You can contribute to the success of your product by driving awareness of AWS Marketplace and by driving traffic directly to your product pages on AWS Marketplace. The following sections provide information and support to help you market the product or products that you have listed on AWS Marketplace.
Topics
180-day GTM Academy
The 180-day GTM Academy is available to all AWS Marketplace sellers, and it provides self-service go-to-market (GTM) resources to help you build, activate, and track demand generation campaigns for your offering in AWS Marketplace. You can:
Fast track demand for your listings.
Improve marketing return on investment and enhance customer messaging by integrating AWS and AWS Marketplace value proposition into your messaging.
You can progress toward or within the AWS Marketplace Go-to-Market Program Guide
.
You can access the 180-day GTM Academy from the Marketplace Resources
section of the AWS Marketplace Management Portal
Announcing your product's
availability
We encourage you to broadly announce the availability of your product on AWS Marketplace. You can do this via press releases, tweets, blogs, or any other preferred media channels. We have provided sample text that you can to include, along with guidelines and instructions for using our trademarks and issuing press releases.
We will review your blogs, tweets, and other non-press release announcements before going public to ensure consistency with AWS messaging and brand guidelines or voice. Submit your request for review to your AWS account manager. The review takes up to 10 business days to complete. Notify us when you post any tweets, blogs, or press releases, and we will do our best to repost to increase their visibility.
AWS Marketplace messaging
In your customer communications you might want to describe the purpose, goals, and benefits of purchasing your product using AWS Marketplace. Use the following messaging when referring to AWS Marketplace.
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 AWS. Visitors to AWS Marketplace can use 1-Click deployment to quickly launch preconfigured software and pay only for what they use, by the hour or month. AWS handles billing and payments, and software charges appear on the customer's AWS bill.
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, IoT solutions, developer tools, and business applications, from popular sellers. AWS Marketplace enables customers to compare options, read reviews, and quickly find the software they want. Then they can deploy it to their own Amazon Elastic Compute Cloud instance using 1-Click or using the AWS Marketplace Management Portal.
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.
Why would software or SaaS sellers sell on AWS Marketplace?
With AWS Marketplace, software and software as a service (SaaS) sellers with offerings that run on AWS can benefit from increased customer awareness, simplified deployment, and automated billing.
AWS Marketplace helps software and SaaS sellers of software and services that run on AWS 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 enables independent software vendors (ISVs) to add hourly billing for their software without undertaking costly code changes. They simply upload an Amazon Machine Image (AMI) 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 benefit from the ability to easily deploy preconfigured images of the software, simplifying onboarding for new customers.
Reviews on AWS Marketplace
AWS Marketplace provides the ability for customers to submit reviews on your product. We also provide the ability for syndicated reviewers such as G2, a business-to-business marketplace that curates independent product reviews, to integrate their syndicated reviews on AWS Marketplace.
AWS Marketplace customer reviews must meet the review guidelines listed in the user guide for
buyers. Review submissions are not released on AWS Marketplace until after the submission is reviewed to
verify it meets our review criteria. For more information on review guidelines, see Product
Reviews. Syndicated review organizations use their own unique processes to validate
their reviews and aren't reviewed by AWS Marketplace before release. If you think that a syndicated
review on your product doesn't meet the product review guidelines, or a review on your product
contains objectionable content, contact the AWS Marketplace Seller Operations
The reviewer can also provide a star rating for your product based on a five-star rating system. The ratings are averaged to give the overall star rating for your product. Syndicated reviews can also include a star rating, but star ratings from syndicated reviews are not averaged in with the AWS customer star ratings.
The following are additional key points about the product review feature:
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You can't have a product review removed from AWS Marketplace. However, you can leave a comment on any review as long as the comment meets the review criteria governing product reviews.
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If you think that a review doesn't meet the review guidelines or contains objectionable content, you can contact the AWS Marketplace Seller Operations
team and describe your concern. -
AWS customers searching for products in AWS Marketplace can search and filter results based on ratings, verified reviews, and externally sourced reviews. AWS customers see the externally sourced ratings alongside AWS customer ratings in search results.
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Syndicated reviews for your product are automatically added to AWS Marketplace at no cost to you. Because reviews are automatically added, you don't need to submit a request to have a syndicated review added.
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If you don't have any syndicated reviews for your product, you can contact the syndicated reviewer and follow their process for getting your product reviewed. For example, with G2, you can visit their website and claim your product page to start their review process.
Linking to AWS Marketplace
Your company likely has a web presence where it describes and promotes your product. We encourage you to highlight that the product is available to run on AWS and can be purchased using 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 AWS Marketplace branding
Note
You must be an AWS Partner to use the guide and assets listed here. For information about becoming an AWS Partner, see
Join the AWS Partner Network
AWS Marketplace provides messaging guidance and branding assets to help you publicize your software, data, or services. If you want to promote your listings on AWS Marketplace, you can download the following resources:
AWS Partner Creative and Messaging Guide 2023
Available in AWS Marketplace branding assets
To download the resources
Sign in to AWS Partner Central
. Paste the following URL into your browser's address bar and open the page: AWS Partner Creative and Messaging Guide 2023
. Choose Download.
Repeat steps 2 and 3 for the Available in AWS Marketplace
branding assets.
Understanding Buy with AWS as a seller
Buy with AWS enables AWS Marketplace sellers to display and sell AWS Marketplace products on their own websites. AWS Marketplace sellers can integrate with AWS Marketplace call-to-action (CTA) buttons and APIs to build AWS-powered software discovery and procurement experiences on seller-owned websites. These include web properties owned by AWS sellers, including independent software vendors (ISVs), Channel Partners (CPs), Distributors (DPs).
