Want to publish your product on AWS Marketplace but don’t know where to start? This guide answers the most common questions and breaks down everything you need to know about becoming a seller, meeting technical requirements, setting pricing, and ensuring security compliance.
Key Takeaways:
- Registration: Set up your account with tax documents, bank account info, and KYC verification.
- Technical Requirements: Follow strict AMI and container standards (e.g., no hardcoded credentials, Linux-based containers only).
- Pricing Models: Choose from annual subscriptions, usage-based pricing, contracts, or BYOL, with AWS fees ranging from 1.5% to 20%.
- Security Compliance: AWS scans products for vulnerabilities and enforces strict access controls.
- Submission Process: Submit products via the AWS Marketplace portal with required documentation and testing.
- Performance Tracking: Use dashboards to monitor usage, revenue, and customer behavior.
- Private Offers: Customize pricing and terms for specific customers with flexible options.
Quick Comparison of AWS Marketplace Pricing Models:
| Model | Description | AWS Fee | Best For |
|---|---|---|---|
| Annual Subscription | 12-month commitment with discounts | 20% (AMI/Container), 3% (SaaS) | Long-term, steady usage |
| Usage-Based | Pay for what you use | 20% (AMI/Container), 3% (SaaS) | Variable usage patterns |
| Contract | Upfront payment for 1–36 months | 1.5–3% | Enterprise-level customers |
| BYOL | Bring your own license | No AWS fee | Customers with existing licenses |
This guide walks you through every step, from registration to optimizing your product’s performance, ensuring a smooth AWS Marketplace publishing experience.
AWS re:Invent 2020: How to sell on AWS Marketplace
Registration and Account Setup
Starting as an AWS Marketplace seller involves completing a few key steps and meeting specific requirements.
Required Documents and Verification
To register as a seller, you'll need to provide certain documents and go through verification processes to establish your account. You'll also need to create a public profile showcasing your business and products. If you're offering paid products, make sure to submit:
- Tax documents that match the details in your AWS Billing and Cost Management records
- A bank account located in an eligible jurisdiction
- Verification of your company through the Know Your Customer (KYC) process
- Documents detailing your company's structure and ownership
Additional requirements may apply depending on your region. For instance, sellers in the Republic of Korea or those using U.K.-based bank accounts must complete the KYC process [2]. AWS Marketplace uses Hyperwallet to handle payments for non-U.S. bank accounts [2]. After passing KYC verification, you'll need to upload a bank statement in the Payment information tab to start receiving disbursements.
Once your account is verified, set up secure access for your team using AWS Identity and Access Management (IAM).
Team Access and IAM Configuration
To manage access for your team, create individual IAM accounts for each member who needs to use the portal. Below is an example of an IAM policy that allows viewing KYC status details:
{
"Version": "2012-10-17",
"Statement": [{
"Effect": "Allow",
"Action": [
"aws-marketplace-management:GetSellerVerificationDetails"
],
"Resource": ["*"]
}]
}
AWS Marketplace also provides several managed policies to simplify access control:
| Policy Name | Role | Access Level |
|---|---|---|
| AWSMarketplaceSellerFullAccess | Full access to the seller portal | Full |
| AWSMarketplaceSellerProductsFullAccess | Manage products | Full |
| AWSMarketplaceSellerProductsReadOnly | View-only access to products | Read-only |
"The recommended way to control who can do what in AWS Marketplace Management Portal is to use IAM to create users and groups. Then you add the users to the groups, and manage the groups." [3]
For extra security, enable multi-factor authentication (MFA) for all users responsible for managing financial disbursement information [2]. This helps prevent unauthorized changes to your financial settings.
Product Technical Requirements
Ensuring your product meets AWS Marketplace technical requirements is crucial for maintaining security, reliability, and performance.
AMI and Container Standards
AWS Marketplace has stringent guidelines for Amazon Machine Images (AMIs) and container-based products. Here's a quick breakdown:
| Requirement Type | AMI Specifications | Container Specifications |
|---|---|---|
| Authentication | No password-based authentication | Non-root privileges by default |
| AWS Access | Must use IAM roles | IAM roles for service accounts/tasks |
| Architecture | x86-64 or 64-bit ARM | Linux-based only |
| Region Support | Must run in all AWS Regions | Push source images to an AWS Marketplace-owned ECR repository |
| Virtualization | HVM virtualization required | Support for ECS, EKS, or Fargate |
"AWS Marketplace continuously scans products to verify that existing listings continue to meet any changes to these requirements" [4].
