5 years of Google Trends data show a clear pattern
AWS Marketplace, Azure Marketplace, Google Cloud Marketplace all follow the same trajectory:
slow steady growth 2021-2024
then a sharp inflection in 2025
Search is not revenue. But when every hyperscaler marketplace term spikes at the same time, that signals a category-level shift.
Cloud commits crossed $500B last year. Multiple ISVs closed $2B+ on individual marketplaces. All 3 hyperscalers started positioning marketplace as a core revenue engine to partners and investors.
Marketplace moved from an alliances-team topic into sales, procurement and C-Suite.
The search data reflects what we all see in the field and in deal rooms.
Amazon Web Services (AWS) still is the benchmark
AWS has the strongest public proof of marketplace activity: the largest visible base of major ISV milestones, the deepest marketplace operating motion, and repeated evidence that enterprise software companies can scale very large numbers through AWS Marketplace.
Snowflake hit $7B total on AWS Marketplace. Salesforce crossed $5B. The list of ISVs past $1B includes ServiceNow, CrowdStrike and Adobe —and the list is growing.
Microsoft’s rebrand result is the biggest surprise
Microsoft merged Azure Marketplace with AppSource - its Dynamics 365, Microsoft 365, and Power Platform storefront — into one Microsoft Marketplace in Sep ‘25.
“Microsoft Marketplace” went from near-zero to the highest-trending marketplace term on the chart. Combined Microsoft marketplace search now rivals AWS.
AppSource brought in business-application buyers who never searched “Azure Marketplace” but now land in the same experience. AI users, Dynamics buyers, Microsoft’s broader commercial audience — all entering the marketplace.
The comparison with AWS and Google Cloud is not perfectly apples-to-apples — AppSource served a broader business-app audience beyond cloud. But the expansion of who searches for marketplace is exactly the point.
Google Cloud: smallest share, but fastest climb
Google Cloud Marketplace has the lowest broad search interest but has grown ~5X since 2021.
That tracks with Google Cloud’s revenue acceleration and $462B backlog. Palo Alto Networks crossed $2B on Google Cloud Marketplace — proof that strategic categories already produce large outcomes.
3 takeaways:
Marketplaces are mainstream. The spike across all 3 clouds means this is now a default enterprise buying behavior
Microsoft’s unification expands who buys through marketplace. ISVs on Microsoft now reach business-app and AI buyers alongside Azure infrastructure teams
GCP Marketplace growth creates an early-mover window. Fast-growing commit pool, and strong partner investment
What’s your strategy?
Latest Insights & Analysis
We help our clients to define customer-centric strategies that stimulate innovation and create value
