AWS encourages partners to create custom software for Marketplace

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AWS encourages partners to create custom software for Marketplace

Amazon Web Services is making its Marketplace even more channel-friendly. The cloud giant revealed a brand-new selling model that allows AWS Marketplace ISVs to authorise channel partners to sell on their behalf.

The new model, Consulting Partner Private Offers, lets vendors give solution providers customer-facing, private offers. In turn, partners are recognised by AWS as the seller on record, Garth Fort, director of product management, AWS Marketplace said.

The AWS Marketplace is a digital library that AWS customers can tap to find, compare and deploy AWS software and other IT services. There are more than 190,000 active customers, 1400 participating ISV partners, and 4200 product listings on AWS marketplace today, Fort said.

Some vendors in the Marketplace have very mature channel programs and do most of their business through partners, and these companies needed a way to do business on the AWS Marketplace through the channel, Fort said.

"These partners were saying; 'I have a completely channel-based model, and you're dead to me unless you build something that lets me work with my channel partners, and I want all of it automated in such a way that eliminates paperwork,'" he said.

The new model lets vendors create reseller terms and identify partners that are authorized to sell on their behalf. These partners can then customise offers and present the solutions to customers. AWS will provide invoicing, reporting and billing on the back-end for partners.

Trend Micro, a cybersecurity software vendor that does 99 percent of its business through the channel, is a AWS Marketplace vendor partner that has been instrumental in helping AWS create the latest Consulting Partner Private Offers. AWS has been very receptive when it comes to streamlining the software buying and selling process for solution providers, said Wendy Moore, director of product marketing for Trend Micro.

"Overall, we recognised that AWS is transforming the industry, and they are also transforming how software is procured," Moore said. "Having programs like this are incredibly important to us.

[Partners] will be able to build multi-vendor solutions and price them."

Small ISVs will benefit from the new model because now those companies can use channel partners to fill in the gaps in regions where they may not have sales resources, AWS' Fort said.

Despite being launched in 2012, the AWS Marketplace didn’t have any channel initiatives attached to it until 2016 when it launched a channel incentive program. "Then we saw real dollars flowing through, and customers wanting to be able buy through channel accelerated," Fort said.

This article originally appeared at

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