Five themes stood out:

1. Agentic AI changes discovery and distribution

Michael Levy (AWS Marketplace) framed the shift: AI agents will change how software is discovered, accessed, and consumed.

For ISVs, your data, workflow, customer context, and differentiated IP still matter, but the access layer changes. Software needs to be usable by humans and increasingly by agents - through APIs, MCP servers, structured product context, and agent-ready packaging.

Marketplace listings, product metadata, integrations, and commercial models now need to serve human buyers, AWS field teams, and agents.

2. Pricing is moving closer to outcomes

The agentic model puts pressure on traditional seat-based pricing. If an agent is completing work, the commercial question becomes: what is the unit of value? A customer service ticket resolved. A security incident remediated.

The emerging pattern is hybrid: predictable base revenue from human seats, then layer consumption pricing on agent-driven outcomes on top.

3. Marketplace scale is an operating-model problem

The best sellers do not treat Amazon Web Services (AWS) Marketplace as a listing or a late-stage procurement path. They build it into the operating model: sales workflow, co-sell, RevOps, finance, legal, partner operations, and customer expansion.

This came up repeatedly. If the marketplace creates extra work for the field, adoption slows. If it fits into how sellers already work, it becomes part of the standard GTM motion.

This is where Clazar is helping companies operationalize marketplaces with automations to scale without creating manual overhead.

4. Global marketplace growth depends on local buying experience

Arif Razvi’s insight: global marketplace growth isn’t only a sales question. Currency, entities, tax, and buyer trust all matter.

Selling in local currency signals you understand the market — and it shows up in larger deals and ~400% YoY growth in non-USD private offers in Europe.

5. Co-sell wins on simplicity and specificity

Whitney Bragg-Sabins shared what comes after ServiceNow crossed $1B on AWS Marketplace — and how they’re scaling toward $2B.

The lessons:

• Co-sell messaging has to be simple enough for the field to execute

• “Better together” needs to become specific customer outcomes

• SI partners should be treated as part of the distribution motion, not only implementation capacity

• Vertical industry use cases matter because they give sellers, partners, and customers a concrete reason to engage

Thank you to our partners - Clazar, ServiceNow and LucidLink for making this possible.

Thank you to everyone who joined. The quality of the insight reflected the quality of the room.

We’ll be back.