Grow your services business through AWS Marketplace

by: Steven Matz, Partner Growth and Strategy Lead – AWS
By: Vincent Petit, AWS Marketplace Business Development – AWS

The consulting services business is undergoing a structural shift. The line between services and software is blurring. AI is reshaping how customers discover and evaluate providers. Traditional coverage models don’t scale to reach new customers, new geographies, or new segments without proportional headcount investment. Partners that invest in digital channels alongside traditional sales motions can reach buyers they’d never have found otherwise. AWS Marketplace is becoming central to this shift.

AWS Marketplace gives consulting partners a go-to-market channel that operates alongside their traditional sales motions, accelerating deals, reducing cost of sale, and reaching new customers without proportional headcount investment. The infrastructure is now in place to make AWS Marketplace work for how consulting partners sell and deliver. Partners now benefit from a reduction in the professional services listing fee from 2.5 percent to 0.5 percent, which means you retain a higher margin on service deals through AWS Marketplace.

The economic tipping point

The professional services listing fee is now 0.5 percent, a flat fee applied to private offer transactions for professional services listings. Partners with existing listings benefit automatically, with the reduced fee applying to new private offers going forward. To make it even more streamlined and economical for partners who package and deliver complete solutions, we’re also now offering a 0 percent listing fee on professional services when they’re purchased as part of a multi-product solution. This new fee structure reflects the tighter margin profile of consulting partners relative to software companies, making it rational to invest in AWS Marketplace as a growth channel at scale.

Drive discovery of your services through AWS Marketplace

It starts with how customers find you. The new AI-assisted product listing experience is available through Partner Assistant in AWS Partner Central. You can create listings optimized for customer discovery while eliminating time-consuming manual data entry and guesswork around meeting AWS Marketplace requirements. Generate optimized listings using existing digital assets such as your website, PDFs, case studies, and product documentation. Partner Assistant then validates that content against AWS Marketplace requirements and provides a quality score with field-level recommendations to improve discovery. Optimized listings help you get more value from your demand generation investments, driving higher conversion when buyers land on your product pages.

After your listing is published, customers can discover your services through search engines, AWS Marketplace search, and agent mode, our new conversational discovery experience. With agent mode, customers describe what they need and receive personalized recommendations matched to their use case. Your offerings reach buyers based on relevance rather than brand recognition.

You can also showcase your full portfolio of solutions and services with AWS Marketplace Storefront, a branded destination you control. Configure a fully branded storefront with no code required. Import listings from AWS Marketplace, organize by industry or use case, and go live in hours. You control what customers see, how they discover products, and how deals flow. Transactions for AWS Marketplace products flow through AWS Marketplace and appear automatically on customers’ Amazon Web Services (AWS) invoices. You get built-in billing infrastructure without building or maintaining separate payment systems.

“We’ve been active in AWS Marketplace for years, but the opportunity ahead looks fundamentally different. We’re building products alongside services, creating new commercial models around agents, and engaging segments historically out of reach. AWS Marketplace is central to that ambition—a branded Accenture storefront, offerings built for how these buyers evaluate, and a real path to joint growth with AWS.”

— Satish Lakshmanan, Managing Director, Accenture Industry Products

The following screenshot shows the Accenture Edge storefront.

Figure 1: Accenture Edge storefront leveraging AWS Marketplace

A channel built for services

Professional services in AWS Marketplace have grown steadily, with hundreds of consulting partners already transacting through it. Your customers get streamlined procurement and consolidated billing without onboarding new vendors. To support this growth, AWS Marketplace has evolved over the past year to match how consulting engagements are scoped and billed.

As services and software converge, the way consulting engagements are sold and delivered is changing too. With multi-product solutions, you can package services with software into a single procurement experience. Combine your own advisory, proprietary IP, and third-party products you’re authorized to resell. The result is complete offerings tailored to specific industries and use cases. Customers purchase multi-product solutions through a simplified procurement flow with a single partner as a point of contact. The partner has resale authorization for products and services included in the solution, eliminating the need to coordinate offers across other partners involved. Because packaged solutions often include professional services, pricing needs to match how you deliver. With variable payments, you can set contract caps and create payment requests throughout project delivery. Now, you can bill as milestones are completed or as time and materials are consumed.

“Multi-product solutions help Smarsh deliver our Enterprise Platform, data migration, and implementation services in a single AWS Marketplace offer set. Previously, we transacted professional services directly with customers as there was no mechanism for variable payments in AWS Marketplace. We managed separate invoicing and reconciliation alongside our software deals. This new capability significantly improves our customers’ purchasing experience while reducing the operational overhead on the Smarsh A/R team.”

— Tom Lynch, Director, Strategic Partnerships, Smarsh

Why consulting partners are investing in AWS Marketplace

Consulting partners are already building on these capabilities. Read on to learn why they’re investing in AWS Marketplace.

“We’ve been investing in growing in AWS Marketplace for years, and what we’re seeing from customers now is different than even 12 months ago. They’re doing their homework before they engage, and increasingly, they’re sourcing AI agents and the teams who build them in the same motion. What AWS is building to expand SI partner reach, combined with a fee that makes sense for services, gives us confidence to make AWS Marketplace a core part of how we grow together.”

— Jim Keller, CEO, Quantiphi

“Slalom is turning our decades of consulting expertise into products customers can discover, evaluate, and purchase on their own terms. We like working with AWS Marketplace because it’s a trusted, frictionless channel for innovators to find what they need and act fast.”

— WD Land, Sr. Managing Director, AWS Cloud Team, Slalom

Start building your presence today

The economics now work. The infrastructure is built. AWS Marketplace for professional services is open for business. Get started with these resources:

• For new AWS Marketplace sellers, start selling in AWS Marketplace with agentic capabilities in AWS Partner Central that take you from registration to ready-to-sell quickly.
• For existing AWS Marketplace sellers, create and optimize your service or multi-product solution listing using the Partner Assistant chat in AWS Marketplace Management Portal.
• Route your next deal through AWS Marketplace. At 0.5 percent, the listing fees works within services margins.
• Launch your AWS Marketplace Storefront.