Solution Matching Engine: Your Gateway to AWS Sellers

By: Akshay Menon, Principal Product Manager – AWS
By: Krystle DuBeau, Sr. Manager of Technical Business Development – AWS
By: Priya Bains, Head of Partner Brand and Content Strategy – AWS

When customers come to AWS with a business challenge, they rely on their AWS seller to point them toward the right solution and partner—fast. That often means identifying partner listings in AWS Marketplace that match the customer’s specific needs. The easier it is for a seller to understand what you offer, who you serve, and what results you deliver, the more likely your solution gets in front of the right customer at the right time.

We’re continuing to expand the ways sellers can access detailed information about your listings directly within the workflows they use to match solutions to customer needs. This includes your capabilities, customer outcomes, and differentiators. In 2025, we introduced the Solution Matching Engine, a machine learning system that helps sellers identify the most relevant partners for each account and opportunity. For foundational guidance on what sellers look for, see Improving Your Visibility to AWS Sales: A Practical Guide for Partners.

In this post, we outline three actions you can take in AWS Partner Central and AWS Marketplace to strengthen how your listings show up to sellers, so they can recommend your solutions to the right customers.

What is the Solution Matching Engine?
The Solution Matching Engine is your gateway to AWS sellers, helping them identify the partners and listings most relevant to a customer opportunity. It brings together information about your AWS Marketplace listings, whether software products or professional services offered by Consulting Partners, along with your AWS expertise and customer engagements, to give sellers a fuller view of the problems you can help solve.

The engine does more than surface a partner that may be a fit. It also helps sellers understand the specific listing you can bring to a customer. Within account-planning and co-sell motions, sellers use Solution Matching Engine to discover, compare, and evaluate relevant partners and listings. To make that discovery useful, the engine draws on:

• Listing details: customer problems addressed, use cases, and AWS services integrated
• Verified capabilities: AWS Specializations, and Certifications
• Customer engagement signals: opportunity stages and outcomes

Together, these details help sellers understand both your offering and the context within which it may be relevant.

If you’re a Global Startup Program Partner, the new Startups You Should Know view in the Solution Matching Engine gives sellers a dedicated way to discover startup partners and solutions, even before you’ve built an extensive performance history.

The inputs that power these recommendations to sellers are within your control. Start here.

1: Keep opportunity data current

APN Customer Engagements (ACE) should be part of your operating rhythm. When opportunity data is complete and current, sellers can see the full picture of your customer engagement: what you’re delivering, what co-sell motions you are engaged with, and what outcomes you’ve driven.

Use CRM integration and internal data-quality processes to ensure the information you share with AWS stays accurate and up to date:

• Customer context, use cases, and delivery details
• Opportunity stages, next steps, and revenue information
• Associated AWS Marketplace listings and AWS services
• Launched and closed outcomes

The more complete your ACE records, the more context the Solution Matching Engine has to match your experience to the right customer opportunities.

2: Make your expertise easy to verify

AWS sellers look for signals that a Partner has proven experience with specific workloads, industries, and use cases. AWS Specializations and Certifications provide those signals, but only when they’re current and supported by evidence.

• Keep your AWS Specializations and Certifications up to date
• Document the work behind them through case studies and customer evidence that highlight the industries, workloads, and use cases where you’ve delivered results

Think of verified capabilities as your credibility layer. They give sellers confidence that your listing is backed by demonstrated experience.

3: Create complete AWS Marketplace listings

Your AWS Marketplace listing, whether for a software product or a professional service, is often the first thing a seller reads when evaluating your solution for a customer.

Your listing title matters, make it count. A strong listing clearly communicates:

• The customer problem it solves and the primary use cases it addresses
• Expected customer outcomes and the AWS services it works with
• The industries and workloads where it’s most relevant
• Supporting evidence: technical documentation, case studies, and customer references
• Current product, pricing, and support information

Use consistent language across your AWS Marketplace listings, AWS Partner Central profile, and ACE opportunity records. When these align, sellers build a coherent understanding of your offering across every touchpoint.

Getting started or refreshing existing listings? Eligible ISVs and Consulting Partners can use AI-assisted product listing in AWS Partner Central to generate or refine listing content from existing assets: website URLs, PDFs, case studies, and product documentation. Review generated content before publishing to ensure it accurately represents your offering.

Conclusion

These three actions reinforce each other. Complete opportunity data makes your verified capabilities more meaningful. Strong listings give sellers the context to act on a recommendation. And monitoring your results helps you see which areas to sharpen next.

• Review your ACE integration and data-quality processes to ensure opportunity information flows consistently
• Audit your AWS Marketplace listings: do they clearly describe what you solve, for whom, and with what results?
• Use Partner Analytics and Insights to monitor how your listing is performing in Solution Matching Engine and prioritize improvements.

The information you provide shapes how sellers understand your business. Keep it clear, current, and aligned across every surface, and you make it easier for AWS to connect you to the customers you’re best positioned to serve.