Marketplace brings distribution to companies of all stages
Startups are scaling through it. Harness has exceeded $100M in TCV through AWS Marketplace. So has Drata.
Accenture sells its own IP, third-party software and services through Marketplace. Multi-product solutions now let partners package those elements together. A few years ago that “was not really a thing, at least not at scale”.
Marketplace in APJ is growing 100% YoY, EMEA 99% and LATAM in the high 80s, after AWS invested in local currency, language and tax.
Co-sell is the multiplier
Matt calls co-sell “one of AWS’s key superpowers.” It can reach markets partners can’t cover themselves. One recent example: a partner landed Indonesian logos with no local staff, co-selling with AWS’s field team there.
The conditions are clear: submit your opportunities, show up as a true partner, run neutral sales comp and put Marketplace incentives in place. Do those things, and “your listing will be surfaced through our solution matching engine to our sellers. Our sellers will pay attention to you and co-sell with you. You will win those deals.”
AWS is also putting money behind the channel. Services fees drop to 0% inside qualified multi-product solution deals. Matt’s logic: the partner is “delivering value for customers, but also value for AWS.” So “why charge them?”
Agents are the next distribution driver
The AI agents and tools category grew from 900 to 3,300+ solutions in less than a year.
“Agentic discoverability is the new distribution,” Matt wrote in June. Agents already do discovery in the catalog.
Next, Matt expects “the first wave of agentic payments, of agentic deployment,” arriving “faster than I think any of us could have predicted a year or two ago.”
Where it all lands: “Multi-product solutions, agents, services plus software. That’s our future.”
On November 10, 3 weeks before re:Invent, Matt will share the latest on AWS Marketplace and where it’s heading. Join us to lock in where to focus at re:Invent and in 2027.
All-Star lineup (10+ speakers, 2.5 hours)
Opening: State of Cloud GTM heading into 2027
Keynote: Matt Yanchyshyn, VP of AWS Marketplace & Partner Services
Panel: Co-Sell in the AI Era: Winning deals with AWS
Panel: Channel and Solution Selling: Winning with Partners
Panel: Making Marketplace and Co-Sell Work at Scale: Ops, AI and ROI
November 10, 9–11:30 AM PT. Free online event.
Hear directly from the VP shaping AWS Marketplace and partner services, and from top Cloud GTM leaders on what’s working for them.
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