AWS Marketplace has quietly become the fastest-growing way AWS customers buy software and services. Billions of dollars flow through it every year, and for a growing number of deals, it is now the preferred procurement path for enterprise AWS buyers.
We handle the full operational work behind a Marketplace motion that actually transacts: listing builds, FTR submissions, SaaS Co-sell Benefit enrollment, private offer campaigns, and CPPO channel programs.
A few years ago, an AWS Marketplace listing was a box to check — a credibility signal that proved your offering was AWS-adjacent. That's no longer the case. Today, enterprise AWS customers increasingly prefer to buy software through Marketplace because it lets them draw down committed spend against their Private Pricing Agreement (PPA), simplifies procurement, and consolidates vendor management under a single AWS bill.
For partners, this shift changes the math on Marketplace. Deals that used to close via direct contract now want to transit through a private offer. Channel partners that used to rely on traditional distribution now transact through CPPO. And AWS field reps have measurable incentives tied to Marketplace-sourced revenue, which means deals that move through Marketplace get more attention than ones that don't.
The partners capturing this shift are the ones treating Marketplace as an active revenue channel with dedicated operational support, not a static listing. The ones who aren't are watching deals close slower, at lower attribution, and with less AWS field engagement than their peers.
Most partners start with one capability and layer on the others as their program matures. A listing without a private offer strategy rarely transacts. Private offers without a CPPO motion leave channel leverage on the table. Every piece reinforces the others, and we run all of them as one coordinated motion.
We build out your AWS Marketplace listing properly the first time — pricing model, product metadata, dimension structure, EULA, contract terms, and supporting content. For existing listings, we audit against current Marketplace best practices and rebuild the weak points.
Most underperforming listings aren't bad products. They're listings that were set up quickly, priced against the wrong model, or structured in a way that makes private offers harder than they should be. Getting the foundation right is what lets every downstream motion actually work.
FTR is the AWS technical validation that gates Marketplace listings and SaaS Co-sell Benefit enrollment. It involves a detailed checklist submission, evidence documentation, and a review with AWS Partner Solutions Architects.
We run the full process for you, from checklist selection through submission and evidence review. Most clients pass on the first submission.
SaaS Co-sell Benefit is the AWS program that unlocks co-sell engagement with the AWS field for qualified SaaS ISVs. It was previously called ISV Accelerate. Enrollment requires a passed FTR and meets specific product maturity and commercial criteria that are easy to misread without program-specific experience.
We handle the full enrollment path, including eligibility review, submission package preparation, and the field alignment work that turns enrollment into actual co-sell activity.
Private offers are how enterprise deals actually close through Marketplace. We design private offer strategies around your deal shapes — pricing structures, contract terms, ramp schedules, and PPA drawdown mechanics, then run the operational cadence that turns eligible deals into closed Marketplace transactions.
For partners with active pipeline, this is usually the fastest path to first Marketplace revenue.
CPPO is the AWS Marketplace motion that lets ISVs sell through authorized channel partners and resellers, who transact directly through Marketplace on behalf of end customers. It's how the channel actually scales on AWS today.
We stand up the CPPO motion end-to-end, from channel partner authorization through offer mechanics, reseller enablement, and ongoing channel operations.
A passed FTR is required to list transactable software on AWS Marketplace and to enroll in the SaaS Co-sell Benefit program. For most partners, FTR is the single biggest technical milestone in the AWS relationship, and the one that most commonly stalls the rest of the program.
Because FTR is foundational to almost everything else in the Marketplace motion, we've built out a dedicated page covering how we prepare and submit it — including the evidence package, the common failure modes, and the 100% first-submission pass rate we've maintained across client engagements.
Every audience can benefit from a Marketplace motion, but the emphasis and mechanics vary significantly. Here's how the fit breaks down.
For SaaS ISVs, Marketplace is now the default procurement path for enterprise customers. Listings, FTR, SaaS Co-sell Benefit, and private offers are the core of your AWS partnership revenue motion.
For resellers and distributors, CPPO is the Marketplace mechanic that makes the channel scale. If you're transacting ISV software on behalf of end customers, CPPO is how you do it efficiently on AWS.
For services businesses, Marketplace fit depends on whether you have a transactable software or managed services SKU. Some MSPs benefit significantly; others get better leverage from field alignment and MAP funding than from a Marketplace motion.
Marketplace engagements take a few common shapes. For partners building out their first motion, we typically start with a scoped project: stand up the listing, run FTR, enroll in SaaS Co-sell Benefit, and launch the first private offer. That's usually a 12-week engagement and produces a working motion you can operate on your own from there.
For partners with an existing but underperforming motion, we often run ongoing Marketplace operations as part of a broader managed services retainer. This is where we own the day-to-day — listing updates, private offer execution, CPPO channel management, and reporting.
For partners with specific Marketplace needs, like a CPPO launch or a listing rebuild, we scope the work on a project basis.
~12 weeks. Listing, FTR, SaaS Co-sell Benefit enrollment, first private offer. Delivered as a fixed-scope engagement at our consulting rate.
Layered into a broader managed services retainer. We run Marketplace operations, private offers, and CPPO on an ongoing monthly basis.
CPPO launches, listing rebuilds, private offer campaigns, channel partner onboarding. Scoped individually based on what you need.
A free 30-minute call. We'll look at your current listing (if any), your deal shapes, your channel structure, and tell you where the highest-leverage Marketplace moves are for your business.