When software drafts the polished listing and software reads it, how do you differentiate?
Amazon Web Services (AWS) added AI assistance and APIs across discovery, evaluation, co-sell and billing.
The launch sequence shows how far it reaches:
Buyer side
Nov ‘25: Agent mode and AI search across 30,000+ listings. Buyers upload requirements, compare solutions and generate purchasing proposals.
Apr ‘26: Discovery API opens catalog data, pricing and offer terms to procurement tools and storefronts.
May ‘26: Agreements API lets procurement software create estimates and accept offers.
Aug ‘26: AI Insights explains pricing in plain language: how costs scale and what’s included.
Seller side
May ‘26: Partner Central agents turn meeting notes into opportunities and fund requests.
Jun ‘26: AI listing builder turns a website, PDFs and case studies into a scored listing. Co-sell opportunities get an Opportunity Quality Score that shapes AWS engagement.
Jul ‘26: Lead Prospecting writes sales plays, call scripts and outreach.
Sep ‘26: A metering agent skill builds, deploys and tests usage-based billing.
Who reads the listing now
Matt Yanchyshyn, VP of Marketplace and Partner Services, at AWS Summit New York:
"Buyers are not just human anymore. People are using agents to do research, and we're getting pretty close to a world where agents are starting to make purchases."
Through the APIs, your product data travels into buyers’ own procurement systems.
Your product information now has more jobs: attract a buyer, win a comparison and justify the purchase internally.
What the AI assistant uses
Agent mode draws on the catalog, trusted third parties and real-time web data. The evidence available beyond your listing can therefore become part of the evaluation
Pricing: AI Insights reads the listing and the seller's public website
Proof: AI search flags partners with AWS Specializations
The first business case a buyer's approvers see may now be written by Agent mode.
Microsoft and GCP marketplaces are following
Microsoft made intelligent discovery generally available in August. It reports preview users were 68% more likely to find a fitting solution and take the next step toward purchase. Google Cloud’s version is now in preview.
Learnings for alliance leaders
Write every listing for two readers: the buyer and the buyer's agent.
Put proof where AI looks: Specializations, reviews, customer outcomes.
Publish pricing and explain how usage scales
Latest Insights & Analysis
We help our clients to define customer-centric strategies that stimulate innovation and create value
