The AWS Marketplace listings and private offers you can use

This page maps 16 AWS Marketplace paths for software, services and resale companies: listing types, private offer types, a resale route, and programs that build on a listing. AWS lowered the professional services listing fee, effective Sep 1, 2026 and announced Sep 22, 2026. Check which product type and offer type your deals use.

For AWS partners that list software, sell services, or resell through AWS Marketplace.As of Nov 1, 2026

Which marketplace programs can you use?

Every path below is AWS’s own name for it, including paths that apply to only one role.

Listings, fees and catalogs

Path	What it gives you	Role it needs	Works with others?
Public SaaS and data listing	What it gives youYour offer in AWS Marketplace; listing fee of 3%	Role it needsSoftware	Works with others?Check with AWS: no combination rule is stated
Public server listing (AMI, container, machine learning)	What it gives youYour offer in AWS Marketplace; listing fee of 20%	Role it needsSoftware	Works with others?Conflict: AWS says private offers aren’t supported for AMI monthly or multi-AMI CloudFormation products
Professional services listing	What it gives youListing fee of 0.5% on private offers, down from 2.5%; 0% in a qualifying multi-product offer	Role it needsServices	Works with others?Check with AWS: no combination rule is stated
AWS Partner Solutions Finder listing	What it gives youA listing in AWS’s partner solution catalog, which AWS names as a benefit of Select tier and up and of the Foundational Technical Review	Role it needsServices, Software	Works with others?Sequence: comes through a tier or the Foundational Technical Review
Partner Central listing agent	What it gives youDrafts a listing from your website content, announced June 16, 2026	Role it needsSoftware, Services	Works with others?Check with AWS: fees and limits aren’t described
AWS Marketplace List & Sell Incentive	What it gives youAWS says it offsets the cost of listing your solution	Role it needsSoftware	Works with others?Check with AWS: eligibility terms aren’t stated
Buy with AWS	What it gives youA route AWS names beside the List & Sell Incentive; its terms weren’t published on the pages read	Role it needsSoftware	Works with others?Check with AWS: terms aren’t stated

Which of these fit depends on your product types, how your customers buy, and whether you also deliver services.

Private offers and renewals

Path	What it gives you	Role it needs	Works with others?
Seller private offer, direct to a customer	What it gives youNegotiated pricing and terms for one buyer; listing fee of 3% under $1M, 2% from $1M to under $10M, 1.5% at $10M or more	Role it needsSoftware, Services	Works with others?Conflict: AWS says private offers aren’t supported for AMI monthly products or BYOL pricing
Private offer renewals	What it gives youListing fee of 1.5% on all renewals	Role it needsSoftware, Services	Works with others?Check with AWS: no combination rule is stated
Auto-renewal private offers	What it gives youAgree renewal terms once; flat, fixed-uplift or range-uplift pricing, announced September 2, 2026	Role it needsSoftware, Services	Works with others?Sequence: AWS says auto-renewal is available only for offers that use contract pricing
Installment plans (flexible payment schedules)	What it gives youMonthly, quarterly, annual or custom payments, up to 86	Role it needsSoftware, Services	Works with others?Check with AWS: AWS limits them to certain product and pricing types
Express private offers	What it gives youAutomatic offers from preset pricing and buyer criteria	Role it needsSoftware	Works with others?Sequence: needs a SaaS contract or SaaS contract with consumption product
Upgrades, renewals and amendments	What it gives youChange an existing agreement; ISVs and channel partners can offer them	Role it needsSoftware, Resell	Works with others?Conflict: AWS says usage-based SaaS, AMI, container, server contract and professional services products don’t support amendments
Channel Partner Private Offers	What it gives youResellers build the buyer’s offer from an ISV’s discounted price; AWS invoices the buyer and pays the reseller and ISV; AWS says resellers pay no transaction fees; listing fee carries a 0.5% uplift	Role it needsResell, Services	Works with others?Sequence: needs the ISV’s selling authorization and a reseller registered as a paid seller

Whether a private offer type pays off depends on your deal sizes, the customers you sell to, and whether they already buy through the marketplace.

Programs that build on a listing

Path	What it gives you	Role it needs	Works with others?
ISV Accelerate	What it gives youA program for software companies, with a published list of eight requirements	Role it needsSoftware	Works with others?Sequence: needs a generally available AWS Marketplace listing, among the eight
ISV Workload Migration Program	What it gives youAWS Promotional Credits to offset customer migration costs	Role it needsSoftware	Works with others?Sequence: needs a fully managed SaaS offering on AWS

Which ones fit depends on the pipeline you already have, the size of your team, and the product type you list.

AWS’s pages don’t describe private offers through distributors or multi-party private offers, so this page doesn’t list them.

How do these programs combine?

Sequences. A seller registers, lists, then extends private offers; Channel Partner Private Offers add the ISV’s selling authorization and the reseller’s own seller registration. ISV Accelerate asks for a generally available listing. Renewals, auto-renewals and amendments apply to existing private offer agreements.

Stacks. AWS doesn’t say which of these paths can be held together, so this page labels no pair as a stack. AWS does say channel partners can list professional services and resell software.

