AWS Marketplace Channel Programs

The AWS Marketplace Channel enables AWS Consulting Partners to recommend and deliver software for their customers to help build and grow their AWS-based business.

AWS Marketplace Channel Programs enable Consulting Partners of all sizes to recommend and deliver software to their customers, growing their AWS-based business. We’re building programs to help our ISV Partners build or migrate a cloud-native Channel ecosystem, the AWS Marketplace Channel Program reduces Channel conflict and makes procurement via a cloud software Marketplace simple.

AWS Marketplace Channel Programs

AWS Marketplace Consulting Partner Activation Kit

This kit provides persona-based messaging frameworks and readiness content to Consulting Partners (CPs), while helping AWS Marketplace Independent Software Vendors (ISVs) position the value of their offering(s) to CPs. This targets CP roles, including Executive, GTM, Sales and Operations/Procurement to also help activate Consulting Partner Private Offers (CPPO). Download kit
Consulting Partner Private Offers

Consulting Partner Private Offers

Independent Software Vendors (ISVs) can authorize and provide wholesale pricing to Consulting Partners enabling them to extend software solutions directly to customers in AWS Marketplace.

Consulting Partners can customize details like pricing, end-user licensing terms, and add professional services before working with an AWS Marketplace representative to extend offers to customers.

By adding this support for Consulting Partners and ISVs, customers have access to a broad selection of solutions and a global set of resellers with specialized skills in a particular technology such as networking, expertise in a solution area such as security, or best practice knowledge of business verticals such as healthcare. Consulting Partner Private Offers (CPPO) helps customers ensure they are deploying the right product at the right price for their business and getting the right support.

Consulting Partner Private Offers Resources:  Product Page | What's New PostAPN Blog Post | APN Webinar Recording | Partner List |  Seller Sign Up Guide

Seller Private Offers

AWS Consulting Partners can negotiate custom pricing, contract, and EULA terms with an AWS Marketplace Seller, and bill their customers for the purchase. This program enables buyers to receive private pricing on software solutions listed in AWS Marketplace software. Learn more

Channel Incentive Program

AWS Solution Providers can purchase software on behalf of their customers via AWS Marketplace, and receive incentives for doing so. Resellers participating in this program can build channel relationships with participating ISVs and use AWS Marketplace to grow their AWS-based business.

Onica uses CloudRanger in AWS Marketplace to improve customer’s data backup capabilities
Onica, an Amazon Web Services (AWS) Premier Consulting Partner, has as its core mission to help customers succeed on the AWS Cloud. To make the cloud journey as painless as possible for enterprises, Onica embraces a cloud-native mindset and uses AWS Marketplace to identify and acquire solutions for its customers.   
By taking advantage of CloudRanger, the customer now has an efficient method of backing up several hundred terabytes of critical business data. The customer is also confident its enterprise systems running on AWS can recover from disaster as quickly as possible. 
Jeremy Bendat's quote
AWS Marketplace gives Onica and our customers world-class tools to search, evaluate, and acquire these products in a seamless way. [...] They were able to rapidly get up and running on CloudRanger and meet their backup requirements in a timely fashion because of the ease of procuring the solution on AWS Marketplace.

- Jeremy Bendat, director of business development & partnerships at Onica.

Why leverage AWS Marketplace?


Speed of business

AWS Marketplace purchases appear as a line item on the customer’s AWS bill, so there is no need to create an additional PO. This can shorten the transaction time from months to days.

Breadth of choice

Customers have an approved software vendor list with pre-negotiated billing contracts.  Consulting Partners can introduce new software options to their customers.

Fewer legal objections

Seller Private Offers gives our Consulting Partners the ability to replace the standard software EULA with an existing MSA, a custom EULA, or our Enterprise Contract terms.

Operational efficiency

The increased speed of business, software choice & legal simplification of AWS Marketplace offers resellers the ability to spend more time engaging in higher value professional services.

Meet spend commitments

Certain purchases on AWS Marketplace can contribute towards AWS customer spend commitments, and can be recognized toward APN revenue goals.

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