Sell on AWS: The Complete Guide to AWS Marketplace for ISVs (2026)

AWS Marketplace is a digital catalog where businesses discover, buy, and deploy third-party software, data, and professional services, with billing consolidated into their existing AWS invoice.

AWS Marketplace lists more than 25,000 products across 70-plus categories, from over 6,000 sellers, spanning tools for security, DevOps, business applications, machine learning, and more.

For buyers, that means a single procurement process instead of a separate one for each vendor. Purchases can also draw down against an Enterprise Discount Program (EDP) commitment, the multi-year spending agreement many large AWS customers already have in place.

That's a major reason enterprise buyers push vendors toward the Marketplace in the first place.

For sellers, AWS Marketplace is a listing plus a set of programs. The listing gets your product discoverable and transactable. The programs, such as the AWS Partner Network, co-sell through ACE, and funding incentives, are what turn that listing into a repeatable revenue channel rather than a static page.

Selling on AWS Marketplace gives an ISV a faster, AWS-endorsed path to the enterprise budgets and sales support that are otherwise hard to access directly. The following are some key reasons why ISVs should sell on AWS Marketplace:

1. Faster procurement, shorter sales cycles

Traditional enterprise procurement involves vendor onboarding, security reviews, and legal redlining, which can take months.

AWS Marketplace standardizes most of that upfront, so deals that would take a quarter to close directly can close in weeks. Contract terms, data processing agreements, and security documentation are already established at the AWS level, so procurement and legal teams aren't starting from zero on every new vendor.

That's especially valuable with security-conscious buyers, who can lean on AWS's own compliance posture rather than running a full vendor risk assessment on your company from scratch.

2. Purchases count against committed cloud spend

Enterprises with EDP commitments have a cloud budget they need to spend down. A Marketplace purchase counts toward that commitment, which gives budget owners a reason to prioritize your deal, especially late in their fiscal year.

Unused commitment doesn't roll over indefinitely, so a customer sitting on unspent AWS credit has a built-in incentive to find products to buy through Marketplace before the term resets. That can turn a stalled evaluation into an active deal, purely because of when it lands on the calendar.

3. AWS field sellers actively support Marketplace deals

AWS account managers are compensated in part on cloud consumption, and Marketplace transactions count toward that number. That gives them a direct incentive to introduce your product into their accounts, champion it internally, and help push deals through procurement, provided you're set up to co-sell with them.

In practice, that can mean a warm introduction to a buyer you'd otherwise have to cold-prospect, or an AWS rep stepping in to help with a deal stuck in a customer's internal approval process.

The most mature partners take this further through ISV Accelerate, where AWS account teams earn a direct cash incentive tied to your Marketplace private offers.

4. Access to a global buyer base without global billing infrastructure

AWS Marketplace handles multi-currency billing, tax collection, and regional compliance on your behalf.

A small ISV can sell into markets it would otherwise need local entities or payment infrastructure to reach. That includes VAT handling in the EU, UK, and Norway, where AWS has built increasingly self-service tools for sellers to manage tax documentation and disbursements.

5. A more predictable, scalable revenue engine

As the motion matures, Marketplace becomes more than a one-off listing. It becomes a system, sales knows when to route a deal through it, renewals use it for expansion, and finance has a defined reconciliation process.

That predictability is what makes Marketplace a durable revenue channel rather than a one-time project.

Selling on AWS Marketplace requires a dedicated AWS seller account, completed tax and banking registration, and a product that fits one of AWS's supported listing categories.

1. A business AWS account

Registering with an individual's AWS account or root credentials creates security and continuity risk. Set up a dedicated business AWS account with IAM roles scoped to Marketplace management before you register.

2. Seller registration (tax and banking details)

Registering as a seller through the AWS Marketplace Management Portal requires your legal entity name, public display name, support contact information, banking details for disbursement, and tax documentation.

AWS reviews this information before approving you to sell, and disbursements can't begin until banking and tax setup is complete.

3. A supported home country

AWS Marketplace seller registration is limited to companies incorporated in a supported country, for regulatory and tax reasons.

