AWS Partner Network (APN) Blog

AWS Partner Analytics Dashboard: A 360-Degree View of Your AWS Business

“AWS Transforms the Partner Experience” is a blog series on updates to AWS Marketplace, AWS Partner Central, and programs.

By Lucas Carita, Sr. Product Manager, Tech – AWS
By Rory Wallis, Sr. Program Experience Manager – AWS
By Tariq Shaikh, UX Designer – AWS

Partners now have deeper insights into their Amazon Web Services (AWS) business. As we transform the partner experience, we’re introducing the AWS Partner Analytics Dashboard.

Accessible through AWS Partner Central, the dashboard provides partners with a 360-degree view of their AWS business, including opportunity pipeline, funding benefits, and pipeline revenue.

Historically, performance data was not available, making it cumbersome for partners to derive information about their AWS business. The Partner Analytics Dashboard, available to partners at the Validated or Differentiated stage, provides key business insights and flexibility to manage their organizations in two focus areas: APN Customer Engagements (ACE) and Investments.

In this post, we’ll explore the benefits, metrics, and high-level features of the Partner Analytics Dashboard that partners can use to gain insights into their AWS business.


With a consolidated view, the Partner Analytics Dashboard provides transparency into the data needed to evaluate and maximize business growth—reducing operational effort and time to revenue recognition.

Business insights include win/loss trends, geographic strengths/weaknesses, and key attributes that drive AWS referrals.

Figure 1 – Partner referrals approval rate and opportunity win rate.

The Partner Analytics Dashboard is customizable by metrics and date ranges, which provides flexibility to align with how partners manage their business. In the dashboard, users can:

  • Review historical sales and opportunity trends in customized, time-bound intervals broken out by partner originated and AWS originated opportunities.
  • Forecast estimated pipeline future revenue through quantitative insights on leads, opportunities, and conversion success rates.
  • Track and measure the approved cash, credits, and discounts (Investments) they may receive from AWS along their partner journey.

Scheduled automatic refreshes provide timely information.

Figure 2 – APN Customer Engagements KPIs. 

New! AWS Marketplace Engagement Score

Customers are increasingly purchasing software and services in AWS Marketplace for its added efficiencies, cost savings, and flexible payment and terms. As part of the AWS Partner Experience transformation, we’re scaling AWS Marketplace to help you capitalize on this opportunity and accelerate sales.

To give you more insights into your data and help you prioritize opportunities, the Partner Analytics Dashboard features an AWS Marketplace engagement score—which provides an estimate of how likely a customer is to procure a solution through AWS Marketplace. The score is available to partners selling software in AWS Marketplace.

What Partners Are Saying

Feedback from pilot partners played a key role in helping our team develop and optimize the dashboard and KPIs. Partners wanted more drill down options and additional views of their data. Examples of feedback implemented in the dashboard include the ability to analyze opportunities by country and a chart displaying how many opportunities are approaching closing date.

Nadim Al Rifai, Vendor Alliance Manager at Bespin Global says, “It was a great relief when the Partner Analytics Dashboard went live, as it provided us with a set of valuable insights that we hadn’t thought about before. For example, the chart that sorts opportunities by targeted close date.”

Figure 3 – Opportunity analysis by country.

Partners tell us that the dashboard is comprehensive and features the right amount of data.

Rob Nash, Vice President, Consulting Services and Global AWS Alliance Lead of CGI says, “Having a dashboard like this means I don’t have to spend hours creating views and graphs and re-cutting the data.”

With deeper insights into their AWS business, partners can maximize their organization’s growth. “The AWS Partners Analytics Dashboard plays a vital role in our day-to-day operations; helping us optimize our work-loads, engagements, and deliverables,” explains Zeeshan Qureshi, Director at INIT.


Partner users at the Validated or Differentiated stage can access the Partner Analytics Dashboard through AWS Partner Central, via the Analytics tab in the navigation bar.

Figure 4 – Access the dashboard in the Analytics tab in Partner Central.

Within the dashboard, there are five tabs users can leverage:

  • Data glossary: links to the resources folder, containing information on data logics, dashboard functionality, and FAQs.
  • At a glance: snapshot view of ACE, AWS Leads, and Investments.
  • Opportunities: estimated pipeline revenue, opportunities, and conversion success with filtering functionality and dedicated breakout and deep dive views.
  • Leads: quantitative insights on AWS leads.
  • Investments: analytical insights into the approved cash, credits, and discounts a partner may be receiving from AWS.

Figure 5 – At a glance tab. 

What’s Next?

Future updates include enhancements to the Investment focus area, new reseller, marketing campaign effectiveness, and discoverability focus areas.

For AWS Marketplace sellers, we’re working on incorporating AWS Marketplace billed revenue, payments, and disbursements focus areas.

Get Started

Learn more about the dashboard’s functionality and review FAQs in the AWS Partner Analytics Dashboard User Guide (login required).