Selling on AWS vs. Co-selling with AWS

Understanding AWS Marketplace, the AWS Partner Network, and Your AWS GTM Strategy

If you're exploring how to grow your business through AWS, it's common to hear about terms like AWS Marketplace, AWS Partner Network (APN), selling on AWS, and co-selling with AWS. While they’re related, each plays a different role in your go-to-market strategy. Here’s a breakdown to help you understand how they fit together and where to start.

1. AWS Partner Network (APN): Your Entry Point into the AWS Ecosystem

The AWS Partner Network is the foundational program for companies that want to build and grow their business on AWS. It gives you access to resources, training, and benefits that help you get recognized as an AWS partner.

What it is:

• A global community of software and service providers that work with AWS.

• Required if you want to co-sell with AWS or access programs like the AWS ISV Accelerate Program.

Key benefits:

• Partner designation and badges.

• Access to AWS Partner Central, co-marketing opportunities, and funding programs.

• Eligibility to submit opportunities through the AWS ACE Pipeline Manager for co-selling.

  
  

  🪪  Think of APN as your “membership” to AWS’s partner ecosystem.

2. AWS Marketplace: A Sales Channel for Your Product

AWS Marketplace is an online store where customers can discover, try, and buy software that runs on AWS.

What it is:

• A digital catalog customers use to purchase software directly through their AWS accounts.

• A billing and delivery mechanism that simplifies procurement for your buyers.

Key benefits:

• Shorter sales cycles and procurement via AWS billing.

• Visibility to AWS customers browsing the Marketplace.

• Option to offer private pricing and custom contracts via Private Offers.

  
  

  🛍️  Think of Marketplace as your “storefront” where customers can buy your product.

3. Selling on AWS vs. Co-Selling with AWS

These two terms are often confused but refer to different strategies.

Selling on AWS

Means your product is listed on AWS Marketplace and can be purchased directly by customers via AWS billing. You own the sales process.

Co-Selling with AWS

Means you’re actively collaborating with AWS sales teams to reach new customers. This is done through the APN and the AWS ACE Program.

To co-sell, you must:

• Be an APN member (usually with ISV Accelerate status).

• Submit opportunities through the ACE Pipeline Manager.

• Align your sales efforts with AWS field teams.

  
  

  💸  Selling on AWS = you sell via Marketplace.
  📈 Co-selling with AWS = you partner with AWS sales teams to close deals.

Where Labra Comes In

Navigating AWS programs and setting up your GTM motion can be complex—that’s where Labra comes in. Labra streamlines your journey by helping you list your product on AWS Marketplace faster, connect your CRM directly to AWS’s ACE Pipeline Manager, and unlock co-selling with AWS with minimal lift from your team.

Whether you're just getting started with APN or looking to scale co-sell activities with AWS sellers, Labra acts as your launchpad—automating the heavy lifting so you can focus on closing deals and growing revenue through the AWS ecosystem.