sep 19, 2026 ![AWS Marketplace Request Private Offer: Who Answers?](/images/blog/aws-marketplace-private-offer-requests/hero.png) Explore AI Summary [![](/logos/company/openai.svg)](https://chat.openai.com/?q=Read%20and%20summarize%20https%3A%2F%2Fwww.suger.io%2Fresources%2Fblog%2Faws-marketplace-private-offer-requests%2F%2C%20then%20cite%20the%20source.%20Focus%20on%20what%20it%20says%20about%20AWS%2C%20Co-Sell. "Summarize with ChatGPT")[![](/logos/company/anthropic.svg) ](https://claude.ai/new?q=Read%20and%20summarize%20https%3A%2F%2Fwww.suger.io%2Fresources%2Fblog%2Faws-marketplace-private-offer-requests%2F%2C%20then%20cite%20the%20source.%20Focus%20on%20what%20it%20says%20about%20AWS%2C%20Co-Sell. 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"Summarize with Perplexity") Table of Contents - [What happens when a buyer requests a private offer on AWS Marketplace?](#what-happens-when-a-buyer-requests-a-private-offer-on-aws-marketplace) - [Where does each request land in Partner Central?](#where-does-each-request-land-in-partner-central) - [How long do you have to answer?](#how-long-do-you-have-to-answer) - [When does a request reach Suger?](#when-does-a-request-reach-suger) - [Who should answer each kind of request?](#who-should-answer-each-kind-of-request) - [What should happen on day one, and by day five?](#what-should-happen-on-day-one-and-by-day-five) - [Frequently asked questions](#frequently-asked-questions) - [Takeaways](#takeaways) _Request private offer is a button on your AWS Marketplace listing that sends a buyer’s request to AWS Partner Central as an opportunity or a lead, with five business days to answer it._ * * * On September 9, 2026, AWS announced a change, already in effect: an agentic workflow now evaluates each private offer or demo request when the buyer submits it. Previously, “an AWS representative contacted the customer to qualify every request before sharing it, adding days of delay.” That takes AWS’s queue out of the path, not yours. **The wait now sits with whoever owns the Partner Central inbox on your side**, and AWS gives that person two inboxes. ## What happens when a buyer requests a private offer on AWS Marketplace? AWS evaluates the request on submission and shares it in one of two forms, depending on how much business context the buyer gave: - **An AWS-originated opportunity is** a request with sufficient business context to qualify. It arrives as an opportunity invitation. - **A lead is** a request without it, such as a customer who “provides only their contact information.” It arrives as a lead invitation, for you to qualify. That split is where the speed claim belongs. AWS’s headline promises “qualified demo and private offer requests in minutes,” and the qualified requests are the opportunities. The minutes describe arrival in Partner Central, not in your CRM, and not your team’s reply. Microsoft captures private offer requests as Marketplace leads instead, as [Microsoft’s version of Request Private Offer](/resources/blog/microsoft-marketplace-request-private-offer/) explains. On AWS, one button feeds two queues. New to ACE? Start with [how AWS ACE co-selling works for ISVs](/resources/blog/aws-ace-guide-for-isv-sellers/). ## Where does each request land in Partner Central? Opportunity invitations land under **Sell > Opportunities**, on the **Opportunity Invitations** tab; lead invitations under **Sell > Leads**, on the **Lead Invitations** tab. The rest differs too: Opportunity invitation Lead invitation **Where it appears** Sell > Opportunities > **Opportunity Invitations** Sell > Leads > **Lead Invitations** **How to spot a Marketplace request** **Project Title** contains `AWS Marketplace` and the request type **Lead Source** is `AWS Marketplace` **Clock** Expires after 5 business days if not accepted Accept or reject within 5 business days **After you accept** Moves to **Opportunities**, with an Opportunity Quality score Moves to **Leads**, and contact information becomes visible **Where it shows in Suger** **Engagement invitation** view, via the referral sync **Lead** view, via the three-hourly lead sweep **First move** Accept, then route by request type Accept, then qualify Opportunity titles follow a fixed format: ``` [Customer company name] AWS Marketplace [Request Demo | Request Private Offer] ``` Partner Central shows up to 40 characters of the title, so long company names get shortened; filter on `AWS Marketplace` rather than searching for the buyer. The Opportunity Quality score uses “the same criteria used for opportunities you submit yourself,” so these requests rank alongside the rest of your pipeline. ## How long do you have to answer? Five business days, and