AWS re:Invent is the event of the year for cloud enthusiasts, and 2024 did not disappoint! From groundbreaking Gen AI innovations to revolutionary product launches, marathons, and even a legendary chicken wing eating contest, this year’s re:Invent had it all.
Here’s a quick dive into the key announcements that are shaping the future of cloud partnerships:
Democratizing AWS Marketplace: A Partner-First Vision
Matt Garman, the new CEO of AWS, is sending a powerful message to the industry: partners are “co-innovators” and are at the center of AWS’s growth strategy.
In his feature with CRN, Garman stated:
“I’m encouraging every single one of our accounts to make sure that partners are attached to almost every single thing that we do.”
This marks an exciting shift. AWS is doubling down on partnerships, setting the stage for 2025 to be a monumental year for ISVs, buyers, and the entire AWS ecosystem.
Introducing “Buy with AWS”: Simplifying Software Procurement
AWS Marketplace unveiled one of its most revolutionary updates yet—Buy with AWS, a feature designed to unify direct and marketplace sales channels.
ISVs can now embed “Buy with AWS” buttons directly on their websites, allowing buyers to make purchases seamlessly using their AWS credentials. This means faster, easier transactions, and an improved buyer experience.
- Over 50 launch partners have already adopted this feature.
- ISVs report significant growth in software purchases directly from their websites
Labra’s Role:
As a launch and integration partner, Labra is proud to have supported over 10 customers in implementing “Buy with AWS” on their websites. The results? Tremendous growth and faster transactions.
Monica Jain, Head of Global GTM Partnerships at 1Password, shared how ‘Buy with AWS’ has already made an impact: “In 1Passwords’s first month live, we’ve experienced 233% growth in AWS Public Offers”
Empowering ISVs with Expanded SaaS Co-Sell Benefits
According to this Canalys study, 80% of partners claim that AWS Marketplace is an important part of their AWS co-sell motion.
AWS Marketplace is leveling the playing field for ISVs with these exciting updates:
- Saas Revenue Recognition benefit to be extended to all ISVs, including eligible startups, starting January 2025
- AWS to grant quota retirement to sellers who co-sell SaaS solutions with any ISV Accelerate Partner on private offers transacted through AWS Marketplace
- Business planning feature in AWS Partner Central allows partners to collaborate on their co-sell motions in one unified experience
- Generative AI tool to help AWS sales teams discover, match, and score partners to specific customers
- AWS partners can find and match with other complementary partners to network and work on shared goals through Partner Connections
- Enhancing integrations between ACE and other most-used tools to improve collaboration and communication between partners
These enhancements empower ISVs to co-sell and thrive in the AWS ecosystem like never before!
Migration Acceleration Program: No cap on incentives
AWS announced new incentives as part of its Migration Acceleration Program (MAP) in July 2024. Any partner that brought in new customers to AWS would receive exceptional funding support from AWS, up to a threshold.
Now, AWS has eliminated previous funding caps, allowing customers to bring new and high-value migrations to AWS.
The future is AI: AWS’ step toward the big AI shift
AWS re:Invent 2024 was packed with a range of AI-related announcements.
- The new Trainium 2 chips take AI training to the next level, offering better performance at a fraction of the cost of current solutions
- Improved Amazon Q and Amazon Q Developer tools make it easier than ever to code and build AI agents for your business
- With the latest updates to Amazon Bedrock, including support for NVIDIA models, businesses can create smarter, more affordable apps using specialized AI
- Amazon Nova, the AI model designed to create custom text, images, and videos—perfectly suited to your specific business needs
Labra’s vision for 2025
Following the exciting AI updates from AWS last week, Labra is gearing up to launch groundbreaking features in 2025 that will transform marketplace management and co-selling. Our goal is simple: to empower ISVs with the tools they need to thrive in an increasingly dynamic cloud ecosystem.
Stay tuned for updates — we’re just getting started!
