AWS Marketplace is a great way to grow revenue, but success requires a clear strategy. Here are six key approaches to increase your earnings:
- Product-Led Sales: Focus on self-service features, free trials, and clear product listings to attract more customers.
- Smart Pricing: Use flexible pricing models like usage-based or annual subscriptions, offer free trials, and negotiate private deals.
- Collaborate with AWS Sales Teams: Build relationships with AWS sales roles and leverage programs like ISV Accelerate for faster deal closures.
- Balance Public Listings and Private Offers: Use public listings for visibility and private offers for custom deals and flexibility.
- Partner with AWS Distributors: Work with distributors for technical, sales, and marketing support to expand your reach.
- Use AWS Tools: Leverage AWS Marketplace tools for analytics, private offer management, and streamlined operations.
Key Insights:
- Partners co-selling with AWS see 51% higher revenue growth.
- Free trials and usage-based pricing drive SaaS adoption.
- Private offers allow tailored deals for enterprise clients.
- AWS Marketplace connects you to 330,000+ customers globally.
These strategies can help you maximize AWS Marketplace's potential and achieve sustainable growth.
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1. Build a Product-Led Sales Approach
Leveraging AWS Marketplace can significantly increase revenue, especially when combined with a product-led sales strategy. This approach focuses on creating a smooth, self-service experience for customers, which has been shown to drive results. For instance, Independent Software Vendors (ISVs) using this method report an average of 97% higher total contract value [3].
Here’s how to craft an effective product-led sales strategy:
Optimize Your Product Listing
Ensure your product listing is clear, keyword-rich, and informative. Key details to include are:
- Brand name and product type
- Main features and capabilities
- Technical specifications
- Target use cases
Simplify the Buying Process
Use well-placed call-to-action buttons like "Buy with AWS", "Try free with AWS", or "Request demo" to guide customers through the purchase process effortlessly [2].
"At AWS, we are committed to helping software providers successfully create a new sales channel to sell their solutions to customers through the AWS Marketplace."
– Julia Chen, vice president of Partner Core at AWS [3]
Offer Self-Service Evaluations
Allow potential buyers to test your product with free trials, especially for SaaS offerings with usage-based pricing. This strategy has been successful for companies like ClickHouse, which generated over 30% of their Annual Recurring Revenue (ARR) through AWS Marketplace in 2024 by offering a seamless, self-service experience [3].
Automate and Streamline
- Connect your CRM with APN Customer Engagements (ACE) for automated pipeline sharing
- Use AWS Marketplace API integrations
- Implement Quick Launch to simplify procurement and renewals [3]
These practices can help ISVs achieve 1.5x more private offers and reduce listing publication time by 28% [3]. A product-led approach not only scales revenue but also reduces acquisition costs and increases customer lifetime value.
2. Set Smart Pricing and Offers
Smart pricing strategies play a key role in boosting revenue when combined with a product-led sales approach. AWS Marketplace offers several options to align pricing with your product delivery and attract more customers.
Choose the Right Pricing Model
AWS Marketplace supports various pricing models to suit different business needs. Here's a quick breakdown:
| Pricing Model | Best For | Key Benefit |
|---|---|---|
| Annual Subscription | Enterprise solutions | Save up to 40% compared to hourly rates [4] |
| Usage-Based | SaaS products | Flexible pay-as-you-go option |
| Contract | Fixed-term licenses | Predictable, steady revenue |
| BYOL | Existing license holders | Easier migration process |
Optimize Free Trials and Entry Points
Offering free trials can encourage SaaS adoption. Try these approaches to lower barriers for new customers:
- Use usage-based pricing with affordable entry points (e.g., per API call or GB of storage).
- Provide monthly contracts with low upfront commitments.
- Add a free tier to make it easier for customers to test your product [5].
Leverage Private Offers
Private offers allow you to negotiate custom pricing and terms for specific customers. This approach works well in high-touch sales situations. A higher list price can even encourage customers to request personalized deals. With private offers, you can:
- Create multi-year agreements.
- Offer flexible payment schedules.
This strategy not only attracts customers but also supports profit-focused pricing [4].
Set Profit-Optimized Pricing
Research shows that partners offering comprehensive solutions can generate $6.40 in revenue for every $1 of AWS services sold [6]. To maximize profits:
- Set a minimum price that covers your costs.
- Explore managed services, which often deliver 30–40% gross margins [6].
- Align pricing with your target market's expectations.
- Incorporate front-end revenue opportunities, which account for 60% of total revenue [6].
