Listing Container Products on AWS Marketplace via Labra: Everything You Need to Know

This guide explains how Labra supports you through the process of listing your containerized software on AWS Marketplace, including what you need to prepare, what Labra handles, and what to expect from onboarding through go-live.

Before you begin, review AWS Marketplace: Container-Based Product Requirements. to make sure your seller account, product, container images, deployment resources, and listing information meet AWS requirements.

For detailed instructions on uploading your container artifacts and creating a product version, see AWS Marketplace Container Listing – Upload and Publish: Step-by-Step Guide. 

1. 🧱 Understand the Container Listing Process

A container product on AWS Marketplace allows customers to subscribe to your software and deploy its container images in supported AWS environments.

The AWS Marketplace container product lifecycle consists of:

1. Create the product ID and product code
2. Create the initial listing
3. Add the initial product version
4. Integrate metering or contract pricing, if applicable
5. Update the product visibility

AWS initially creates the product with Limited visibility, allowing the seller and allowlisted accounts to access and test the product before requesting Public visibility.

Labra guides you through this process and helps coordinate the listing setup, content, delivery configuration, and required integrations.

2. ✅ Complete Your AWS and Labra Prerequisites

Before starting your container listing with Labra, make sure the following are ready.

AWS Marketplace seller account

You should have:

• An active AWS Marketplace seller account
• Required tax and banking information submitted
• Access to the AWS Marketplace Management Portal

AWS identifies access to the Marketplace Management Portal and seller registration as prerequisites for working with AWS Marketplace products.

Product and deployment resources

Your product should be fully functional and production-ready.

You should have your required container images and deployment resources ready, including any applicable:

• Container images
• Helm charts
• Kubernetes manifests
• Deployment templates
• Configuration files
• Usage and deployment instructions

Technical tools

Before uploading your artifacts, make sure you have access to the AWS account and environment required for the setup.

Depending on your delivery method, you may need:

• AWS CLI
• Docker
• Helm 3, if using Helm
• Access to the AWS Marketplace-managed ECR repository

Pricing and licensing strategy

Determine your intended pricing model before creating your product.

Depending on the model you choose, your product may require an AWS Marketplace metering or licensing integration.

Labra can help you evaluate the available pricing models and understand the technical integration required for each.

3. 🔒 Make Sure Your Product Meets AWS Requirements

AWS evaluates container products against requirements covering security, customer information, product usage, and architecture.

Security

Your container images must:

• Not contain known vulnerabilities, malware, or End-of-Life software.
• Use IAM roles rather than requesting or embedding AWS credentials.
• Require only the permissions necessary to operate.
• Run with non-root privileges by default where applicable.
• Not contain hardcoded secrets, credentials, private keys, or passwords.
• Avoid unsupported image architectures or metadata.

AWS specifically requires EKS workloads to use IAM roles for service accounts and ECS workloads to use IAM roles for tasks when AWS service access is required.

Best practice: Run your own security scan before submitting a version to AWS. AWS performs security scanning as part of the Marketplace submission process.

Customer information

If your product collects or exports customer data:

• Customers must be informed and provide express consent, except where permitted for BYOL.
• Data collection must be self-service, automated, and secure.
• Data collection must comply with applicable AWS Marketplace agreements and policies.
• Your product must not collect payment information.

Product usage

Your product must:

• Be fully functional.
• Include complete deployment and usage instructions.
• Include all container images required by the customer.
• Not require customers to pull required images from third-party repositories.
• Be deployable through a self-service process.
• Disclose required external dependencies.
• Avoid redirecting customers to other cloud platforms or unavailable products or upsells.

AWS also requires sellers to disclose ongoing external dependencies and ensure that those resources do not require additional payment methods or costs.

Architecture

Container-based products must:

• Use Linux-based container images.
• Push source images to Amazon ECR repositories owned by AWS Marketplace.
• Support the deployment environments required for the selected product and pricing model.

For paid container products, AWS requires deployment support for Amazon ECS, Amazon EKS, or AWS Fargate. Additional deployment environments are supported for certain products using contract pricing and AWS License Manager.

