AWS Marketplace Listing Requirements Checklist 2025

Starting May 1, 2025, AWS Marketplace has updated its requirements for listing SaaS products. These changes impact technical, legal, and marketing standards. If your product doesn’t meet the new guidelines, it could be temporarily removed. Here’s what you need to know to stay compliant and maximize your product’s success:

Key Updates You Need to Know:

  • Expanded SaaS Eligibility: All SaaS products are now eligible, regardless of deployment location.
  • "Deployed on AWS" Badge: Requires detailed architecture diagrams and AWS integration.
  • Faster Approvals: AI-powered reviews can approve compliant listings in as little as 30 minutes.
  • Reduced Seller Fees: Public SaaS fees are now 3%, and private offers range from 1.5%-3%.

Checklist Highlights:

  1. AWS Seller Account Setup:
    • Complete tax forms (e.g., W-9 for US sellers).
    • Link a US-based bank account for payments.
    • Use IAM roles for secure Management Portal access.
  2. Technical Requirements:
    • Meet updated standards for AMI, container-based, SaaS, and other product types.
    • Provide detailed documentation (architecture diagrams, security specs, deployment steps).
    • Pass the Foundational Technical Review (FTR) with AWS Well-Architected Framework compliance.
  3. Legal and Security Compliance:
    • Include Terms of Service, Privacy Policy, EULA, and Data Processing Agreement.
    • Encrypt data in transit and at rest.
    • Use IAM roles for access control and avoid hardcoding secrets.
  4. Marketing and Visibility:
    • Follow AWS branding guidelines for logos and descriptions.
    • Optimize your listing with relevant keywords and track performance using AWS analytics tools.

Quick Comparison of Product Types:

Product Type Key Requirements Max Duration
AMI-based Single AMI or CloudFormation templates 3 years (hourly), 5 years (contract)
Container-based Container images with deployment templates 3 years (hourly), 5 years (contract)
SaaS Subscription or contract-based pricing Flexible terms
Professional Services Must fit designated categories Project-based
Data Products AWS Data Exchange delivery Subscription-based
Machine Learning SageMaker algorithms/models Usage-based

Why It Matters:

  • Faster Deals: Close contracts 50% faster via AWS Marketplace.
  • Higher Revenue: Sellers report 5X higher average subscription prices compared to direct deals.
  • Stronger Compliance: Avoid disruptions by meeting AWS’s updated standards.

Prepare your listing now to ensure compliance and take full advantage of AWS Marketplace’s benefits in 2025.

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AWS Seller Account Setup

To get started with your AWS Marketplace seller account, ensure you have the right documentation, permissions, and financial details in place.

US Seller Documentation

If you're a US-based seller, you'll need to provide the following:

  • A completed W-9 form for tax purposes
  • A US-based banking account to receive payments

Make sure your banking details are linked to your disbursement preferences to enable seamless transactions [1].

Once your documentation is ready, you'll need to secure access to the Management Portal.

Management Portal Access

The AWS Marketplace Management Portal is your hub for managing listings and transactions.

"AWS Marketplace strongly recommends using AWS Identity and Access Management (IAM) roles to sign in to the AWS Marketplace Management Portal rather than using your root account credentials." [2]

Set up individual IAM users and organize them into role-based groups with specific permissions. Use your account's unique URL to configure authentication. Opting for IAM roles instead of root credentials adds an extra layer of security to your account.

After setting up access, review the Fees and Terms outlined in your seller agreement.

Fees and Terms

The 2025 AWS Marketplace seller agreement outlines key responsibilities and conditions for sellers:

Responsibility Description
Pricing Control You decide your pricing, contract terms, and license rights
Support Sellers are fully responsible for product support and customer service
Tax Obligations Managing taxes for all transactions is the seller's responsibility
Refund Policy Sellers must handle cancellations and refunds according to their policies

AWS reserves the right to review or remove offerings with a 30-day deactivation notice. A 90-day wind-down period is provided for current subscribers [3]. The latest terms, updated as of March 31, 2025, also establish AWS as your payment processing agent [3].

Technical Requirements

Here’s what you need to know about the updated technical requirements for 2025.

Product Types and Categories

AWS Marketplace offers various product delivery methods, each with specific technical configurations:

Product Type Key Requirements Maximum Duration
AMI-based Single AMI or CloudFormation templates Up to 3 years (hourly), 5 years (contract)
Container-based Container images with deployment templates Up to 3 years (hourly), 5 years (contract)
SaaS Subscription or contract-based pricing Flexible terms
Professional Services Must fit designated categories Project-based
Data Products AWS Data Exchange delivery Subscription-based
Machine Learning SageMaker algorithms/models Usage-based

For professional services, you must select from these categories: Assessments, Implementation, Managed services, Premium support, or Training. Additionally, you’re required to respond to customer inquiries within two business days.

These product specifications play a key role in the technical review process outlined below.

AWS Technical Standards

The AWS Foundational Technical Review (FTR) process has been updated for 2025, now incorporating AI to make it faster and more efficient.

