The Complete Guide to Selling on AWS Marketplace (2026).

What is AWS Marketplace?

AWS Marketplace is a digital storefront where software companies list products and AWS customers purchase them using their existing AWS billing relationship. It supports SaaS applications, Amazon Machine Images (AMIs), container-based products, machine learning models, AI agents, data products through AWS Data Exchange, and professional services. Over 42,000 products are currently listed.

What are the benefits of selling on AWS Marketplace?

The benefits of selling on AWS Marketplace come down to access: access to pre-committed enterprise cloud budgets, dramatically faster procurement cycles, co-sell support from AWS field teams, and global reach without building international billing infrastructure.

Enterprise software sales through cloud marketplaces reached $30 billion in 2024. Omdia projects $163 billion by 2030 at a 29.1% CAGR, with agentic AI transactions alone projected to drive $24.4 billion. Enterprises now hold close to $470 billion in committed cloud spend across AWS, Microsoft, and Google — and a growing share flows through marketplace procurement.

The implication for ISVs is straightforward. Procurement teams are consolidating vendor purchases through cloud providers they already pay. If your software is on AWS Marketplace, it becomes part of a budget that's already approved. If it's not, you're competing for a separate line item.

What are EDP commitments on AWS Marketplace?

Enterprise Discount Program (EDP) commitments are multi-year agreements where an organization commits to a set AWS spend level in exchange for volume discounts. When a buyer has millions committed to AWS and needs qualified purchases to draw down that commitment before expiration, AWS Marketplace purchases can qualify against their commitments.

That changes the entire sales conversation. You're no longer asking a buyer to find new budget. You're helping them spend the budget they've already committed.

How does AWS Marketplace accelerate enterprise procurement?

AWS Marketplace accelerates enterprise procurement from months to weeks by eliminating new vendor onboarding, separate invoicing, and independent legal review — the buyer transacts on their existing AWS billing relationship with pre-approved terms.

Traditional enterprise procurement runs through a predictable sequence: new vendor onboarding, legal review, security questionnaire, procurement committee approval, purchase order issuance, NET-60 payment terms. Each step adds days or weeks. Marketplace compresses most of this:

• The buyer's existing AWS billing relationship covers the transaction — no new vendor setup required.
• Private offer acceptance creates a binding agreement directly on the buyer's existing AWS account.
• Deals that take three to four months through traditional procurement can close in weeks.
• AWS field sellers are financially incentivized to support your deals — the ISV Accelerate program provides cash incentives to AWS sales teams who co-sell partner solutions through Marketplace private offers.

Global reach without global infrastructure

AWS handles multi-currency billing, localized tax compliance, and regional regulatory frameworks on behalf of sellers. A 50-person SaaS company can sell into EMEA, APAC, and LATAM through Marketplace without building international billing, invoicing, or tax infrastructure. For mid-market ISVs, this removes a barrier that would otherwise require significant investment to clear.

What can you sell on AWS Marketplace?

You can sell SaaS applications, Amazon Machine Images (AMIs), container-based products, machine learning models, AI agents, data products, and professional services on AWS Marketplace. Your product type determines your technical integration, available pricing models, and how deal structures work downstream.

Product types and delivery models

AWS Marketplace supports seven product types, each with different delivery methods, integration requirements, and buyer experiences.

What are AI agents on AWS Marketplace?

AI agents are one of the fastest-growing categories. The dedicated AI Agents and Tools category creates a distinct discovery path that didn't exist a year ago. Omdia projects agentic AI will be one of the highest-growth segments across all cloud marketplaces through 2030. If your product has an agentic AI component, this category gives you a dedicated entry point worth building around.

How much does AWS Marketplace cost?

AWS charges a percentage-based transaction fee on each Marketplace sale: 3% for SaaS public offers, tiered rates of 1.5–3% for private offers based on total contract value, and 20% for server-based listings (AMI, container, ML). Sellers receive monthly disbursements and never invoice customers directly.

Before you invest in listing, you need a clear picture of three things: what Marketplace costs, how pricing works, and how you get paid.

What fees does AWS Marketplace charge?

AWS charges a percentage of each transaction, calculated on pre-tax total contract value. These rates have been in effect since January 5, 2024.

Two things catch ISVs off guard. First, the server listing fee is a flat 20% — not the 3% that SaaS sellers pay. Second, the tiered private offer rates reward volume: as TCV increases, your effective rate decreases. This is why most enterprise revenue eventually flows through private offers, not public listings.

What pricing models does AWS Marketplace support?