For AMIs, Linux-based instances must allow SSH access without password authentication and support privileged actions via sudo. Windows-based AMIs have additional requirements:
- No guest accounts allowed.
- Remote desktop access limited to administrator accounts.
- Source AMIs must be provided in the US East (N. Virginia) Region.
These standards are designed to ensure that products are secure and perform reliably, setting the stage for compliance and submission.
Restricted Components
To protect platform integrity, certain components are strictly prohibited in your product:
-
Security Restrictions:
- No hardcoded secrets or AWS credentials.
- Avoid encrypted EBS snapshots or file systems.
- Exclude End-of-Life (EoL) software packages.
- Do not include authorized public keys for SSH access.
-
Authentication Controls:
- Eliminate password-based authentication for services.
- No remote superuser logins.
- Avoid collecting customer payment information.
-
Product Limitations:
- No beta or prerelease versions.
- Exclude trial or evaluation-only functionality.
- Avoid time-based restrictions.
- Do not include software requiring external paid dependencies.
Products that fail to meet these standards may be temporarily removed from availability until the issues are resolved [4].
For container-based products, AWS Marketplace suggests using the "Test Add Version" feature in the Management Portal. This tool helps verify compliance before submission, allowing you to catch and fix potential issues early, which can smooth out the approval process.
Pricing Setup and Options
Setting up the right pricing structure is key to ensuring your product performs well on AWS Marketplace. A clear understanding of AWS Marketplace pricing models can help you reach more customers and meet their needs effectively.
Pricing Model Types
AWS Marketplace provides several pricing models to fit different business needs and customer preferences:
| Pricing Model | Description | Best Suited For | AWS Listing Fee |
|---|---|---|---|
| Annual Subscription | Customers commit to 12 months, saving up to 40% | Long-term, steady usage | 20% (AMI/container) or 3% (SaaS) |
| Usage-Based | Charges based on actual consumption | Customers with changing usage patterns | 20% (AMI/container) or 3% (SaaS) |
| Contract | Upfront payment for 1–36 months | Enterprise-level customers | 1.5–3% depending on deal size |
| BYOL | Customers bring their own licenses | Those with existing licenses | No AWS fee |
For SaaS products, you can choose between flexible pay-as-you-go subscriptions or fixed-term contracts with upfront payments.
Next, let's break down the key factors to consider when setting your product's price.
Price Setting Guide
When setting your prices, take these factors into account:
-
Listing Fee Structure
AWS charges listing fees for private offers based on transaction size:
- Less than $1M: 3% fee
- $1M–$10M: 2% fee
- Over $10M: 1.5% fee
- Renewals: 1.5% fee [6]
- Regional Fees Transactions in South Korea include an additional 1% regional fee [6].
- Channel Partner Fees For Channel Partner Private Offer (CPPO) products, there’s a 0.5% increase on the standard listing fee. Professional service products have a consistent 2.5% listing fee for private offers [6].
To fine-tune your pricing strategy:
- Keep an eye on market trends and adjust your pricing as needed.
- Offer different pricing models to appeal to various customer groups.
- Ensure your pricing reflects the value your product delivers.
- Include AWS Marketplace fees when calculating your profit margins.
- Regularly revisit your pricing based on customer feedback.
All AWS Marketplace pricing is listed in US dollars (USD). Any changes to your pricing must go through AWS Marketplace for review and approval [5].
Security and Compliance Checks
After setting up your account and meeting technical product requirements, the next step is ensuring security and compliance. AWS Marketplace enforces strict guidelines for product publishing. Below, you'll find the key security scanning requirements and access control measures.
