AWS Marketplace Listing: A step-by-step guide for startups

If you've followed along with our previous articles in this series, you've achieved two key milestones: becoming an AWS Partner Network member and developing your go-to-market strategy. Now comes the exciting part—creating compelling listings that showcase your solutions on AWS Marketplace. Before proceeding, verify your AWS Partner Network (APN) registration, as this is essential for listing products on Marketplace.

This guide provides a streamlined approach to creating your AWS Marketplace listing, whether you choose to build independently or work with a third-party provider. Following proven best practices, you'll learn how to optimize your listing to attract potential customers and simplify their purchasing decisions. The process includes four key steps:

1. Register as an AWS Marketplace seller 
2. Access the AWS Marketplace Management Portal (AMMP) 
3. Create your software-as-a-service (SaaS) product listing 
4. Test and publish your listing

By following this framework, you'll leverage AWS's global customer base, build lasting trust, and accelerate your sales cycles.

How to Build Your Listing: A Strategic Approach

Creating a successful AWS Marketplace listing requires attention to both technical and operational details. We'll guide you through four key components: product configuration, pricing strategy, category selection, and keyword optimization to enhance discoverability. This approach helps you meet AWS standards while maximizing visibility to potential customers.

You have two options for listing your solution: self-manage the process or work with a Third-Party Marketplace Integrator. Early-stage startups seeking faster time-to-market may prefer working with an integrator, though this option typically involves additional costs. Consider partnering with trusted Third-Party Marketplace Integrators like Feenix.ai, Suger, Cloudzone, and Tackle.io to streamline your listing process, reducing time to market while maintaining AWS compliance requirements.

Third-Party Integrators provide expertise in marketplace listing, pricing, and legal requirements, allowing your team to focus on core product development. Before choosing this path, evaluate two key factors:

1. Cost vs. value: Compare partnership fees against potential revenue growth and resource savings. 
2. Operational control: Assess how the partnership impacts your ability to manage updates, customizations, and troubleshooting.

For SaaS solutions, AWS Marketplace offers a self-service listing feature. This option lets you build, preview, test, and modify listings in real time through the AWS Marketplace catalog, bypassing manual processing delays. You can access the SaaS Go-to-market Playbook by completing our quick form. This comprehensive guide provides step-by-step instructions for building, marketing, and selling your SaaS solution on AWS Marketplace.  Need additional support? Consider the AWS Marketplace List and Sell Program which provides:

• Financial benefits to build, market, and sell on AWS Marketplace 
• Accelerate co-sell opportunities with AWS to drive customer adoption and revenue growth 
• Showcase best-in-class SaaS solutions on AWS Marketplace and enable a product-led growth (PLG) motion 
• Leverage expert support from qualified AWS Partners to optimize your listing and go-to-market strategy

1. Prepare Your Foundation

Before initiating your AWS Marketplace listing, ensure you've established these prerequisites.

AWS Partner Network

• Register on the APN portal 
• Enroll in the Software Path program

Business Requirements

• Establish a business entity in an eligible jurisdiction
  
• Offer a B2B product built on AWS that is production-ready 
• Maintain a customer support process for Marketplace products
• Complete your AWS Marketplace Seller profile
• Access the AMMP

Regional Requirements

• Europe, Middle East, and Africa (EMEA) sellers: Complete the Know Your Customer (KYC) process
• US sellers: Provide US bank account (virtual accounts available via Hyperwallet) 
• Non-US sellers: Submit W-8 form, VAT/GST registration, and SWIFT-enabled bank account

Product Strategy

• Define your offering type (AMI, container, or SaaS)

• Select your transaction model (subscription, contract, or consumption-based)

For detailed guidance on offering types and transaction models, explore our Product types available in AWS Marketplace documentation.

Ensure you have completed seller registration and console setup as these are essential prerequisites for advancing your AWS Marketplace journey.

AWS Marketplace Seller Registration and Access to AMMP:

1. Click Register now and complete the Seller Registration Form, including review of AWS Marketplace Seller Terms and Conditions (including revenue-based Listing Fees). 
2. Have your IT team configure IAM roles for team access to your AWS Marketplace account with appropriate permissions. 
3. Access AMMP for listing management and reporting. 
4. Complete the Tax and Banking wizard to finalize registration and clear your account for disbursement. Please note that AWS will collect funds from AWS Marketplace and handle disbursement. You have the option to provide one or more bank accounts. These bank accounts can be a US ACH account, a SWIFT bank account from an eligible jurisdiction, or a Hyperwallet account, which is fully integrated into AMMP.

You can review the complete set of additional seller requirements and submit for final review. Ensure your business location is identical in both the AWS Billing console and tax information submission. This exact match is required before you can publish any paid products on AWS Marketplace. For US-based entities, a W-9 is required. Non-US sellers require a W-8 form, value-added tax (VAT), or goods and services tax (GST) registration number.

AWS Marketplace sellers can offer professional services including assessment, migration, support, management, and training for AWS services and products. Your product listing should clearly outline your services and unique value proposition. When buyers express interest, they can contact you through AWS Marketplace to discuss requirements, agree on terms, and complete the purchase through a private offer at a fixed cost.

To learn more, explore the AWS Marketplace Seller Workshop and Getting started with professional services products in AWS Marketplace.

2. Creating Your Product Listing

Before you begin, ensure you have defined your AWS Marketplace business entity. One business legal name must serve as your seller of record in AMMP. This entity will handle all transactions with AWS Marketplace buyers in your approved selling regions. Ensure your business entity qualifies from an eligible jurisdiction.

Next, set up your AWS Account for AWS Marketplace selling by consulting with your IT team, as they typically manage AWS Account creation. Creating a dedicated AWS Account for AWS Marketplace selling is recommended (though not required); this helps distinguish your customer activities from seller operations.