If your company isn't eligible to register directly, you can still reach Marketplace buyers through a reseller or channel partner using Channel Partner Private Offers (CPPO).

4. A supported product category

Your product needs to fit one of AWS's listing types:

• Software as a Service (SaaS)
• Amazon Machine Image (AMI)
• Container
• Machine learning model
• AI agent or professional services

Most B2B software companies are listed as SaaS.

5. Technical integration readiness

Each product type has its own integration requirements, such as entitlement checks and metering APIs for SaaS, and image and vulnerability scanning for AMI and container products.

Plan engineering time for this, and it's usually the longest step in getting listed.

It's also the step teams most often outsource, platforms like SaaSify offer pre-built entitlement, metering, and billing connectors, so your engineering team doesn't have to build and maintain AWS-specific integration code from scratch.

6. Security and compliance review readiness

AWS reviews how your product handles authentication, data, and API access before approving a public listing.

Products that complete the Foundational Technical Review (FTR), a self-service assessment against AWS Well-Architected practices, are valid for three years. Unlock Validated partner status and eligibility for deeper co-sell programs.

AWS Marketplace supports six product categories, each with its own delivery model and pricing options.

Getting a product live on AWS Marketplace is a six-step process that typically takes two to six weeks from registration to go-live, depending on integration complexity.

1. 1

   Register as a seller

   Complete seller registration in the AWS Marketplace Management Portal.

   Add your company details, support contacts, banking information, and tax documentation. Start with banking and tax verification, as it might be a blocker and the listing will not progress until it clears.

2. 2

   Choose your product type and pricing model

   Decide how you'll deliver the product (SaaS, AMI, container, and so on) and how you'll price it: subscription, usage-based, contract, or a hybrid of the two. Once a listing is published, its pricing model is locked, changing it means creating a new listing from scratch.

3. 3

   Build and optimize your listing

   Write your product title, summary, and long description the way a buyer would search for it, not the way your team talks about it internally.

   Add key features, use cases, supported regions, system requirements, and architecture diagrams. Listings with generic or internally-facing copy are effectively invisible in Marketplace search.

   That's become more true, since AWS added AI-enhanced search and a conversational "agent mode" to Marketplace. Buyers now describe a problem in plain language and get AI-generated summaries and comparisons back, so a listing has to match how a buyer actually talks about their problem to surface at all.

   If writing that first draft is the blocker, AWS's own AI-assisted product listing tool helps generate a starting draft from your existing website, PDFs, or case studies and score it against Marketplace best practices before you publish.

4. 4

   Complete technical integration

   For SaaS, this means building the registration URL, entitlement checks, and, if you're usage-based, then metering. For AMI and container products, it means preparing compliant images and passing vulnerability scanning.

   Budget real engineering time here as it is the step most teams underestimate.

5. 5

   Submit for AWS review

   AWS checks functionality, documentation, security posture, and pricing accuracy before approving a listing. Expect roughly 7–10 business days for a clean SaaS submission, longer if AWS returns revision requests.

6. 6

   Go live and validate

   Once approved, run a real test purchase, confirm entitlement activation and cancellation work correctly, and verify that the transaction appears in your revenue reports.

AWS Marketplace charges a percentage-based listing fee on each transaction, ranging from 0.5% to 20% depending on product type and deal structure.

There's no listing fee to publish a product. AWS only takes a percentage of completed transactions. Professional services dropped from 2.5% to 0.5% as of June 2026. The lower rate applies to new private offers, while contracts already in place keep their original terms.

Fee schedules do shift over time and occasionally vary by region, so confirm current rates in AWS's official seller documentation before modeling deal economics.

AWS Marketplace transactions happen mostly through these offer types:

• Public offers with standard self-service pricing
• Private offers with negotiated enterprise terms
• Channel Partner Private Offer (CPPO) resold on an ISV's behalf

Most of the revenue that actually moves through AWS Marketplace comes from private offers, not public listings. A public listing gets you discovered; private offers are how enterprise deals actually get negotiated and closed.

Agreement-based offers matter for the same reason that renewals generally matter. They let you expand an account without re-papering the whole contract.