it is one budget, not two. An unaccepted opportunity invitation expires after five business days, a lead must be accepted or rejected within the same window, and AWS asks you to follow up with the customer “within 5 business days of receiving the request.” All three clocks start at arrival. Acceptance unlocks the rest. AWS shows a lead’s contact information only after you accept it, and accepting an opportunity invitation “creates the opportunity in your pipeline.” Before that, Suger holds only a triage snapshot (company, project title, the customer’s problem); the customer’s name, email and phone follow 10–30 minutes after acceptance. Accept on day four and one day is left to reach the buyer. ## When does a request reach Suger? It depends on the queue, and the gap is hours, not minutes. Opportunity invitations come in with Suger’s referral sync, which polls for new AWS referrals about every 10 minutes and syncs a referral immediately when an AWS EventBridge event arrives for it. Leads come in on their own sweep every three hours: 01:30, 04:30 and so on through 22:30 UTC. So a lead that reaches Partner Central at 01:35 UTC waits for the 04:30 sweep, both in Suger and in the **Leads V2 (Suger)** tab in Salesforce, which reads from Suger. Against a five-business-day clock that is harmless. If you promise buyers a same-hour reply, the lead owner presses **Inbound Sync** above the lead table for a full sync on demand, or works the **Lead Invitations** tab in Partner Central. ## Who should answer each kind of request? One named owner per queue, because the queues need different skills. Opportunity invitations need someone who accepts them the same day and routes by the request type in the title: **Request Demo** to whoever runs guided demos, **Request Private Offer** to the account executive and deal desk who will build the [private offer](/platform/private-offers/). Leads need someone who qualifies. Once a lead is accepted, AWS lets you enrich it and run prospecting workflows such as sales plays, call scripts and outreach email drafts. In Suger, an accepted lead starts at **Unqualified** and moves through **Open** and **Research** to **Qualified** or **Disqualified**; **Convert to Opportunity** stays disabled until it reads **Qualified**. If nobody can check the invitation queue daily, **Auto-Accept Referrals** in your AWS co-sell configuration accepts inbound referrals as they arrive. It is not limited to Marketplace requests, so treat it as policy, not a patch. ## What should happen on day one, and by day five? Accept and route on day one; reach the buyer before day five. First, what has to be true before the buttons appear. ### Before the buttons go on - You belong to ACE and can receive AWS referred leads and opportunities. The buttons appear only after the biweekly ACE status update that follows enrollment completes. - Your AWS Partner Central and AWS Marketplace accounts are linked, including the `CreatePartnerCentralCloudAdminRole` IAM policy. - The listing is an AMI, SaaS, container or CloudFormation template product with **Enable private offer requests for buyers**, **Enable guided demo requests for buyers**, or both selected. For an existing listing, that is under **Request changes** > **Update product information**. - Public pricing is a decision, not a default. AWS lets you remove it so buyers request a private offer instead. - Each queue has a named owner and a backup. ### The day a request arrives - Find it by `AWS Marketplace` in the Project Title or Lead Source. For leads in Suger, press **Inbound Sync** first. - Accept it, or decline it with a specific reason; Suger sends the reason you type to AWS. - Route opportunities by request type, and start qualifying leads. ### By the fifth business day - Every buyer has heard from a person about the demo or offer they asked for. - Every accepted lead has a qualification, and the qualified ones are converted. - Nothing is still pending. A lapsed invitation is a process gap, not a choice. ## Frequently asked questions ### Do AWS Marketplace private offer requests arrive in minutes? Qualified ones do. AWS announced on September 9, 2026 that requests with enough use-case detail reach sellers as opportunities in minutes. Contact-only requests arrive as leads. The minutes describe arrival in AWS Partner Central, not a reply from your team. ### Why did a private offer request arrive as a lead instead of an opportunity? AWS shares a request as a lead when it lacks sufficient business context to qualify as an opportunity, for example contact details only. It appears on the Lead Invitations tab in AWS Partner Central, with Lead Source set to AWS Marketplace. ### How long