Conflicts. AWS says private offers aren’t supported for AMI monthly products or BYOL pricing, and that amendments aren’t supported for usage-based SaaS, AMI, container, server contract or professional services products.

How do you claim or earn each one?

List a product or service

01
Register as a seller
AWS says ISVs, Data Providers and Consulting Partners can sell.
02
Choose how you deliver
An AMI, SaaS, container or data product, or professional services.
03
Build the listing
The Partner Central listing agent can draft one from your website content.
04
Set pricing
Pay-as-you-go, long-term commitment plans, or private offers.

Extend a private offer

01
Create the offer
For the buyer’s AWS account, with custom pricing, terms or a custom EULA.
02
Add terms if eligible
An installment plan or renewal terms, if the product type allows them.
03
Extend the offer
The buyer accepts while signed into the account that received it.

Resell through a Channel Partner Private Offer

01
Register as a paid seller
With USD as a disbursement method and a tax interview location that matches your business location.
02
Share your account ID
Give the ISV your 12-digit AWS account ID so it can set up a selling authorization.
03
Create the buyer’s offer
By marking up the ISV’s discounted price.

AWS’s public pages don’t list reasons listings or offers get rejected.

Why do two similar companies choose differently?

Illustrative

Company A — 25-person software company with a generally available SaaS listing and enterprise buyers

Its paths are the public SaaS listing, direct private offers, auto-renewals and the ISV Accelerate requirements.

A single listing opens a run of private offer and program paths once it's generally available.

Illustrative

Company B — 25-person reseller and consultancy

Its first question is which ISVs will authorize it. Its paths are Channel Partner Private Offers and a professional services listing.

The same marketplace and the same fee table lead to a different set of paths than Company A’s.

Illustrative. Neither set is a recommendation for you.

AWS has the paths. Playmaker finds yours.

You’ve just seen how much AWS offers: programs, funding, listings, specialists and the many ways they combine. All of it is real, and much of it can run at the same time. Which of it fits your company depends on your tier, your roles and your deals.

Playmaker does that work for you:

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A recipe for each play. Every play comes with the steps to run it. You know what to do next, not just what exists.
Built for your mix. Reseller and services, a Marketplace listing and ISV Accelerate, several funding programs at once. Playmaker works out how they fit together for your company, not for a generic partner.
Ready in 3 minutes. Generate your playbook in 3 minutes, then refresh it as your deals change.

What does your playbook show?

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YOUR PLAYS

Northwind x AWS · Put the partner advantage to work on your deals

Your partner plays, ranked by revenue, each with a recipe to run it.

Your plays (26)

Ranked for Northwind. Each play shows what AWS makes available and the first step to take.

Competition (6)Sales (5)Marketing (3)Funding & Incentives (4)Marketplace (5)Services (3)

1Register live deals as ACE co-sell opportunitiesAWSCO-SELL
2Verify ISV Accelerate MDF eligibility and file the first funding requestAWSFUNDING INCENTIVE
3Package deployment services as a multi-product Marketplace solutionAWSBUNDLED SERVICES
4Complete the streamlined Foundational Technical ReviewAWSTECHNICAL VALIDATION
5Launch a joint AWS co-marketing campaignAWSCO-MARKETING

1Register live deals as ACE co-sell opportunities

WHY THIS PLAY

Shared opportunities pull AWS sellers into your deals and build the pipeline history co-sell programs measure.

⚡ WHAT IT’S WORTH

Puts an AWS account team on your 3 largest open deals, and counts toward ISV Accelerate.

YOUR RECIPE

1Create the opportunity in ACE Pipeline Manager and request AWS co-sell support.
2Add the AWS contact and customer details so it can be reviewed.
3Find your AWS counterparts in Partner Connections.

Start this play

What changed recently in marketplace?

Sep 22, 2026 — Professional services listing fee reduced to 0.5% for private offers, with 0% in qualifying multi-product offers.
Sep 2, 2026 — Private offer auto-renewals let buyer and seller agree renewal terms once.
Jun 16, 2026 — Partner Central agents can draft AWS Marketplace listings from website content.

Frequently
asked questions

The short answers for AWS Marketplace. Playmaker shows you the rest in 3 minutes.

AWS lists a 3% fee on public SaaS and data listings, 20% on server products, 3%, 2% or 1.5% on private offers by deal size, and 1.5% on renewals. South Korea adds 1%.

AWS says ISVs, Data Providers and Consulting Partners can sell, and Channel Partner Private Offers need a reseller registered as a paid seller. AWS’s pages state no limit on holding both, so check with AWS before planning around both.

AWS says channel partners pay no transaction fees; listing fees are deducted from the ISV’s disbursement on the discounted price.

AWS says it is now 0.5% for private offers, down from 2.5%.

AWS lists a generally available Marketplace product, ACE eligibility, Validated or Differentiated status, an Amazon Payee Central account, 5 launched and 15 qualified opportunities in the past 12 months, 1 person who completed a learning module, and $2,000 of recognized AWS revenue.

Sources

The AWS pages this page reads, all accessed Nov 1, 2026. Program names and terms belong to AWS.

AWS, Amazon Web Services and AWS Marketplace are trademarks of Amazon.com, Inc. or its affiliates. WorkSpan is not affiliated with or endorsed by AWS.

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