CPPO extends that same private-offer mechanism to channel partners: the ISV authorizes a partner to resell at a markup, and AWS Marketplace handles the transaction and disbursement split.

Express private offers

In November 2025, AWS Marketplace has also rolled out express private offers, a new feature that lets buyers get personalized pricing on third-party software in minutes rather than through lengthy back-and-forth with sales teams. Using an AI-powered flow, customers answer a few questions about their purchase requirements and contract length, and AWS automatically matches those needs against a seller's pre-set pricing rules to generate a tailored offer on the spot.

If a request falls outside those preset parameters, buyers are routed to a sales rep for more customized help. The feature is live now across all AWS Regions where the Marketplace is available, giving both buyers and sellers a faster, more efficient path to closing deals.

Co-selling with AWS means registering your sales opportunities with AWS so its field sellers can introduce, validate, and help close deals through Marketplace.

Set up the ACE process

AWS Customer Engagements, run through AWS Partner Central. Your sales team registers a qualified opportunity, and AWS reviews it against the customer's cloud usage and fit.

Validated opportunities become visible to the AWS account team covering that customer. From there, AWS sellers can make introductions, coach on account strategy, and help clear internal procurement blockers. As a Marketplace deal in their account grows, their own consumption number increases.

Deeper co-sell access runs through partner tiers

There are four tiers in the AWS Partner Network: Registered, Confirmed, Validated, and Differentiated. Reaching Validated status unlocks eligibility for ISV Accelerate, AWS's program that gives account managers a direct cash incentive to co-sell your product through Marketplace private offers.

Qualifying for ISV Accelerate typically requires at least one generally available product on Marketplace, an active Amazon Payee Central account, a minimum volume of launched and qualified ACE opportunities over the past 12 months, and completion of the co-selling training module.

AWS offers several funding programs that offset the cost of launching and scaling on Marketplace, from promotional credits for new listings to reimbursable marketing funds for established sellers.

Several programs require documentation (a go-to-market strategy for Seller Prime, proof of a net-new CRM integration for ACE-CRM credits), which is easier to prepare before launch.

AWS has moved fast on both sides of the Marketplace in the past year, making the buying experience AI-native and cleaning up the operational friction sellers have complained about for years.

Concurrent Agreements

AWS Marketplace now allows a single AWS account to hold multiple simultaneous agreements for the same product, so different business units can each negotiate and buy independently.

Professional services listings got this by default in February 2026. SaaS listings have to integrate for it manually, update entitlement and metering APIs, move to EventBridge for notifications, and support becomes mandatory for new SaaS listings starting June 1, 2026.

If you're mid-integration or about to list, build this in now rather than retrofitting it later.

AI-powered co-sell support in Partner Central

AWS Partner Central agents, built on Amazon Bedrock AgentCore, reached general availability in March 2026.

They generate pipeline insights, recommend next steps, and can auto-populate opportunity fields from meeting notes or transcripts. For partner and sales teams already stretched thin on ACE administration, this is meaningfully less manual data entry per opportunity.

AI-assisted product listing creation

Since June 2026, sellers can generate a draft Marketplace listing directly from existing assets (a website, a PDF, a case study) through AWS's Partner Assistant, which also scores the draft against Marketplace best practices before publishing.

It doesn't replace writing buyer-facing copy well, but it removes a lot of the blank-page problem for a first listing.

Collections visibility in seller reporting

Since January 2026, sellers can see exactly where a transaction sits between invoiced, collected, and disbursed, instead of waiting up to 30 days to learn whether a customer actually paid.

It's a small change that removes a real source of finance-team guesswork on monthly disbursement cycles.

Self-service tax and VAT tools

AWS rolled out a self-service VAT invoicing and disbursement flow for sellers across the EU, UK, and Norway in April 2026.

That was followed by a broader tax management portal in May 2026, letting any seller search, filter, and bulk-download their invoices without opening a support case. Together, these cut a meaningful amount of manual back-and-forth for finance teams managing Marketplace at any real volume.

A lower fee on professional services

AWS cut the professional services listing fee from 2.5% to 0.5% in June 2026.

