If you want to know how AWS buyers actually purchase on Marketplace—and where AI is already changing their behavior—don’t miss this. Most of us focus on what we're selling. George Maroulakos focuses on how customers are buying—and few people see buyer behavior, frictions, revenue growth, and change signals as closely as he does. Since joining AWS in 2017, George has been integral to AWS Marketplace’s growth. He was the first in-field Business Development leader, scaled the Americas Customer Advisor team to 40+, and now leads buyer-experience innovation worldwide. George’s team tracks data from 3M+ subscriptions of partner offerings on AWS Marketplace—how customers discover, evaluate, buy and renew. Marketplace opportunity keeps growing with 99% of the top 1,000 AWS customers had at least one active Marketplace subscription in 2024. Expect a practical view of what accelerates deals, how channel partners perform in cycles, and where AI is already changing patterns.