2025 was a breakout year for Labra. From website rebranding to multiple strong partnerships, we’ve achieved many milestones.
We wanted to look back and spotlight some of the major updates!
Starting with…
Recognized AWS Premier Tier Partner
We also won the AWS Global Partner of the Year award!
We’re elated! Labra’s AWS Premier Tier Partner status sets us apart as a trusted leader in building and scaling cloud-native revenue workflows on AWS. It reflects our proven expertise and consistent success in helping customers build and scale their Cloud GTM processes.
It also underscores our continued investment in the AWS ecosystem and our deep focus on enabling ISVs to accelerate Marketplace revenue and drive stronger co-sell outcomes.
Labra Got A Whole New Look
We launched Labra 2.0, with fresh colors and a new logo to reflect the new era of Cloud GTM.
Launch Partners for Multiple AWS Announcements
We’re grateful for the continued trust and partnership from Amazon Web Services. In 2025, AWS invited Labra to launch multiple features alongside them, reinforcing our role as a key Marketplace and Cloud GTM partner.
Being selected is a strong signal of alignment, credibility, and shared execution standards.
Labra’s AI Agent Listed in AWS Marketplace’s AI Agent and Tools Category
Labra AI Agent is now discoverable, purchasable, and deployable directly through AWS Marketplace.
Buyers can quickly access Labra AI Agent using their AWS accounts, accelerating the adoption of agentic workflows and reducing friction across procurement, deployment, and scale.
AWS Marketplace Launch in India
AWS Marketplace is now officially live in India, and for the first time, Indian ISVs can sell and transact directly in Indian Rupees (INR).
Labra was proud to be one of AWS’s official launch partners for this milestone, helping pioneer a new era of cloud commerce in India.
We’re now actively onboarding Indian customers onto AWS Marketplace India. Reach out if you need help listing or transacting
Express Private Offers
Announced at AWS re:Invent ‘25, Express Private Offers make it possible for buyers to generate personalized private offers in minutes.
This dramatically shortens deal cycles, removes manual back-and-forth, and gives sellers a faster path from intent to close.
Partner Central 3.0 Migration
Recently, AWS announced a major update: Partner Central is being moved out of its standalone portal and fully merged into the AWS Console, which already hosts Marketplace services.
This means Marketplace, partner workflows, and partner data will now live in a single unified interface, with AWS IAM-based permissions and streamlined access control.
Labra has already implemented this change as a launch partner – and we’re now helping customers migrate their Partner Central as well!
Need help migrating? Raise a ticket with our team to get started.
Partnerships: Paving The Way Forward For A Better Future, Together
2025 was also a year of deeper collaboration.
We strengthened relationships with Impartner, Ingram Micro, Fractivo, and Corent Technologies. Together, these relationships expand Labra’s ecosystem and reinforce our commitment to building scalable, partner-first Cloud GTM solutions.
Product Releases: What We Shipped in 2025
This year, product development centered on five strategic areas:
- Product Enhancements
- Channel & Reseller Partnerships
- AI-forward Capabilities
- Advanced Marketplace Listing Optimization
- Enterprise Readiness
Let’s dive in!
Group 1: Product Enhancements
Customer obsession continues to be one of Labra’s core pillars. In 2025, we focused heavily on improving usability, clarity, and speed across the platform.
Key enhancements include:
- Unified Sidebar: All modules now live in a single sidebar, eliminating context switching.
- Salesforce UI Enhancements: A cleaner, faster experience inside Salesforce.
- Video Guides: In-product demos and walkthroughs for faster onboarding.
- Unified Insights Dashboard: High-level metrics with deep drill-downs and exportable data.
- Simplified Error Handling: Complex AWS errors translated into clear, actionable messages.
- Buyer’s Page: A 360-degree view of buyers, covering contracts, renewals, usage, churn risk, revenue, and contacts.
Group 2: Channel & Reseller Partnerships
Cloud GTM is no longer a direct-only motion. Hyperscalers are betting big on partners and resellers as the primary growth engine.
“I’m encouraging every single one of our accounts to make sure that partners are attached to almost every single thing that we do,” said Matt Garman, CEO of AWS. “So that is a message heard loud and clear across our field and is the message that I will continue to push on our field—that every single opportunity should have a partner attached to it in some way, shape, or form.”
Marketplaces are projected to grow from $30B in 2024 to $163B by 2030, with channel partners driving much of that momentum. AWS programs already generate up to $6.40 in partner revenue for every $1 of AWS sold.
Labra was built for this reality.
By giving resellers real-time visibility and automation, Labra accelerates deal cycles, strengthens partner engagement, and unlocks the full indirect-sales potential of AWS, Google Cloud, and Microsoft Marketplace ecosystems. In a world where cloud success depends on channel velocity, co-sell momentum, and Marketplace scale, Labra is the platform that actually supports partners to win.
Group 3: AI-forward Capabilities
2025 was the year Agentic AI went mainstream, andLabra was at the forefront.
In November 2025, we launched SmartGTM: our proprietary AI Agent purpose-built for Cloud GTM teams.
SmartGTM goes far beyond generic tools by understanding your pipeline, Marketplace signals, and CRM data to drive real action.
- Ask any question and get clear, actionable answers. Let the Agent complete tasks, not just explain them.
- See the critical actions required to move your deal to the next stage.
- Stay focused with AI-powered daily to-do lists that tell you exactly what to tackle.
- Identify which accounts are most likely to close and prioritize them with confidence.
- Anticipate buyer activity across AWS, Microsoft, and Google Cloud Marketplaces, and the likelihood of purchase for each.
- Act decisively with smart signals that show you what to do next, and why.
Group 4: Advanced Marketplace Listing Optimization
We’ve always said: Marketplace listing is just the beginning.
You need to do more than that. And that includes optimizing your listing for better reach, conversion, and to show up in the top 5 search results.
Labra’s SEO Rank Tracking and Marketplace Listing Optimization helps you do just that.
Track keyword rankings, see exactly where your product appears, benchmark against competitors, and identify optimization opportunities. With buyers rarely going past the first page, this turns Marketplace SEO into a measurable, repeatable growth lever.
Group 5: Enterprise Readiness
Enterprise scale demands automation, flexibility, and control.
In 2025, we shipped multiple updates to support complex enterprise workflows:
We’ve released a slew of updates to ensure enterprise readiness:
- Bulk referral creations directly from the Opportunity View on Salesforce.
- Salesforce Mapping Templates for Private Offer, Resale Authorizations, and Referrals.
- Multi-currency support for AWS. Labra now supports creating private offers in USD, EUR, GBP, AUD, and JPY.
- Create your own workflows. Connect Labra to 1000+ apps using our Automation Builder.
Road Ahead for 2026
2026 is about doubling down on what matters most: scale, intelligence, and execution.
We’re investing deeper into AI-driven Cloud GTM, expanding Marketplace coverage, strengthening partner ecosystems, and building enterprise-grade automation that removes friction at every stage of the deal lifecycle.
The goal is simple: help sellers, partners, and enterprises move faster, close smarter, and win more through Cloud Marketplaces.
We’re just getting started.
