Winning in AWS Marketplace: Introducing AWS Marketplace List & Sell Program

For software-as-a-service (SaaS) companies, AWS Marketplace isn’t just a place to list your product—it’s a powerful growth engine. But to unlock its full potential, you need more than just a presence. Success requires a strategic approach focusing on self-service adoption, transaction acceleration, and co-selling with Amazon Web Services (AWS).

Many independent software vendors (ISVs) face common challenges, such as high customer acquisition costs (CAC), lengthy sales cycles, and complex AWS Sales team engagement. AWS has launched the AWS Marketplace List & Sell Program to help SaaS companies build, market, and sell in AWS Marketplace. The program offers financial support, expert guidance, and direct access to AWS’s global salesforce.

“At AWS, we are committed to helping software providers successfully create a new sales channel to sell their solutions to customers through the AWS Marketplace,” says Julia Chen, vice president of Partner Core at AWS. “AWS Marketplace List & Sell Program is another investment we are making to help software providers get access to the required support to launch and scale their SaaS solution and enable a go-to-market and co-sell motion with AWS.”

One of the biggest advantages of AWS Marketplace List & Sell is access to AWS SaaS Competency Partners and third-party integrators. These experts bring deep knowledge in SaaS, AWS Marketplace growth optimization, and co-sell alignment. By using proven best practices from these qualified AWS Partners, ISVs can integrate self-service capabilities into their listing to meet buyer expectations, streamline procurement workflows, and scale faster in AWS Marketplace.

ISVs in the AWS Marketplace List & Sell Program outperform nonparticipants:

• 97 percent higher total contract value (TCV) on average
• Nearly 1.5x more AWS Marketplace private offers generated
• 28 percent faster listing publication

* Data reflects ISVs in the AWS Marketplace List & Sell Program compared to nonparticipants from September 2023 to December 2024.

Make it effortless for customers to try and buy

SaaS buyers don’t want to sit through long sales calls only to find out if your product works for them. They expect a frictionless, self-service experience where they can sign up, test, and purchase—all without talking to a salesperson. If your AWS Marketplace listing is merely a static page with a contact button, you’re missing a major growth opportunity.

As a core part of a broader product-led growth (PLG) strategy, the AWS Marketplace List & Sell Program helps SaaS companies deliver a seamless, self-service buyer experience. It streamlines the adoption of key AWS Marketplace features while providing expert guidance from AWS SaaS Competency Partners and third-party integrators.

• SaaS free trials for usage-based pricing products means that customers can evaluate products before committing
• Buy with AWS streamlines discovery and purchasing directly from ISV websites
• Request a demo call-to-action buttons give buyers a way to request product demonstrations and private offers directly from listing pages, fostering deeper engagement

These capabilities don’t only enhance the user experience, they reduce time to value (TTV), accelerate conversion rates, and drive faster sales cycles. Companies using self-service adoption models through AWS Marketplace lower CAC, increase trial-to-paid conversions, and expand customer lifetime value (LTV).

“Partnering with Tackle.io enabled us to list on the AWS Marketplace significantly faster and with less resources involved than going at it alone, accelerating our PLG motion. By leveraging Tackle, we could focus on strategic priorities while delivering a seamless, self-service buying experience. As a result, over 30 percent of our ARR is now directly procured from the AWS Marketplace,” says Hans Bakker, Global Channel and Alliances at ClickHouse.

By removing friction and making AWS Marketplace a growth engine, not merely a storefront, ISVs in AWS Marketplace List & Sell Program are turning interest into revenue—faster.

Hit more than 10 transactions and unlock AWS co-sell

Landing your first customers in AWS Marketplace is an important milestone, but real SaaS momentum starts when you hit more than 10 transactions. This milestone signals that your product is gaining traction and positions your SaaS offering for greater scale. At this stage, AWS sales teams can further support your growth by helping drive adoption and expanding co-sell opportunities.

