The energy was electric as AWS prepared to become "the everything store" for software, services, data and AI agents.

When Amazon Web Services (AWS) opened its marketplace on May 1st to all SaaS products—not just those deployed on its infrastructure—we're witnessing a major shift in software distribution. This strategic evolution positions AWS Marketplace to serve an even larger share of the $600B+ software market.

Three key insights emerged from this gathering with AWS leadership:

1️⃣ Marketplace is going everywhere with expanded availability (e.g. "Buy with AWS"), more co-sell opportunities, and increased attention from AWS leaders, partners and customers.

Lewis Howarth, WW Leader of AWS Marketplace Scale Adoption, emphasized the evolution and catalog expansion. He also stressed how important it is for sellers to leverage PLG (product-led growth), as this aligns with how buyers increasingly prefer to purchase on marketplace.

2️⃣ International expansion is accelerating with Phil Soane, Principal AWS Marketplace Development Manager, highlighting support for additional currencies.

The marketplace has significantly evolved from its early days—now successful ISVs mirror their core business operations within it: matching business entity presence, localizing transactions, etc.

3️⃣ Distribution partners are leaning in heavily

The strong presence of TD SYNNEX, Ingram Micro, Westcon-Comstor and others signals the channel's recognition of marketplace synergies and growth potential via the DSOR program.

Serge Durand, Head of AWS Marketplace EMEA, noted that the marketplace and channel are becoming increasingly symbiotic, creating what he called a "Power of 4" (not 3 anymore).

What struck me most was the engagement of leading software companies. A leader from Notion highlighted closing their largest enterprise deal on AWS Marketplace, while companies like Zoom and Cutover are working to make marketplace transactions a core part of their revenue strategy.

The consensus was clear: we're entering a new era where marketplace is becoming one of the primary routes to market for software and services.

For those who haven't yet prioritized cloud marketplaces in their GTM strategy, this policy change creates an inflection point to reconsider.

Are you positioned to capture your share of this rapidly expanding channel?

🤝 Special thanks to Suger.io and its CRO, Kyle Heisner for joining us and sponsoring this gathering. The Suger platform was mentioned multiple times by both speakers and attendees who use it to accelerate their cloud marketplace growth.

Most importantly, thank you to everyone who woke up at 6am on Wednesday to join us bright and early in London! The quality of discussions and connections made it worth the early alarm.