AWS Marketplace supports six pricing models: monthly subscription, annual subscription, usage-based metering, contract pricing (1–36 months), hybrid (base plus variable usage), and Bring Your Own License (BYOL).

Note: once you publish your listing — even to limited visibility for testing — you cannot change the pricing model. This decision is permanent for that listing. If you need a different model later, you'll need a new listing entirely. Choose with your downstream deal structures in mind, not just your current billing pattern.

How do AWS Marketplace disbursements work?

AWS bills the buyer, collects payment, and disburses to the seller monthly. You never invoice customers directly — this eliminates late payment risk but ties cash flow to AWS's disbursement timeline.

What you need to know:

• Revenue appears in AWS Marketplace Revenue Reports.
• As of May 2025, AWS processes partial disbursements for partially paid invoices (previously sellers waited for complete payment).
• In January 2026, AWS launched collection visibility reporting for better insight into payment status.
• Reconciliation involves parsing disbursement files, matching transactions to internal records, and handling refunds and credits.

At low deal volume, reconciliation is manageable. At scale, it becomes a significant operational workload. This is where Cloud GTM platforms like Suger automate disbursement reconciliation, matching marketplace payouts to internal records and feeding clean data to your finance stack.

How to list on AWS Marketplace

Listing on AWS Marketplace involves seller registration, product and pricing configuration, listing content creation, technical integration, and AWS review — a process that takes 2–4 weeks end-to-end for most ISVs. Getting listed and building your co-sell motion are parallel tracks that converge when you start running private offers with AWS field support.

What are the requirements to sell on AWS Marketplace?

Some of the requirements you need to get listed on AWS Marketplace are:

• A dedicated business AWS account (not personal, not root credentials)
• IAM role structure with Marketplace management permissions
• Legal entity name, public display name, customer support contact
• Banking details for revenue disbursements
• Tax documentation for your country of incorporation

Registration happens through the AWS Marketplace Management Portal (AMMP). AWS validates your legal entity, tax ID, banking information, and region eligibility. Your country of incorporation must appear on the AWS-supported seller list.

The most common stall point: you must associate your bank account with a disbursement preference before you can create any public or private offers. Many companies lose weeks because they start tax and banking setup after beginning listing work. Submit banking and tax documentation early — this bottleneck has no technical workaround.

Cloud GTM platforms like Suger handle the listing and integration process end-to-end, compressing what typically takes 6–8 weeks of internal effort into days.

How to optimize your AWS Marketplace listing

To optimize your AWS Marketplace listing, you must include:

• Product title, summary, and long-form description
• Key features, benefits, and use cases
• Supported AWS regions and system requirements
• Architecture diagrams
• Pricing details and support information

Listing quality matters for two reasons:

Discoverability. Keywords in your title and description drive search placement. "Automated cloud cost optimization for AWS workloads" outperforms "comprehensive platform for enterprises." Think about what an enterprise buyer would type into Marketplace search and work backward.

Field seller engagement. AWS field sellers evaluate your listing before deciding to support a co-sell deal. A thin or generic listing reduces the likelihood they'll engage. Architecture diagrams showing how your product integrates with common AWS services improve both buyer confidence and field seller interest.

Don't treat listing as a launch-and-forget milestone. Companies that actively update content, reflect new features and use cases, and optimize based on performance data see compounding returns. Companies that list and walk away see minimal traction. A Cloud GTM platform like Suger lets you manage and update listings across AWS, Azure, and GCP from a single interface, so listing maintenance doesn't require logging into separate marketplace consoles.

What is the AWS Foundational Technical Review (FTR)?

The AWS FTR is a self-service review where AWS validates your solution against Well-Architected best practices across security, reliability, and operational excellence. It's valid for three years.

FTR is the mechanism through which you earn Validated status on the AWS Software Path — and Validated or Differentiated status is a prerequisite for ISV Accelerate. Without ISV Accelerate, you don't have access to the co-sell motion that drives the largest Marketplace deals.

What FTR unlocks:

• Validated status → ISV Accelerate eligibility → co-sell with AWS field sellers
• Listing in the AWS Partner Solutions Finder
• Visibility in AWS's internal sales discovery tools (how field sellers find partners to co-sell with)
• Access to funding programs and AWS Competency designations
• A "Qualified Software" badge

How long does it take to get listed on AWS Marketplace?

For SaaS and AMI products, AWS states the publication process takes 7–10 business days assuming no errors. AWS's broader guidance recommends planning for 2–4 calendar weeks end-to-end, with 45 days of lead time for planned launches.

