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  • 2026 China Amazon Web Services for Software Companies Forum & Marketplace Conference

2026 China Amazon Web Services for Software Companies Forum & Marketplace Conference

Location

Hilton Shenzhen Shekou Nanhai, China

Date

October 13 - 14, 2026

About the Event

Marketplace — Buy Globally, Sell Globally

AWS Marketplace reaches 190+ countries, connecting 330,000 active enterprise buyers with 35,000+ software products. It allows Chinese software companies to sell globally by one click — and allows China-to-Global enterprises procure software, data, and services in a fast and compliant way. Agentic AI is rewriting the rules — how software is built and purchased. The frontier software companies are already on Marketplace, scaling globally.

October 13–14, Shenzhen — the 2026 AWS Software Companies Forum & Marketplace Conference brings together software leaders, Marketplace sellers, and enterprise buyers to explore Agentic AI-powered software innovation, global go-to-market strategy, and the future of software procurement.

Why Attend?

190+ countries, 330,000 active users

Unlock the global software market and connect with genuine procurement needs.

Illustration of a hand holding a light-blue brain made of connected nodes, framed by grids and colored accents on a light background.

100 global software sellers offer exclusive discount

See solutions live, apply event special discount and free trials, and try before you buy.

Abstract illustration of wavy layered terrain in teal, lavender and pink with floating geometric markers on thin stems, on a dark background.

600+ global software leaders, 2 days peer exchange

Connect with customers, partners, and growth resources — master new paths in Agentic AI, global procurement, and business growth.

Abstract illustration of diagonal strands of circles in blue, teal and peach, some filled and some outlined, on an off-white background.

10+ Startups with Live demos

Be the first to witness the next generation of disruptive tech.

Line-drawn figures carry and arrange translucent gradient panels around an orange circle on a light background.

Who Should Attend?

    Join the Software Companies Forum to explore practical approaches for building, operating, and continuously extending the value of Agentic AI software, as well as global GTM practices.

    Help make your software more discoverable to potential enterprise buyers in more than 190 countries and regions. Learn practical approaches to listing, trials, quotes, and buyer engagement that support global expansion.

    Simplify global software procurement, compliance, and cost management — all in one place. Meet leading software providers, unlock exclusive offers, share best practices with buyers and sellers, and find the right global procurement path for your business.

Speakers

More speakers coming soon

Rob Chu

Missing alt text value Vice President, Amazon & Co-Managing Director APJC
Amazon Web Services

Dr. Werner Vogels

A person wearing a dark blazer over a white collared shirt against a neutral background. Vice President & Chief Technology Officer
Amazon.com

Cathy Lonergan

Missing alt text value Vice President, Global Strategic Customer and Partner Marketing
Amazon Web Services

Mona Chadha

Missing alt text value Director, WW Infrastructure Partner COE Technology
Amazon Web Services

Chris So

Missing alt text value General Manager, Partner, Startup Programs and Hong Kong Business
Amazon Web Services

Alfonso Zhang

Missing alt text value General Manager, ISV & Startups
Amazon Web Services

George Maroulakos

Missing alt text value Senior Leader - AWS Marketplace Center of Excellence, Buyer Experience
Amazon Web Services

Erik Chen

Missing alt text value General Manager, Solutions Architecture
Amazon Web Services

Ken Shen

Missing alt text value General Manager, Industry Cluster
AWS China

Lewis Howarth

Missing alt text value Senior Manager, Scale Adoption MP COE
Amazon Web Services

Phillip Simpson

Missing alt text value Principal, Partner Strategy
Amazon Web Services

Sai Chundi

Missing alt text value Principal Product Manager Technical, Marketplace
Amazon Web Services

Zhu Jing

Missing alt text value Head of Strategic Partnerships, Security & DevOps
Amazon Web Services

Matt Baker

Missing alt text value Head of Marketplace & Scale Marketing
Amazon Web Services

Michael Levy

Missing alt text value Senior Manager, AWS Marketplace Business Development
Amazon Web Services

Tracy Geist

Missing alt text value Head of Startup Marketing
Amazon Web Services

Jinyue Feng

Missing alt text value Head of VC, Startup Business Development
Amazon Web Services

Jack Zhang

Missing alt text value Founder & CEO
GeekPark

Yan He

Missing alt text value CTO
Chengdu Everimaging Ltd

Lawrence Fong

Missing alt text value Director Digital and IT
Cathay

Lv Honglei

Missing alt text value CEO, OneConnect International & General Manager
Smart Wealth

Frank Dou

Missing alt text value Director of Technical Operation
DHgate Group

Sam Yao

Missing alt text value Director of Global Products
AGORA

Grace Liang

Missing alt text value Vice President, General Manager of Partner & Ecosystem Development
OceanBase

William Guo

Missing alt text value CEO of WhaleOps, Apache Software Foundation Member

Yang Yang

Missing alt text value Senior Regional VP - Solution Engineering ASEAN & China
Snowflake

Yang Chengbiao

Missing alt text value CTO of Nanjing Corgi Data Technology Co., Ltd., Ph.D. in Artificial Intelligence

Tricia Mao

Missing alt text value Enterprise Software Ecosystem Development Manager
NVIDIA

Victor Law

Missing alt text value Head of Solution Engineering, Greater China
Zscaler

Missing alt text value

What to Expect

Opening Keynotes

Missing alt text value Amazon Web Services global executives and industry leaders take the stage to share insights on Agentic AI adoption, global procurement governance, and scaling growth through Marketplace.

