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Marketing Guidance for AWS Marketplace Sellers

You can contribute to your products’ success by driving awareness of AWS Marketplace and by driving traffic directly to the pages on AWS Marketplace where your products are listed for sale. The purpose of this document is to provide the information and support to help you market the product you have listed on AWS Marketplace. It includes 5 areas:

  1. Announcing your participation in the AWS Marketplace
  2. AWS Marketplace messaging
  3. Linking to AWS Marketplace (Logos & Technical Details)
  4. Press Releases
  5. AWS Trademark guidelines

Announcing your product's availability in the AWS Marketplace

We encourage you to broadly announce the availability of your product on AWS Marketplace. You may do this via press releases, tweets, blogs, or any other channel you prefer. We’ve provided sample text that you may wish to include, along with guidelines and instructions for using our trademarks and issuing press releases. Specific guidance for press releases is in section four.

We are happy to review your blogs, tweets and other non-press release announcements prior to going public to ensure consistency with AWS messaging and brand guidelines or voice. Please provide AWS with 10 business days’ notice to review and submit to your account manager. Please notify upon posting of any tweets, blogs, and press releases and we will do our best to re-post and increase their visibility.

AWS Marketplace messaging

In your communications to customers, you may wish to describe the purpose, goals, and benefits of AWS Marketplace. Appendix A is an FAQ that includes the standard messaging for AWS Marketplace.

Linking to AWS Marketplace (Logos & Technical Details)

Your company likely has a web presence where it describes and promotes your product. We encourage you to highlight the fact that the product is available to run on AWS and can be purchased on AWS Marketplace. To simplify the process for your customers to discover and deploy your software, we have provided instructions for linking your customers to your product.

Using the AWS Marketplace Logo

TThe AWS Marketplace logo is a way to easily tell your customers that your software runs on AWS and is available in AWS Marketplace. If you would like to promote your software in AWS Marketplace, download the archived folder (.zip file) which contains multple color treatments and file formats here.

Linking directly to your product on AWS Marketplace

You can send your customers directly to the product’s information page on AWS Marketplace by including deep links on your website or collateral. For web-browser based linking, please use this link structure:

Replace ASIN segment of the URL with your product’s ASIN.


You will find the ASIN in the URL when you search for your application on Alternatively, you can consult with your account manager to find the ASIN.

Note: Please test the links before using them to make sure that they direct to the correct page.

Press Releases

As noted above, we encourage you to announce your product’s availability on AWS Marketplace through any channel you prefer; however, all press releases that reference AWS Marketplace must be reviewed and signed off by Amazon before any publication or announcement is made. While we encourage you to make announcements, we cannot support joint press releases with AWS Marketplace sellers. We will on a per case review basis support press releases with a quote from AWS if it meets several conditions including but not limited to: it announces a new product or service listed on AWS Marketplace or that it includes a customer reference that uses AWS Marketplace.

All third party press releases must be drafted by you (the third party). We suggest the following headline: "[Insert product name] Now Available on AWS Marketplace." Please use the messaging in this document for consistency.

The press release should:

  • Clearly and accurately describe how the announcement relates to
  • Clarify the third party's role on AWS and with customers
  • Be customer-focused and emphasize a customer benefit(s)

The press release should not:

  • Use the terms 'partners' or 'partnership' or 'alliance' to describe the relationship. We prefer 'agreement', 'teamed', or 'relationship'.
  • Include a quote from an Amazon Web Services executive unless previously agreed upon
  • Include any sales projections; use '.com' by the merchant unless referring to the web site in your company boilerplate
  • Refer to your organization as an 'associate' of, as this could be confused with Amazon Associates, our online affiliate program
  • Disclose proprietary information about, or refer to our stock ticker symbol. Please submit your press release draft in text format to your account manager.

Use of Amazon Web Services Trademarks

Please review the Amazon Web Services trademark guidelines before using any AWS trademarks. Guidelines specific to the AWS Marketplace trademark are below.