Security Scanning Requirements
Before approval, AWS Marketplace performs detailed security scans on all products. Your product must meet the following requirements:
| Requirement Type | Mandatory Checks |
|---|---|
| Operating Systems | Use only supported OS versions |
| Authentication | Password-based SSH authentication is prohibited |
| Credentials | No hardcoded credentials allowed |
| Access Control | Privileged access (e.g., sudo) must be enabled for Linux/Unix |
| Windows-specific | No guest accounts; only admin remote desktop access is allowed |
"To tighten security around your paid AMI products from AWS Marketplace, I always recommend following the principle of least privilege and only granting users access to the resources they need." - Kanchan Waikar, AWS Marketplace Solutions Architect, Amazon Web Services [8]
Use the Test 'Add Version' feature to check compliance before submission. This tool also helps identify updates required through continuous monitoring.
Security Rules and Access Control
Meeting AWS Marketplace's security guidelines involves implementing proper access controls. AWS Identity and Access Management (IAM) is central to this process.
-
Role-Based Access Control
AWS Marketplace provides pre-configured IAM templates for varying access levels:- View Subscribed Software
- Manage Subscriptions
- Full Control
-
Distribution Controls
AWS offers tools to secure product distribution:- AWS License Manager: Manage entitlements across organizations.
- AWS Service Catalog: Control product distribution.
- IAM Policies: Prevent unauthorized AMI launches.
-
Best Practices
- Grant AWS Marketplace permissions ONLY to your procurement team.
- Remove marketplace access from regular IAM users.
- Use tagging for private paid AMIs.
- Test IAM policies before deployment.
"AWS Marketplace now supports role-based permissions and management via AWS Identity and Access Management. Our goal with these templates is to make it very easy for a company to get started with AWS Marketplace without the worries of losing control over software costs or usage." [7]
Keep in mind that AWS Marketplace operates under the shared responsibility model. AWS secures the cloud infrastructure, but you're responsible for securing your product's configuration and access controls. Once these security measures are in place, you're ready to move on to the product submission steps.
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Product Submission Steps
Submit your product to AWS Marketplace using the correct process based on its complexity and pricing model.
Submission Process
The AWS Marketplace Management Portal provides different submission methods depending on your product type:
| Product Type | Submission Method | Suitable For |
|---|---|---|
| Single-node AMI | Products tab | Basic setups with standard pricing models |
| AWS CloudFormation | Assets tab with PLF | Complex deployments involving multiple instances |
| SaaS Products | Products tab | Subscription or contract-based offerings |
To submit a standard product, log into the AWS Marketplace Management Portal, select your product type (e.g., Server, SaaS, or Machine Learning), fill in all required fields, and upload any necessary logos.
For more complex setups, go to the Assets tab and submit the Product Load Form (PLF). Include all required information like regional availability, instance types, and security group settings. Be sure to attach any necessary AWS CloudFormation templates.
Once your submission is complete, it will go through a structured review process.
Testing and Review
For instance, Cyberdyne Systems submitted their AI-powered cybersecurity product via the Assets tab in March 2024. During the review, a security group misconfiguration was flagged and corrected. After resubmitting, the product was approved within two weeks, earning $50,000 in its first month from 150 subscriptions [9].
Here’s what the review process involves:
| Review Component | Description | Timeline |
|---|---|---|
| Security Scan | Checks for vulnerabilities and compliance | 2-3 days |
| Configuration Review | Ensures deployment settings are correct | 1-2 days |
| Documentation Check | Validates all product documentation | 1-2 days |
| Final Approval | Verifies the listing is complete | 1-2 days |
Once submitted, new products receive a preview listing URL for pre-publication approval. For product updates submitted through the Products tab, changes are published automatically without additional review.
You can track your submission status in the Requests tab, where it will show one of these states:
- Draft
- Submitted
- Action Required
- Approval Required
- Publishing Pending
- Expired
Efficient and compliant submissions help speed up your product’s launch. Keep an eye on the Requests tab to track progress and move to the next steps.
Product Performance Tracking
Once your product is live, keeping an eye on its performance is crucial for maintaining and improving its success.
Usage and Revenue Monitoring
AWS Marketplace offers two dashboards that provide daily updates at 4 PM PST [10]:
| Dashboard Type | Key Features | Update Frequency |
|---|---|---|
| Usage Dashboard | - Rolling 6-month data view - Customer consumption metrics - Dimension-specific tracking - Usage pattern insights |
Daily |
| Billed Revenue Dashboard | - Complete sales data - Available 45 days earlier than legacy reports - Revenue trend analysis |
Daily |
To track usage metrics effectively, set up the AWS Marketplace Metering Service. This service provides data on:
- Customer consumption habits
- Geographic user distribution
- Metrics tied to usage-based pricing
- Conversion rates from public to private offers
For AMI-based products, you can use AWS License Manager to monitor licensing compliance and optimize license allocation [11].
