Cloud commitments grew ~5X in the last three years to ~1.5T. Publicly disclosed Marketplace milestones grew to more than $30B. We mapped every public $1B+ Marketplace milestone against our Cloud Commitment Tracker. Two curves. Together they show how fast the commercial system around cloud marketplaces matured.

AWS added $301B to its backlog in 12 months, taking it to $496B. Amazon now says AWS could become a $1T annual revenue business. Here is what Amazon sees coming next.

AWS, Azure and Google Cloud just added $200B+ to customer cloud commitments in a single quarter. The total is now at ~$1.5 trillion. This came alongside a sharp acceleration in cloud revenue growth. ​ Here’s the breakdown

Exactly 3 years ago, I launched the Cloud GTM Leader course as an experiment. 15 cohorts and 350+ alumni later, it has become a community. Here's what I didn't expect.

Salesforce, Palo Alto Networks, Zscaler, ServiceNow and Presidio have each crossed $1B through cloud Marketplaces. What helped them get there? Two weeks ago, leaders from all five companies joined us for the $1B Marketplace Club launch, alongside AWS. They explained how they equipped sellers, brought channel partners into the business and built processes that could handle scale.

BCG just published its 2026 IT buyer pulse check: IT spending is expected to rise 5.8% this year, the strongest reading this survey has recorded. AI and cloud drive most of the growth, while buyers are consolidating vendors everywhere else.

LangChain’s marketplace playbook started with one seller, one account and one win. Then it scaled: LangChain became an AWS Marketplace AI Agents and Tools launch partner and won a 2026 Google Cloud Partner of the Year award. Earlier this summer, we hosted a workshop for AI-natives on how to build marketplace revenue. It brought together Karan Singh, who leads Cloud GTM at LangChain; Rob Weidner, who leads alliances at Grafana Labs; Nate Stecz from AWS; and Trunal Bhanse from Clazar. 5 insights you can apply from it:

Microsoft made its strategic direction explicit: “Co-sell is now Microsoft Marketplace-first.” Microsoft is moving from partner-reported impact (PRACR) toward verified Marketplace Billed Sales (MBS). In FY27, Partner Reported Azure Consumed Revenue (PRACR) no longer operates as a broad co-sell mechanism. Marketplace becomes the primary path for co-sell at scale, with transaction credit recognized through MBS.

CRO of a fast-growing AI company told me recently: once his sellers saw that Marketplace + co-sell can strengthen every part of MEDDPICC, there was no going back.

The time to reach $1B on cloud marketplaces compressed from 8–10 years to roughly 2. What changed? Salesforce listed on AWS Marketplace in 2023 and passed $2B in 18 months - faster than any security or infrastructure vendor on our list reached $1B.

Arrow Electronics stock is up more than 90% year to date. TD SYNNEX is up more than 70%. Ingram Micro, 33%. The 3 biggest IT distributors are among 2026's strongest tech performers. Here is what stood out from their Q2 reports.

90% of companies rely on partners for agentic AI. And 85% plan to expand partner engagement - new BCG research. Here is a breakdown of who customers partner with, and how they choose partners.

Salesforce pioneered the app marketplace with AppExchange 20 years ago. Now it is rebuilding it on the hyperscaler playbook. Salesforce knows that playbook from the seller side. It crossed $5B in sales on AWS Marketplace and is among its fastest-growing sellers.

Vercel brought AWS Marketplace into its sales process earlier. Over two years, it saw larger deals and more multi-year contracts. Many of the fast-growing AWS Marketplace sellers we talk to run it with a small team. That sounds like a contradiction. Marketplace touches sales, co-sell, finance, deal desk, marketing and product. So how does a focused team move a much larger company?

Braze's CEO: "The growth in the AWS Marketplace purchasing across our customer base has been astounding over the course of the last couple of years." The playbook behind it is worth studying.

AI alliances grew 3.7x in three years. They nearly doubled in 2025 alone (BCG). For alliance and tech leaders, it shows how central partnerships are now for AI strategy.

50% of AI companies are scaling their FDE model as a permanent part of their go-to-market. 38% of them call FDEs a revenue driver. 30% charge customers nothing for the work.

54% of S&P 500 companies talk about AI productivity on earnings calls. Only 2% connect these gains to revenue. That gap barely moved last quarter - and may be the biggest partner opportunity in enterprise AI.