4. 📦 Choose Your Delivery Option

Labra will help you determine the appropriate delivery configuration based on your product architecture.

Depending on your product, this may include:

Container image

Customers deploy your software using container images hosted through AWS Marketplace.

Helm chart

Customers deploy your containerized software using a Helm chart.

If you use Helm, your chart must follow AWS Marketplace requirements for image references, including defining image variables in values.yaml rather than hardcoding image references in deployment templates.

For example, AWS supports a structure such as:

image:
  registry: "..."
  repository: "..."
  tag: "..."

with the deployment template referencing the values rather than hardcoding the image location.

Amazon EKS add-on

If your product is distributed as an Amazon EKS add-on, additional metadata and configuration requirements apply.

The exact fields and configuration options available during product setup depend on the delivery method you select.

5. 📝 Prepare Your Listing Content

Labra will provide a listing form or guide you through the information needed to create your Marketplace listing.

You should be prepared to provide:

• Product name
• Short and long descriptions
• Product highlights
• Product logo and promotional assets
• Product categories
• Search keywords
• Support information
• Refund policy
• End User License Agreement (EULA)
• Pricing information
• Usage and deployment instructions
• External dependencies and prerequisites
• Required AWS permissions
• Networking requirements
• Compute and storage requirements
• Version and release information

Providing complete and accurate information early helps reduce back-and-forth during listing preparation.

7. 📤 Upload Your Container Artifacts

Once your delivery method has been determined, your container artifacts need to be uploaded to the AWS Marketplace-managed ECR repository associated with your product.

Depending on your delivery method, this may include:

• Container images
• Helm charts
• Other required deployment artifacts

Make sure the artifacts you upload are production-ready and contain all resources required for the customer to deploy and use the product.

8. ⚙️ Create the Initial Product Version

After the required artifacts are available in the AWS Marketplace ECR repository, the next step is to configure the initial product version.

The version configuration may include:

• Version title
• Release notes
• Supported AWS services or deployment environments
• Container image references
• Delivery option information
• Usage instructions
• Deployment templates
• Additional configuration parameters, when applicable

The exact fields depend on the delivery method and product configuration.

9. 💰 Configure Pricing and Licensing

Your pricing model determines whether your product requires an AWS Marketplace integration.

Labra can help you evaluate the available options based on your product architecture and desired buyer experience.

Common container pricing models include:

Table 1

For usage-priced products, AWS Marketplace Metering Service is used for entitlement checks and usage metering. Contract-priced products use AWS License Manager to associate licenses with the product.

10. 🛠️ Test Your Product in Limited Visibility

New container products are initially created with Limited visibility.

This allows you and your allowlisted accounts to access and test the product before requesting Public visibility.

During this stage, validate the complete customer experience, including:

• Subscription
• Container image access
• Deployment
• Application functionality
• Required integrations
• Metering or licensing, if applicable
• Usage instructions
• Customer deployment experience

Once the product is ready, notify your Labra Customer Success or Onboarding Specialist.

Labra will validate the configuration and coordinate the next steps toward AWS testing and review.

9. 🔍 AWS Testing and Review

After the product is ready for review, AWS performs its Marketplace validation and testing.

AWS may evaluate areas including:

• Product functionality
• Deployment experience
• Container images
• Security requirements
• Usage instructions
• Pricing and metering integrations, when applicable
• Listing information

AWS may identify issues that need to be addressed before the product can move forward.

Labra will help you understand Marketplace-specific feedback and coordinate the required next steps.

10. 🌐 Move Your Product to Public Visibility

Once testing and review are complete, you can request that AWS change the product visibility from Limited to Public.

The request is reviewed by AWS Marketplace Seller Operations.

After AWS approves the visibility change, the product becomes publicly discoverable and available for customers to subscribe to.

11. 🔄 Add New Product Versions

After your product is live, you can continue releasing new versions as your software evolves.

When preparing a new version, make sure you have:

• Updated container images
• Release notes
• Updated deployment resources, if applicable
• Updated Helm charts, if applicable
• Updated usage instructions, if needed
• Any required configuration changes

12. 🚀 How Labra Supports the Listing Process

Once your prerequisites and product materials are ready, Labra helps coordinate the Marketplace setup.

