Just as we’ve been tracking the “$2B Marketplace club”, Palo Alto Networks + Google Cloud announced a partnership expansion — and PANW crossing $2B in sales on Google Cloud Marketplace.

In 2026 “cloud marketplaces will solidify their role as the app store of the GenAI era” - latest S&P Global Market Intelligence research highlights.

Snowflake hit $2B on AWS Marketplace in 2025 alone, setting a new benchmark.

When a company like Zscaler crosses $1B on AWS Marketplace and is already planning the next phase of adoption, it shows how quickly Marketplace is reshaping GTM.

Enterprise buyers are pragmatically rewriting IT budgets around AI, cloud, and security.

After last week’s Partner keynote at re:Invent, it’s hard to see AWS Marketplace as anything other than the primary GTM engine for ISVs – and the numbers Ruba Borno shared back it up.

Last week at re:Invent, 50+ ISV and cloud GTM leaders filled the room at The Venetian to answer one question: what does AWS Marketplace GTM look like at scale?

Microsoft Ignite made one thing brutally clear for alliance leaders: if you’re not treating Marketplace as a key GTM motion, you’re leaving MACC dollars and deal velocity on the table.

Amazon’s AWS returned to its highest growth rate in nearly three years, posting 20.2% YoY growth on a $132 billion annualized run rate.