Navigating Your AWS Partnership

Who Owns What in APN and AWS Marketplace

As your team gears up to go to market on AWS, you’ll interact with two important programs:

🤝The AWS Partner Network (APN) and 🛒AWS Marketplace.

While closely connected, each one serves a different purpose—and they’re typically owned by different people within your organization.

This guide breaks it down so you know exactly where each fits and who should be responsible.

🤝  AWS Partner Network (APN)

Think of this as your company’s official membership in the AWS ecosystem.

• What it’s for:
  Access to AWS co-selling programs (including ACE), partner badges, training, and funding benefits.
  
  
• You’ll use:
  AWS Partner Central
  
  🚀  Learn more!  Signing in to AWS Partner Central
• Who should own it:
  Alliance Lead or someone in a strategic partnerships or business development role.
  This person acts as your main point of contact with AWS and manages the relationship.
  
  
• Why it matters:
  
  
  • Required for co-selling with AWS.
    
    
  • Needed to join programs like ISV Accelerate and access the ACE Pipeline Manager (where co-sell opportunities are tracked).

🛒  AWS Marketplace

Think of this as your storefront on AWS.

• What it’s for:
  Listing your product so AWS customers can buy it directly via AWS billing.
  
  
• You’ll use:
  AWS Marketplace Management Portal (AMMP)
  
  
• Who should own it:
  Marketplace Admin—usually someone from Product Operations, Engineering, or Cloud Infrastructure.
  They’ll manage the listing setup, pricing, updates, and testing.
  
  🚀  Learn more about AWS Marketplace Account types and account linking here: Understanding Account Types in AWS Marketplace.
• Why it matters:
  
  
  • Required to sell your product through AWS.
    
    
  • Lets you offer private pricing, track buyers, and simplify procurement for customers.
    
    

✅ Summary: Who Owns What?

💡 Tip: You’ll Need Both

To fully unlock AWS go-to-market benefits, you need:
✔️ An APN membership to co-sell with AWS
✔️ An active Marketplace listing to transact with customers