Selling your solution and growing your business through AWS Marketplace

If you're experiencing a sense of familiarity with this post, you're not imagining things. This guide is an updated version of the content I shared last year in preparation for re:Invent.

As always, our goal is to keep you well-informed and prepared, building on the foundations we've established while incorporating new developments in the AWS ecosystem. Are you gearing up for AWS re:Invent 2024? This year's premier cloud computing conference is set to take place from December 2nd to December 6th in Las Vegas, Nevada. It's the perfect opportunity to immerse yourself in the latest cloud industry innovations, connect with AWS experts, and network with fellow cloud enthusiasts from around the globe.

If you're considering listing your solution on AWS Marketplace, this event is an excellent chance to gather valuable resources and insights on how to get started.

For those attending re:Invent, be sure to visit the AWS Marketplace booths where I'll be available daily to answer your questions. You can find us in the Venetian Expo:

• Booth #326 - AWS Marketplace Experience

Don't miss this opportunity to learn, connect, and explore the exciting world of AWS!

• AWS re:Invent Sessions: Unlock Innovation with AWS Marketplace

Embarking on Your Journey as an AWS Marketplace Seller

Are you ready to elevate your partnership with AWS and the AWS Partner Network (APN)? This post is your gateway to becoming an AWS Marketplace seller, offering a comprehensive overview and essential resources to kickstart your journey.

AWS Marketplace offers a wealth of information across various platforms, including:

• YouTube videos
• AWS blog posts
• The official AWS Marketplace seller guide
• Valuable third-party content

In the following sections, I'll provide both a high-level overview and detailed resources to help you evaluate and get started with AWS Marketplace. Whether you're new to cloud marketplaces or an experienced player, you'll find relevant information tailored to your needs.

For those already familiar with cloud marketplaces, feel free to navigate directly to the sections most pertinent to your interests.

Let's dive in and explore how you can leverage AWS Marketplace to enhance your business and strengthen your partnership with AWS!

Understanding AWS Marketplace: A Quick Overview

AWS Marketplace is a curated digital software catalog that simplifies the process for AWS customers to discover, evaluate, and acquire third-party software licenses. One of its key features is the consolidation of all purchases into the customer's existing AWS bill, streamlining the procurement process.

For a quick introduction, you have two excellent options:

1. Watch the "Introduction to AWS Marketplace" video on YouTube. This concise 3-minute overview provides a rapid snapshot of what AWS Marketplace offers.

2. Join one of our Bi-Weekly AWS Marketplace Overview Webinars. These sessions offer a more comprehensive look, covering:

• An overview of AWS Marketplace
• The value proposition for both buyers and sellers
• Steps to get started on the platform

These resources are designed to give you a solid foundation in understanding AWS Marketplace, whether you prefer a quick video or a more detailed live presentation.

Why Consider AWS Marketplace?

As a potential seller, your decision to join AWS Marketplace should be driven by two key factors: your customers' needs and your leadership's vision.

Customer Demand:

1. Are your customers requesting AWS Marketplace as a procurement channel?
2. If you've heard this from one customer, it's likely many more share this preference.
3. If you haven't heard about it, encourage your sales team to start asking customers about their AWS Marketplace usage.
4. Proactively exploring this option demonstrates a customer-first approach in an increasingly competitive landscape.

For more insights on customer benefits, read:

• "The Total Economic Impact? of using AWS Marketplace" - a Forrester commissioned study

Leadership Commitment:

Top-down support is crucial for success in AWS Marketplace. Here's why:

1. Scaling this new sales channel requires organization-wide buy-in.
2. Sales teams may resist process changes.
3. Marketing might need budget adjustments for this new channel.
4. C-level leadership may have limited knowledge of cloud marketplaces.

To succeed:

1. Secure top-down commitment.
2. Develop a comprehensive business case for AWS Marketplace selling.
3. Align all internal teams: sales, marketing, alliances, and technical (crucial for software solutions).

For more information on partner opportunities and co-selling with AWS, explore:

• “IDC Market Perspective | 2024 AWS Marketplace and Build Partner GTM Success”
• "A Total Economic Impact? Partner Opportunity Analysis for AWS Marketplace sellers"
• "Best Practices for Developing an AWS Co-Sell Program"
• "How AWS Partners Can Optimize GTM Strategy with the Co-Sell Development Framework"

By considering both customer demand and securing leadership support, you'll be well-positioned to leverage AWS Marketplace effectively.