Note
For more information about Buy with AWS features, see Buy with AWS
The CTA buttons include:
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Buy with AWS
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View offers on AWS
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Try free with AWS
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Request private offer
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Request demo
Buy with AWS can provide the following benefits:
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AWS co-branding and discovery on your website: Create a co-branded experience on your website that is powered by AWS Marketplace. Enable customers to search curated product listings from AWS Marketplace on your website, filter products, access reviews, request custom pricing, and make purchases with confidence using their AWS accounts.
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Procurement speed for AWS customers: The Buy with AWS button on your website gives customers the ability to quickly subscribe to free trials or make purchases using their AWS accounts. Buy with AWS delivers a streamlined, co-branded purchasing experience to customers through AWS Marketplace.
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Leverage existing operations in AWS Marketplace: Extend the discovery and procurement benefits of AWS Marketplace to customers through your website, while leveraging the existing processes in AWS Marketplace to manage your listings, disbursements, support, and insights, without additional effort.
Buy with AWS prerequisites
To enable Buy with AWS, you must:
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Be registered as a seller in AWS Marketplace.
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Be an authorized seller or reseller in AWS Marketplace and agreed to the Service Terms for AWS Marketplace Sellers
. -
Adhere to the AWS trademark guidelines
. -
Adhere to the Buy with AWS Trademark License
. -
Have at least one public SaaS product listing in AWS Marketplace.
Note
Currently, Buy with AWS supports only SaaS products.
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Adhere to the Buy with AWS branding guidelines:
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Log into your AWS Partner Central
account to download the marketing toolkit which contains branding assets and specifications to follow for AWS Marketplace branding elements and marketing assets. -
See the Buy with AWS creative and messaging guidelines
for instructions on using branding elements and marketing assets.
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Review branding changes
Complete the following steps to submit a brand review request prior to launching with the Buy with AWS experience:
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Navigate to AWS Marketplace Management Portal and submit support ticket
for Commercial Marketplace -
Select Buy with AWS as the category
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Select Branding Review as the sub-category.
-
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Provide the following in the ticket:
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Your primary email address, and seller ID.
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In the Provide more details about your request section:
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The URL where you'll implement the Buy with AWS integration
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A link to your sandbox, live site, or mockups for AWS Marketplace operations team to review. If you don't include this, the operations team will request it after you submit the ticket.
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-
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The AWS Marketplace seller operations team will evaluate your implementation against Buy with AWS branding guidelines. They'll provide feedback to ensure compliance. You must address all feedback and obtain approval before launching.
Buy with AWS reporting
Buy with AWS metrics offer sellers a comprehensive view of their conversion funnel.
The Buy with AWS seller dashboard provides detailed insights to measure user engagement.
Sellers can access Buy with AWS metrics through the AWS Marketplace Management Portal
To view the Buy with AWS metrics dashboard:
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Log into the AWS Marketplace Management Portal
. -
Navigate to Insights.
-
Click Marketing.
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Click Buy with AWS
Alternatively, sellers that have linked their accounts can access metrics through AWS
Partner Central. To view these metrics, log in to AWS Partner Central
Linking directly to your
product on AWS Marketplace
Add a deep link to your website or marketing materials to direct customers to a specific product page on AWS Marketplace. Use the following link format:
https://aws.amazon.com/marketplace/pp/prodview-prodview ID
Replace prodview ID with the unique alphanumeric code for your product on AWS Marketplace. For example:
https://aws.amazon.com/marketplace/pp/prodview-1234567890abcdef
The prodview ID appears in the URL when you search for your application on aws.amazon.com/marketplace
Note
Test the links before using them to ensure that they direct your customers to the correct page.
Press releases
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 on by Amazon before any publication or announcement is made. While we encourage you to make announcements, we can't support joint press releases with AWS Marketplace sellers. We will, on a case-by-case basis, support press releases with a quote from AWS. The quote must meet several conditions, including but not limited to: it announces a new product or service listed on AWS Marketplace or it includes a customer reference that uses AWS Marketplace.
You must draft all press releases. We suggest the following headline: [Insert product name] Now Available on AWS Marketplace. Use the messaging in this document for consistency.
The press release should:
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Clearly and accurately describe how the announcement relates to Amazon.com
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Clarify your role on AWS and with customers
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Be customer-focused and emphasize the customer benefit
The press release should not:
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Use the terms partners, partnership, or alliance to describe the relationship. We prefer agreement, teamed, or relationship.
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Include a quote from an Amazon Web Services executive unless previously agreed upon.
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Include any sales projections or use .com by the merchant unless referring to the website in your company boilerplate.
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Refer to your organization as an associate of Amazon.com because this could be confused with Amazon Associates, our online affiliate program.
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Disclose proprietary information about Amazon.com or refer to our stock ticker symbol.
Have your press release reviewed by submitting it in text format to your account manager.
Additionally, review the Amazon Web Services
trademark guidelines
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 Amazon.com, 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.
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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.
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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.
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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.
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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.
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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.
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You must include the following statement in any materials that display the Trademark: “AWS Marketplace and the AWS Marketplace logo are trademarks of Amazon.com, Inc. or its affiliates.
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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, contact trademarks@amazon.com for assistance or write to us at the following address:
Amazon.com, Inc., Attention: Trademarks
PO Box 81226
Seattle, WA 98108-1226
