AWS Partner Central Leads from Salesforce Accounts

An AWS Partner Central lead is an early-stage prospect in APN Customer Engagements (ACE), one step before an opportunity. ACE-eligible partners can now create their own leads and ask AWS to enrich them: two separate steps, each with its own rules.

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Alliances and RevOps teams ask one question of their target-account lists: can we push these accounts into AWS Partner Central as leads, and what will AWS tell us about them? For ACE-eligible partners, yes. On June 15, 2026, AWS announced that Partner Central “now provides lead enrichment and prospecting”: partners “can upload leads in the AWS Partner Central console or programmatically using the AWS Partner Central API,” and get propensity signals and program eligibility back for each lead.

“Push” hides two steps. Creating a lead puts a partner-originated record into ACE; enriching it asks AWS what it knows about the company. They fail differently and their rules come from two places, so every limit and validation rule below is marked AWS (documented by AWS for Partner Central) or Suger (applied by Suger’s sync from Salesforce).

What is an AWS Partner Central lead?

An AWS Partner Central lead is a prospect that has not yet been qualified into an opportunity. AWS’s Leads page is where you “accept leads shared by AWS, import your own leads, enrich leads with AWS insights, report back updates, and convert leads into opportunities.” Leads come from two directions:

• Shared by AWS (inbound). You accept or reject the invitation within a 5-business-day window, and the contact details appear only after you accept (AWS). This is also how AWS Marketplace buyer requests without enough business context reach you.
• Created by you (outbound). You import leads from a CSV file or create them through the API. This post covers this direction.

Either way, AWS lets you convert a lead into an opportunity “once a lead reaches the Qualified stage.” For how leads and opportunities fit together, see how AWS ACE co-selling works for ISVs.

Is creating a lead the same as enriching it?

No. Creating a lead adds a partner-originated record to ACE; enriching a lead asks AWS for its readiness assessment and insights on a lead that already exists. AWS’s own console keeps them apart: you import first, and “after import, you can enrich your leads.” A failed create leaves no lead at all, while an enrichment that finds nothing leaves the lead without AWS’s insights.

	Step 1 · Create the lead	Step 2 · Enrich the lead
What it does	Adds a partner-originated lead to ACE	Returns AWS’s readiness assessment and insights for the company on an existing lead
AWS console	Import leads: a CSV file of 1 to 100 rows, where each valid row creates one lead	On the Leads tab, select leads, choose Enrich leads and name the batch; results appear under Enriched lead batches
AWS API	Leads can be created programmatically	An asynchronous task of up to 100 leads, in which each lead succeeds or fails on its own
Suger	Once a day from the Salesforce Accounts a filter selects, or one Account on demand from Salesforce	Requested with each lead Suger creates
When it fails	No lead exists. AWS returns an error code per row; Suger logs a reason per Account	AWS shows the leads with no enrichment data; Suger logs the Account as No data or Failed

A lead sent through Suger must still pass every AWS rule; Suger adds its own checks in front of them. AWS’s import suits a one-off list, such as a spreadsheet from an event. A sync suits a target-account list that already sits in Salesforce.

Step 1: what does a lead need before AWS will create it?

A company and a person. AWS’s import template pairs the customer company with one primary contact, and AWS “validates each field (required fields, format constraints, and enum values).” Among the common causes of a refused row, AWS names a missing company name or email, an invalid country code and an invalid industry value. Re-uploading the same CSV on the same day creates no duplicate leads (AWS).

A Salesforce Account supplies the company but no person, so a sync has to map the company fields and choose a contact. Here is Suger’s map, with each side’s rule in its own column:

AWS lead input	Salesforce field (default)	AWS’s rule	Suger’s rule
Company name	Name	Up to 120 characters	Required
Website URL	Website	4 to 255 characters, URL format	Required, and always read from the Account, never a fixed value, because the contact is matched against it
Industry	Industry	Must match one of AWS’s accepted values	Required. Every value your field uses needs a row in the Industry Value Mapping, or the mapping can’t be saved
Country code	BillingCountry	ISO 3166-1 alpha-2	Required. A name such as United States or a code such as USA is converted to US; an Account whose country can’t be converted is not sent
State or region	BillingState	Free text	Required when the country is US
City, postal code	BillingCity, BillingPostalCode	Up to 255 and 20 characters	Optional
Phone	Phone	E.164 format preferred	Optional. It is the company switchboard, not a person’s line
Use case, business problem	No default	Up to 255 and 2,000 characters	Optional
Contact: first name, last name, email, business title	The contact Suger picks, not mapped	Up to 80 characters each; email in a valid format	All four must be present, or the Account is refused

Suger’s checks cover all four of those causes, so an Account missing a company name or email, or with a country or industry that can’t be translated, is never sent.

