Sixteen companies have announced a $1B+ milestone through AWS, Microsoft or Google Cloud marketplaces. The problem with a lifetime number is that it hides the present.

So I asked a different question: how large has Marketplace become relative to their business?

Marketplace sales beside annual revenue

• Snowflake: $2B+ AWS Marketplace sales in 2025, against $4.47B product revenue in FY2026 → ~45%

• CrowdStrike: $1B+ AWS Marketplace sales in 2024, against $3.95B revenue in FY2025 → ~25%

More recent contract and deal value

• CrowdStrike: $600M+ in deal value across AWS, Google Cloud and Microsoft marketplaces in the quarter ended July 2026. At that pace, ~$2.4B a year against ~$5.8B ARR → ~41%

• Zscaler: ~$900M in all-cloud Marketplace contract value in the first nine months of FY2026. At that pace, ~$1.2B a year against ~$3.5B ARR → ~34%

• Okta: ~$750M AWS Marketplace contract value in FY2026, against $2.9B revenue → ~26%

​Important caveat. The first two lines set a year of Marketplace sales beside a year of revenue. The last three use contract value, which includes future years, so read them as a measure of scale, not an accounting share of revenue.

Either way, the answer lands in the same range: a quarter to half of the company.​

At the top of this cohort, Marketplace has become the business

And it is still pulling away.

CrowdStrike's AWS Marketplace contract value grew nearly 50% in FY2026; ARR grew 24%.

Zscaler's Marketplace contract value more than doubled year over year; ARR grew 25%.

A share tells you where a company is. The growth multiple tells you which way it is moving. When Marketplace grows 2-4X faster than the company, the direction is obvious.

What to take to your C-suite

1. Answer "What role does Marketplace play in our business?" before "What percentage should we target?"
   The companies above built seller adoption, cloud field coverage, channel economics and operations long before their milestones arrived. For your next leadership review, track what Marketplace can improve: new customers, deal size, time to close, retention and effort per deal.
   ​

2. Show what Marketplace improves.
   Show the board which customers Marketplace helped you reach, which deals improved, and which recurring work became easier. Use those results to make the case for further investment.

PS. The full report covers sixteen $1B+ companies, seven operating playbooks and a field guide to each. Download and read it here.