New agentic capabilities to take you from registered to ready-to-sell in days

By Jen Letourneau, Global Leader, Partner Journey – AWS
By Payal Patel, Specialization Program Onboarding Manager – AWS
By Keren Bar Lev, AWS Marketplace Seller Innovation Manager – AWS

Whether you’ve just registered as an AWS Partner or you’re ready to list your first solution in AWS Marketplace, the goal is the same: get to market fast. Partners shared that they want to spend less time on operational steps and more time on what matters most—reaching customers and growing their business.

A Forrester Consulting report found that channel Partners who build and scale an AWS Marketplace practice can realize 234% ROI, 50% faster deal closure, and 4–5× richer deal sizes compared to traditional channels.

To accelerate time-to-revenue through AWS Marketplace, we’re expanding agentic capabilities in AWS Partner Central that take Partners from registration to ready-to-sell in days. From automated profile creation and personalized guidance for seller account setup to AWS Marketplace listing optimization, PRM readiness, and streamlined FTR validation, Partners can now unlock badging, benefits, and funding faster.

Create your profile and set up your seller account in minutes

Getting started as a Partner used to mean manually entering company details and configuring account settings. Now, your profile is pre-filled from your company website—including description, logo, locations, and industry focus—and shared with you for review.

The agent also recommends your account structure based on where you sell and guides you through tax, compliance, and payment setup—so you’re ready to transact and start reaching customers sooner.

Figure 1 – Select from the prompts to engage the agent. 

Generate your AWS Marketplace listing content from your website

Publishing an AWS Marketplace listing is a key milestone for Partners looking to reach AWS customers at scale. Your website content is transformed into a complete, publish-ready listing—with product descriptions, features, use cases, and proper categorization—in minutes. Already have an AWS Marketplace listing? Get recommendations to refresh and optimize it for better discoverability.

Listings are structured with relevant keywords and categories that help customers find your solution faster.

Figure 2 – Chat with the agent to create or optimize your AWS Marketplace listing in minutes.

Once your listing is published, get guidance on setting up Partner Revenue Measurement so you can unlock revenue insights that inform your growth strategy.

Ready to list? The AWS Marketplace List & Sell Incentive offsets the cost—whether it’s your first listing, expanding to a new country, or adding self-service buying features.

You can also bring the buying experience directly to your customers from your website. AWS Marketplace Storefront lets you create a curated, branded catalog that showcases your complete solution portfolio. Transaction flows through AWS Marketplace and appears automatically on customers’ AWS invoices, giving buyers the consolidated billing and procurement simplicity they expect—while you maintain full brand ownership of the experience.

Set up and launch your storefront quickly, connect it to your CRM and IT systems through pre-built connectors or the AWS Partner Central API, and begin capturing inbound leads that flow directly into your co-sell pipeline with AWS.

Streamline your Foundational Technical Review

Validating your software solutions unlocks badging, program eligibility, and funding benefits. Now there’s a faster path to get there.

Submit existing SOC2 audit reports or completed AWS Well-Architected Framework reviews to complete the Foundational Technical Review. You’ll receive approval or actionable feedback in minutes, so you can iterate quickly and unlock benefits sooner.

Connect agents to your existing tools

Access agents directly through the AWS Partner Central homepage. If you don’t complete all steps in one session, you’ll see exactly what remains so you can pick up where you left off.

You can also bring these capabilities into your CRM via the AWS Partner Central MCP server, directly or through Partner integrators. Your teams get AWS insights in the tools your teams already use every day—eliminating context-switching and keeping sellers focused on deals.

To help offset the cost of integrating these workflows, the Automation Incentive supports system integration and agentic workflows, unlocking real-time pipeline insights and saving hours of manual work.

What Partners are saying

Partners are seeing the timeline from registered to actively selling collapse from weeks to days.

“Partner Central agents accelerated our onboarding and co-sell motion by at least 10x,” shared Sujaiy Shiv, Founder & President at inferdat.ai. “It has completely removed the ambiguity and manual overhead that used to slow us down. The time we’re not spending navigating Partner Central is time we’re spending helping customers get gen AI into production.” 

That speed extends to listing quality at scale: “The AWS Marketplace listing feature will be a real gamechanger as we roll out centralized listing-quality guidance across all of our many AWS Marketplace product listings,” said Sarah Dunworth, Program Director of SaaS Operations at IBM.“We’ll be able to easily identify quality issues and provide guidance and recommendations to the product teams, which will save them a lot of time and effort.” 

For some Partners, the impact was immediate. “We were able to review our profile, ensure we were set up correctly, ask the agent follow up questions as we progressed and effectively launched four separate AWS Marketplace listings within 1 hour,” shared Mike Salazar, Co-founder & CEO of Nimbus Value. “This was critical for our company launch the next day and we leveraged it for a customer conversion three days later.”

“The AWS Marketplace listing feature transforms AWS Marketplace listing creation from a time-intensive process into a streamlined experience completed in minutes”, shared Drew Jenkins, VP of Strategic Alliances at Opti9.

And Partners are already extending these capabilities into their own workflows.

“We’re excited to integrate this agent directly into Slack and Teams so teams can get clear, contextual next steps and recommendations that help improve their AWS presence faster,” said TJ Laher, CEO of PartnerPlex AI.

Get started

The path from registered to revenue-ready now takes days. These capabilities are available in the new AWS Partner Central experience.

Here’s how to get started:

• Migrate to the AWS Partner Central experience in the AWS Console if you haven’t already. Review the Migration Guide for step-by-step guidance.
• Create or optimize your AWS Marketplace listing and implement PRM to unlock revenue insights.
• Connect your CRM through the AWS Partner Central MCP server to bring automation into the tools your team already uses. Explore automation and integration options >>

We’re continuing to expand agentic capabilities that help Partners move faster at every stage. Learn how we’re making selling with AWS smarter.