AWS Partner Network (APN) Blog

Introducing AWS Partner Central agents

By Nicole Schreiber – Partner Experience Lead, AWS 
By Prachi Bhopatkar – Senior Product Manager, Partner Systems, AWS
By Tom Thayer – Global Leader, ACE Program, AWS 

Organizations today have more data and more tools than ever before, and with that comes increasing operational demands on teams. Partners shared that they need faster, more effective ways to sell with AWS and close deals—but fragmented data, siloed expertise, and the manual coordination required to move a deal forward all slow momentum when it matters most.

That’s why we’re excited to announce the AWS Partner Central agentic experience, powered by Amazon Bedrock AgentCore. AWS Partner Central agents automate administrative tasks and streamline opportunity management, guiding actions across co-selling, funding, and beyond.

Agents don’t just speed up the existing process; they change what’s possible:

  • Expertise on demand. Your teams get the guidance they need—sales plays, customer and pipeline insights, funding recommendations, next-step intelligence—when they need it.
  • Coordination that happens automatically. Agents initiate workflows on your behalf, pre-populating available data, so your team spends time on decisions, not data entry. And with Model Context Protocol (MCP) servers, Partners can connect their existing tools and systems directly to agents—reaching teams from within the tools they already work in on a day-to-day basis.
  • Personalization at scale. Get tailored guidance within your workflows: custom next steps to progress a particular deal, targeted recommendations for funding benefits, sales plays curated to the specific opportunity. What used to require hours of manual customization now happens in minutes, shortening sales cycles and accelerating time-to-close.

Agentic capabilities

These agentic capabilities are embedded directly in AWS Partner Central to accelerate co-selling, helping you:

Get pipeline and opportunity insights

Agents enhance sales pipeline visibility by delivering real-time, conversational intelligence directly in Partner Central. Ask the agent to identify deals that need attention, flag opportunities approaching key deadlines, or summarize where your pipeline stands, and it responds with the context you need to act, instantly.

Accelerate deal progression

Accelerate opportunity progression through intelligent next-step recommendations to advance each deal. Upload meeting transcripts, notes, or emails and let agents populate the relevant opportunity fields for you. Not only does this reduce the manual effort required to keep deals moving, but agents can generate tailored sales plays on demand, transforming how they support customers at scale and accelerating deal velocity across their entire pipeline.

Optimize funding

Instead of spending hours researching funding benefits, comparing opportunity fields to offline eligibility requirements, or digging through documentation to find answers, agents identify opportunities in your pipeline that qualify for benefits, surface real-time eligibility, and flag gaps to qualification. They can instantly create fund requests pre-populated with relevant opportunity data—eliminating manual entry, increasing funding utilization, and accelerating time to funding. This means you can close more deals, faster—making funding part of how deals get closed, not a step that happens after.

Connect agents to your existing tools

Get these capabilities directly in the hands of your team. With MCP integration, you can build custom integrations or leverage third-party automation solutions that bring Amazon Web Services (AWS) intelligence directly to the tools your teams already use. Explore automation capabilities.

Watch a demo of AWS Partner Central agents

Success stories

AWS Partner Central agents are helping teams accelerate opportunity management, surface funding insights, and move deals forward faster than before. Early feedback from Partners has been positive.

WatchGuard noted that agents help them accomplish tasks in minutes that previously took days, while also surfacing valuable funding insights for relevant deals.

“We’ve seen a dramatic acceleration in how quickly we can manage and optimize opportunities in ACE,” said Danny Banks, Technical Business Development at WatchGuard. “Specifically, tasks that took days now take minutes thanks to the agent’s depth of knowledge and responsiveness. We’re also realizing greater returns on our APN investment, as the agent surfaces funding insights that were previously buried in extensive enablement documentation. This is exactly the kind of innovation that moves our business forward.”

KXC Tecnologia experienced how agents transform sales conversations by surfacing customer intelligence that turns cold outreach into informed engagement.

“Instead of walking into cold calls with just a name and LinkedIn profile, our SDR team now has the customer’s pain points mapped out, compliance requirements identified, and budget projections ready,” said Alex Assis, CTO at KXC Tecnologia. “That’s not a cold call anymore—it’s a warm conversation with a map. Architects come prepared with scoped architecture and POC frameworks, not starting from scratch.”

Integration Partners

AWS Partners are building custom automation solutions that extend agent capabilities into existing systems and workflows.

Archera worked with AWS Partner Labra and their AI agents to automate revenue operations and funding workflows.

“Labra’s AI agents help partners operationalize Cloud GTM by guiding opportunity progression, optimizing marketplace transactions, and identifying the right AWS funding programs to accelerate deals,” said Jaren Tilley, VP of Alliances and Ecosystems at Archera. “Together, these capabilities help partners move faster.”

Hyland, working with AWS Partner WorkSpan, is piloting agent capabilities that bring proactive deal guidance directly into their sellers’ workflows.

“WorkSpan has been instrumental in helping Hyland operationalize our AWS co-sell motions, from AWS Marketplace transactions to funding program execution,” said Alecia Hitchman, Alliance Manager at Hyland. “As we’ve scaled, the need for smarter deal guidance has only grown—and the AI Agent pilot is a natural next step. The AI Agent represents an exciting evolution, giving our sellers proactive guidance on program eligibility, incentive amounts, and SCA budget availability right within their workflow.”

Get started

Agents are available today for Partners who have migrated to the new AWS Partner Central experience in the AWS Console. Here’s how to get started:

Partners can also access agents directly through their CRM via MCP server. Explore automation and integration options.

Need migration support? Explore professional services from AWS Partners to help accelerate your migration and set you up for success from day one.

Looking ahead
This is only the beginning. We’ll continue to launch agentic capabilities throughout 2026 to empower Partners at each stage of their journey.