--- title: "What Buy with AWS Does to Your Website Funnel" url: https://www.suger.io/resources/blog/buy-with-aws-funnel/ canonical: https://www.suger.io/resources/blog/buy-with-aws-funnel/ type: Blog description: "Buy with AWS turns your website into a purchase surface. What changes in the funnel, what the buyer needs, and what breaks if the page is not ready." --- # What Buy with AWS Does to Your Website Funnel > Canonical HTML version: https://www.suger.io/resources/blog/buy-with-aws-funnel/ 1. [Home](/) 2. / 3. [Resources](/resources/) 4. / 5. [Blog](/resources/blog/) 6. / 7. What Buy with AWS Does to Your Website Funnel # What Buy with AWS Does to Your Website Funnel Adding a purchase button to your own site does not shorten the funnel. It moves the qualification work upstream, onto a page that was never designed to do it. [![Stacy Wu](/authors/stacy-wu.jpg)](/resources/blog/author/stacy-wu/) [Stacy Wu](/resources/blog/author/stacy-wu/) Aug 16, 2026 ![What Buy with AWS Does to Your Website Funnel](/images/blog/buy-with-aws-funnel/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%2Fbuy-with-aws-funnel%2F%2C%20then%20cite%20the%20source.%20Focus%20on%20what%20it%20says%20about%20AWS%2C%20Cloud%20GTM. "Summarize with ChatGPT")[![](/logos/company/anthropic.svg) ](https://claude.ai/new?q=Read%20and%20summarize%20https%3A%2F%2Fwww.suger.io%2Fresources%2Fblog%2Fbuy-with-aws-funnel%2F%2C%20then%20cite%20the%20source.%20Focus%20on%20what%20it%20says%20about%20AWS%2C%20Cloud%20GTM. 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"Summarize with Perplexity") Table of Contents - [What is Buy with AWS?](#what-is-buy-with-aws) - [What actually changes in the funnel](#what-actually-changes-in-the-funnel) - [What the buyer needs, and what it screens out](#what-the-buyer-needs-and-what-it-screens-out) - [What to put beside the button](#what-to-put-beside-the-button) - [Measuring it honestly](#measuring-it-honestly) - [Frequently asked questions](#frequently-asked-questions) - [Takeaways](#takeaways) _Buy with AWS lets a visitor start and finish an AWS Marketplace purchase from your own website. It does not add a step to your funnel — it removes the step where your team qualified the buyer, which means the page has to do that job instead._ * * * The pitch is easy to like. A prospect reads your product page, clicks a button, and buys through AWS Marketplace without ever asking you for a quote. Procurement is already solved, billing is consolidated, and nobody had to schedule a call. The part worth thinking about before you add the button is what disappears. In the funnel you have today, someone talks to that prospect before money changes hands — and in that conversation they establish which AWS account is involved, whether the buyer can actually purchase, and whether the deal should have been a private offer instead. Buy with AWS removes the conversation. It does not remove the questions. * * * ## **What is Buy with AWS?** **Buy with AWS is a set of calls-to-action a seller places on their own website that let a visitor transact in AWS Marketplace without leaving that site.** AWS describes it as “a streamlined way to find, try, and buy products from Partner sites.” The buyer flow is four steps: 1. Find a product marked **Available in AWS Marketplace** on the partner’s site 2. Select **Buy with AWS** 3. Sign in with an AWS account 4. Complete the transaction on a co-branded procurement page The charge then behaves like any other marketplace purchase — it “becomes part of your AWS bill,” and AWS pays the seller. * * * ## **What actually changes in the funnel** The buttons do not sit at the bottom of the funnel. They sit wherever you put them, which is usually much higher than the point where your sales process currently starts. **The page becomes the qualification step.** Previously a form captured a lead and a human decided whether this was a marketplace deal, a direct deal, or nothing. Now the visitor decides, using only what is on the page. If the page does not say what the product costs, what the commitment is, or what happens after purchase, the visitor either buys the wrong thing or does not buy. **Self-serve and negotiated paths now share a surface.** A visitor who should have been a private offer will happily buy at list price — which is a smaller deal than the one you would have written — while an enterprise buyer who needs custom terms will click the button, find no route to them, and leave. Both are failures of the same page. **Support arrives before onboarding does.** A purchase you did not know was happening produces an entitlement you were not expecting. Everything downstream of that — provisioning, welcome email, account mapping — has to work without a human trigger. [When a buyer pays and provisioning never happens](/resources/blog/marketplace-provisioning-failures/) is the failure mode this makes more likely, not less. * * * ## **What the buyer needs, and what it screens out** AWS is specific: the buyer needs “an AWS account with a valid payment method and the AWS Identity and Access Management (IAM) credentials required to make a purchase through AWS Marketplace.” Three separate things, and a visitor can fail any of them: Requirement Who fails it An AWS account Prospects evaluating on behalf of a company that uses another cloud A valid payment method Accounts that transact only under an enterprise agreement IAM permission to subscribe Almost every engineer, in almost every large company The third is the interesting one, because it is invisible until the click. The person most likely to be reading your product page — an engineer evaluating the tool — is the person least likely to hold marketplace purchasing rights. AWS also notes that “your existing governance and controls will apply to Buy with AWS purchases.” A buyer whose organisation restricts which products may be subscribed to will be blocked by their own policy on your page. Nothing about your site caused it, and nothing about your site can fix it. This is not an argument against the button. It is an argument for what sits next to it. * * * ## **What to put beside the button** **A second path.