Join the AWS Partner Network: A step-by-step guide for startups

Looking to take your startup to the next level? Whether you want to innovate with new technologies, expand your reach, or grow your business (or all three!), AWS has it covered. The AWS Partner Network makes it simple for startups to build, market, and co-sell innovative software to AWS customers globally.  

By partnering with AWS, you can more quickly and easily innovate, grow your business, and increase your customer reach. Leverage cutting-edge AWS technologies to rapidly experiment, build and deliver solutions. Expand globally with the scalability and expertise of AWS, and enhance your offerings with resources and benefits to drive growth.  

Joining the AWS Partner Network gives you access to programs, tools, resources, networks, and expertise to drive growth and profitability. The opportunities are significant and may seem overwhelming, especially if you’re just starting out on your startup journey. So, we’ve created a step-by-step approach to guide you through the process of joining the APN and co-selling with AWS.  

Step one: Your AWS Partner readiness

Is your startup ready to partner with AWS? Take a look at the list below and if each item gets checked, you’re ready to move to step two.

Does your startup have:

• A solution built on AWS: You’ll need at least one enterprise-ready product or solution in General Availability.

• Product-market fit: You must have demonstrated customer demand with at least five paying customers.

• Executive buy-in: Your team should be able to show commitment to a shared strategy and goals for go-to-market execution with AWS. 

• An Alliance Lead (beyond founder-led sales stage and not your CEO) and Sales Team.

• Plans to transact through the AWS Marketplace: You should already be transacting Private Offers through the AWS Marketplace or have plans to achieve this within six months.

Step two: Register for the AWS Partner Network

Required Time Commitment: 1 Hour

Start by registering with the AWS Partner Network here. You can either create a new AWS account or sign in using your existing AWS account credentials.

Next, as an Independent Software Vendor (ISV), enroll in the AWS Partner Software Path, which offers a range of tools and resources designed to help you get more from your collaboration with AWS. This includes tools to help you sell with AWS, with programs and expertise to make your offerings stand out. You can find out about the different Partnership Paths available, here.

Finally, pay your annual AWS Partner Network membership fee to confirm your participation. This includes $3,500 USD AWS Promotional Credits which can be used with AWS services to help your startup explore and implement cloud solutions cost-effectively.

Step three: Develop your AWS Value Proposition and create your Better Together Story

Required Time Commitment: 5 Weeks

Your AWS Value Proposition is critical in conveying your message and unique selling proposition to your customers, helping them understand how your solution solves their challenges and enables relevant use cases. The Better Together Story showcases how your customers will benefit from your combined offering with AWS. It defines the ‘whitespace’ your partnership with AWS fills in your customer’s cloud infrastructure stack, solving pain points that neither party could address as well independently. It should also include technical and business value propositions and identify the core strengths of both your startup and AWS.

When building your story consider your messaging. This needs to:

• Be differentiated within the vast community of AWS partners.

• Be hyper focused within a segment and industry.

• Work backwards from the customer and their needs.

Make sure to include the following:

• The problem(s) you can solve for your customers.

• How your solution is deployed (SaaS, customer environment, on premise, etc).

• How your solution impacts AWS Service adoption, including the AWS services your solution uses and opportunities for further integration with AWS services.

Step four: Complete the Foundational Technical Review

Required Time Commitment: 2 Weeks

Completing the Foundational Technical Review (FTR) will ensure your solution is built with AWS best practices and security standards. It allows you to review and address any risks, and once the FTR is approved, you’ll get a listing for your software in the AWS Partner Solutions Finder. This is a centralized library that customers can use to search, discover, and connect with AWS Partners.

To start the FTR process, take a look at the Foundational Technical Review Guide and fill out the correct FTR Checklist, both accessible via your AWS Partner Network account. The Guide will walk you through the entire FTR process and provide additional information about what you need to submit. This should be completed by a member of your team with technical knowledge; we recommend engineering or Solution Architect support.

Check out this video for further information and start collaborating with other AWS Partners.

Step five: List your solution on AWS Marketplace

Required Time Commitment: 2.5 Weeks

Now you have the tools in place ready to co-sell, it’s time to get your solution listed on AWS Marketplace. Being visible on this comprehensive digital catalog will help expand your reach and simplify the procurement process.

To list your solution, first you need to check the seller requirements. There is a set of requirements for free products and another for paid products, so review the list of conditions relevant to your solution and ensure that you’ve provided any additional information. After you’ve checked the requirements, complete the seller registration process, which is outlined here. This includes setting up your public profile, setting your disbursement preferences, and verifying your bank account information.

Then, submit your product for publication on AWS Marketplace through the Products tab (for less complex products) or the Assets tab (for products that require more definition) of the AWS Marketplace Management Portal. You can plan your product submission in more detail here. For additional support with listing your solution, please contact saas-marketplace@amazon.com.

Finally, link your AWS account, AWS Marketplace account, and your AWS Partner Central account. This confirms your AWS Partner Network membership and helps streamline billing, solutions management, and opportunity tracking. See more advantages of account linking here.

Step 6: Start co-selling

Required Time Commitment: 2 Hours

Once you’ve received your FTR approval you’re ready to start selling with AWS! To increase discoverability, drive successful engagements with customers, and grow your business, we suggest one additional step: The AWS Partner Network Customer Engagements Program (ACE).

ACE provides a platform to manage your pipeline of joint opportunities and enrich customer relationships. Through ACE, you can gain access to cross-selling, up-selling, and co-selling opportunities with AWS, helping you win more customers, while better understanding the needs of those you serve.

Watch the AWS Partner Central Overview Video, accessible via your AWS Partner Network account, to find out more and get started.

Finally, to get the most of your AWS Partner Network membership—and to upskill yourself and your team—why not take the AWS Partner: Co-selling with AWS course on AWS Skill Builder? Accessible through your AWS Skill Builder account, this offers guidance on co-selling with AWS and how best to engage with the AWS sales organization.

Once you’ve completed all of the above you can begin transacting your first Marketplace Private Offers (MPPO). MPPOs are negotiated terms used when customers purchase your product from AWS Marketplace, a tool allowing customers to find, buy, and deploy software, services, and solutions. MPPOs can involve custom pricing plans, end user license agreements or custom solutions.

If you have buy-in from your team, are willing to give a little time commitment, and have big ambitions for growth, the AWS Partner Network offers an ideal opportunity. Follow the step-by-step approach above and get started on your build, market, and co-sell journey with AWS today.