Once your listing and technical integration are ready, you request public visibility through the AMMP. Seller Operations reviews your submission across product functionality, documentation accuracy, security posture, pricing correctness, and Marketplace compliance.

After approval, validate everything:

• End-to-end test purchases
• Entitlement activation and cancellation flows
• Metering data accuracy
• Earnings in AWS Marketplace Revenue Reports

Then brief your sales, CS, and partner teams on how to position Marketplace procurement during deals. If your GTM team doesn't know how to present the Marketplace option, utilization stays low regardless of technical performance.

Companies using a Cloud GTM platform like Suger typically compress the listing process to 1–2 weeks by handling technical integration, listing submission, and review cycles through pre-built marketplace connections that require zero engineering.

Upcoming change: Starting June 1, 2026, all new SaaS products must support Concurrent Agreements. If you're planning to list in the second half of 2026, build this into your technical requirements from the start.

AWS Marketplace offers: public, private, and channel partner (CPPO)

AWS Marketplace transactions happen through three primary paths: public offers visible to any buyer, private offers with custom terms for specific buyers, and channel partner private offers (CPPO) where resellers transact on the ISV's behalf. A fourth mechanism — agreement-based offers — lets you modify deals mid-contract.

What are public offers on AWS Marketplace?

A public offer is the default: the pricing, terms, and entitlements visible to any buyer who visits your listing. The buyer experience is simple — review, subscribe, deploy — and can happen in a single session. AWS handles billing through the buyer's existing account.

Public offers work well for self-service purchases and product-led growth (PLG) motions. They're how most ISVs start transacting and establish the baseline that private offers build on.

What are private offers on AWS Marketplace?

A private offer is a custom deal created for a specific AWS buyer with negotiated pricing, payment schedules, term lengths, and contract language. When accepted, it becomes a binding agreement.

Most high-value enterprise Marketplace transactions flow through private offers, not public listings. A Cloud GTM platform like Suger lets your team create, approve, and track private offers directly from Salesforce — no AWS portal login required. The offer workflow lives where your reps already work.

What are agreement-based offers (ABOs)?

ABOs let you modify an existing private offer mid-contract without starting over. You can amend pricing, add product dimensions, adjust payment schedules, or extend terms. The buyer accepts through the standard Marketplace workflow.

Without ABOs, every expansion requires a completely new offer — adding overhead and delay to what should be a straightforward upsell. ABOs have become essential for enterprise deal management where mid-contract flexibility is expected.

What is CPPO on AWS Marketplace?

CPPO (Channel Partner Private Offers) allows approved channel partners to extend private offers to buyers on your behalf. The ISV sets the terms and issues a selling authorization. The partner accepts, marks up from wholesale cost, and extends the offer to the buyer. CPPO adds a 0.5% fee uplift.

Common use cases:

• Implementation partners bundling services with your software
• Resellers with established enterprise relationships in accounts you can't cover directly
• Regional partners providing local billing in EMEA, APAC, or LATAM
• Partners wrapping professional services around your SaaS product

CPPO introduces a third party into every transaction — which makes margin calculations, partner authorization tracking, and revenue attribution more complex. At low partner volume, manageable. As you add partners, each with their own buyers and deal structures, the operational surface area grows fast.

How to co-sell with AWS

Co-selling with AWS means working through the ISV Accelerate program and the ACE pipeline system, where you register opportunities, AWS validates them, and AWS field sellers engage qualified accounts alongside you. It's the highest-leverage growth motion on Marketplace — but it runs through specific programs and systems that require deliberate investment.

APN Partner tiers and what they unlock for ISVs

The AWS Partner Network organizes Software Path partners through a progression: Registered → Confirmed → Validated → Differentiated.

Validated status is the threshold that matters most. It unlocks ISV Accelerate eligibility, which is where co-sell becomes operational. You achieve Validated status by completing the FTR — which is why the technical review is strategically important even though it's not required to list.

The dynamic is self-reinforcing: a strong listing and Validated status attract field seller engagement, which generates pipeline, which drives more field engagement, which builds toward Differentiated status and larger programs.

What is the AWS ISV Accelerate program?

ISV Accelerate is the program that makes co-sell work. AWS account managers receive cash incentives for co-selling your solutions through Marketplace private offers.

