Winning in Amazon Marketplace: Introducing Amazon Marketplace List & Sell Program

Authors: Oded Rosenmann |

For software-as-a-service (SaaS) companies, Amazon Marketplace isn’t just a place to list your product—it’s a powerful growth engine. But to unlock its full potential, you need more than just a presence. Success requires a strategic approach focusing on self-service adoption, transaction acceleration, and co-selling with Amazon Web Services (Amazon Web Services).

Many independent software vendors (ISVs) face common challenges, such as high customer acquisition costs (CAC), lengthy sales cycles, and complex Amazon Web Services Sales team engagement. Amazon Web Services has launched the Amazon Marketplace List & Sell Program to help SaaS companies build, market, and sell in Amazon Marketplace. The program offers financial support, expert guidance, and direct access to Amazon Web Services’s global salesforce.

“At Amazon Web Services, we are committed to helping software providers successfully create a new sales channel to sell their solutions to customers through the Amazon Marketplace,” says Julia Chen, vice president of Partner Core at Amazon Web Services. “Amazon Marketplace List & Sell Program is another investment we are making to help software providers get access to the required support to launch and scale their SaaS solution and enable a go-to-market and co-sell motion with Amazon Web Services.”

One of the biggest advantages of Amazon Marketplace List & Sell is access to Amazon Web Services SaaS Competency Partners and third-party integrators. These experts bring deep knowledge in SaaS, Amazon Marketplace growth optimization, and co-sell alignment. By using proven best practices from these qualified Amazon Web Services Partners, ISVs can integrate self-service capabilities into their listing to meet buyer expectations, streamline procurement workflows, and scale faster in Amazon Marketplace.

ISVs in the Amazon Marketplace List & Sell Program outperform nonparticipants:

  • 97 percent higher total contract value (TCV) on average
  • Nearly 1.5x more Amazon Marketplace private offers generated
  • 28 percent faster listing publication

* Data reflects ISVs in the Amazon Marketplace List & Sell Program compared to nonparticipants from September 2023 to December 2024.

Make it effortless for customers to try and buy

SaaS buyers don’t want to sit through long sales calls only to find out if your product works for them. They expect a frictionless, self-service experience where they can sign up, test, and purchase—all without talking to a salesperson. If your Amazon Marketplace listing is merely a static page with a contact button, you’re missing a major growth opportunity.

As a core part of a broader product-led growth (PLG) strategy, the Amazon Marketplace List & Sell Program helps SaaS companies deliver a seamless, self-service buyer experience. It streamlines the adoption of key Amazon Marketplace features while providing expert guidance from Amazon Web Services SaaS Competency Partners and third-party integrators.

  • SaaS free trials for usage-based pricing products means that customers can evaluate products before committing
  • Buy with Amazon Web Services streamlines discovery and purchasing directly from ISV websites
  • Request a demo call-to-action buttons give buyers a way to request product demonstrations and private offers directly from listing pages, fostering deeper engagement

These capabilities don’t only enhance the user experience, they reduce time to value (TTV), accelerate conversion rates, and drive faster sales cycles. Companies using self-service adoption models through Amazon Marketplace lower CAC, increase trial-to-paid conversions, and expand customer lifetime value (LTV).

“Partnering with Tackle.io enabled us to list on the Amazon Marketplace significantly faster and with less resources involved than going at it alone, accelerating our PLG motion. By leveraging Tackle, we could focus on strategic priorities while delivering a seamless, self-service buying experience. As a result, over 30 percent of our ARR is now directly procured from the Amazon Marketplace,” says Hans Bakker, Global Channel and Alliances at ClickHouse.

By removing friction and making Amazon Marketplace a growth engine, not merely a storefront, ISVs in Amazon Marketplace List & Sell Program are turning interest into revenue—faster.

Hit more than 10 transactions and unlock Amazon Web Services co-sell

Landing your first customers in Amazon Marketplace is an important milestone, but real SaaS momentum starts when you hit more than 10 transactions. This milestone signals that your product is gaining traction and positions your SaaS offering for greater scale. At this stage, Amazon Web Services sales teams can further support your growth by helping drive adoption and expanding co-sell opportunities.