AWS ISV Accelerate, the AWS co-sell program, is one of the biggest growth levers available to SaaS companies, yet many ISVs face challenges to activate it. Some don’t meet the prerequisites, and others don’t have a clear strategy to align with AWS sales. AWS Marketplace List & Sell Program bridges this gap by providing a structured path to AWS co-sell success.

By completing the AWS Foundational Technical Review (FTR), ISVs earn the Qualified Software badge, making their solution more visible to AWS sales teams. AWS Marketplace List & Sell Program also provides access to AWS co-sell playbooks, which help SaaS companies align their AWS Marketplace motion with AWS sales strategy. Working with AWS SaaS Competency Partners and third-party integrators through AWS Marketplace List & Sell means that ISVs are positioned for co-sell engagement sooner.

According to the 2024 Canalys study, frequent co-selling partners experienced 51 percent higher average revenue growth, 65 percent of partners reported higher close rates, and 54 percent saw larger deals as a result of co-sell motions. 80 percent of partners view AWS Marketplace as an important part of their AWS co-sell motion.

“Thanks to the AWS Marketplace List and Sell program and the support of Labra.io by Ibexlabs, Archera has been able to manage private offers and co-sell motions effectively. Labra.io helped streamline Archera’s cloud go-to-market (GTM) strategy by enabling seamless AWS Marketplace operations, optimizing private offer management, and driving successful co-sell engagements,” says BJ Raynor, head of Business Development at Archera.

If your SaaS business is approaching the milestone of more than 10 transactions, AWS co-sell can be the catalyst that unlocks your next phase of growth.

Scaling SaaS growth: Automate and optimize for efficiency

As SaaS companies begin processing dozens of AWS Marketplace transactions per month, optimizing workflows becomes essential. Relying solely on manual outreach, deal tracking, and fragmented co-sell engagement will limit scalability. To support growth, ISVs will need to prioritize automation and process optimization, ensuring efficiency and seamless expansion.

AWS SaaS Competency Partners and third-party integrators help companies remove these bottlenecks. They enable customer relationship management (CRM) integration with APN Customer Engagements (ACE), which automates pipeline sharing. This ensures secure collaboration and co-selling with AWS. By optimizing AWS Marketplace API integrations and using Quick Launch, ISVs can streamline procurement and renewals—reducing friction at every stage of the customer lifecycle.

For many SaaS companies, AWS Marketplace evolves from a supplemental channel to a core revenue driver at this stage. Instead of manually pushing every deal forward, ISVs in AWS Marketplace List & Sell automate their lead flow, pricing models, and co-sell processes, making it easier to land new customers and multi-year deals.

If your SaaS company is experiencing rapid growth, now is the time to invest in efficiency. Scaling in AWS Marketplace isn’t about working harder—it’s about working smarter.

AWS Marketplace List & Sell Program: The SaaS growth accelerator you need

AWS Marketplace is more than just a listing platform—it’s a SaaS revenue engine. But success doesn’t happen by chance; it requires a strategic approach. The fastest-growing ISVs are the ones that prioritize self-service adoption to lower CAC and increase trial conversions. They use AWS co-sell to accelerate pipeline growth, and automate operations to scale efficiently as transaction volume rises. The best way to fast-track this journey? Join the AWS Marketplace List & Sell Program and gain the expertise, support, and resources needed to turn AWS Marketplace into a high-growth sales channel.

Get started

To get started, follow these steps:

1. Explore the new AWS Marketplace List & Sell Program page to see how the program helps SaaS ISVs scale.
2. Reach out to AWS SaaS Competency Partners and third-party integrators to connect with AWS Partner experts.

About the author

Oded Rosenmann

Oded Rosenmann is the Global Lead, SaaS Partner Strategy & Growth in the AWS SaaS Factory team. With over 15 years of experience in technology, Oded advises Fortune 100 enterprises and startups on SaaS transformation, go-to-market strategy, and business architecture. Leading AWS SaaS Factory’s global AWS Marketplace and partner strategy, Oded drives initiatives that help partners accelerate growth and scale their SaaS businesses.