Let’s be honest, selling on AWS Marketplace sounds simple in theory: list your product, co-sell with AWS, and accelerate growth.
But in practice?
Most teams hit walls: unclear onboarding steps, fragmented workflows, technical lift, and scattered co-sell processes across ACE, emails, and Slack. Add in disjointed billing, reseller deals, and compliance tracking, and it gets messy really fast.
That’s why the most successful teams aren’t just figuring out how to sell on AWS Marketplace—they’re automating co-selling on AWS Marketplace with tools like Suger. Whether you're using Salesforce or HubSpot, Suger brings every Marketplace motion into one place, with full-funnel automation and AI-powered simplicity.
Let’s walk through the five steps to launch successfully and scale effortlessly.
Your customers are already on AWS. Their CFOs want consolidated billing. Their procurement teams want to pull new software into existing Enterprise Discount Programs (EDP). Their account execs want to buy from vendors they can co-sell with because AWS reps have their own quota around Marketplace private offers and Marketplace-originated revenue.
That’s why ISVs, data providers, and consulting partners alike are making the shift to sell on AWS, not just as a channel, but as a core GTM motion.
Studies say that, the #1 driver of Marketplace momentum is deal velocity and sellers who embrace the model are seeing 2x to 3x shorter sales cycles.
Securiti AI saw 3X co-sell engagement and improved deal closure speed by 40% after implementing Suger within 6 months.
Step 2: Register, But Don’t Get Stuck There
To get started as a seller on AWS Marketplace, you'll need:
You’ll then set up your profile in the AWS Marketplace Management Portal, enroll in the Amazon Partner Network (APN), and gain access to ACE (the AWS Customer Engagement portal) where co-selling happens.
But let’s be real: registration is the easy part. Managing workflows post-listing is what burns teams out.
This is where Suger flips the script.
You can skip the toggling between ACE, spreadsheets, and internal Slack updates. With native Salesforce/Hubspot integration, everything lives in your CRM from opportunity registration, private offer creation, status updates, partner contacts, to approvals.
Don’t use Salesforce/Hubspot for Marketplace? The Suger platform offers the same control, all in one place, so your teams can operate wherever they already work.
LogicMonitor automated private offers and synced revenue data into Salesforce, reducing quote-to-cash time by 50% and eliminating sales ops bottlenecks with Suger.
Learning how to sell on AWS involves more than just signing up. Creating your product listing can feel like launching a second product, requiring you to:
That’s not a quick task for already-busy product, partner, engineering or ops teams.
With Suger’s AI-powered listing builder, you can auto-generate key metadata, offer details, and positioning based on your website. Instead of spending weeks manually formatting your SaaS listing, you get a launch-ready product in minutes.
Marketplace success hinges on understanding the right programs, roles (like PDMs, AEs, and ISMs), and how to orchestrate your listings and offers around them. Suger automates this orchestration—no guesswork required.
Astrix Security launched on AWS and GCP Marketplace with zero engineering lift, meeting tight deal deadlines and accelerating time-to-market with Suger.
This is where most sellers stall.
To truly sell on AWS Marketplace at scale, you need to:
But all of that typically happens outside your CRM, creating friction between RevOps, finance, and alliances.
With Suger, your co-sell workflow lives inside Salesforce/Hubspot.
Here’s what that looks like:
✅ Automatically sync opportunities from CRM to ACEYou don’t need a dedicated “Marketplace operator.” Your revenue team becomes self-sufficient, with Marketplace embedded into their natural workflow.
That’s how scale-ups like Fivetran, Vanta, Teleport and others manage hundreds of co-sell deals while staying lean.
Listing is just the beginning. Winning on AWS Marketplace means knowing:
With Suger’s metrics dashboard, you get:
Your entire Marketplace GTM : Sales, RevOps, Finance, and Partnerships runs on one system of record
Selling on AWS is no longer a “nice to have”—it’s a competitive advantage. But building the infrastructure to support it internally can stall even the most capable teams.
Suger was built to eliminate that burden.
It’s,
👉 Book a demo with Suger and see how you can go live in under two weeks with zero engineering lift, and full control from Salesforce or the Suger platform.