"The new AI-powered FTR streamlines the assessment process, cutting our review time from weeks to just minutes. This efficiency boost is instrumental in accelerating our AWS-based solutions time to market." - Jaime González, CTO at Pentasoft [4]

Key updates include:

  • Faster Approvals: Compliant submissions can receive approval in as little as 30 minutes.
  • Longer Renewals: The renewal period has been extended from 2 years to 3 years.
  • FTR Waivers: A waiver option is available if you’ve completed an AWS Well-Architected Framework Review.

Once approved, detailed documentation is required to ensure smooth deployment and compliance with security standards.

Product Documentation

Your product documentation must include:

  1. Architecture Documentation
    For SaaS products, provide detailed architecture diagrams showing:
    • Application and control planes
    • AWS service integration points
  2. Security Specifications
    Include information on:
    • Permission requirements following least privilege principles
    • Data handling and storage processes
    • Security compliance measures
  3. Deployment Instructions
    Provide clear instructions covering:
    • Installation steps
    • Configuration details
    • Resource requirements

"With the new automated FTR process, what once took weeks is now completed in mere minutes. This increased efficiency enables us to focus on delivering greater value to our customers while maintaining compliance with AWS standards. It has the potential to transform the way we work, enabling us to allocate resources more effectively and drive innovation." - Johannes Mellenthin, Vice President Cloud DACH of ADASTRA [4]

For SaaS solutions, ensure your product operates entirely on AWS infrastructure, including both application and control planes. If third-party services are used for data transmission, they must also run on AWS, with limited exceptions for CDNs, DNS services, and corporate identity providers.

AWS Marketplace 2025 enforces strict legal and security requirements for all product listings.

Every listing must include these key legal documents:

  • Terms of Service: Defines usage rights, limitations, and support conditions.
  • Privacy Policy: Explains how data is collected, stored, and used.
  • End User License Agreement (EULA): Details license terms and warranty disclaimers.
  • Data Processing Agreement: Outlines how data is handled and secured.

If customer data is collected, you must clearly disclose what data is gathered, where it is stored, how it will be used, and provide opt-out options for customers.

Security Requirements

1. Authentication Standards

  • Password-based authentication for instance services is not allowed.
  • Disable SSH password authentication.
  • For Windows-based AMIs, generate administrator passwords using EC2Launch (or EC2Config for older versions).

2. Access Control Requirements

  • Avoid hardcoding secrets or SSH authorized public keys.
  • Use IAM roles for all programmatic access to EC2 instances.
  • Clearly define public and private subnet boundaries.
  • Classify data to separate sensitive information from public data.

Data collection processes must be automated, secure, and transparent. Do not collect payment data, and ensure explicit customer consent is obtained for any data export, as required by BYOL policies [5].

Policy Compliance

AWS Marketplace uses automated scanning tools to monitor compliance. Sellers must meet the following criteria:

Requirement Category Compliance Criteria
Operating Systems Use supported versions only.
Vulnerability Scanning No known vulnerabilities or malware allowed.
Network Access SSH access restricted to subnets 10.0.0.0/16 and 10.2.0.0/16.
Windows Security Disable guest accounts; only admin accounts may access via remote desktop.
Data Protection Encrypt data both in transit and at rest.

For Windows-based AMIs, ensure at least one of these features is enabled:

  • An SSM agent with administrative permissions and outbound network access.
  • Windows Remote Management (WinRM) service on TCP port 5985.
  • Microsoft SMB Protocol on TCP ports 139 and 445.

If a product fails to meet compliance standards, AWS Marketplace will notify the seller. The listing may be temporarily restricted from gaining new subscribers until updates are made [5].

To ensure compliance, validate your configurations using the "Test Add Version" feature in the AWS Marketplace Management Portal before submitting updates. Meeting these legal and security requirements is essential to maintaining your product's status on AWS Marketplace.

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Marketing Requirements

Once you've ensured legal and technical compliance, the next step is crafting a strong marketing approach to make your AWS Marketplace listing stand out.

Marketing Materials

Stick to AWS marketing guidelines when creating materials. Use consistent logos, screenshots, and product descriptions that align with their branding standards. Promote your product through press releases, social media posts, or blog articles. Keep in mind that AWS must review and approve all marketing content before it goes live - a process that can take up to 10 business days [6].

Search Optimization

Focus on creating a clear, keyword-rich title that includes your brand, product name, and key features. Choose up to three relevant keywords that align with common customer search terms, industry jargon, or problem-specific phrases [6]. Use the Search Performance Dashboard to analyze top-performing and AWS-recommended keywords. These insights can help improve your listing's visibility and strengthen your performance metrics.

Performance Tracking

Use AWS Marketplace analytics to keep an eye on your listing's performance. Track key metrics like impressions, click-through rates, and conversions through the Insights tab in the Management Portal. Additionally, the AWS Marketplace Commerce Analytics Service offers detailed reports on usage, subscriptions, billing, and customer behavior [7]. This data helps you refine your strategy and improve results over time.