The AMMP will use the business legal name and tax information linked to your AWS Account. If you create a new AWS Account as a standalone, ensure to only input data related to the business entity you want to sell with. When creating a sub-account only proceed within your AWS Organization if the Master AWS Account matches your selling entity's information; if not, create a standalone account

Pro tip: Use a role-based email (e.g., AWSMarketplaceSales@company.com) rather than personal emails to prevent access issues and enable team management.

Note: For existing AWS Accounts, verify creation date is after September 27, 2017.

Prepare your essential assets:

• Product logo URL 
• End User License Agreement (EULA) URL 
• Product information details
• Product metadata optimized for search
• Support contact information
• SaaS fulfillment URL — if listing a SaaS product for buyers to access your onboarding page for your SaaS application.
• Plan for API Integration

Begin your listing process:

1. Define your product name 
2. Add resource tags (recommended) 
3. Generate your product ID to track solution lifecycle
4. Establish your public pricing for your AWS Marketplace listing, which is required even if you plan to primarily sell through Private Offers. Explore the SaaS product pricing in AWS Marketplace guide. 

Make your listing stand out by providing detailed, accurate product information that showcases your solution's strengths. Highlight key features and benefits that matter to your target customers. Consider streamlining your management by implementing the Catalog API for automated listing management instead of manual updates. 

3. Test your Product Listing

Before your listing is published to customers on AWS Marketplace, it remains in a 'Limited' status. During this stage, your product has a detail page that only your account can access, giving you the opportunity to test everything before making it public.

Take full advantage of this status by experiencing your solution as a customer would: complete the subscription process, work through the setup steps, verify billing functions correctly, and test both upgrades and cancellations. Make sure to also verify that all usage information displays accurately. For detailed guidance, explore our resources on testing SaaS offerings, and container offerings.

Conducting thorough testing during this phase will save time and ensure customers have a smooth experience when you launch, ultimately helping to build trust in your product. For more information on listing a SaaS solution, check out this 10-minute video, offering an easy-to-follow step-by-step guide to the process.

4. Optimize your Product Listing

AWS Marketplace connects your startup with over 330,000 active customers seeking innovative solutions. While this presents an incredible opportunity, remember that you're part of a dynamic ecosystem in which more than 6,000 organizations are showcasing their products. Simply listing your solution is just the first step—maintaining visibility and generating consistent traction requires strategic optimization of your listing to align with customer needs and marketplace trends.

Here are four essential tips to optimize your listing:

1. Offer a free trial

Setting up a free trial through the AMMP is straightforward and flexible. You can customize trial periods ranging from seven to 90 days and easily manage or cancel trials as needed.

Free trials create a win-win scenario. Customers can experience your product firsthand before making a financial commitment, while getting valuable insights into your customer service approach. For startups, free trials drive increased visibility and engagement through this risk-free offer. They also open the door to building relationships, establishing trust, and converting interested prospects into loyal customers. Additionally, you'll gain valuable data on customer behavior and product usage, plus direct feedback that can inform product improvements and sales strategies.

2. Request Demo and Private Offers

Product demos, like free trials, build customer confidence by providing a guided tour of your solution with minimal commitment. They're particularly effective at capturing leads who are interested but not yet ready to purchase, allowing you to nurture these potential customers. Private Offers enable custom pricing and EULA terms for AWS Marketplace purchases. This flexibility is particularly valuable for enterprise customers who often require tailored pricing to meet their specific compliance or budget requirements.

3. SEO-friendly descriptions and naming

Your solutions need to be discoverable both within AWS Marketplace and through external search engines. Here's how to optimize for both:

For search engines, focus on these three key elements:

• Keywords: Research and incorporate primary keywords that reflect your offering and secondary keywords that support it. Place primary keywords strategically in your title, description, and highlights. 
• Title tags: Your product listing title serves as the title tag—include your brand, product name, and relevant keywords. 
• H1 tags: Use clear, keyword-rich headings in your description and highlights sections to improve readability and SEO impact.

For AWS Marketplace search optimization:

• Keywords: Select up to three keywords that match customer language and product features, manageable through the portal. 
• Categories: Choose up to three relevant software categories or subcategories. 
• Highlights: Create three concise bullet points highlighting key selling points. 
• Description: Write a clear, focused overview of features, benefits, and usage details—avoid unnecessary capitalization or filler content.

4. Clear pricing and product documentation

Define your pricing model clearly, whether it's pay-as-you-go (hourly, monthly, or usage-based) or up-front contracts (monthly, annual, or multi-year). Leverage AWS Marketplace features to implement free trials and private offers effectively. Product documentation should be comprehensive yet accessible. Ensure your solution is identifiable by name alone, include brand/manufacturer information, and avoid excessive marketing language. Focus on providing clear product descriptions, support details, and meaningful highlights that help customers make informed decisions.

Your listing must include comprehensive product documentation to guide customer success. Include essential elements such as setup instructions, system requirements, integration details, and support protocols. For regulated industries, clearly document security measures, compliance certifications, and industry standards. This upfront documentation helps customers assess their technical readiness and ensures smooth implementation, reducing support inquiries and post-sale troubleshooting.

AWS offers comprehensive support for your AWS Marketplace journey, whether you're building independently or working with a third-party provider. Access extensive resources including documentation, guidance, and training materials to help you succeed. The AWS Marketplace Training Academy features focused 30-minute courses tailored to specific roles, helping you quickly master AWS Marketplace operations. Plus, as an APN member, you have direct access to the AWS Marketplace Operations team whenever you need additional assistance.

With your optimized listings now live on AWS Marketplace, you're ready for the next crucial phase of your journey: Driving Success on AWS Marketplace.