do you have to respond to an AWS Marketplace request? Five business days. An unaccepted opportunity invitation expires after five business days, a lead must be accepted or rejected within the same window, and AWS asks you to follow up with the customer within five business days of receiving the request. ### How quickly do AWS leads reach Suger? Suger pulls AWS leads every three hours, at 01:30, 04:30 and so on through 22:30 UTC, and the Inbound Sync button above the lead table runs a full sync on demand. Opportunity invitations follow the referral sync, which polls AWS about every 10 minutes. ### What do you need before the buttons appear on your listing? ACE membership with the ability to receive AWS referred leads and opportunities, and linked AWS Partner Central and AWS Marketplace accounts. The buttons appear only after the next biweekly ACE status update completes. ## Takeaways - AWS’s “in minutes” covers qualified requests reaching Partner Central, not contact-only leads, your CRM or your team’s reply. - One button feeds two queues, **Opportunity Invitations** and **Lead Invitations**, and **five business days is one budget** for accepting and reaching the buyer. - In Suger, a poll about every 10 minutes picks up opportunity invitations; leads arrive every three hours unless someone presses **Inbound Sync**. - Name owners for demos, private offers and leads before the buttons go on. More on working AWS, Microsoft, and Google Cloud referrals in one place: [Suger’s co-sell automation](/platform/cosell/). ## Sources Primary sources for the platform rules cited above. Last verified September 19, 2026. Cloud providers change fees, eligibility, and program terms without notice — check the source before relying on a figure. - [AWS Marketplace Seller Guide: Adding private offer and demo request buttons](https://docs.aws.amazon.com/marketplace/latest/userguide/creating-private-offer.html#private-offer-requests-demos) — Opportunity-or-lead routing on business context, the two Partner Central invitation tabs, the Project Title format and 40-character limit, Lead Source, the Opportunity Quality score, the 5-business-day expiry and follow-up, ACE and account-linking prerequisites, the biweekly ACE status update, supported product types, and how to enable the buttons - [AWS What's New: AWS Marketplace sellers now receive qualified demo and private offer requests in minutes](https://aws.amazon.com/about-aws/whats-new/2026/09/aws-marketplace-demo-private-offer-requests-qualification/) — Posted 2026-09-09 and in effect on posting: an agentic workflow evaluates each request and creates an opportunity, an AWS representative previously qualified every request first, and contact-only requests arrive as leads - [AWS Partner Central Sales Guide: Receiving leads shared by AWS](https://docs.aws.amazon.com/partner-central/latest/sales-guide/leads.html) — Lead invitations are accepted or rejected within a 5-business-day window, and contact information is visible only after acceptance - [Microsoft Marketplace: Introduction to listing options](https://learn.microsoft.com/en-us/partner-center/marketplace-offers/determine-your-listing-type) — Microsoft captures private offer requests as Marketplace leads in the referrals workspace - [Suger docs: AWS Partner Central Leads](https://doc.suger.io/cosell/cosell-leads/) — The three-hourly lead sweep, the Inbound Sync full sync, and the accept, qualify and convert steps - [Suger docs: Referral Syncing](https://doc.suger.io/cosell/cosell-syncing/) — New AWS referrals are polled about every 10 minutes, and AWS EventBridge events trigger an immediate sync - [Suger docs: Inbound Referral](https://doc.suger.io/cosell/cosell-inbound/) — The invitation snapshot, decline reasons sent to AWS, and AWS contact details arriving 10-30 minutes after acceptance - [Suger docs: Co-sell Configuration](https://doc.suger.io/cosell/cosell-configuration/#auto-accept-referrals) — The Auto-Accept Referrals setting, in a configuration that bridges one CRM and one cloud partner ## Keep reading - [AWSTurning re:Invent Conversations Into ACE ReferralsAug 27, 2026](/resources/blog/reinvent-conversations-to-ace-referrals/) - [AWSMigrating to the New AWS Partner Central (ACE)Aug 24, 2026](/resources/blog/migrating-to-aws-partner-central/) - [Co-SellYour AWS SCA Is Signed. Now Operationalize ItAug 16, 2026](/resources/blog/aws-sca-operating-plan/) - [AWSAWS Partner Funding: POC, MDF, ISV Workload, PIFAug 6, 2026](/resources/blog/aws-partner-funding-programs/) [Browse every post on the Suger Blog](/resources/blog/) ### Stay Updated Get the latest Cloud GTM insights, product updates, and marketplace strategies delivered to your inbox.