Amazon Web Services ISV Accelerate, the Amazon Web Services co-sell program, is one of the biggest growth levers available to SaaS companies, yet many ISVs face challenges to activate it. Some don’t meet the prerequisites, and others don’t have a clear strategy to align with Amazon Web Services sales. Amazon Marketplace List & Sell Program bridges this gap by providing a structured path to Amazon Web Services co-sell success.

By completing the Amazon Web Services Foundational Technical Review (FTR), ISVs earn the Qualified Software badge, making their solution more visible to Amazon Web Services sales teams. Amazon Marketplace List & Sell Program also provides access to Amazon Web Services co-sell playbooks, which help SaaS companies align their Amazon Marketplace motion with Amazon Web Services sales strategy. Working with Amazon Web Services SaaS Competency Partners and third-party integrators through Amazon Marketplace List & Sell means that ISVs are positioned for co-sell engagement sooner.

According to the 2024 Canalys study, frequent co-selling partners experienced 51 percent higher average revenue growth, 65 percent of partners reported higher close rates, and 54 percent saw larger deals as a result of co-sell motions. 80 percent of partners view Amazon Marketplace as an important part of their Amazon Web Services co-sell motion.

“Thanks to the Amazon Marketplace List and Sell program and the support of Labra.io by Ibexlabs, Archera has been able to manage private offers and co-sell motions effectively. Labra.io helped streamline Archera’s cloud go-to-market (GTM) strategy by enabling seamless Amazon Marketplace operations, optimizing private offer management, and driving successful co-sell engagements,” says BJ Raynor, head of Business Development at Archera.

If your SaaS business is approaching the milestone of more than 10 transactions, Amazon Web Services co-sell can be the catalyst that unlocks your next phase of growth.

Scaling SaaS growth: Automate and optimize for efficiency

As SaaS companies begin processing dozens of Amazon Marketplace transactions per month, optimizing workflows becomes essential. Relying solely on manual outreach, deal tracking, and fragmented co-sell engagement will limit scalability. To support growth, ISVs will need to prioritize automation and process optimization, ensuring efficiency and seamless expansion.

Amazon Web Services SaaS Competency Partners and third-party integrators help companies remove these bottlenecks. They enable customer relationship management (CRM) integration with APN Customer Engagements (ACE), which automates pipeline sharing. This ensures secure collaboration and co-selling with Amazon Web Services. By optimizing Amazon Marketplace API integrations and using Quick Launch, ISVs can streamline procurement and renewals—reducing friction at every stage of the customer lifecycle.

For many SaaS companies, Amazon Marketplace evolves from a supplemental channel to a core revenue driver at this stage. Instead of manually pushing every deal forward, ISVs in Amazon Marketplace List & Sell automate their lead flow, pricing models, and co-sell processes, making it easier to land new customers and multi-year deals.

If your SaaS company is experiencing rapid growth, now is the time to invest in efficiency. Scaling in Amazon Marketplace isn’t about working harder—it’s about working smarter.

Amazon Marketplace List & Sell Program: The SaaS growth accelerator you need

Amazon Marketplace is more than just a listing platform—it’s a SaaS revenue engine. But success doesn’t happen by chance; it requires a strategic approach. The fastest-growing ISVs are the ones that prioritize self-service adoption to lower CAC and increase trial conversions. They use Amazon Web Services co-sell to accelerate pipeline growth, and automate operations to scale efficiently as transaction volume rises. The best way to fast-track this journey? Join the Amazon Marketplace List & Sell Program and gain the expertise, support, and resources needed to turn Amazon Marketplace into a high-growth sales channel.

Get started

To get started, follow these steps:

  1. Explore the new Amazon Marketplace List & Sell Program page to see how the program helps SaaS ISVs scale.
  2. Reach out to Amazon Web Services SaaS Competency Partners and third-party integrators to connect with Amazon Web Services Partner experts.

About the author

Oded Rosenmann

Oded Rosenmann is the Global Lead, SaaS Partner Strategy & Growth in the Amazon Web Services SaaS Factory team. With over 15 years of experience in technology, Oded advises Fortune 100 enterprises and startups on SaaS transformation, go-to-market strategy, and business architecture. Leading Amazon Web Services SaaS Factory’s global Amazon Marketplace and partner strategy, Oded drives initiatives that help partners accelerate growth and scale their SaaS businesses.

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