Microsoft Marketplace Replaces Azure Marketplace and AppSources (2025)
On September 25, 2025, Microsoft announced a major shake-up to the tech giant’s cloud marketplace program. Azure Marketplace and AppSource became consolidated into a single platform, the Microsoft Marketplace, designed to serve millions of customers with thousands of cloud-based solutions.
The larger restructuring of the cloud marketplace program comes at a time when Microsoft is doubling down on aligning solutions by industry and business need. The results? A renewed investment in AI, security, and other key areas.
Let’s dive in.
Enhanced capabilities for Microsoft Marketplace
“The reimagined Microsoft Marketplace is more than a storefront, it’s a global scale engine for frontier firms.” – Nicole Dezen, Chief Partner Officer at Microsoft.
By consolidating the Azure Marketplace and AppSource, Microsoft is focusing on ensuring seamless integration across the entire tech stack. Key categories will now include:
- Azure
- Microsoft 365
- Dynamics 365
- Power Platform
- Microsoft Security
The new Microsoft Marketplace will also offer new capabilities, such as private previews and the ability to resell third-party solutions more seamlessly.
Overall, the focus will be on what Microsoft calls “frontier firms” – organizations pushing the boundaries where human ambition meets AI-powered technology.
AI Apps Agents, Microsoft Security Store, and more
Microsoft has previously built specialty programs for cloud marketplaces, including the Azure Government Marketplace. With the rise of AI, it’s no surprise that Microsoft Marketplace is introducing a new category, called “AI Apps and Agents.” Now, customers can purchase over 3,000 AI-powered solutions that can be embedded across Microsoft platforms such as Azure AI Foundry and Microsoft 365 Copilot.
More quietly, the tech giant has also launched the Microsoft Security Store. With the Security Store, similar rules apply. For instance, customers can use their MACC agreement to purchase cybersecurity solutions.
With these new initiatives, Microsoft’s goals are threefold:
- Deliver a unified buying and selling experience for cloud solutions.
- Enhance partner revenue potential and customer flexibility.
- Support Microsoft’s broader mission of AI transformation at enterprise scale.
Marketplace thinking across the ecosystem
Marketplaces are everywhere. Key channel partners are embedding Microsoft Marketplace into their own ecosystems, including Arrow, Crayon, Ingram Micro, Pax8, and TD SYNNEX.
The bottom line
Microsoft Marketplace is evolving into a centralized, AI-powered commerce platform, doubling down on Microsoft’s commitment to cloud, security, and AI innovation.
For ISVs, this means it’s time to start updating your partner collateral so that the branding is “Microsoft Marketplace,” not Azure Marketplace or AppSource. It’s also a good time to keep reviewing any changes to the program in the Partner Center, so you don’t miss out on any key incentives.
Looking for additional help as you navigate these changes? Reach out to Invisory today.