Qualification requirements:

• At least one software product listed as GA on Marketplace
• ACE program eligibility
• Validated or Differentiated status in Partner Central
• Amazon Payee Central account
• Minimum 5 launched opportunities (ACE or Marketplace private offers) in the past 12 months
• Minimum 15 qualified opportunities in ACE in the past 12 months
• At least one person having completed the Co-Selling with AWS learning module
• Minimum $2,000 in recognized AWS account revenue at enrollment

What is ACE?

ACE (APN Customer Engagements) is AWS's co-sell pipeline system where ISVs register opportunities, AWS validates them based on customer cloud usage and revenue alignment, and AWS field sellers engage qualified accounts with introductions, deal coaching, and procurement support. For AWS-referred opportunities, partners have 5 business days to accept or reject.

1. Register an opportunity in ACE.
2. AWS validates based on customer cloud usage, service fit, and revenue alignment.
3. If validated, AWS sellers engage the account — introductions, deal coaching, procurement support.
4. Deal closes through Marketplace, AWS rep gets credit.

The operational challenge: keeping ACE data in sync with your CRM becomes critical as concurrent co-sell opportunities grow. Without integration, attribution is unreliable and leadership can't answer how much pipeline is partner-sourced versus partner-influenced.

Suger syncs co-sell opportunities between your CRM and ACE in real time — deal registration, status updates, and attribution flow automatically without manual re-entry.

What's changing with AWS Partner Center in 2026?

AWS made three significant changes to Partner Central, the comprehensive portal for managing your entire AWS partnership in 2026: migrating the platform into the AWS Console, launching AI-powered Partner Central agents, and adding MCP server support for CRM integration.

Console migration. Partner Central has moved into the AWS Console, consolidating partner tools, opportunity management, and program enrollment into the same interface you use for AWS infrastructure. New capabilities are being built exclusively for the console-based interface — if you haven't migrated, prioritize it.

Partner Central agents. Launched March 2026, these Amazon Bedrock AgentCore-powered agents automate administrative tasks across co-selling, funding, and opportunity management. Partners can ask an agent to identify deals needing attention, surface funding eligibility, generate sales plays, or auto-populate opportunity fields from meeting notes.

MCP server support. Partner Central agents support Model Context Protocol servers, letting you connect existing CRM and internal tools directly to agentic capabilities. Partner Central intelligence reaches your sales team inside the tools they already use, rather than requiring context-switching into a separate portal.

Suger already integrates with Partner Central's agentic capabilities, letting teams leverage these new automation features without building custom connections. The pattern: AWS is investing heavily in making co-sell workflows faster, more automated, and less dependent on manual data entry.

AWS Marketplace funding programs and ISV incentives

AWS offers ISVs several funding programs including List and Sell ($10,000 in credits), Seller Prime (up to $40,000 in marketing funds), ACE-CRM Integration Credits ($10,000), and migration programs like MAP and WMP. What's available depends on your stage of Marketplace maturity.

Early-stage programs

Two programs target ISVs getting their first listing live and closing initial Marketplace deals.

Growth programs

Two programs support ISVs scaling their marketplace motion and investing in operational infrastructure.

Seller Prime is notably the only way ISVs get granular listing visibility — traffic volumes, conversion rates, marketing channel breakdowns. Without it, you're operating on revenue data alone without top-of-funnel analytics.

Migration and workload programs

Two programs provide credits for ISVs whose products are part of customer migration or modernization projects.

The throughline across all programs: AWS rewards ISVs who actively build their Marketplace business. The operational infrastructure you have in place — CRM integration, co-sell pipeline, offer management — determines how much of that funding you can actually capture.

Common AWS Marketplace challenges and how to solve them

The most common AWS Marketplace challenges are: private offer workflows breaking at scale, co-sell data fragmenting across ACE and your CRM, finance struggling to reconcile marketplace disbursements, and multi-cloud operations multiplying every manual process. Each maps to a specific stage of maturity — and each has a clear fix.

Private offer volume breaks manual workflows

The first few deals close through manual effort. Someone logs into the marketplace console, builds the offer, emails the buyer, waits for acceptance, updates the CRM. At 5+ offers per month:

• Approvals get lost in email threads
• Offers expire before buyers accept
• Pricing errors surface
• The team creating offers becomes a bottleneck

What to do: Build approval workflows with clear routing. Set pre-approved pricing thresholds so standard deals move without manual sign-off. Connect offer creation to your CRM so reps work from one system using Cloud GTM platforms like Suger.

Co-sell data fragments across systems

Opportunities registered in ACE are disconnected from your CRM. Attribution becomes unreliable. Leadership can't answer basic questions about partner-sourced versus partner-influenced pipeline.

