Actionable International Expansion Insights from AWS Marketplace Sellers

Since 2022, AWS Marketplace has expanded its global presence by introducing localized purchasing experiences through regional marketplace operators in EMEA, Australia, Japan, and Korea, as well as Amazon Web Services (AWS) Inc. These regional operators lets more customers pay in local currencies using familiar payment methods while receiving localized invoices that comply with local tax regulations. If you are an independent software vendor (ISV), channel partner, managed services provider (MSP), you can establish local entities in over 40 countries as AWS Marketplace seller accounts to sell products or services through AWS Marketplace. Sellers can also now register local bank accounts for receiving payouts and create private offers in four non-USD currencies without foreign exchange variability.

Most recently, AWS Marketplace introduced support for French, Spanish, Korean, and Japanese languages across both the website and AWS console. This enhancement allows customers to discover, evaluate, procure, and deploy solutions in their preferred language, eliminating procurement friction caused by language barriers.

As AWS Marketplace helps sellers reach global customers, many seek strategies to use AWS Marketplace for international growth. Successful global sellers engage internal decision-makers across finance, operations, and tax early, and integrate AWS Marketplace as a core sales channel. These sellers align their existing business and revenue operations by using AWS Marketplace capabilities that deliver outcomes in compliance, efficiency, and customer experience.

This integrated approach helps reduce operational complexity and increases internal transparency, building trust with local operations and sales teams. Making AWS Marketplace central to their global expansion strategy allows partners to minimize risks when entering new markets, speed up time to value, streamline operations, and grow faster internationally. The following sections describe best practices and strategies to help you use the AWS Marketplace global capabilities.

Key insights from successful sellers

“The AWS Marketplace support for local entity registration and banking has been a huge win for Varonis’ global operations. It’s allowed us to process AWS orders in a way that mirrors how we handle non-AWS Marketplace business—aligning to our local entities and standard financial practices. For my Deal Desk and Sales Ops team, this has translated into faster offer creations, faster order processing, fewer workarounds, and far greater efficiency across regions. Thanks to AWS Marketplace, we’re operating marketplace transactions like we would any other deal. This has been instrumental in both scaling and building AWS Marketplace operations globally at Varonis.”

Thomas Zaki, Director of Global Deal Desk & Sales Operations, Varonis

“As one of an elite group of companies to have transacted $1 billion in AWS Marketplace in 2024, the option to receive payments directly to our regional entities and automate compliance with AWS Marketplace where needed has reduced complexities and brought greater efficiency to our revenue operations. This will continue to be a key contributing factor to our global growth on the service.”

Gerry Fierling, Global Head of AWS Partnership, Snowflake

Sellers who align their existing business and revenue operations with AWS Marketplace can help achieve faster global growth. To help you capitalize on this opportunity, review the following key operational areas to review with your decision-makers across finance, tax, and operations:

• Mirroring local entities with AWS Marketplace seller accounts
• Local bank account registration
• Local currency private offer
• Understanding the global AWS Marketplace operator model

Figure 1. International Expansion Operational Pillars

1. Mirroring local entities with AWS Marketplace seller accounts

AWS Marketplace supports seller registration in more than 40 countries, enabling independent software vendors (ISVs) and their channel partners to list local entities as AWS Marketplace sellers. Successful sellers typically use these two approaches:

• Regional entity alignment: Sellers can register their local entities as separate AWS Marketplace seller accounts in eligible jurisdictions where they operate. This approach helps sellers maintain consistency with their regional structures and streamlines local financial reconciliation.
• Strategic channel enablement: Sellers using channel-only or channel-first strategies can enable their channel partners from the eligible jurisdictions to transact Channel Partner Private Offers (CPPO). This allows sellers to replicate their regional go-to-market models and serve local customers through channel partners who understand local business needs and relationships.

Choose a structure based on your global presence and channel strategy. Consult with your legal, operations, and finance teams to determine the most suitable approach for your organization.

2. Local bank account registration

AWS Marketplace provides three payout options: US ACH accounts, SWIFT bank accounts, and Hyperwallet. After setting up your bank accounts, you can assign supported currencies to them. US ACH accounts and Hyperwallet accept only USD, while SWIFT accounts accept all supported currencies, depending on your bank’s capabilities.

Successful sellers typically use one of these approaches:

• Local entity mirroring: Sellers register local bank accounts under their respective local entities as AWS Marketplace seller accounts. This maintains consistency between the entity receiving payouts and the one listed in AWS Marketplace. Localizing revenue operations for AWS Marketplace transactions reduces the need for internal cross-charging and speeds up processing.
• Centralized banking: Sellers use a single bank account to receive all payouts in all currencies, then redistribute funds to local teams as needed.
  Choose an approach based on your company’s structure and financial processes. Consult with your finance and treasury teams to determine the most effective strategy for your organization.

3. Local currency private offers

AWS Marketplace supports local currency private offers in EUR, GBP, AUD, JPY, and USD. When sellers create offers in these local currencies, both parties avoid foreign exchange exposure. Buyers pay in their preferred currency, and sellers receive payouts in the same currency used in the offer. The following is an effective approach:

Strategic currency pricing: Sellers strategically price their private offers in local currencies to match regional market expectations. They maintain consistent pricing throughout the transaction lifecycle, from quotes to invoices, eliminating currency conversion complexity. This approach reduces foreign exchange risk for buyers, streamlines procurement processes, and often accelerates deal closure by removing currency-related barriers.

Consult with your finance team to develop a currency strategy that aligns with your global pricing and revenue management practices.

4. Understanding the global AWS Marketplace operator model

AWS Marketplace supports AWS EMEA SARL, AWS Japan G.K., AWS Australia Pty Ltd and AWS Korea LLC as regional marketplace operators for local customers. These regional operators use local AWS entities to provide localized purchasing experiences. Regional marketplace operators provide these benefits:

Local purchasing experience: Customers can use familiar payment methods and local currencies through their regional marketplace operator, such as using bank transfers via Single Euro Payments Area (SEPA) to pay in Euro in the Euro zone. The operator provides localized invoicing that helps customers use familiar procurement processes and accelerates the purchasing decision.

Regional tax compliance: Regional marketplace operators work to manage regulatory requirements for sellers to make sure of local tax compliance where possible. This reduces the need for sellers to handle diverse tax regulations independently, helping them enter markets with reduced administrative and compliance burdens. Tax regulations vary by country. Learn how regional marketplace operators handle tax treatment.

For certain regional marketplace operators, AWS must verify the seller’s identity because they receive payments from AWS Marketplace. This verification process may include recognized compliance frameworks such as Know Your Customer (KYC), which financial institutions use to verify customer identity and prevent unlawful activity such as money laundering. For more information, go to the AWS Marketplace KYC documentation and Seller Guide.

Sellers can also use the global playbook to work with their finance, operations, and tax teams to understand their appropriate model for global expansion while maintaining local market compliance.

Next steps

1. Assess your current AWS Marketplace global operation
2. Work with key stakeholders from finance, treasury, revenue operations, and tax to evaluate your global strategy
3. Review the four operational areas described above to identify opportunities to grow AWS Marketplace adoption in current and future global markets
4. Develop a roadmap for implementing operational improvements tailored to your organization
5. Reach out to your AWS Partner Development Manager for documentation, resources, and support with your global expansion plan

Conclusion

Success comes from integrating AWS Marketplace into existing business operations instead of treating it as a separate process. Sellers create a strong foundation for global growth when they align AWS Marketplace with their business structure and use the AWS Marketplace international expansion capabilities.

About Author