Analyst Report

Canalys | The AWS Partner Opportunity: How cloud customers select and differentiate partners

AWS Specializations unlock US$315b of customer spend

This Canalys report identifies key factors that AWS customers consider important while selecting partners, and the value of partner programs perceived by AWS Partners.

Canalys estimates that partners’ access to US$307.2 billion of the US$512.0 billion AWS Partner economy, is significantly dependent on the number of specializations they hold. Without these specializations, partners will not make it to the customer’s procurement process.

The biggest opportunity, according to the report is unlocked by partners remaining up to date with the latest AWS Specializations. Being up-to-date, ensures partners are most effectively winning net-new customers, while ensuring their current customers remain satisfied with their AWS capabilities.  

Read the report to:

  • 60% of customers highlight specializations as a top-criteria for their partner selection. 
  • 74% of cloud customers review their partners’ certification at least twice a year.
  • 89% of customers surveyed, expect their partners to have a focus on sustainability, with 34% of partners describing sustainability as a vital part of their selection process.
  • Better understand how AWS Partners make customers achieve their cloud transformation goals.

Work with an AWS Specialization Partner

AWS Specialization Partners (AWS Services, Managed Service Provider, Competency) are validated against a high technical bar to drive innovation and greater business value. Explore partners with specializations across industry, use case, workload, and region.  

Discover AWS Partner Programs

Gain AWS expertise, validate your offerings, earn partner badges, and unlock funding benefits with programs and resources designed to help you build, market, and sell with AWS.

Experience Transformation

Learn how we are transforming the AWS Partner experience to help you drive greater customer value and a more predictable profitable growth.


Get started with AWS

Canalys, The AWS Partner Opportunity: How cloud customers select and differentiate partners , November 2023. Canalys does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Canalys research publications consist of the opinions of Canalys 's research organization and should not be construed as statements of fact. Canalys disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. Canalys is a registered trademark and service mark of Canalys, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.