Getting Started with AWS Marketplace

Ready to dive into selling on AWS Marketplace? Here's your roadmap to success:

1. Join the AWS Partner Network (APN)

-If you're not already a member, sign up here.

-The APN provides comprehensive support: programmatic, technical, business, and go-to-market.

-For existing APN members, start co-selling with AWS through the APN Customer Engagement Program (ACE).

Note: While APN membership isn't mandatory for AWS Marketplace selling, it's crucial for co-selling with AWS. Selling without APN support is akin to launching a product without marketing - possible, but not optimal.

2. Package and Price Your Solution

-?Read "How to strategically package and price your solution in AWS Marketplace"

-?Ensure your solution aligns with AWS Marketplace's software deployment types (SaaS, server-based, etc.)

3.?Register as a Seller

-?Review "Checklist to successfully registering as a seller in AWS Marketplace"

?????? i.?Important: You'll need an AWS account for registration.

-??For teams concerned about AWS account access, check out "Setting up fine-grained permission access for AWS Marketplace sellers"

4.?Create Your Product Listing

-?Refer back to the packaging and pricing blog post for guidance.

-?For specific product types, use these resources:

????? i.?SaaS contract solutions: "Best practices guide to successfully list your SaaS contract solution in AWS Marketplace"

??????????ii.?Container solutions: "How to successfully list a container solution in AWS Marketplace"

??????????iii.?Professional services: "Best practices to list a professional services product listing in AWS Marketplace"

By following these steps and leveraging the provided resources, you'll be well on your way to successfully launching your product on AWS Marketplace. Remember, thorough preparation and understanding of the platform will set you up for success in this new sales channel.

Additional resources

We've covered a lot of ground in this post, and you may find yourself with additional questions. To further support your journey, I've compiled a list of valuable resources that can provide deeper insights and answers to potential queries:

Enablement / Marketing:

• How AWS Marketplace sellers can use the COSS framework for a successful sales strategy
• Best practices for driving traffic to your AWS Marketplace listing
• What Makes a Successful Marketplace Seller?
• Selling on Cloud Marketplaces at Each Stage of Maturity

Finance / Tax / Disbursements / Reporting:

• Vendor Finance Success Guide
• Seller reporting and notifications
• Buyer Invoicing - AWS Marketplace Private Offers
• Video: AWS Marketplace Launches Seller Reporting and Insights Quicksight Dashboard
• Video: AWS Marketplace Private Offer Disbursements - When should I expect payment?
• Video: AWS Marketplace Tax Rules - How AWS Assesses Tax & Affects Invoicing
• Blog: How to set seller disbursement preferences in AWS Marketplace

Private offers (aka custom terms and pricing):

• Blog: Best practices for receiving, accepting, and distributing Private Offers in AWS Marketplace
• Video Playlist: AWS Marketplace Operational videos

SaaS product type specific resources:

• AWS Marketplace Serverless SaaS Integration on AWS: This can help you streamline the API integration required to list your SaaS solution in AWS Marketplace.
• Blog: Successfully testing your SaaS listing in AWS Marketplace
• Blog: Using AWS Marketplace SaaS Quick Start to simplify your SaaS integration
• Blog: How to meter usage for subscriptions when using SaaS Quick Start
• Blog: Act Now or Lag Behind: Why SaaS Leaders Can’t Afford to Overlook PLG on AWS
• Blog: From Idea to Market: AWS Marketplace Vendor Insights for Secure SaaS

Conclusion

This post aimed to equip you with a comprehensive set of resources to understand AWS Marketplace and guide you through the initial steps of becoming a seller. We've covered everything from the basics of AWS Marketplace to specific strategies for listing different types of solutions.

Key takeaways include:

1. Understanding the value proposition of AWS Marketplace
2. The importance of aligning with customer needs and securing leadership buy-in
3. Steps to join the AWS Partner Network and register as a seller
4. Best practices for packaging, pricing, and listing your solutions

Remember, your journey with AWS Marketplace is unique to your business, and questions may arise as you progress. If you find yourself needing additional guidance or have specific queries, please don't hesitate to reach out to me on LinkedIn. I'm here to help point you in the right direction and support your success on the AWS Marketplace platform.

Thank you for investing your time in exploring this opportunity. Whether you're just starting to consider AWS Marketplace or you're ready to list your first product, I hope this guide serves as a valuable resource in your cloud marketplace journey.