Strategic Roundtable

Missing alt text value The Strategic Roundtable is a deep-dive discussion session. Procurement and business decision makers share insights with industry peers and experts on AI-driven efficiency, compliance, and cost transparency in global procurement.

Breakout Sessions

Missing alt text value From Product Innovation to Global Growth
Focused on Agentic AI-powered software development, Marketplace commercialization, and global expansion — helping ISVs and sellers build the full path from R&D to deal closure and from listing to scalable growth.

Expo

Missing alt text value An immersive demo zone showcasing Agentic AI solutions for real enterprise challenges.

Workshops & Ask an Expert

Missing alt text value A hands-on workshop where sellers work through the Marketplace listing process step by step — from readiness checks to go-live actions — with direct guidance from Marketplace experts.

Buyer–Seller 1:1 Meet

Missing alt text value Talk procurement needs directly, access free trials and event-special offers, and explore partnership opportunities.

Lightning Talks & Panel Discussion

Missing alt text value Distinguished speakers from leading software companies deliver rapid-fire talks on the hottest topics — Agentic AI, real-time analytics, intelligent compliance, and more — followed by a panel discussion on "The Trust Gap in AI Adoption."

Agenda

Day 1

Time
Topic
09:30 – 11:00

Amazon Web Services for Software Companies Forum — Keynote   

Agentic AI: From Innovation to Business Value  
As Agentic AI reshapes the software landscape, the question is no longer if but how to deliver real business impact. Keynote focus on four priorities: taking AI from prototype to production, weaving it into everyday workflows, building security in from the start, and unlocking global customer growth.
12:00 – 12:45

Special Moment: Dr. Werner Vogels, Vice President & Chief Technology Officer, Amazon.com
13:30 – 15:15

China Marketplace Buyer Conference — Keynote   

Global Enterprise Procurement & Software Adoption 
Built for "buy local, manage local" in destination markets. Learn how AWS Marketplace helps procurement leaders consolidate cross-account billing, navigate global tax and compliance, maximize cloud investment value, and leverage Agentic AI to boost procurement efficiency — connecting enterprises with the right software and AI solutions for their business.  
15:30 - 17:20

ISV Track: From R&D to Delivery — Agentic AI Powering Next-Generation Software Products

This track focuses on how Agentic AI is transforming the entire software lifecycle — spanning architecture evolution, product development, engineering efficiency, and production-grade deployment — to explore the path for building next-generation software products.

Expo  

Featuring Agentic AI solutions    

Strategic Roundtable  

Rethinking Global Procurement Governance — how AI is driving efficiency, strengthening compliance, and bringing cost transparency to cross-border procurement. 
15:30 - 17:35

Lightning Talks & Panel

20+ distinguished speakers from leading software companies including Databricks, Snowflake, Moonshot AI, PingCAP, ClickHouse, and Xiaomi deliver rapid-fire talks on the hottest topics — Agentic AI, real-time analytics, intelligent compliance, and more — followed by a panel discussion on "The Trust Gap in AI Adoption."
15:30 – 18:00

2026 Startup Road to re:Invent  

Selected AI-native startups demo live products on stage — from intelligent agents and content generation to enterprise automation and developer tools. Every project redefines what AI can do for business. Winners earn a direct pass to re:Invent. After the pitches, connect face-to-face with industry mentors and turn inspiration into your action. 
15:30 – 17:40

Buyer–Seller 1:1 Meet  

Talk procurement needs directly, apply event-special offers

Day 2

Time
Topic
09:30 – 11:30

China Marketplace Seller Conference — Keynote   

From Commercialization to Global Expansion  
Keynote bring together AWS Marketplace global leaders, software executives, and industry pioneers to share what's working in product commercialization, customer acquisition, and global growth — with a focus on product readiness, sales alignment, customer connection, and Agent-Led Growth. 
13:30 – 16:00

Breakout Sessions    

Build & Sell — Marketplace Commercialization in Practice  
Covering listing readiness, sales alignment, and customer acquisition — mapping the key actions from listing to deal closure.    

Market & Scale — Marketplace Global Expansion  
Sharing internationalization practices, channel alignment, and scalable growth strategies — exploring the right expansion path for your business. 
13:30 – 16:00

Ask an Expert 

Face-to-face discuss with Marketplace experts.