Professional Services Integration
If you offer consulting services, start with a free consultation. This helps you establish a connection with potential clients and showcase the value you bring [5].
Dynamic Pricing Strategy
Pricing isn’t a one-and-done decision. Adjust your pricing over time by keeping an eye on market trends, customer feedback, and conversion rates. Fine-tune your pricing tiers to better match market demand and improve overall performance.
3. Work Directly with AWS Sales Teams
Teaming up with AWS sales teams can significantly boost your revenue alongside product-focused tactics and strategic pricing. Building strong ties with AWS sales representatives can directly enhance your marketplace performance. In fact, partners who co-sell with AWS report 51% higher average revenue growth and 65% higher close rates [3]. This approach works hand-in-hand with other strategies by incorporating direct AWS support into your sales plan.
Build Relationships with Key AWS Roles
To succeed, focus on connecting with two critical AWS roles:
- ISV Sales Managers (ISMs)
- Partner Sales Managers (PSMs)
These connections are vital, as 80% of partners consider AWS Marketplace a core part of their co-sell strategy [3].
| Engagement Type | Purpose | Expected Outcome |
|---|---|---|
| Account Mapping | Share coverage intelligence | 1:1 seller relationships |
| Sales Meetings | Present solutions | AWS team visibility |
| Opportunity Reviews | Align on customer needs | Deal alignment |
Leverage the ISV Accelerate Program
The ISV Accelerate Program is designed to enhance co-selling efforts, delivering measurable benefits like:
- 27% higher deal closure rates
- 40% faster sales cycles
- 20% larger sales pipeline [7]
Refine Your Co-Selling Strategy
- Work closely with your Partner Development Manager to set clear KPIs.
- Use the AWS Partner CRM Connector for tracking opportunities effectively.
- Follow the AWS ISV Co-Sell Checklist to stay on track [7].
Focus on Customer Success
AWS Marketplace’s List & Sell Program helps streamline SaaS launches and co-sell efforts. For example, Archera teamed up with Labra.io by Ibexlabs to manage their AWS Marketplace presence, achieving notable improvements in their cloud go-to-market strategy [3].
Adopt AWS Engagement Best Practices
When presenting opportunities, aim to:
- Highlight specific customer use cases and identify internal champions.
- Address customer challenges with AWS support and focus on delivering results.
Data shows that customers spend 80% more on third-party software through AWS Marketplace [7], making it crucial to align with AWS best practices.
Review and Adapt
Regularly evaluate your co-sell performance, adjust your approach, and explore new collaboration opportunities. Strengthening relationships with AWS and staying proactive ensures your co-selling efforts remain impactful, driving marketplace growth.
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4. Balance Public Listings and Private Deals
Finding the right mix between public listings and private deals is key to increasing AWS Marketplace revenue. Data reveals that ISVs in the AWS Marketplace List & Sell Program made 1.5x more private offers compared to those who didn’t participate, between September 2023 and December 2024 [9]. This approach helps manage both standardized offerings and customized customer needs.
Make Public Listings Easy to Find
Public listings should focus on simplicity and visibility. Key features include:
- Automated billing integration
- Simplified deployment
- Self-service purchasing
"With Seller Private Offers, you can offer custom pricing and end-user license terms on your customers' existing AWS bill. You'll be attracting customers who have chosen AWS Marketplace due to the ease of finding, purchasing, and deploying solutions." - Brad Lyman, Principal Product Manager at AWS [9]
Use Private Offers for Flexibility
Private offers allow for tailored deals, providing flexibility for enterprise clients. Here's how they work:
| Feature | Benefit | Implementation |
|---|---|---|
| Custom Pricing | Volume-based discounts | Set specific rates per account |
| Custom EULA | Negotiated terms | Create unique legal agreements |
| Account-Specific | Targeted up to 25 accounts | Customize for specific buyers |
Best Practices for Managing Offers
- Set Public Pricing Strategically: Use higher baseline prices on public listings to allow room for negotiation in private offers. Make sure to include contact details for custom arrangements [5].
- Offer Free Trials: Use free trials to attract initial interest before transitioning to private terms [5].
- Include Key Details in Private Offers: Clearly outline customer account numbers, product codes, pricing structures, offer duration, and any modified EULA terms [9].
Important Notes
Buyers can only subscribe to one type of offer - public or private - at any given time [8]. This means your strategy should be well thought out to accommodate both. Additionally, private offers are not compatible with Bring Your Own License (BYOL) models [8].