Buyers receive usage-based invoices for the previous month on the second or third day of the following month [10].
Customer Response Management
Numbers tell part of the story, but customer feedback adds valuable context for refining your product.
Here’s how you can gather and act on customer insights:
- Review Management: Customers can leave detailed reviews (75–500 words) on AWS Marketplace. These reviews are validated against AWS guidelines to ensure useful and reliable feedback [14].
-
Usage Analytics: The Usage Dashboard offers actionable insights for improvement, such as:
- Daily engagement metrics
- Subscription trends
- Regional performance data
- Customer behavior patterns
For deeper analysis, use the AWS Marketplace Commerce Analytics Service, which delivers datasets directly to your AWS account and sends notifications via SNS [12][13].
Focus on these key areas:
- Track usage trends over time
- Analyze subscriber behavior and geographic distribution
- Monitor conversion rates from public to private offers
The Usage Dashboard provides metrics based on the dimension keys set during offer creation. If you need to track additional dimensions, update your product’s tracking parameters [10].
Private Offer Management
Private offers provide a way to create tailored pricing and terms for specific customers, building on your existing pricing strategies and submission processes. They are ideal for strategic deals requiring customization.
Private Offer Setup
Here’s a breakdown of the key components you can configure for private offers:
| Component | Options |
|---|---|
| Pricing Models | - Custom rates - Contract pricing - Usage-based pricing |
| Duration Settings | - Fixed term - Auto-renewal - Custom expiration |
| Payment Schedule | - Upfront - Monthly - Custom intervals |
| Legal Terms | - Public EULA - Standard Contract (SCMP) - Custom terms |
Private offers can be extended to up to 24 AWS accounts at the same time [15]. This makes them especially useful for enterprise customers managing multiple accounts or departments.
Once you’ve configured your private offer, the next step is to move it through the approval workflow to finalize its terms.
Offer Approval Process
Private offers go through three distinct states:
- Draft: The offer is being created and configured.
- Active: The offer is live and ready for the specified accounts.
- Expired: The offer has either reached its end date or been terminated.
Here’s how to navigate the approval process:
-
Initial Setup
Go to the Offers page, select "Create offer", and configure the product type, pricing, and duration [15]. -
Buyer Configuration
Add the AWS account IDs for the buyers. Buyers can view the offer in the "Available private offers" tab [15]. -
Documentation Review
Upload legal documents using either standard templates or custom documentation [16].
For convenience, you can clone existing private offers to create new ones [15]. All active offers and agreements are tracked in the "Agreements" tab.
Important: Buyers can only subscribe to one private offer at a time [16]. This ensures that pricing and terms remain clear for each customer relationship.
Product Version Control
After submission and performance tracking, managing product versions effectively ensures your offering stays updated and supported.
Version Update Steps
Managing product versions involves several important elements:
| Component | Description |
|---|---|
| Version Title | Should be unique for each version of the product |
| Release Notes | Summary of changes and updates |
| AMI Details | Updated configurations and specifications |
| Support Period | At least 90 days of support for restricted versions |
When preparing a version update, follow these steps:
- Update Documentation: Add unique release notes and revise usage instructions in the AWS Marketplace Management Portal.
- Communicate with Customers: Inform customers via email about new versions and any restrictions.
- Handle Version Restrictions: Before restricting an older version, update its description with the restriction date, upgrade instructions, and support timeline.
"AWS Marketplace guidelines require that you continue to offer support to existing buyers for 90 days after restricting the version."
Once all version details are updated and customers are notified, you can move forward with implementing the update smoothly.
Update Implementation
Plan updates carefully to ensure uninterrupted service.
Automated Updates
The AWS Marketplace Catalog API simplifies the update process, especially for single-AMI and container products [17].
Best Practices for Version Control:
- Regularly update your product to keep it current.
- Provide clear documentation for every version.
- Always maintain at least one publicly available version.
