A Guide to AWS Marketplace’s New Incentives
re:Invent 2024 was the place to be for the latest AWS announcements. From expanded partnerships with companies like ServiceNow to new user experiences like Buy with AWS, there was no lack of insights into the future of the AWS Marketplace for B2B buyers and sellers.
An announcement near and dear to all ISVs listed on or looking to list on the AWS Marketplace: the yearly announcement of upcoming incentives and changes to the partner program.
You can read the full announcement here, but we’ve broken down the highlights below.
Highlights from re:Invent 2024
Let’s start with why partnering with AWS can have such an impact.
“Partners grow their relevance, reach, and relationships with customers to drive sustainable, profitable growth and unlock the $6.40 multiplier, as identified by the Canalys study.”
According to the 2024 Canalys study, “The power of partnerships: unlocking the AWS co-sell opportunity”, frequent co-selling Partners experienced:
- 51% higher average revenue growth
- 65% of Partners reported higher close rates ad
- 54% saw larger deals as a result of co-sell motions
- 80% of Partners also claimed that AWS Marketplace is an important part of their AWS co-sell motion
This noted impact is why companies are leaning into co-selling with AWS, and why AWS is rewarding that activity with even more incentives in 2025.
Beginning in January 2025, AWS will expand the SaaS co-sell benefit (also known as SaaS Revenue Recognition) to ALL ISV Accelerate (ISVA) Partners who are transacting on the AWS Marketplace. This was previously an invite-only benefit for large technology solution Partners. This huge move will help level the playing field, giving each ISV who is transacting access to the same benefits, including qualifying startups.
We know that co-selling doesn’t happen alone. You need the eyes and ears of the AWS sales team to really unlock the power of co-selling. To make it easier to reach these key sales reps, AWS announced a generative AI tool for AWS Sales teams to discover and match Partners to specific customer opportunities. AWS teams can now assess customer needs and quickly find qualified partners, connecting them seamlessly through AWS Originated opportunity sharing.
New AWS Partner Central features for 2025
New AWS Partner Central features which we’re excited to trying out including:
- Upfront co-sell strategy business planning with AWS
- Dedicated Slack channels for faster communication between Partners and AWS sellers to accelerate co-selling
- Ability to collaborate on multi-partner deals using Partner Connections, which allows Partners to discover and work with other Partners on shared customer opportunities
- AWS Partner Central APIs to integrate their CRM systems with AWS Partner Central for streamlined co-selling
As cloud marketplaces become the norm and preferred buying method for customers, ISVs will benefit greatly from staying on top of these changes and leaning into the incentives, tools and assistance cloud providers like AWS offer. If you’re not sure where to start, Invisory can help. Reach out to us today and we’d be happy to discuss your cloud marketplace strategy.
