AWS Marketing Development Funds (MDF): What ISVs Need to Know
For ISVs and tech partners selling on AWS Marketplace, Marketing Development Funds (MDF) are a key incentive for building pipeline and accelerating go-to-market. If you’re part of the AWS Partner Network, MDF can help reduce the cost of demand generation, whether you’re launching campaigns, attending events, or creating sales content.
This blog post walks through how MDF works, which AWS ISVs are eligible, how to apply, and best practices for making the most of the program.
What Is MDF?
MDF (Marketing Development Funds) is AWS’s co-marketing fund program designed to support partners in driving awareness and demand for their solutions on AWS. Partners can receive support in two ways:
- MDF Cash: Reimbursement for up to 50% of eligible marketing expenses
- AWS Promotional Credits: Offset AWS usage costs during specific campaigns
Both options are intended to reduce marketing costs and accelerate customer acquisition for partners already building and selling on AWS.
MDF Cash vs. AWS Credits
MDF Cash covers up to 50% of eligible marketing activities. Partners must front 100% of the cost and AWS reimburses after completion with valid third-party receipts.
AWS Promotional Credit offset AWS usage costs during approved marketing campaigns. Credits are subject to AWS’s standard promotional credit terms.
Eligible Activities
MDF can be used to support a wide range of marketing efforts, including:
- AWS Led Joint Campaign (Invite only)
- Customer Focused Webinars
- Display Advertising and Search Marketing
- Email Campaign
- Industry Conference Event
- List Purchase
- Partner Led Customer Event (In person or virtual)
- Partner Produced Case Study (Written or video)
- Partner Sales Content Literature
- Partner Sales Kick Off (SKO)
- Telemarketing Campaigns
- End Customer Events
- Gifts/Giveaways
Ineligible Activities for AWS MDF
The following are not eligible for MDF:
- Headcount or internal labor costs
- Travel, gratuities, alcohol, or giveaways
- Social or recreational events
- AWS-sponsored or AWS-staffed events
- Cancellation fees or rush charges
- Amazon.com merchandise
- Charity or donation-based initiatives
MDF Timing and Deadlines
To access MDF, activity requests must be submitted at least two weeks prior to the activity start date via the APN Funding Tool.
Reimbursement claims are due within 30 days of completing the activity. Some key timing reminders:
- June 30: 50% of unused MDF from January expires if not tied to an approved activity
- November 15: Final day to submit funding requests for the calendar year
- December 15: Final day to submit reimbursement claims
- December 16 through January 13: Activities during this period are not eligible for MDF
If your campaign includes multiple events, submit it as a “multi-activity” request. You can extend activity end dates up to 90 days before the project ends, up to two times, through the APN Funding Tool.
Who’s Eligible for MDF?
Basic eligibility requirements include:
- You must be an AWS Partner in the ISV Accelerate or Service Path program
- You must demonstrate how your solution is powered by AWS
- You must submit a clear, measurable go-to-market plan
- Funds must be used for AWS-approved marketing activities, not product development or staffing
How to Submit a MDF Proposal
Getting Started with MDF
- Join the AWS Partner Network. Register here.
- Explore the APN Funding Tool. You can access available MDF opportunities on the portal.
- Set Up a Payee Central Account, which is required to receive reimbursements and promotional credits
- Submit a Proposal, including your go-to-market strategy, metrics, AWS usage, and marketing plan
MDF funding is not guaranteed. AWS evaluates proposals for alignment with its own business objectives, which means leaning into your better together story is key. A strong submission includes the following:
- Company Vision. Explain how your solution supports AWS’s cloud ecosystem. Highlight your impact, scalability, and customer outcomes.
- Go-to-Market Strategy. Outline your target audience, marketing channels, sales motions, and how AWS services support your growth.
- AWS Service Usage. Detail which AWS services you rely on (such as EC2, Lambda, or RDS) and how they enable your solution.
- Projected Impact. Include metrics related to customer acquisition, revenue growth, and AWS service consumption.
- Budget and Marketing Plan. Provide a clear breakdown of proposed marketing activities, their goals, and their associated costs.
Tracking and Optimizing MDF
Once approved, your team is responsible for executing activities, managing spend, and measuring impact. Best practices include:
- Prioritize demand generation and customer acquisition
- Track performance metrics like CAC, conversion rate, and AWS usage
- Report back to AWS with clear ROI data
Strong reporting can improve your eligibility for future funding cycles.
Invisory for Cloud Marketplace Success
Cloud marketplaces offer ISVs countless opportunities, but getting listed, transactable, and putting a cloud GTM strategy in motion takes time.
With Invisory, you can access API integrations, expert-built playbooks, a dedicated customer support manager and everything else you need to operationalize your cloud marketplace listings and start generating leads.
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FAQ
Additional AWS Funding Programs
MDF is just one part of AWS’s partner support portfolio. ISVs and startups should also consider these programs:
- AWS Activate. Designed for early-stage startups, this program offers AWS credits, business support, and technical training. Apply directly or through a qualifying VC or accelerator.
- AWS Proof of Concept (PoC) Credits. Helps validate new solutions before launch. Commonly used for machine learning, AI, or IoT projects.
- Innovation Sandbox. Offers AWS credits to support solution development. Ideal for partners building or prototyping on AWS.
- Migration Acceleration Program (MAP). Provides cash or credits to support customer cloud migrations, from early-stage planning through execution.
AWS Partner Networking Funds. Offers co-funding for customer-facing activities when collaborating with other AWS partners.
