The difference is massive: partners with specializations get recommended 15X (!!!) more often.

Here's what many leaders miss:

Amazon Web Services (AWS)'s AI partner recommendations engine isn't waiting for sellers to search for you. It's proactively surfacing recommendations inside their CRM during live customer opportunities.

Think about that – your visibility is being determined by an AI analyzing every opportunity description, every pipeline update, every customer interaction pattern.

The engine uses a hierarchical approach that first classifies the customer problem, then matches partner expertise, and finally selects specific products. It's not about having hundreds of wins – even a single relevant win in a specific use case gets you into the conversation.

But here's the kicker: the quality of your data, including marketplace and CRM descriptions are now key.

AWS highlighted the exact multipliers:

• CRM integration drives a 50% boost in recommendations

• AWS Marketplace presence adds another 40%

• Right tagging in ACE? Extra 100%

• But specializations? That's where it gets interesting – partners with AWS specializations see a 15X increase - explained Luca Gorgoglione Certini, Head of Product Management at AWS

The uncomfortable truth for alliance leaders:

Your sales team's success on AWS increasingly depends on how well you feed their machine learning models. Every stale opportunity, every generic solution description, every missing product tag is literally reducing your algorithmic visibility.

Here's your tactical playbook:

Fix your ACE sync and hygiene – Automate pipeline sync via APIs or connectors.

Update opportunity stages in real-time, tag solutions to opportunities, include AWS services in descriptions. This isn't admin work; “your data is your GTM” - highlighted Abhisheikh Lahoti, Director, AWS Partner Engineering at the announcement.

Write solution descriptions both for AI and customers

Add descriptions that specify industry, use case, and customer segment. Link Partner Central and Marketplace, because AI now analyzes both.

Pursue specializations strategically

That 15X multiplier is the difference between 5% and 95% visibility to AWS sellers.

Monitor your score

AWS now shows your co-sell recommendation score in Analytics & Insights. This is your direct feedback loop into how their AI sees you.

As Matt Garman emphasized at last re:Invent, AWS wants partners in every customer account. They're now using AI to match thousands of partners to millions of customer opportunities.

For alliance leaders:

Your partner strategy isn't just about relationships anymore. It's also about optimizing for AI discovery while building human trust.

PS. Check AWS blog with breakdown of how to improve your visibility to AWS Sales