Which contact does Suger put on the lead?

Suger’s contact rule is to use the most recently active contact on the Account whose email domain matches the Account’s website exactly, taking the most recently created one on a tie. A contact at partner.acme.example doesn’t count for acme.example. To name the person yourself, point a Primary contact field at a Lookup-to-Contact field on the Account; that contact is used as-is if it belongs to the Account and has an email address, and the domain rule decides otherwise.

An Account with no website, no contact with an email address, or no contact at a matching domain is skipped and counted, never sent with a guessed person. Validate runs your filter read-only and counts how many of the most recently created matching Accounts would fail each of those three checks.

Step 2: what does AWS send back when it enriches a lead?

A recommended action and a set of AWS insights. AWS’s readiness assessment is one of three actions, each with a High, Medium or Low confidence level “that reflects the strength of the underlying signals”:

Readiness	AWS’s guidance
Contact Ready	”Prioritize for immediate sales outreach.”
Nurture Lead	”Early interest signals. Follow up with marketing nurture campaigns.”
Limited Potential	”Low propensity. Deprioritize.”

Four AWS insights come with it:

AWS insight	What AWS says it tells you
AWS Marketplace engagement score	”An estimate of how likely the account is to procure a solution through AWS Marketplace,” scored High, Medium or Low
AWS Marketplace solution score	The account’s “likelihood to purchase a category-specific solution”
Account eligibility	A check of the account “for select program, funding benefit, and sales motion eligibility.” AWS’s announcement names the Partner Greenfield Program (PGP), Pioneer Credits and the Partner-Led Sales Motion
Firmographic data	”Employee count, region, and geography”

In Suger, the lead’s Lead enrichment block shows the readiness score and the solution score (the matched category and sub-category, with a strength such as High propensity), then an AWS insights section with AWS’s view of the customer. In Salesforce the lead sits beside its Account, with Readiness, MP Engagement and Solution Fit tiles.

Route by readiness, as AWS suggests, and read eligibility as a check on the account, not a benefit already granted. Enrichment is also what AWS’s Partner Lead Prospecting, announced July 9, 2026, builds on: in the Partner Central console, its “personalized sales plays, call scripts, and email outreach” appear on a lead only after it has been enriched.

How does Suger run both steps from Salesforce?

Once a day at 03:15 UTC while automation is on (Suger), in five steps that keep creating and enriching apart:

1. Select (Suger). Read the Accounts your Sync Filter selects, a Salesforce condition such as Type = 'Prospect' AND CreatedDate = LAST_N_DAYS:90. An empty filter selects nothing, never every Account.
2. Check (Suger). Skip Accounts already submitted, pick the contact and check the required inputs. An Account that fails is counted with its reason, and nothing about it is sent to AWS.
3. Create (AWS). Ask AWS to create the lead. AWS can still refuse, for example when lead creation isn’t enabled for your Partner Central account.
4. Enrich (AWS). Ask AWS to enrich the lead. AWS answers with a result or with no data.
5. Record (Suger). Add the lead to your lead list, already accepted, with qualification Open and lead source Salesforce Account (enrichment), and log the Account’s outcome.

Suger’s limits:

• Up to 500 Accounts per organization per run (Suger). A larger backlog carries over to the next day.
• Each Account once (Suger). The scheduled run skips an Account whose enrichment already finished, whatever the outcome.
• Off by default (Suger). Saving or validating a filter creates nothing; only the automation switch does.
• Re-enrichment is manual (Suger). From the Suger widget in Salesforce, enrich one Account on demand, even with automation off, or re-enrich it once 30 days have passed since its last enrichment, even one that returned no data or failed.

Set it up under Settings > Co-sell > Lead Enrichment Mapping Configs once Salesforce and your AWS Partner Central (ACE) integration are connected, following Suger’s guide to creating AWS leads from Salesforce Accounts. For one Account at a time, see enriching an Account into an AWS lead from Salesforce. A mapping saved when the feature read Salesforce Leads and Contacts is no longer used, so save an Account mapping. And lead enrichment is not Auto-Enrich Referrals or CRM intelligence-signal enrichment, which fill fields on referrals and CRM records: it creates new AWS leads.