AWS Marketplace Trademark Usage Guidelines

These Guidelines apply to your use of the AWS MARKETPLACE logo and trademark, (each the “Trademark” and collectively the “Trademarks”) in materials that have been approved in advance by, Inc. and/or its affiliates (“Amazon”). Strict compliance with these Guidelines is required at all times, and any use of a Trademark in violation of these Guidelines will automatically terminate any license related to your use of the Trademarks.

  1. You may use the Trademark solely for the purpose expressly authorized by Amazon and your use must:(i) comply with the most up-to-date version of all agreement(s) with Amazon regarding your use of any of the Trademarks (collectively “Agreements”); (ii) comply with the most up-to-date version of these Guidelines; and (iii) comply with any other terms, conditions, or policies that Amazon may issue from time to time that apply to the use of the Trademark.
  2. We will supply an approved Trademark image for you to use. You may not alter the Trademark in any manner, including but not limited to, changing the proportion, color, or font of the Trademark, or adding or removing any element(s) from the Trademark.
  3. You may not use the Trademark in any manner that implies sponsorship or endorsement by Amazon other than by using the Trademark as specifically authorized under the Agreements.
  4. You may not use the Trademark to disparage Amazon, its products or services, or in a manner which, in Amazon’s sole discretion, may diminish or otherwise damage or tarnish Amazon’s goodwill in the Trademark.
  5. The Trademark must appear by itself, with reasonable spacing between each side of the Trademark and other visual, graphic or textual elements. Under no circumstance should the Trademark be placed on any background which interferes with the readability or display of the Trademark.
  6. You must include the following statement in any materials that display the Trademark: “AWS Marketplace and the AWS Marketplace logo are trademarks of, Inc. or its affiliates."
  7. You acknowledge that all rights to the Trademark are the exclusive property of Amazon, and all goodwill generated through your use of the Trademark will inure to the benefit of Amazon. You will not take any action that is in conflict with Amazon’s rights in, or ownership of, the Trademark.

Amazon reserves the right, exercisable at its sole discretion, to modify these Guidelines and/or the approved Trademarks at any time and to take appropriate action against any use without permission or any use that does not conform to these Guidelines. If you have questions about these Guidelines, please contact for assistance, or write to us at:, Inc., Attention: Trademarks, PO Box 81226 Seattle, WA 98108-1226

Appendix A – AWS Marketplace messaging

1. What is AWS Marketplace?

AWS Marketplace is an online store that makes it easy for customers to find, compare, and immediately start using the software and services that run on the AWS Cloud that they need to build products and run their businesses.  Visitors to the marketplace can use AWS Marketplace’s 1-Click deployment to quickly launch pre-configured software and pay only for what they use, by the hour or month.  AWS handles billing and payments, and software charges appear on customers’ AWS bill.  

2. Why would a customer shop on AWS Marketplace? 

Finding and deploying software can be challenging. AWS Marketplace features a wide selection of commercial and free IT and business software, including software infrastructure such as databases and application servers, developer tools, and business applications, from popular sellers. AWS Marketplace enables customers to compare options, read reviews, and quickly find the software they want. Once found, they can deploy that software to their own EC2 instance using 1-Click or using the AWS Management Console.

Software prices are clearly posted on the website and customers can purchase most software immediately, with payment instruments already on file with Amazon Web Services. Software charges appear on the same monthly bill as AWS infrastructure charges.

3. Why would software or SaaS providers sell on AWS Marketplace?

With AWS Marketplace, software and Software as a Service (SaaS) providers with offerings that run on the AWS Cloud can benefit from increased customer awareness, simplified deployment, and automated billing. 

AWS Marketplace helps software and SaaS providers that sell software and services that run on the AWS Cloud find new customers by exposing their products to some of the hundreds of thousands of AWS customers, ranging from individual software developers to large enterprises. 

Selling on AWS Marketplace allows ISVs to add hourly billing for their software, without undertaking costly code changes. They simply upload an Amazon Machine Image to AWS and provide the hourly cost. Billing is managed by AWS Marketplace, relieving sellers of the responsibility of metering usage, managing customer accounts, and processing payments, leaving software developers more time to focus on building great software.

Additionally, customers will benefit from the ability to easily deploy preconfigured images of the software simplifying onboarding for new customers.