AWS Marketplace Leads-Only Listings: Requirements and Configuration

AWS Marketplace supports Leads-Only Listings, which allow sellers to showcase their products in AWS Marketplace and capture buyer interest without enabling direct transactions through the Marketplace.

For these listings, sellers must still provide pricing information during listing creation, even though the pricing will not be displayed publicly.

🧾  What is a Leads-Only Listing?

A Leads-Only Listing is an AWS Marketplace listing designed to generate buyer interest and capture leads rather than enable direct purchase or subscription.

Instead of displaying public pricing or a direct purchase option, buyers are prompted to request a private offer or contact the seller for a custom quote.

This model is commonly used for:

• Professional services and consulting
• Custom solutions
• Products with pricing that varies by customer
• Complex software offerings that require a sales-led process
• Products that are not intended to be directly transacted through AWS Marketplace

⚠️ Important: Leads-Only Listings Are Not Available to Every AWS Partner

Before configuring a Leads-Only Listing, sellers should confirm that their organization meets the AWS Partner eligibility and engagement requirements for this listing type.

Leads-Only Listings rely on AWS's Request Private Offer and lead-generation capabilities. AWS documentation states that sellers must be ACE eligible to enable the Request Private Offer functionality and receive buyer leads through AWS Partner Central.

In practice, this listing model is intended for sellers with an established AWS partner relationship and access to the appropriate AWS sales and partner resources. Enterprise-level AWS Partners may have an assigned Partner Development Manager (PDM) who can help coordinate the required AWS Marketplace and co-sell engagement.

Before starting, confirm the seller has:

✅ ACE Eligibility — Required to receive AWS-originated leads generated through the Request Private Offer flow.

✅ ISV Accelerate (ISVA) / applicable AWS partner program status — Where applicable, this establishes a deeper AWS co-sell relationship and access to AWS partner resources. AWS currently lists ACE eligibility and Partner Central validation/status among the requirements for ISV Accelerate.

✅ An established AWS partner relationship — Sellers should confirm whether they have an assigned AWS Partner Development Manager (PDM) or AWS contact who can support this motion.

 ✅ Appropriate AWS Partner tier/program eligibility — Access to dedicated AWS partner resources can depend on the seller's AWS Partner status and program participation. Confirm the applicable requirement with AWS before committing to a Leads-Only Listing.

📋  Key Requirements

1. 🤝 Confirm AWS Partner eligibility

Before creating a Leads-Only Listing, confirm that the seller has the appropriate AWS Partner eligibility and program status to support this listing type.

Leads-Only Listings are intended for sellers with an established AWS Partner relationship and access to the AWS resources required to support the lead-generation and co-sell process.

As part of the initial assessment, confirm that the seller:

• Has an active AWS Partner Central account.
• Meets the applicable AWS Partner eligibility requirements.
• Has the appropriate AWS Partner program status for their business and Marketplace strategy.

• Has access to the AWS partner resources needed to manage and follow up on leads generated through AWS Marketplace.

  ⚠️   Important: AWS Partner program requirements can vary based on the seller's relationship with AWS. If you are unsure whether the seller qualifies for Leads-Only Listings, confirm their eligibility with their AWS Partner contact before proceeding with the listing configuration.

2. 🎯 Confirm ACE Eligibility

ACE Eligibility is required for sellers using the AWS Marketplace lead-generation flow associated with Request Private Offer.

ACE (AWS Customer Engagements) enables AWS and partners to manage and collaborate on customer opportunities. For Leads-Only Listings, buyer requests can generate leads that are shared with the seller through the AWS partner ecosystem.

Before proceeding, confirm that the seller:

• Has ACE Eligibility enabled in AWS Partner Central.
• Can access and manage opportunities through AWS Partner Central.
• Is able to receive and follow up on AWS-originated opportunities generated through the Marketplace lead flow.

3. 👤 Confirm AWS/PDM engagement

Leads-Only Listings are typically used by sellers with a more established AWS relationship, particularly Enterprise-level AWS Partners that have access to dedicated AWS partner resources.

Before starting the listing, confirm whether the seller has an assigned Partner Development Manager (PDM) or another AWS contact who can support their Marketplace and co-sell strategy.

The PDM or AWS partner contact may be able to help confirm:

• Whether the seller is eligible for the Leads-Only listing model.
• Whether the seller has the appropriate AWS Partner tier or program status.
• Whether any AWS-side enablement is required before the listing can be published.
• How leads generated through AWS Marketplace should be managed and followed up.

• Whether the listing aligns with the seller's AWS co-sell strategy.

  ⚠️   Important: Having an assigned PDM is an indicator of an established AWS partner relationship, but PDM assignment and Partner tier requirements can vary. Confirm the seller's specific eligibility with AWS before beginning the Leads-Only Listing configuration.

