Not only are 99% of AWS's top customers now buying via Marketplace, but the new 🛒“Buy with AWS” for partners is set to accelerate this shift dramatically.

📈 Compelling Growth Numbers

Ruba Borno, VP, Global Specialists and Partners at AWS highlighted that the public sector alone transacted $1Bn+ on Marketplace this year.

This shift is supported by the impressive economics of marketplace adoption by channel partners.

Partners building marketplace practices achieve "234% return on investment, 50% faster deal closures, and 4-5 times richer deal sizes." (Forrester research)

These are step-function changes in channel GTM efficiency enabled by marketplaces.

But the real story isn’t just in the numbers.

💳 "Buy with AWS": A Game-Changer

AWS just made "Buy with AWS" generally available, enabling partners to turn their websites into Marketplace storefronts.

“Customers can access AWS Marketplace from any partner's website. Partners can now provide customers with co-branded search, discovery, and procurement experiences directly from their websites.”

This is transformative. Alliance leaders can now embed Marketplace buying experiences anywhere, dramatically expanding distribution potential.

🎯 ISV Benefits Expansion

Amazon Web Services (AWS) continues to lower barriers for Marketplace adoption. Starting in January, SaaS co-sell benefits will be expanded:

“We want to encourage more and more partners to reach customers through AWS Marketplace.… Starting in January, SaaS co-sell benefits will be expanded to all ISV Accelerate partners, including eligible startups.”

💰 Uncapped Modernization Incentives

Modernization is another major theme, with AWS committing to more funding for partners to help customers move faster.

“We restructured the incentives so that AWS can offer partners more funding support on larger modernization deals. This means there are no more caps on how much funding you can receive.”

Ruba Borno's call to action for partners:

“Think bigger with our customers because they want to modernize and need your help.”

AWS is also focusing on Greenfield Customers, emphasizing the importance of partner involvement:

“Last year, we implemented the Greenfield Customer Engagement Incentive, and since then, 80% of Greenfield customers have a partner involved in their migrations.”

📈 Strategic Growth Message from AWS CEO

Matt Garman left partners with a powerful message:

“There’s a lot of optimism that folks [customers] have for growth, and they’re really thinking about revenue. That is a great opportunity for you all to help them lean in, help people go faster, and help them understand your products and how they interact with AWS products.”

💡 If you’re in San Francisco this evening, Tuesday, Dec 10th at 6:30pm, join our event for Cloud GTM leaders, where we’ll debrief key re:Invent highlights.