Just as we’ve been tracking the “$2B Marketplace club”, Palo Alto Networks + Google Cloud announced a partnership expansion — and PANW crossing $2B in sales on Google Cloud Marketplace.

Three numbers defined Cloud GTM in 2025: $531B, 62%, $2B

In 2026 “cloud marketplaces will solidify their role as the app store of the GenAI era” - latest S&P Global Market Intelligence research highlights.

Riot Games is aiming for 90% of software procurement via Marketplace.

Snowflake hit $2B on AWS Marketplace in 2025 alone, setting a new benchmark.

Marketplace adoption as an indirect sales strategy in SaaS is climbing from 34% to 40% - while reliance on tech partners is also rising.

When a company like Zscaler crosses $1B on AWS Marketplace and is already planning the next phase of adoption, it shows how quickly Marketplace is reshaping GTM.

Enterprise buyers are pragmatically rewriting IT budgets around AI, cloud, and security.

After last week’s Partner keynote at re:Invent, it’s hard to see AWS Marketplace as anything other than the primary GTM engine for ISVs – and the numbers Ruba Borno shared back it up.