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

This guide outlines how Labra supports you in publishing your containerized software on AWS Marketplace—what we do, what you need to do, and how we save you time.

1. 🧱 What is a Container Listing on AWS Marketplace?

Container listings on AWS Marketplace allow software vendors to distribute Docker-based applications via Amazon ECS, Amazon EKS, AWS Fargate, or self-managed Kubernetes clusters. Each listing includes up to four delivery options (e.g. container image, Helm chart, EKS add-on), plus usage instructions and deployment templates.

Buyers subscribe through AWS, pull container images from AWS-owned Elastic Container Registry (ECR), and deploy in their environments. AWS Marketplace manages billing, entitlement, and contracts.

2. 🔒 AWS Security and Compliance Guidelines

To protect buyers and ensure smooth operation, AWS enforces strict security and compliance rules for all container listings. Here's what you need to follow:

• GovCloud Exclusion: AWS GovCloud regions are not currently supported for container listings—your product must be compatible with commercial AWS regions only.
• Use Clean and Secure Images: Your container images must not include any known security vulnerabilities, malware, or outdated (End-of-Life) software packages.
• Run as a Non-Root User: Containers should be configured to run with non-root permissions. This improves security and reduces the risk of privilege escalation.
• Be Transparent About Data Collection: If your product collects customer data (e.g. email, license ID), it must be clearly disclosed in the usage instructions. Unstated data collection is strictly prohibited.
• No Beta or Incomplete Software: Only production-ready, stable software is allowed. Test versions or beta products cannot be listed.
• Declare External Dependencies: If your container relies on downloading packages or connecting to external services (e.g. APIs), they must be:
  • Clearly mentioned in the product description
  • Secure and actively maintained
  • Free to use (no extra charges for the buyer)
• No Vendor Lock-In or Upsells: Your listing must not direct users to purchase add-ons or upgrades outside of AWS Marketplace. All upsells must be integrated into the listing or done through AWS Private Offers.

3. ⚙️ End-to-End Process via Labra

Step 1: Complete AWS Prerequisites

• Register as a seller in the AWS Marketplace Management Portal
• Provide tax and US banking info
• Create your public profile
• Build and host Docker-compatible container images via ECS, EKS, or Fargate
• Plan your pricing and licensing model

Step 2: Onboard to Labra Platform

• Accept Labra email invite to create your account
• Enter company and cloud configuration details to complete onboarding on the platform.
• Add mp-notification@labra.io to your AWS notification list

Step 3: Submit Listing Content

• Fill listing form with product info:
  • Title, logo, descriptions, highlights
  • Support and refund policies
  • Pricing model selection
  • Product categories, search keywords, and EULA
• Labra creates the initial listing in Limited state

Step 4: Create Delivery Options & Upload Artifacts

• Labra helps you define delivery types: container image, Helm chart, or EKS add-on
• You must push images/artifacts into the AWS-owned ECR repos.
• Add Helm charts, deployment templates, and usage instructions

Step 5: Testing and Go-Live

• Labra tests the buyer subscription and end-to-end flow
• AWS scans the images for vulnerabilities
• AWS reviews listing details and end-to-end buyer flow and publishes the listing.

Estimated Timeline:

• Seller prerequisites: ~1 week
• Labra onboarding: < 1 day
• Listing creation: ~1 day
• Image upload and delivery config: ~1–3 days
• AWS testing and approval: ~4 weeks

4. 💰 Pricing Models and Technical Integration Effort

Labra consults with you to help choose the most appropriate pricing model based on your business goals, technical architecture, and buyer experience. We:

• Schedule a working session call to assess your pricing structure and ideal buyer journey 
• Estimate technical integration effort based on chosen pricing model
• Share tips, AWS guidelines, and common pitfalls in container listings
• Walk you through how private offers work
• Help build mock listings so you can preview different buyer flows under various pricing configurations before committing

5. ✅ Best Practices for a Smooth Listing

• Security: Use vulnerability-free base images. Run scans using Clair, Aqua, etc.
• IAM Integration: Use IAM roles for pods (EKS) or tasks (ECS). Never embed AWS credentials.
• Secrets: Avoid hardcoded secrets, null passwords, or password-based auth.
• Instructions: Provide complete and automated setup documentation
• Versioning: Include changelogs, ensure backward compatibility
• Delivery Options: Add all required images and resources to AWS-owned ECR during listing creation.
• Compliance: Follow all AWS container requirements

✅ Ensure the following are in place:

• Software version changelog with backward compatibility
• Clear, step-by-step installation and usage instructions
• List of permissions required in the customer’s AWS account
• Networking prerequisites
• Compute and storage requirements

6. 📦 Delivery Option Types You Can Create