** Every Buy with AWS call-to-action should have a visible alternative for the buyer who cannot use it — “request a private offer,” pointing somewhere a human answers. Without it, the highest-value visitors have nowhere to go. **Enough price to decide.** A purchase button on a page with no pricing asks the visitor to start a transaction to find out what it costs. Most will not. **A statement of what happens next.** Say what arrives after purchase and how quickly. This is the copy that converts a hesitant self-serve buyer, and it is the copy most product pages lack. **Consistency with the listing.** The product page and the AWS Marketplace listing are now two views of one purchase. Dimensions, plan names and units that disagree between them produce a buyer who thinks they bought something else. The [listing readiness checklist](/resources/blog/marketplace-listing-readiness-checklist/) covers what the listing side has to get right. * * * ## **Measuring it honestly** The temptation is to read every Buy with AWS purchase as incremental revenue. Some of it is displacement: deals that would have closed anyway, now closing at list price instead of at a negotiated one, and without the multi-year term a private offer would have carried. That is not automatically bad — faster and smaller can beat slower and larger — but it is a different result from “we added a channel.” Compare the deals that came through the button against the ones your team wrote by hand: size, term length, and whether they renew. [Four metrics to watch after you add Buy with AWS](/resources/blog/buy-with-aws-metrics/) covers what AWS reports on the traffic side; the comparison against your own pipeline is the one only you can run. * * * ## **Frequently asked questions** **What is Buy with AWS?** A set of calls-to-action a seller places on their own website that let a visitor discover and purchase the seller’s AWS Marketplace product without leaving that site, completing on a co-branded AWS procurement page. **Does the buyer need an AWS account?** Yes. AWS requires an AWS account with a valid payment method and the IAM credentials needed to make an AWS Marketplace purchase. **Can a private offer be sent through Buy with AWS?** The button transacts a purchase; negotiated terms are still a private offer. Pair the button with a visible route to request one, or enterprise buyers have no path. **Will a buyer’s own controls block the purchase?** They can. AWS states that a buyer’s existing governance and controls apply to Buy with AWS purchases, so an organisation that restricts subscribable products will block it regardless of your setup. **Does Buy with AWS replace the AWS Marketplace listing?** No. It is an additional entry point to the same listing, so the two must agree on pricing, plans and dimensions. **What breaks first after adding it?** Provisioning. Purchases now arrive without a human trigger, so any onboarding step that assumed a warm handoff has to work automatically. * * * ## **Takeaways** - Buy with AWS moves qualification onto your product page. The page has to answer what a salesperson used to. - The buyer needs an AWS account, a payment method, and IAM purchasing rights — and the reader most likely to be on your page usually lacks the third. - The buyer’s own governance applies, so some visitors are blocked by policies you cannot see or change. - Always pair the button with a visible route to a private offer, or the largest deals have nowhere to go. - Purchases now arrive with no human trigger, so provisioning has to be fully automatic before the button goes on the page. - Measure against your own pipeline, not just AWS’s dashboard, to see how much is new revenue and how much is displaced. * * * Adding a purchase button is the easy half. See how Suger’s [AWS Marketplace seller solution](/solutions/aws-marketplace/) keeps the listing, the offers and the entitlements behind it consistent, so a purchase from your own site provisions exactly like one from the marketplace catalogue. ## Sources Primary sources for the platform rules cited above. Last verified August 16, 2026. Cloud providers change fees, eligibility, and program terms without notice — check the source before relying on a figure. - [AWS Marketplace: Buy with AWS](https://aws.amazon.com/marketplace/features/buy-with-aws) — The definition, the four-step buyer flow, the AWS account and IAM credential requirement, and that the buyer's existing governance and controls apply - [AWS Marketplace Buyer Guide: What is AWS Marketplace?](https://docs.aws.amazon.com/marketplace/latest/buyerguide/what-is-marketplace.html) — That the charge becomes part of the buyer's AWS bill, and the public-listing versus private-offer purchase paths ### Stay Updated Get the latest Cloud GTM insights, product updates, and marketplace strategies delivered to your inbox.