These are the signals that stood out to me last week:

1️⃣ Marketplace as the 1 GTM scaling engine

Amazon Web Services (AWS) called Marketplace “the most powerful Go-to-Market scaling engine” and “the highest performing, fastest growing GTM channel”, driving up to 4–5x larger deal sizes and up to 40% net-new customers.

If Marketplace isn’t at the center of your GTM strategy yet, you’re missing out.

2️⃣ Marketplace billionaires are rapidly growing

A group of partners are now doing $1B+ a year each through AWS Marketplace:

• Datadog has crossed $2B

• Snowflake and Salesforce are both over $3B

Not only is Marketplace supporting multi-billion-dollar motions for ISVs, but numbers are scaling fast too - I reported Salesforce crossing $2B in June, now they’re already at $3B.

3️⃣ Self-serve + AI reshape the sales motion

Over 80% of Marketplace transaction volume is already self-service. Express Private Offers use AI to issue custom pricing in minutes instead of weeks.

The default buyer journey is becoming increasingly product-led and automated.

4️⃣ Multi-product solutions enable more partnerships

AWS launched multi-product solutions that bundle multiple ISVs, professional services and AWS first-party services into a single package with one lead seller and unified procurement.

The real play is now solution orchestration, not just listing your product.

5️⃣ New partner multiplier: $7.13 for every $1 of AWS

For every $1 of AWS services a partner deploys, they see $7.13 in their own revenue.

With AWS talking about growing to a $300–400B business, they are signaling a 3 trillion dollar partner economy on top.

6️⃣ Competencies as real economic levers

Customers working with competency partners are 30% more likely to get AI workloads into production and do it 25% faster.

Competencies are no longer just a badge – it’s a measurable advantage in competitive deals.

7️⃣ Agentic AI becomes a formal specialization

AWS launched three new agentic AI competency categories (applications, tools, consulting services) and will give these partners 50% more MDF plus a specialization badge in Marketplace.

Signal: agents are a core category.

8️⃣ Startups compounding on Marketplace

Startup partners are growing Marketplace sales 130% year over year; companies like Vanta have seen private offers grow 700% YoY. You don’t need to be an enterprise to see Marketplace traction.

9️⃣ True global localization for Marketplace deals

AWS is rolling out “true local invoicing”: local currency, local banks and region-specific tax treatment, not just FX conversion. For partners, that removes a big part of the friction in scaling Marketplace deals globally

What else stood out to you from the keynote? Curious how this lines up with your own AWS GTM and Marketplace motion.