Measure and Improve Performance
Use AWS Marketplace tools to monitor how both public and private offers are performing. Focus on metrics like:
- Conversion rates from free trials
- Acceptance rates for private offers
- Revenue generated per offer type
- Customer acquisition costs
5. Partner with AWS Distributors
Collaborating with AWS distributors can help broaden your marketplace reach while providing specialized support. The AWS Distribution Program is designed to help partners grow their revenue by taking over operational tasks and offering technical and marketing expertise. Distributors simplify processes and amplify your market presence.
Key Benefits of Working with Distributors
AWS distributors offer a range of services to strengthen your marketplace strategy:
| Service Area | Key Offerings | Impact |
|---|---|---|
| Technical Support | Expertise in migration and cloud optimization | Faster deployment and better performance |
| Sales Support | Assistance before and after sales | Higher conversion rates |
| Operations | Simplified billing and admin support | Lower operational workload |
| Marketing | Market programs and enablement tools | Improved market visibility |
Real-World Success Stories
In 2025, Collaboration.Ai teamed up with AWS Partner Second Front to break into the U.S. federal government sector. This partnership helped them secure a Certificate to Field for DoD networks in under 90 days - cutting nearly two years off their market entry timeline and saving $2 million in compliance costs [10].
IBM also saw impressive results after working with AWS Partner Labra to deploy an ACE CRM integration. Their outcomes included:
- A 90% reduction in co-sell processing time
- A 117% boost in co-sell opportunities
- Increased revenue
- A custom integration that streamlined marketing nurture tools [10]
Tips for Building Strong Distribution Partnerships
Choosing the right distributor can significantly improve your go-to-market strategy. Look for distributors with expertise in your specific market and technical area. AWS ensures its distributors meet high standards for partner development services [10].
How to Maximize Distributor Resources:
- Tap into technical expertise for complex migrations
- Use managed services for ongoing support
- Get advice on cloud optimization
- Take advantage of marketing and enablement programs [10]
"The AWS Distribution Program enables First Distribution to maximize value for our partners and accelerate customer growth through digital transformation. The program is a win for our partners, customers, and First Distribution."
- Chris Richardson, General Manager - Cloud, First Distribution [11]
Financial Perks of Partnering with AWS Distributors
Working with AWS distributors can lead to financial gains, including:
- Incentives based on performance
- Access to Distributor Development Funds (DDF)
- Lower operational costs through shared services
- Simplified billing processes [11]
Technical Support That Drives Success
Beyond sales and marketing, distributors offer robust technical support to enhance your operations. These services include:
- Planning and executing migrations
- Optimizing cloud infrastructure
- Ensuring security compliance
- Providing performance monitoring tools
- Supporting integrations
For example, TTEC Digital expanded its offerings and gained greater visibility in 2024 by leveraging these technical services [10].
6. Use AWS Marketplace Tools
Using the right tools can simplify your operations on AWS Marketplace and help drive revenue growth. These tools assist sellers in managing listings, integrating systems, and reaching more customers. When combined with earlier strategies, they can significantly improve your marketplace performance.
Basic Management Tools
| Tool Category | Primary Function | Business Impact |
|---|---|---|
| Listing Management | Product publishing and updates | Faster time-to-market |
| Integration Services | Technical deployment assistance | Lower development costs |
| Private Offer Tools | Custom deal management | Higher conversion rates |
| Co-sell Solutions | Partner opportunity sharing | Broader market reach |
These tools complement pricing strategies and partnership efforts, helping sellers maximize their revenue potential.
Simplifying Marketplace Operations
Tools like those from Awssome make managing your AWS Marketplace presence easier. They offer features such as unlimited listings, private offer management, advanced analytics, go-to-market support, APN registration, and FTR compliance. These capabilities ensure a smoother experience for sellers.
Real-World Success Stories
Companies like Voteer have seen firsthand how effective marketplace tools can make a difference. Founder David Setrouk shared:
"The quality of service, expert advice, and guidance in setting up the AWS Marketplace saved us a significant amount of time and will enable us to tap into an incredible global market potential." [12]
Similarly, Sigilium's Co-Founder Thomas Darde highlighted the benefits of seamless technical integration:
"The Awssome team helped us and knew exactly what to show and request from us. Instead of spending hours of frustration and uncertainty just to get listed on the marketplace, Awssome made the onboarding process quick and smooth. The entire publishing process was really nice." [12]
These examples show how the right tools not only save time but also open doors to global opportunities.