What to do: Integrate co-sell systems with your CRM using Suger so deal registration and status sync automatically. Define attribution rules before volume makes retroactive classification impossible. Run regular data audits to catch sync gaps early.

Finance can't reconcile marketplace revenue

AWS has different disbursement timing and reporting formats than your direct sales motion. Revenue recognition requires its own policy — disbursement timing, fee netting, and multi-year contract structures don't map cleanly to how most finance teams handle direct deals.

What to do: Define rev rec policy for marketplace transactions before deal volume makes it urgent. Set up disbursement tracking that maps cloud provider payouts to internal records. Involve finance in Cloud GTM planning from the start. A platform like Suger automates disbursement tracking and reconciliation across all three clouds, giving finance clean data without manual effort.

Multi-cloud multiplies everything

Each additional marketplace — Azure, GCP — adds a separate console, co-sell system, reporting stream, and disbursement process. The operational model you built for AWS needs to work across two or three clouds.

What to do: Treat the second marketplace launch as process replication, not a net-new build. Centralize reporting and offer management across clouds before adding the third. Evaluate whether your current tooling supports multi-cloud or whether a unified platform like Suger is the right investment.

Best tools and platforms for AWS Marketplace sellers

Cloud GTM platforms like Suger automate the operational work of selling through AWS Marketplace: listing management, private offer workflows, co-sell synchronization, and revenue reconciliation. This matters because that operational work grows linearly with deal volume when managed manually, and the scaling curve becomes unsustainable without automation.

When do you need a Cloud GTM platform?

You typically need a Cloud GTM platform when private offer volume exceeds beyond a certain point, co-sell data fragments across ACE and your CRM, finance spends hours reconciling marketplace disbursements, or you're launching on a second cloud marketplace. These are signals that the operational cost of manual management exceeds what a platform would cost.

Six signals that it's time:

• Your listing requires engineering resources — building and maintaining direct marketplace API integrations takes ongoing engineering time a platform eliminates.
• Private offer volume is climbing — manual creation in the AMMP becomes a bottleneck.
• Co-sell motion is scaling — keeping ACE data in sync with your CRM manually means attribution stays unreliable.
• Finance is spending hours on reconciliation — each deal adds disbursement tracking, fee matching, and reporting work.
• You're launching on a second marketplace — a separate console, co-sell system, and reporting stream doubles operational overhead.
• Reps avoid marketplace deals — if the workflow is slower than their standard CRM process, the channel stalls.

If you're experiencing several of these, the operational cost of manual Cloud GTM is likely exceeding what a platform would cost — and you're losing revenue to the friction.

What to look for in a Cloud GTM platform

The right Cloud GTM platform covers the full lifecycle of marketplace selling. These are the capabilities that matter most when evaluating options.

What Cloud GTM platform is best for AWS Marketplace in 2026?

Suger is best for: automating the full lifecycle of AWS marketplace operations, from listing through revenue reconciliation. Suger is the most comprehensive Cloud GTM platform in the category. It covers the complete marketplace lifecycle in a single system: listing, private offers, co-sell, CPQ, metering, billing, revenue reconciliation, and ERP sync.

Three capabilities set Suger apart:

• Quote-to-cash automation. The only platform connecting the full deal flow from CPQ quote to marketplace offer to entitlement to revenue recognition. Finance teams get clean revenue data without reconciling across systems.
• Usage metering and billing flexibility. Meters consumption across AWS, Azure, and GCP from a single interface, with data flowing directly into billing systems like Stripe, Metronome, Orb, and Chargebee. Teams can offer consumption pricing without building custom metering infrastructure.
• Multi-cloud at scale. Supports five marketplaces (AWS, Azure, GCP, Snowflake, Alibaba) — the broadest coverage in the category. Listings, offers, co-sell, and reporting run from one system with 30+ native integrations.

250+ software companies use Suger, including Intel, Snowflake, Notion, Webflow, and Fivetran. Customers report a 3x increase in AWS marketplace deal volume and 140% higher contract values.

This guide covered the full Marketplace journey: why it matters, what it costs, how to list, how deals work, how co-sell scales, what programs are available, and what breaks as you grow. The pattern across every section: things start manual and eventually need automation as deal volume, partner count, and operational complexity increase. Suger helps ISVs operationalize everything this guide describes — from listing to private offers to co-sell to revenue reconciliation. If you're ready to make Marketplace a core part of your go-to-market, talk to us.

Frequently asked questions