The reduced rate applies to new private offers going forward. Contracts already in place keep their original terms. It's a direct incentive for consulting firms and systems integrators to route more of their delivery work through Marketplace.

AI-enhanced search and agent mode for buyers

As of November 2025, buyers can describe a use case in natural language and get AI-generated product summaries, comparisons, and purchase proposals through a conversational agent mode, instead of keyword-searching a catalog of 30,000-plus listings.

Configure net payment term for private offers

AWS Marketplace has rolled out a new feature that gives sellers more control over how they get paid on private offers. Rather than being locked into a single payment schedule tied to a buyer's existing AWS terms, sellers can now set custom net payment windows: Net 30, 45, 60, or 90 days, directly when structuring a private offer.

The change addresses a longstanding pain point: previously, payment timing was fixed across all Marketplace purchases regardless of what a buyer and seller actually agreed to commercially. Now, invoice due dates can be tailored to match real negotiated terms, giving buyers clear visibility into when payment is due before they even accept an offer, and giving sellers more predictable cash flow. The chosen terms apply consistently across all charges tied to that offer, whether upfront fees, scheduled payments, or usage-based billing. For reseller arrangements involving channel partners, software vendors can also cap the maximum term partners are allowed to extend.

The feature is live now across all commercial AWS regions, requires no extra setup, and only affects buyers who pay by invoice.

AWS Marketplace serves buyers with a self-service procurement flow. Browse or search the catalog, review a product's details and security posture, then buy it through a public listing or a negotiated private offer.

Once purchased, the software deploys directly into the buyer's own AWS environment, or the vendor's, for SaaS, and the charge appears on the buyer's regular AWS bill instead of a separate vendor invoice.

Purchases can also draw down against an existing EDP commitment, so buying through Marketplace can function as budget the customer has already allocated, rather than new incremental spend.

Buyers manage subscriptions, licenses, and spend in the AWS Marketplace console, providing procurement and IT with a centralized view rather than a separate login for each vendor.

For sellers, AWS Marketplace works as a listing connected to a set of AWS-run programs, not just a static product page.

After registering as a seller and publishing a listing, an ISV can sell it three ways: as a public, self-service offer; as a negotiated private offer sent to one named buyer; or through a channel partner using CPPO. AWS handles the buyer-facing billing and collection for all three, then disburses the seller's share on a regular cycle.

Beyond the transaction itself, sellers who register with the AWS Partner Network gain access to co-sell support through ACE, funding programs such as Seller Prime and List and Sell, and, at higher partner tiers, direct incentives for AWS's own sales teams to help close their deals.

That combination, being transactable and being actively supported by AWS's sales organization, is what separates a Marketplace listing from simply having a product page live.

AWS Marketplace supports five pricing models: subscription, usage-based, contract, contract with consumption, and bring-your-own-license.

Whichever model you choose, it's a long-term decision. AWS locks a listing's pricing model once it's published, and switching models means creating an entirely new listing rather than editing the existing one.

Decide based on how your product is already priced directly, not on whichever model looks simplest to set up first.

AWS Marketplace billing operates as a single pipeline: AWS invoices the buyer, collects payment, and disburses the seller's share, minus the listing fee, on a regular schedule.

That means a seller doesn't need to build its own payment collection or dunning infrastructure specifically for Marketplace transactions.

It doesn't eliminate the finance work, though; it just moves it. Finance teams still need to reconcile Marketplace orders, invoices, disbursements, fees, taxes, and revenue recognition with their own systems, which becomes a real operational task once volume exceeds a handful of deals a month.

AWS has been narrowing that gap. Sellers can now see collection status, invoiced, collected, and disbursed, instead of waiting up to 30 days to learn whether a buyer actually paid, and partial disbursements now flow through for invoices that are only partially paid rather than waiting on the full amount to clear.

A CPPO, or Channel Partner Private Offer, is a private offer that an AWS-approved channel partner creates and sells on an ISV's behalf, rather than the ISV selling directly.

Here's how it works in practice: the ISV authorizes a specific partner to resell its product, usually by cloning an existing public offer or building a new private-offer template with its own pricing and terms. The partner then extends that offer to its own customer and marks it up for margin, and the customer accepts it through AWS Marketplace like any other private offer.