Tips and Solutions

Here’s how you can simplify and improve your listing process based on the outlined requirements.

Step-by-Step Guide

Follow these steps to get your listing up and running:

  1. Account Setup and Registration Start by creating a dedicated AWS account through AWS Organizations for better separation. Set up an IAM user with the AWSMarketplaceSellerFullAccess policy to manage your marketplace activities. Don’t delay in completing your banking and tax registration.
  2. Product Preparation Prepare all product assets following AWS guidelines. For instance, your product logo should be 300x150 pixels in .png format with a transparent background and under 500 KB. Upload these assets, along with your end-user license agreement, to a publicly accessible Amazon S3 bucket.
  3. Technical Integration Copy the SNS topic ARNs and complete all required post-deployment steps before submitting your listing.

Avoiding common mistakes during these steps will help ensure a smooth process.

Known Issues

Here are some common challenges and how to address them:

Documentation Gaps

  • Missing or incomplete product documentation
  • Incorrect or incomplete pricing details
  • Lack of sufficient technical specifications

Technical Compliance

  • Security scan failures
  • Errors with integration endpoints
  • AMI configurations not meeting requirements

To minimize these risks, use the "Test 'Add Version'" feature in the AWS Marketplace Management Portal before submitting your listing [5].

Listing Tools

Awssome offers tools that can simplify your listing process:

Tool Feature Purpose Benefit
Analytics Dashboard Track listing performance Gain real-time insights into metrics
FTR Observability Monitor compliance Ensure ongoing regulatory adherence
Go-to-Market Support Assistance with launches Speed up your entry into the market

These tools allow unlimited listings while ensuring compliance with AWS Marketplace standards. Plus, the analytics dashboard gives you valuable data to optimize your listing’s visibility and performance.

Conclusion

Listing your product on AWS Marketplace in 2025 requires careful preparation. With reduced fees - 3% for public SaaS and 1.5%-3% for private offers [9] - the platform presents a strong opportunity for businesses.

To succeed, focus on three key areas:

Technical Compliance and Integration
Ensure your product meets AWS's technical requirements before submitting it. For SaaS products, this includes integrating the customer subscription process and verifying entitlements using the AWS Marketplace Entitlement Service [12]. Addressing these steps early can help you avoid delays or revisions during the approval process.

Documentation and Marketing
Prepare detailed product documentation and marketing materials ahead of time. As Kevin MacPherson, Technical Account Manager at AWS Marketplace, advises:

"The best way to start is by reviewing the requirements in the Getting Started as a Seller documentation" [8].

This preparation allows you to announce your listing immediately after it goes live.

Ongoing Maintenance
AWS Marketplace regularly reviews listings to ensure they meet updated guidelines [11]. Use tools like the "Test 'Add Version'" feature in the AWS Marketplace Management Portal to confirm your product's updates align with current standards [10].

"We are reducing seller listing fees while continuing to provide the benefits of selling in AWS Marketplace, including earning net-new business, richer deal sizes, and faster quote-to-cash time." – AWS Marketplace [9]

FAQs

What are the technical requirements for listing a SaaS product on AWS Marketplace in 2025?

To list a SaaS product on AWS Marketplace in 2025, your application must meet specific technical criteria:

  • AWS Hosting: The SaaS application must follow one of AWS's approved hosting patterns and run its application and control planes on AWS infrastructure.
  • Data Migration or Replication: If your product is designed to migrate or replicate workloads to AWS, both the application and control planes must operate on AWS.
  • Buyer Infrastructure: For applications requiring resources in the buyer's infrastructure, you must ensure secure resource provisioning, provide clear documentation, and inform customers of any potential infrastructure costs.
  • API Integration: Your application must successfully interact with AWS Marketplace APIs from the AWS account used for registration and publishing.

Meeting these requirements ensures compliance with AWS's 2025 standards and streamlines the publishing process for your SaaS product.

How does the AI review process speed up product listing approvals on AWS Marketplace?

The AI-powered review process helps streamline and accelerate product listing approvals on AWS Marketplace by automating key compliance checks and identifying potential issues faster. This reduces manual review times and ensures that listings meet AWS's updated requirements more efficiently.

By leveraging machine learning, the system can quickly analyze technical, legal, and marketing details, allowing sellers to address any flagged issues promptly and improve their chances of approval on the first submission.

To keep your AWS Marketplace listing compliant with the latest legal and security standards, start by thoroughly reviewing the updated seller requirements for both free and paid products. Ensure your seller registration is complete and that all necessary information, such as tax and banking details, has been provided if you're offering paid products.

Make sure your product adheres to AWS's Acceptable Use Policy and meets their security standards designed to maintain a safe and trustworthy catalog. AWS regularly reviews listings to ensure they comply with any changes, so staying informed about updates is essential. By following these steps, you'll help ensure your listing remains compliant and ready for success in 2025.

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