Salesforce pioneered the app marketplace with AppExchange 20 years ago. Now it is rebuilding it on the hyperscaler playbook. Salesforce knows that playbook from the seller side. It crossed $5B in sales on AWS Marketplace and is among its fastest-growing sellers.

Vercel brought AWS Marketplace into its sales process earlier. Over two years, it saw larger deals and more multi-year contracts. Many of the fast-growing AWS Marketplace sellers we talk to run it with a small team. That sounds like a contradiction. Marketplace touches sales, co-sell, finance, deal desk, marketing and product. So how does a focused team move a much larger company?

Braze's CEO: "The growth in the AWS Marketplace purchasing across our customer base has been astounding over the course of the last couple of years." The playbook behind it is worth studying.

CrowdStrike just set a new marketplace benchmark: $600M+ in deal value transacted across AWS, Google Cloud and Microsoft - in one quarter. It's the first quarterly marketplace figure I've seen any software company announce.

Cisco accepted some lower-margin hyperscaler business — and still delivered its highest operating margin in 30 years. The alliance economics help explain why. It is the P&L argument many alliance teams lose internally. “We had missed the first wave of this with the cloud.” - Chuck Robbins, Cisco CEO, two weeks ago. Six years and $9.3B in hyperscaler AI infrastructure orders later, here’s how Cisco rebuilt its cloud alliances.

AI traffic to Shopify tripled YoY. AI-driven orders tripled too. And orders from new buyers through AI channels ran at ~2x the rate of other channels. This data is a preview of what's coming to cloud marketplaces, as agentic AI search and buying becoming a norm.

Commvault's CFO just gave alliance leaders a rare P&L proof point. Hyperscaler agreements were among the drivers behind SaaS margins hitting 70.6%. Commvault, a cyber-resilience company, grew SaaS ARR 38% to $424M in Q1 FY27. That margin sits inside a broader cloud-alliance model: Microsoft is becoming a deeper product and distribution partner, and AWS helped deliver a multi-cloud win.

Kyndryl’s hyperscaler revenue grew 48% to $2B in the last 12 months. The alliance-linked stream is growing >3X the rate of Kyndryl Consult. That gap shows where the growth momentum is.

ServiceNow says its hyperscaler partnerships are ramping up faster than planned — and it now shows up in the margins. It crossed $1B in AWS Marketplace transactions and listed its AI agents on the Microsoft marketplace — same quarter.