Once AWS Partner eligibility, ACE Eligibility, and the appropriate AWS engagement have been confirmed, you can proceed with the listing configuration requirements below.

4. 💰 Pricing information is still required

Even for a Leads-Only Listing, AWS Marketplace requires pricing information to be configured during the listing creation process.

This does not mean that the pricing must be displayed publicly.

Sellers should populate the required pricing fields so the listing can proceed through AWS Marketplace's validation and publishing workflow.

5. 🔒 Configure the listing as Private Offer Only

To prevent pricing from being displayed publicly, configure the listing using the Private Offer Only option during the offer/pricing configuration step.

This allows the seller to provide custom pricing through private offers rather than displaying standard public pricing.

The listing should be configured so that buyers see an option such as Request Private Offer, Contact Us, or Request a Quote, rather than a direct purchase option.

6. 👁️ Public pricing should not be displayed

When configured correctly as Private Offer Only, the listing can display messaging indicating that pricing is customized based on the buyer's requirements.

For example:

Pricing is based on your specific requirements and eligibility. Request a private offer to receive a custom quote.

The exact messaging displayed in AWS Marketplace may vary depending on the listing configuration.

7. 🚫 Do not publish as a fully transactable listing first

A Leads-Only Listing does not need to be published as a fully transactable Marketplace listing and then converted to a Leads-Only Listing.

Instead, configure the required pricing information and Private Offer Only delivery method as part of the initial listing creation and publication workflow.

This ensures the listing is configured correctly before it goes live.

👤  What Buyers See

For a Leads-Only Listing, buyers can discover the product in AWS Marketplace and express interest, but they cannot purchase or subscribe to the product directly through the listing.

Instead, the buyer can initiate the Request Private Offer flow.


Fig. 1
 

AWS Marketplace then provides the seller with the buyer information needed to follow up and continue the sales process.

A typical Leads-Only experience looks like this:

AWS Marketplace listing → Buyer requests private offer → Seller receives lead → Seller works with buyer on custom pricing → Private Offer is created if applicable

⚙️  What You Need to Configure

Before submitting the listing for publication, confirm that:

• All AWS-required pricing fields are populated.
• The listing is configured as Private Offer Only.
• Public pricing is not configured to display.
• The buyer-facing flow is configured around Request Private Offer, Contact Us, or a similar lead-generation option.
• The listing does not expose a direct purchase or subscription workflow.
• The listing is ready for AWS Marketplace validation and publication.

💡  Important: Pricing Fields vs. Public Pricing

A common point of confusion is that AWS Marketplace may require pricing information even when the seller does not want to display pricing publicly.

These are two separate concepts:

Table 1

Entering pricing information does not automatically mean that the pricing will be publicly displayed. The listing's offer and pricing configuration determines whether buyers can see public pricing or must request a private offer.

🔄  Recommended Workflow

For a Leads-Only Listing, follow this general workflow:

1. Create the AWS Marketplace listing.
2. Enter the required product and pricing information.
3. Configure the listing as Private Offer Only.
4. Confirm that public pricing is not displayed.
5. Complete the remaining AWS Marketplace listing requirements.
6. Submit the listing for AWS Marketplace validation and publication.
7. Once live, buyers can discover the listing and request a private offer.

Example Buyer Experience

A correctly configured Leads-Only Listing will allow an AWS customer to discover the product and request a private offer without exposing standard public pricing.

🔑  Key Takeaway

For a Leads-Only Listing, AWS requires pricing information to be configured, but that pricing does not need to be publicly displayed.

The recommended approach is to:

Populate the required pricing fields → Select Private Offer Only → Disable public pricing → Publish the listing

You should not publish the product as a fully transactable listing first and then convert it to Leads-Only.

AWS has updated the requirements for “Leads-Only Listings” on AWS Marketplace. This type of listing allows sellers to generate interest and capture potential customer leads without enabling direct transactions through the Marketplace.

What is a Leads-Only Listing?

On AWS Marketplace (MP), a Leads-Only Listing is a lightweight listing designed to capture buyer interest while providing custom pricing options instead of standard Marketplace transactions.

Key Details:

✅ Purpose: Generate leads only. When a customer clicks “Request Private Offer,” AWS Marketplace passes their details (name, company, email, etc.) directly to you.

✅ Pricing Display: Listings show “Custom pricing options” with the note: “Pricing is based on your specific requirements and eligibility. Request a private offer to receive a custom quote. Sign in to view any offers that have been extended to you.”


Fig. 1
 

✅ No Direct Transactions: Customers cannot purchase, subscribe, or deploy your product directly from Marketplace.

✅ Use Case: Ideal for services, custom solutions, or complex software where pricing varies — such as professional services, consulting offers, or products not yet ready for SaaS/AMI deployment.

✅ Benefits:

• Provides visibility in AWS Marketplace.

• Enables AWS customers to discover your solution.

• Creates sales-qualified leads that can be nurtured offline.