AWS Marketplace handles the transaction and automatically splits the disbursement between ISV and partner, with an additional 0.5% fee on top of whatever the base offer type would normally cost.

CPPO is worth setting up if you sell through consultancies, systems integrators, or regional resellers; want a way to reach customers in geographies where you can't register a business entity directly; or want to bundle implementation and managed services around your product without building a separate billing relationship with each partner.

AWS Marketplace handles renewals and amendments through two mechanisms: a new renewal private offer sent before the current term ends, or an Agreement-Based Offer (ABO) that modifies an existing agreement mid-term.

A renewal offer works like the original private-offer process, the seller sends updated pricing and terms, and the buyer accepts before the current agreement expires. An ABO is lighter-weight: it lets a seller add usage or seats, extend a term, or adjust pricing on an agreement that's already in place, without re-papering the whole contract from scratch.

Both still require buyer acceptance, but an ABO is built specifically to make a change, not to start over.

At low volume, sellers manage renewals and amendments manually without much trouble. Once a seller has hundreds of agreements moving through renewal cycles at different times, that manual tracking is usually the first thing to break, and it's a common reason teams move to a dedicated workflow or platform for AWS Marketplace operations.

Registering with a personal AWS account

This creates a single point of failure tied to one person's credentials, with no clean way to hand off ownership later.

Delaying tax and banking setup

AWS can't disburse a single dollar until your tax documentation and banking details are verified, and verification isn't instant.

Writing your listing for AWS instead of for buyers

A listing full of internal product language and no buyer-facing keywords is effectively unsearchable, no matter how strong the product is.

Treating the listing as a one-time task

A listing that never gets updated falls out of date on pricing, features, and positioning within a couple of quarters.

Skipping private offers and co-sell entirely

Most enterprise Marketplace revenue comes from private offers and AWS co-sell, not from public self-service listings. Teams that only publish and wait leave that revenue on the table.

1. SaaSify

SaaSify is an agentic Cloud GTM platform that enables ISVs and software organizations to scale across AWS, Azure, and Google Cloud Marketplace. The platform leverages purpose-built agents to automate the end-to-end marketplace motion, including listings, private offers, co-selling, and cloud funding, while AWS experts support teams through FTR approvals, technical certifications, and partner-program evolution.

It consolidates sales, consumption, and disbursement data into a unified source of truth, providing revenue and partnership leads with real-time visibility into cross-cloud performance. Trusted by over 500 ISVs, including SentinelOne, Palo Alto Networks, MindBridge, and ZScaler, SaaSify manages more than $5B in marketplace revenue and maintains a 4.9/5 rating on G2.

2. Clazar

Clazar positions itself as a Cloud Sales Acceleration Platform that covers AWS, Azure, and Google Cloud, and cites 250+ customers, including Rootly, Supabase, Zapier, and Vectra.

Its build-out relies on a no-code automation builder with 1,000+ integrations and AI-powered revenue forecasting, the most automation-forward positioning of the group.

3. Tackle

Tackle helps ISVs manage listings across AWS, Google Cloud, and Microsoft marketplaces, and is used by teams that want structured support for listing and initial traction.

Most of the additional work comes with extra cost for professional services to automate cloud GTM.

4. Suger

Suger covers six marketplaces (AWS, Azure, Google Cloud, Snowflake, Alibaba Cloud, and Oracle). It specifically leans into AI-driven co-sell automation, claiming an 80% reduction.

Its CRM integration makes it easier for sales teams to operate and build workflows on top of, but complex automations are complex to set up.

5. Labra

Labra positions itself to remove the heavy lifting of getting listed and integrated in the first place. Marketplace readiness, onboarding/migration, and technical compliance benchmarks across AWS, Google Cloud, and Azure.

It's lighter on public revenue/customer-count stats than the others, but does cite a notable Buy with AWS integration.

The platform is positioned for ISVs needing strong technical support for launch. Limitations include limited support for end-to-end revenue execution and co-sell scaling.

Talk to our team to know why SaaSify works best for launching on AWS Marketplace.