Expanding Market Reach
AWS Marketplace connects you to over 330,000 customers and thousands of resellers [12]. By leveraging these tools, sellers can tap into a vast audience and grow their revenue.
Advanced Features for Business Growth
AWS Marketplace platforms come with advanced features designed to support sellers as they scale:
| Feature | Business Value | Implementation Impact |
|---|---|---|
| Analytics Dashboard | Insights for better decisions | Supports data-driven growth |
| Market Expansion Tools | Develops new sales channels | Opens additional revenue streams |
| Partner Ecosystem | Builds stronger networks | Boosts market presence |
| Growth Resources | Optimizes revenue strategies | Helps scale faster |
| Advanced Reporting | Tracks trends effectively | Aids in strategic planning |
These features empower sellers to refine their strategies, expand their reach, and achieve sustainable growth.
Conclusion
Boosting revenue on AWS Marketplace calls for a well-thought-out plan. By following these outlined strategies, sellers can enhance their performance and achieve measurable growth.
Implementation Roadmap
To put these strategies into action, sellers should focus on three main phases:
| Phase | Focus Areas | Expected Outcomes |
|---|---|---|
| Foundation | Complete registration and service setup | Ready for operations |
| Launch | Develop marketing materials, use AWS branding, and create deep links | Increased market presence |
| Growth | Use analytics and build partnerships | Improved revenue results |
Key Success Metrics
Tracking your performance is key to understanding the impact of your efforts. Industry data suggests that successful AWS Marketplace sellers aim for:
- Year-over-year revenue growth of over 20%
- ROI per product exceeding 100%
- SDE margin above 25% [16]
These benchmarks provide clear goals to strive for as you roll out your strategy.
Immediate Action Steps
To get started right away, focus on these two critical steps:
- Finalize registrations and create marketing materials that align with AWS Marketplace guidelines [1][13].
- Sign up for essential seller services, such as Private Offers and Commerce Analytics [13].
Growth Acceleration Tools
AWS Marketplace GTM Academy offers a 180-day program to help sellers create and monitor demand campaigns effectively [1]. This program is a great way to fast-track your efforts.
Performance Monitoring
Use AWS Marketplace analytics to track these key metrics [14][15]:
- Unique visitors and page views
- Conversion rates from impressions to clicks
- New public offer agreements
- Click-through rates (CTR)
With these insights, take advantage of AWS support channels to refine press releases and ensure your messaging aligns with your goals [1]. This data-driven approach will help fine-tune your strategy for better results.
FAQs
How can AWS Marketplace tools help boost my revenue growth?
AWS Marketplace tools can significantly boost your revenue growth by streamlining software delivery, offering flexible pricing models, and simplifying billing and payments. These features make it easier for customers to purchase and use your products, enhancing their overall experience and driving sales.
Additionally, tools like the AWS Marketplace Management Portal allow you to analyze performance metrics and optimize your business strategies. You can also leverage the AWS Marketplace Commerce Analytics Service to access detailed customer and product data, helping you create targeted marketing campaigns and refine promotional efforts. By using these tools effectively, you can address common challenges and unlock new growth opportunities in the AWS Marketplace ecosystem.
What are the advantages of using private offers in AWS Marketplace compared to public listings?
Private offers in AWS Marketplace allow sellers to create customized pricing and terms for individual buyers, offering greater flexibility than public listings. These offers can include tailored payment schedules, contract durations, and licensing agreements, making them ideal for meeting specific customer needs.
Key benefits include:
- Personalized solutions: Sellers can negotiate pricing and terms to align with customer requirements, fostering stronger relationships.
- Simplified billing: Buyers can consolidate purchases on their AWS bill, streamlining cost management and renewals.
- Streamlined procurement: Private offers simplify the purchasing process while maintaining procurement controls.
By leveraging private offers, sellers can enhance customer satisfaction and drive strategic growth within the AWS Marketplace ecosystem.
How can partnering with AWS sales teams help boost your revenue on the AWS Marketplace?
Working closely with AWS sales teams can significantly enhance your revenue potential on the AWS Marketplace. By co-selling with AWS, you align your efforts with their expertise and customer relationships, creating a stronger value proposition for buyers. This collaboration often leads to higher close rates, larger deal sizes, and faster sales cycles.
Frequent co-selling partners have reported an average revenue growth increase of 51%. Additionally, 65% of partners noted improved close rates, while 54% experienced larger deal values. By leveraging AWS’s resources and co-selling opportunities, you can unlock new synergies and drive greater success in the marketplace.