What happens to each Account, and how do you fix a refusal?

Each Account the run submits gets one outcome in Metrics > Logs, under workflow type Lead Enrichment. Rejected belongs to Step 1: the Account was refused before a lead was created. Enriched, No data and Failed belong to Step 2.

A Rejected Account carries one of these reasons:

Reason	Whose rule	What to do
Incomplete company details: no company name, website or country	Suger’s required inputs	Fill them in on the Account, or map other fields
UNTRANSLATED_COUNTRY_VALUE	Suger’s conversion to AWS’s two-letter code	Map a country-code field, or set a fixed value
State required for US	Suger’s required inputs	Fill in the Account’s state
Industry has no AWS equivalent	Suger’s Industry Value Mapping	Add the value to the mapping
Incomplete contact details: no first name, last name or email	Suger’s check on AWS’s contact fields	Complete the contact in Salesforce
Required field not mapped: the contact has no business title	Suger’s check on AWS’s contact fields	Add the contact’s title in Salesforce
PARTNER_LEAD_CREATION_NOT_ENABLED	AWS: your Partner Central account can’t create leads	Ask AWS to enable it
ENGAGEMENT_ALREADY_EXISTS	AWS: it already holds a lead for this Account, though Suger has none	Leave the Account out of the filter, or contact Suger support
Already enriched	Suger’s once-per-Account rule	Nothing to fix

The Step 2 outcomes are AWS’s answers, recorded by Suger:

Outcome	What it means	What to do
Enriched	AWS returned intelligence for the company, shown in the lead’s Lead enrichment block	Qualify the lead: Research while you work it, Qualified when the prospect is real
No data	AWS completed the enrichment but had nothing on this company	Nothing to fix. Retry from Salesforce once 30 days have passed, if the account is still a target
Failed	AWS’s enrichment task failed or did not finish	Retry from Salesforce once 30 days have passed

Only Qualified unlocks Convert to Opportunity, which turns the lead into a co-sell opportunity on the normal ACE referral lifecycle.

Frequently asked questions

Can partners create their own leads in AWS Partner Central?

Yes, if you’re ACE-eligible. AWS lets partners import leads from a CSV of up to 100 rows in the Partner Central console, or create them through the AWS Partner Central API. Each valid row creates one partner-originated lead through ACE.

Is creating a lead the same as enriching it?

No. Creating a lead adds a partner-originated record to ACE. Enriching asks AWS what it knows about the company on an existing lead. In the Partner Central console they’re separate actions: import the leads, then select them and choose Enrich leads.

What does AWS lead enrichment return?

A recommended action, Contact Ready, Nurture Lead or Limited Potential, with a High, Medium or Low confidence level. It also returns an AWS Marketplace engagement score, an AWS Marketplace solution score, program, funding and sales-motion eligibility checks, and firmographics such as employee count and region.

Which Salesforce contact does Suger put on the lead?

The most recently active contact on the Account whose email domain exactly matches the Account website, or the contact named in a Primary contact field you set. An Account with no matching contact isn’t sent. Suger never submits a guessed person.

How often does Suger create AWS leads from Salesforce Accounts?

Once a day at 03:15 UTC while automation is on, for up to 500 Accounts per organization per run; a larger backlog carries over. The scheduled run submits each Account once. You can also enrich a single Account on demand from Salesforce.

What happens when AWS has no data on a company?

The enrichment completes with nothing to report. Partner Central’s batch view shows the leads where enrichment data was not available, and Suger logs the Account as No data. That’s an enrichment outcome, unlike Rejected, which means the Account was refused before a lead was created.

Takeaways

• Creating a lead and enriching it are separate steps: a failed create leaves no lead, and an empty enrichment leaves a lead without AWS insights.
• Partner-originated leads are for ACE-eligible partners. If lead creation isn’t enabled for your Partner Central account, every submission is refused until AWS enables it.
• A Salesforce Account has no person on it, so pick the lead’s contact by a rule you can audit, never by guesswork.
• Know whose rule you’re fixing: formats and accepted values are AWS’s; the sync’s required inputs, contact rule, industry map and run limits are Suger’s.

Lead enrichment is one part of Suger’s co-sell automation, which syncs co-sell opportunities between your CRM and AWS, Microsoft and Google Cloud. Leads themselves are AWS-only, and the sync reads Salesforce only.