➡️ Step 1: Complete AWS prerequisites

You complete the required AWS seller setup, including:

• Seller registration
• Tax and banking information
• AWS Marketplace account configuration
• Required seller communications

➡️ Step 2: Complete Labra onboarding

Your Labra Customer Success Specialist will guide you through the onboarding process and collect the information required to begin configuring your listing.

➡️ Step 3: Prepare listing content

You provide your product information, pricing, policies, and technical details.

Labra reviews the information with you and prepares the Marketplace listing.

➡️ Step 4: Configure the container product

Labra helps coordinate:

• Product creation
• Repository configuration
• Delivery option setup
• Product version configuration
• Listing metadata
• Usage instructions
• Required artifacts

AWS's current container workflow creates the product ID and code first, followed by the initial listing and product version.

➡️ Step 5: Configure pricing integration

If your pricing model requires metering or contract licensing, your technical team works with Labra to complete the required integration.

➡️ Step 6: Test in Limited visibility

New container products are initially placed in Limited visibility.

This allows you and allowlisted AWS accounts to access and test the product before requesting Public visibility.

Use this stage to validate:

• Subscription flow
• Deployment
• Container image access
• Application functionality
• Required integrations
• Metering or licensing, if applicable
• Usage instructions
• Customer experience

➡️ Step 7: Request Public visibility

Once testing is complete, the product can be submitted for a visibility change from Limited to Public.

The request goes through an AWS Marketplace Seller Operations review before the product becomes publicly available.

8. 👥 Who Owns What?

A successful container listing requires coordination between your team, Labra, and AWS.

Table 2

9. 🔄 Adding New Versions

Container products can have multiple versions throughout their lifecycle. Each version contains the container images associated with that release.

When preparing a new version, make sure you have:

• Updated container images
• Release notes
• Updated deployment resources, if applicable
• Updated usage instructions, if needed
• Any required Helm chart changes
• Required version metadata

AWS validates container images and Marketplace requirements when versions are submitted.

Labra can guide your team through the versioning process and help identify any Marketplace-specific requirements.

10. 🧪 Before You Request Public Visibility

Before requesting the move from Limited to Public, confirm that:

✅  The product is fully functional and production-ready.

✅  Container images have been security scanned.

✅  Images do not contain hardcoded credentials or secrets.

✅  Required images are available through AWS Marketplace.

✅  Deployment resources have been tested.

✅  Helm charts meet AWS requirements, if applicable.

✅  Usage instructions include all required deployment steps and commands.

✅  External dependencies are documented.

✅  Required AWS permissions are documented.

✅  Pricing and licensing integrations are working, if applicable.

✅  The customer deployment experience has been tested.

✅  Listing information, EULA, and refund policy are complete.

✅  The product is ready for AWS Marketplace review.

11. 🌟 How Labra Helps

Labra simplifies the Marketplace process by helping you navigate the AWS requirements and coordinating the different pieces required to launch your product.

With Labra, you get:

🧭 Guided onboarding
A Customer Success Specialist helps you understand what is required at each stage.

📋 Listing support
We help collect, review, and configure your Marketplace listing information.

⚙️ Delivery configuration guidance
We help you understand the requirements for container images, Helm charts, and other deployment resources.

💲 Pricing and integration guidance
We help you evaluate pricing models and understand the technical integration required for metering or contract pricing.

🔎 Testing support
We help coordinate testing in Limited visibility and troubleshoot Marketplace-specific issues.

☁️ AWS Marketplace guidance
We help you navigate AWS Marketplace requirements and identify potential issues before submission.

What Happens After Go-Live?

Once your product is Public, your team can continue maintaining the listing and releasing new product versions.

Labra can continue supporting your Marketplace operations, including:

• New product versions
• Listing updates
• Pricing changes
• Private offers
• Marketplace configuration questions
• AWS Marketplace requirement changes

For the latest AWS requirements, always refer to the official AWS Marketplace documentation.

Next step: Your Labra Customer Success Specialist will let you know what information and artifacts are needed to begin your container listing.