If you’re a software vendor looking to expand your reach, you might be wondering how to list on AWS Marketplace. AWS Marketplace is a curated digital catalog where businesses can discover, purchase, and deploy software that runs on Amazon Web Services. Listing your product here opens the door to a global audience of potential customers and ensures seamless integration with AWS infrastructure.
Understanding ‘what is AWS marketplace’ is crucial before starting. It’s not just another online store; it’s a platform designed specifically to help vendors scale their software business while providing buyers with reliable, pre-vetted solutions. By becoming a part of AWS Marketplace, you gain access to millions of active AWS customers, simplified billing options, and a trustworthy marketplace environment that boosts your product’s visibility.
Whether you offer SaaS solutions, machine learning tools, or infrastructure software, knowing how to list on AWS Marketplace can help you reduce time-to-market and streamline the sales process. This guide will walk you through the essentials of becoming an AWS Marketplace seller, providing actionable steps to get your product listed efficiently and start attracting new customers within just four weeks.
What is AWS Marketplace?
AWS Marketplace is a curated digital catalog, or in simpler terms, an online store that helps businesses easily find, test, purchase, and deploy software that runs on the Amazon Web Services (AWS) cloud. Unlike a traditional software marketplace, AWS Marketplace is specifically designed for cloud-based solutions. It offers thousands of software listings across categories like security, networking, storage, machine learning, DevOps, data analytics, and business applications. Each product listed is pre-configured to run seamlessly within AWS, so buyers don’t have to worry about compatibility, installation hassles, or complex deployment.
From a buyer’s perspective, AWS Marketplace simplifies decision-making by offering ready-to-use solutions with transparent pricing models. Businesses can choose software based on subscription plans, pay-as-you-go models, or annual licensing, giving them flexibility to align purchases with budgets and project requirements. Buyers also gain peace of mind with secure deployment, automated updates, and verified compliance, which is especially important for industries like finance, healthcare, and government.
For vendors, becoming an AWS Marketplace seller unlocks access to a global audience of millions of AWS customers. Sellers benefit from automated billing, simplified procurement, and powerful reporting tools that provide insights into customer behavior and product usage. In addition, AWS Marketplace handles aspects of distribution and payment collection, reducing the operational burden for sellers and allowing them to focus on innovation and customer engagement.
Another unique advantage of AWS Marketplace is its integration with AWS accounts and services. Since most enterprises already rely heavily on AWS infrastructure, software purchased through the marketplace is billed directly to their existing AWS invoice. This not only simplifies financial operations but also reduces procurement friction, making it easier for organizations to adopt new tools quickly.
Understanding what AWS Marketplace is is the first step toward leveraging its benefits. For vendors, it provides an efficient channel to increase product visibility, build trust with enterprise buyers, and streamline the sales process without setting up complex distribution networks. For buyers, it ensures a safe, fast, and cost-effective way to access software solutions that are tailored for cloud environments. In essence, AWS Marketplace acts as a bridge between software creators and enterprise users, enabling both sides to achieve value faster.
If you're exploring pricing structures, AWS supports multiple models, including subscription, contract, and usage-based billing. Learn more about pricing models in this guide to SaaS contract pricing.
Preparing to become an AWS Marketplace seller
Before you can list your product, you need to prepare as an AWS Marketplace seller. The first step is ensuring your business is properly registered. This includes having a valid company registration, tax identification, and banking details, as these are essential for receiving payments from AWS customers.
Next, make sure you have an active AWS account. If you don’t, creating one is straightforward. You’ll need to provide basic personal and business information, including your email, company details, and preferred payment methods. AWS also requires you to complete a seller profile, which will be visible to potential buyers once your product is listed.
Additionally, review AWS compliance and security requirements. Ensuring that your software meets AWS standards not only speeds up the approval process but also builds buyer trust. Being thorough in your preparation as an AWS Marketplace seller ensures that your listing goes smoothly and avoids common delays. Proper preparation sets the foundation for a successful launch on AWS Marketplace, allowing you to focus on showcasing your product rather than administrative hurdles.
Step-by-step guide to listing on AWS Marketplace
For many first-time vendors, the idea of publishing software on AWS Marketplace can feel daunting. However, the process is much more straightforward when broken into manageable steps. By following a clear plan, you can ensure that your product is not only compliant but also appealing to potential buyers. Here’s a simple 4-week roadmap that walks you through how to list on AWS Marketplace successfully:
Week 1 – Account setup & compliance
The first step is to register as an AWS Marketplace seller. This involves completing the seller registration form, which requires details such as company name, tax information, and banking details for payments. During this stage, it’s critical to ensure that your business documentation is accurate and up to date, as AWS conducts checks to validate the authenticity of each seller.