- Ensure updates do not disrupt existing subscriptions.
Managing Customer Access:
- Existing customers retain access to their current version, while new customers can only access unrestricted versions.
- Support must continue for restricted versions during the 90-day support period.
- Mark deprecated AMIs for restricted versions.
For automated updates, the AWS Marketplace Catalog API is a valuable tool. For example, a seller successfully automated updates for their single-AMI product in March 2021, introducing version 3.0.1 while maintaining product quality [17].
Next Steps
With compliance and version control sorted, the next focus should be on boosting your product's visibility and performance on AWS Marketplace.
Marketing Launch Preparation
Create a detailed launch plan to ensure your product gets noticed right away. The AWS Marketplace Management Portal offers tools to help manage your product's presence and track key performance metrics.
Main Marketing Channels:
| Channel Type | Best Practices |
|---|---|
| Press Releases | Share with your AWS account manager |
| Social Media | Stick to approved messaging |
| Blog Posts | Showcase product features and use cases |
| Email Campaigns | Target both current customers and prospects |
AppDynamics highlights the platform's potential, as CMO Angie Mistretta explains:
"5X higher average subscription price (ASP) for deals transacted in AWS Marketplace, when compared to ASPs for our direct deals. This is a significant AWS Marketplace value proposition" [1]
After launching, focus on refining your product presentation and support strategies to maintain momentum.
Optimization Strategies
Use these methods to improve your product's visibility:
- Search Optimization: Include relevant keywords in your product titles and descriptions.
- Category Selection: Pick the most accurate software categories for your product.
- Product Highlights: Clearly display your product's key selling points.
- Customer Support: Leverage tools like Product Support Connection for seamless assistance.
The 180-day GTM Academy is a helpful resource for creating demand generation campaigns. Tigera's success story illustrates the platform's benefits:
"We position the AWS Marketplace in all of our customer negotiations as we have identified that procurement done via AWS Marketplace will cut in half the time to get a contract signed" [1]
Once these strategies are implemented, focus on tracking your progress.
Performance Monitoring
Use the CUDOS Dashboard to keep an eye on:
- Daily usage statistics
- Revenue patterns
- Customer interactions
- Support request trends
You can also explore additional seller services like the AWS Marketplace Tax Calculation Service and Commerce Analytics Service to further boost your product's success [18].
FAQs
What steps and information are needed to register as a seller on AWS Marketplace?
To register as a seller on AWS Marketplace, you'll need to complete a few key steps:
- Create a public profile: Provide essential details about your company, such as its name, description, and contact information.
- Submit tax information: Ensure all required tax forms are completed accurately, as this is necessary for compliance.
- Provide US bank account details: This is required to process payments and receive earnings from your sales.
By completing these steps, you'll be set up to start publishing and selling your products on the AWS Marketplace.
How can I make sure my product meets AWS Marketplace's technical and security requirements before submitting it?
To ensure your product meets AWS Marketplace's technical and security standards, start by reviewing the official AWS Marketplace guidelines. For AMI (Amazon Machine Image) products, confirm that your product is production-ready, supports 1-Click deployment, and does not impose restrictions like time-limited usage.
Your AMI should also be free of known vulnerabilities, malware, or viruses. Use the self-service AMI scanning tool to identify and resolve any issues before submission. Taking these steps will help ensure your product is compliant and ready for listing on AWS Marketplace.
What should I keep in mind when selecting a pricing model for my product on AWS Marketplace?
Choosing the right pricing model for your product on AWS Marketplace is crucial for aligning with customer expectations and maximizing revenue. Here are a few key factors to consider:
- Understand your target audience: Consider how your customers prefer to pay. For example, some may favor pay-as-you-go pricing for flexibility, while others might prefer subscription plans for predictable costs.
- Evaluate your product's value and usage patterns: If your product is used intermittently, usage-based pricing might be more appealing. For consistently used products, flat-rate pricing could be a better fit.
- Compliance with AWS Marketplace guidelines: Ensure your pricing model adheres to AWS Marketplace's rules and technical requirements to avoid delays in the publishing process.
By tailoring your pricing strategy to both your product's strengths and your customers' needs, you can create a win-win scenario that encourages adoption and long-term success.