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How to Enable and Use Express Private Offers in AWS Marketplace

Alex Biundo
Updated

AWS Marketplace has introduced Express Private Offers (EPO). This capability automates private offer creation for SaaS Contract and SaaS Contract with Consumption listings.

image (3).png
Fig. 1

Instead of manually creating offers for every inbound request, sellers can configure pricing rules, guardrails, and qualification criteria once, and AWS will automatically generate personalized private offers for eligible buyers.

This guide explains:

  • What Express Private Offers are
  • Who can use them
  • How to enable and configure them in AWS Marketplace
  • How buyers experience the workflow
  • Limitations, best practices, and what Labra supports

 

What Are Express Private Offers

Express Private Offers allow AWS Marketplace sellers to automate private offer creation for standard, repeatable, and fixed price deals.

Sellers define:

  • Pricing dimensions
  • Base pricing
  • Discount tiers
  • TCV thresholds
  • Buyer qualification rules
  • Maximum discount limits
  • Global TCV guardrails
     

Buyers then self-serve through the AWS Marketplace listing and instantly receive a personalized private offer without any manual work from the seller.

Key benefits for sellers

  • Faster deals with automated private offer creation
  • Reduced manual effort so sales teams can focus on high value opportunities
  • More scalability without adding headcount
  • Flexible pricing without affecting the public listing
     

Key benefits for buyers

  • Immediate personalized pricing
  • AI guided walkthrough for dimension selection

  • Standard AWS private offer acceptance workflow

     

Eligibility Requirements

Express Private Offers currently support:

  • SaaS Contract listings
  • SaaS Contract with Consumption listings
  • New transactions only (renewals are not supported at launch)
  • USD only
  • Direct private offers (MPPO) only. CPPO is not supported yet.

You must also have:

  • Onboarding completed for the Request Private Offer button
  • IAM permissions for pricing updates

 

How Express Private Offers Work

The EPO process follows a simple three phase workflow.

1. Seller Setup inside AWS Marketplace Management Portal

Sellers configure:

  • Pricing dimensions
  • Base monthly pricing
  • Minimum 250 character dimension descriptions
  • Minimum and maximum contract durations
  • EULA selection
  • Offer expiration
  • Discount strategy options
  • Maximum discount limits
  • Global TCV threshold

AWS validates the configuration and uses it to drive automated pricing decisions.

2. Buyer Requests an Express Private Offer

Buyers click Get Express Private Offer on your AWS Marketplace listing.
AWS then guides the buyer through:

  • Selecting the dimensions and units required
  • Understanding each dimension using your descriptions
  • Entering contract details
  • Completing optional profile based questions (if configured)

The buyer signs in with their AWS account to proceed.

3. AWS Automatically Generates the Private Offer

After the buyer enters all required information:

  • AWS checks all your configured rules
  • If the buyer qualifies, an Express Private Offer is created instantly
  • If the buyer does not qualify, they are redirected to the Request Private Offer flow

All Express Private Offers follow the standard AWS private offer acceptance and billing workflow.

 

 

Step by Step Setup Guide for Sellers

Below is the complete setup process for enabling Express Private Offers.

 

Step 1: Navigate to Express Private Offers

  1. Log into AWS Marketplace Management Portal (AMMP)
  2. Go to Products and open your SaaS listing
  3. Select Express Private Offer Configuration

    image (2).png
    Fig. 2
     
  4. Click Create Express Private Offer Configuration

 

Step 2: Select and Configure Pricing Dimensions

You can use:

  • Existing public offer dimensions
  • Custom dimensions created through a private offer workflow

For each dimension, configure:

  • Base monthly price (before discount)
  • A minimum 250 character description

📒  Note: AWS provides an AI generated starter description that you can edit.

 

Step 3: Configure General Offer Settings

Set:

  • Minimum and maximum contract duration
  • EULA (your own or AWS Standard Contract)
  • Offer expiration (in days)
  • Optional future dated agreement start rules

 

Step 4: Choose Your Discount Strategy

You may configure:

A. Dimension based discounts

  • Up to 25 thresholds across all dimensions

B. TCV based discounts

  • Up to 10 TCV thresholds

C. Buyer profile based qualifications or discounts

  • Up to 5 qualifiers
  • Each qualifier must be between 20 and 1000 characters
  • AWS does not verify buyer responses

You can combine:

  • Dimension based discounts with buyer profile discounts
  • TCV based discounts with buyer profile discounts

You cannot combine dimension based discounts with TCV based discounts.

Discount calculation rule

All discounts are applied multiplicatively, not additively.

 

Step 5: Apply Global Guardrails

Set:

  • Maximum combined discount
  • Global TCV threshold

If a buyer exceeds the global TCV threshold, they are routed to manual sales instead of receiving an automated zero percent discount.

 

Step 6: Save and Activate

Review all settings:

  • Pricing
  • Dimension descriptions
  • Discount thresholds
  • Qualification questions
  • Guardrails
  • Duration rules

Once saved, Express Private Offers go live immediately.

 

How Buyers Experience Express Private Offers

The buyer journey works like this:

  1. Buyer clicks Get Express Private Offer from your listing
  2. Buyer selects dimension quantities
  3. AI agent guides them using your dimension descriptions
  4. Buyer enters contract requirements
  5. Buyer completes any profile based questions
  6. Buyer signs in with their AWS account
  7. Buyer receives the instant private offer or is routed to Request Private Offer

If approved, they proceed with standard acceptance and invoicing.

 

How to Identify an Express Private Offer

You will see:

  • Offer name containing the phrase express private offer
  • Offer visible in the normal private offers dashboard
  • Normal AWS notifications and tracking

There is no separate management interface.

 

Current Limitations

  • Only USD
  • Only MPPO
  • Only new transactions
  • Custom dimensions must be created through a private offer workflow
  • Consumption dimensions cannot be discounted
  • No duration based discounting
  • Buyer profile responses are not verified
  • AI agent uses your descriptions but does not show them word for word

 

Planned Enhancements from AWS

AWS has shared that future updates may include:

  • Multi currency support
  • Renewal support
  • CPPO support
  • AMI and other listing types
  • Collecting buyer information directly in the EPO flow
  • AWS originated opportunity creation

 

How Labra Supports Express Private Offers

Labra helps sellers by:

  • Confirming listing eligibility
  • Explaining required IAM permissions
  • Guiding you through AMMP configuration
  • Helping you create custom dimensions
  • Explaining discount strategies and guardrails
  • Troubleshooting access issues

Labra does not configure Express Private Offers on your behalf because AWS does not currently provide APIs for this setup. All configuration must be done directly in AMMP.

As AWS expands API support, Labra will evaluate deeper automation.

 

Conclusion

Express Private Offers unlock a faster and more scalable way to handle private offer requests inside AWS Marketplace. Once configured, buyers can self-serve pricing and receive instant private offers, allowing your sales team to focus on strategic and high value deals.

If you need assistance with understanding eligibility, configuration, or best practices, the Labra team is always here to support you.

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