AWS Marketplace is growing fast, with 30,000+ product listings and new solutions added daily. Independent Software Vendors (ISVs) are leveraging it to reach new customers, simplify procurement, and accelerate sales cycles.
Executing a winning AWS Marketplace strategy isn’t easy. Many ISVs struggle to align their sales process, optimize listings, and maximize marketplace-driven revenue.
That’s why AWS created the Characteristics of Successful Sellers (COSS) framework—a proven playbook for ISVs looking to scale efficiently.
Let’s break it down.
How to Implement the COSS Framework
AWS Marketplace Product Selection
Your most in-demand products should be optimized and available on AWS Marketplace. Aligning listings with your direct offerings ensures:
- Seamless buyer experience – Customers can easily find and purchase your solutions.
- Higher conversions – Features like SaaS Free Trials and Private Offers reduce friction.
- Faster deal cycles – Buyers leverage AWS consolidated billing, speeding up approvals.
Pro Tip: ISVs that actively manage their AWS Marketplace listings close deals faster and drive more revenue.
Partner Commitment to AWS Marketplace Revenue
Winning in AWS Marketplace requires executive buy-in and a clear revenue strategy. Successful sellers:
- Set measurable revenue goals for AWS Marketplace.
- Align sales motion to AWS co-selling incentives.
- Track key KPIs (win rates, deal sizes, sales cycles) to optimize performance.
Pro Tip: Treat AWS Marketplace as a primary revenue channel, not just an additional listing platform.
Sales Alignment
Sellers who fully integrate AWS Marketplace into their sales strategy see higher adoption and faster deal velocity.
How?
- Sales enablement – Train reps on AWS Marketplace best practices.
- Compensation neutrality – Ensure reps earn equal commission on AWS deals.
- Channel Partner Private Offers (CPPOs) – Expand reach by enabling partners to resell.
Pro Tip: SPIFFs & incentives can accelerate AWS Marketplace adoption within sales teams.
Enablement
A well-trained sales team is a high-performing sales team.
Top ISVs invest in:
- Ongoing training – AWS Marketplace should be part of onboarding from Day 1.
- Multi-format learning – Videos, playbooks, whitepapers, and quick reference guides.
- Hands-on tools – Make it easy for sales teams to access deal templates, FAQs, and pricing strategies.
Pro Tip: Enablement isn’t one-and-done—it’s a continuous investment that drives long-term results.
AWS Partner Network (APN) Programs
AWS Partner Programs help ISVs co-sell, co-market, and scale faster.
The best ISVs leverage:
- AWS ISV Accelerate – Unlock co-sell benefits.
- AWS ACE – Share & receive leads via AWS Customer Engagements.
- AWS Foundational Technical Review – Validate and differentiate your solution.
Pro Tip: Engage AWS account teams early to maximize GTM benefits.
Operational Excellence
Winning on AWS Marketplace doesn’t just stop at listing products. To ensure sustainable growth, you need to build scalable and repeatable processes.
Top ISVs:
- Automate AWS Marketplace operations across finance, sales, and partnerships.
- Use AWS resources (videos, docs, case studies) to troubleshoot challenges.
- Standardize internal workflows for co-selling and deal management.
Pro Tip: Measure success. Use KPIs to refine and improve your AWS strategy.
Next Steps: Optimize Your AWS Marketplace Strategy
A strong AWS Marketplace strategy isn’t static – it requires continuous refinement. Here’s how to stay ahead:
- Assess your current approach – Conduct an internal audit to identify gaps in sales alignment, enablement, and marketplace performance.
- Secure executive buy-in – Ensure leadership is aligned on AWS Marketplace’s revenue potential and committed to making it a core channel.
- Invest in enablement – Train your sales team to navigate AWS Marketplace effectively, from co-selling to pricing strategies.
- Optimize listings and pricing – Make sure your products stand out with compelling offers, clear messaging, and strategic pricing.
- Leverage AWS Partner Programs – Maximize benefits by tapping into co-selling and co-marketing opportunities.
The most successful ISVs don’t just list on AWS Marketplace – they optimize, iterate, and scale.
Want to know how your AWS Marketplace approach stacks up? Use this COSS alignment calculator: AWS COSS Calculator.