At the same time, review AWS compliance requirements carefully. Your product must align with AWS security and technical guidelines, and in some cases, meet specific industry standards (e.g., HIPAA for healthcare or GDPR for EU-based businesses).
Completing these compliance checks early avoids unnecessary delays later in the process. For tailored support, explore a free AWS Marketplace assessment.
Week 2 – Product preparation
Once your account is active, focus on preparing your software for listing. AWS provides packaging and publishing guidelines that ensure your product integrates seamlessly with the platform. Depending on your solution, this could mean preparing a SaaS product, machine image (AMI), container image, or data product.
During this phase, you’ll also define your pricing and licensing model. Options include free trials, pay-as-you-go billing, or annual subscriptions. Choosing the right pricing model can significantly impact adoption rates, so it’s worth considering your target market’s buying behavior.
Finally, invest time in creating compelling product materials. A strong listing should include a detailed product description, feature breakdown, customer benefits, screenshots, and installation instructions. High-quality visuals and clear documentation help buyers understand your offering quickly, which can increase conversions.
Week 3 – Submission
With your product prepared, the next step is submitting it to AWS Marketplace through the Seller Portal. This involves filling out forms with product metadata (name, category, keywords), pricing details, and support information. The more accurate and detailed your submission, the faster AWS can process it.
You’ll also need to upload your product files, images, and any required technical documentation. If you are offering a SaaS product, AWS may require API endpoints and access details for integration testing.
Make sure all fields are double-checked, as incomplete submissions are one of the most common causes of delays. Learn how Applify helps SaaS businesses to list and sell on AWS Marketplace smoothly.
Week 4 – Review, testing & publication
Once submitted, AWS performs a comprehensive review of your product. This includes functional testing, security validation, and compliance checks. AWS ensures that the product installs correctly, integrates with their systems, and meets the technical and operational standards they require.
During this stage, AWS may contact you for clarifications or request additional documentation. It’s important to respond promptly to keep the process moving.
If everything is approved, your product will be published live on AWS Marketplace. At this point, millions of AWS users worldwide can discover, purchase, and deploy your solution. To fast-track your go-to-market plan, book a free consultation with our team.
Following this structured approach ensures that your listing on AWS Marketplace is smooth, efficient, and ready to attract customers in just four weeks.
Tips for getting started as a seller on AWS Marketplace
Once your product is ready to go live, it’s important to maximize its impact. Here are some actionable tips for getting started as a seller on AWS Marketplace:
- Optimize Your Listing: Use clear, concise product descriptions and highlight key features. Include screenshots, demo videos, or trial options to help buyers understand your software.
- Focus on Pricing and Licensing: Competitive and transparent pricing attracts more customers. Make it easy for buyers to understand licensing models and subscription plans.
- Provide Excellent Support: Promptly respond to inquiries and provide detailed documentation. AWS buyers value reliable support, which can improve your product ratings and visibility.
- Promote Your Listing: Share your AWS Marketplace listing through social media, newsletters, or your website. This helps generate traffic and potential sales quickly.
- Leverage Analytics: Monitor how your product is performing, track downloads, and understand customer behavior. Use these insights to continuously improve your listing and offerings.
By following these tips, new AWS Marketplace sellers can gain traction faster and create a positive experience for buyers. To help you build a comprehensive go-to-market plan, AWS offers a seller success guide for building an enablement strategy.
Common mistakes to avoid
Even experienced vendors can face challenges when listing on AWS Marketplace. Here are some common mistakes to avoid:
- Incomplete Documentation: Failing to provide proper instructions, screenshots, or support materials can delay approval.
- Ignoring Compliance Requirements: Not adhering to AWS policies or security standards can result in rejected submissions.
- Poor Product Descriptions: Vague or technical descriptions may confuse potential buyers, lowering engagement.
- Neglecting Customer Support: Slow responses to inquiries or missing documentation can hurt your product rating.
- Overcomplicating Pricing: Complex or unclear pricing structures can deter buyers from purchasing.
Final thoughts
Avoiding these pitfalls ensures a smoother process and helps establish credibility as an AWS Marketplace seller.
Listing your software on AWS Marketplace can open doors to a global audience and streamline your sales process. By understanding what AWS Marketplace is, preparing thoroughly, and following a structured 4-week plan, you can efficiently launch your product and start reaching millions of potential customers.
Remember to focus on clear communication, high-quality product materials, and responsive support to maximize your success. Whether you’re a new vendor or an established software provider, taking the time to do it right ensures a lasting impact on AWS Marketplace.
Start your journey today and discover the benefits of becoming an AWS Marketplace seller.
