This article walks through the information required to create an offer on Microsoft Azure Marketplace, with detailed specifications, examples, and screenshots showing how each element appears to buyers.

While Microsoft Marketplace offer creation involves multiple steps and strict Microsoft requirements, Labra manages the offer setup and publishing process on your behalf. This guide is designed to help you understand what information is needed at each stage so you can prepare in advance and avoid delays during submission.

⚠️  Important: The information required varies slightly depending on the type of Marketplace offer you are creating. The sections below identify requirements that apply broadly to Marketplace offers, as well as requirements that are specific to SaaS offers.

Required Assets

1. Offer ID

Fig. 1

The Offer ID is the unique identifier for your SaaS offer in Azure Marketplace. It is used internally by Microsoft and referenced by APIs.

Specs

• Lowercase letters, numbers, dashes, or underscores only
• Cannot end with -preview
• Cannot be changed after creation
   

Example
luigi_test

2. Offer Type

Fig. 2

The available offer types depend on the Marketplace product you are creating.

Choose between

• Software as a Service (SaaS)
• Container
• Virtual Machine (VM)
   

3. Offer Alias (Internal Name)

An internal reference name used only within Microsoft Partner Center.

Details

• Not visible to buyers
• Different from the marketplace display name
• Can be changed later
   

Example
Luigi’s Test

4. Sell Through Microsoft

Determines whether Microsoft hosts transactions and billing for your offer.

Options

• Yes — Microsoft hosts transactions (transactable offer) 
• No — Listing-only (transactions handled externally)
   

5. Microsoft License Management

Defines who manages customer licenses.

Options

• Microsoft manages licenses
  • Requires per-user pricing
  • Requires Microsoft Graph integration
• Publisher manages licenses
  • Full control over license logic
     

6. Customer Leads (CRM Integration)

Controls how customer leads from Azure Marketplace are delivered.

Details

• CRM integration is optional
• Leads are always accessible in Partner Center (Referrals workspace)
• Supported CRM systems can be connected if desired
   

7. Microsoft Product Integrations

Indicates whether your SaaS offer integrates with Microsoft products.

Select all that apply

• Microsoft Graph 
• Teams, Office add-ins, or SharePoint Framework
• Microsoft Security services

This information is used for classification and validation.

Marketplace Categorization & Legal

8. Primary Category

Fig. 3

The main category used to group your offer in Azure Marketplace and help buyers discover it.

Specs

• Exactly 1 primary category required
• Must align with your core product functionality
   

Choose from the 30 available Azure Marketplace Product Categories.

9. Subcategories (Optional)

Additional categories that further describe your solution.

Specs

• Maximum of 2 subcategories

10. Industries (Optional)

Specify industries only if your solution is designed for industry-specific use cases.

Options

• Apps (general-purpose) 
• Industry-specific (for example: Government)
   

11. App Version

The version number displayed to buyers on the offer page.

Specs

• Visible to buyers
• Should reflect the current production version
   

Example
1.0.0

12. Legal Terms

Fig. 4

Defines the legal terms governing customer use of your offer.

Options

• Standard Contract for Microsoft’s commercial marketplace (recommended)
• Custom Terms & Conditions
   

If using custom terms, you must provide:

• A public Terms & Conditions URL or
• Full Terms & Conditions text
   

Offer Listing (Buyer-Facing Content)

13. Offer Name

Fig. 5

The name shown to buyers in Azure Marketplace.

14. Search Results Summary

A short summary displayed in marketplace search results.

Specs

• Concise, one-sentence overview
• Focus on what the product does and who it’s for

15. Offer Description

Fig. 6

A detailed description of your product.

Must include

• Description of the offer
• Type of user who benefits from the offer
• Buyer needs or pain points addressed
   

16. Getting Started Instructions

Instructions shown to customers after purchase.

Required only if selling through Microsoft

May include:

• Access instructions
• Initial setup steps
• Links to documentation or onboarding flows

17. Search Keywords

Keywords used to improve discoverability in Azure Marketplace.

Specs

• Maximum 3 keywords

18. Privacy Policy

A publicly accessible privacy policy is required.

Specs

• Must be a valid URL hosted on your website

19. Contact Information

Fig. 7

Microsoft requires accurate contact details for validation and support.

Support Contact (Required)

• Name
• Email 
• Phone
• Support link
   

Engineering Contact

• Used by Microsoft for validation and escalations
• Not buyer-facing
   

CSP Program Contact (If applicable)

• Required if participating in CSP resale

Marketing Assets

20. Product Information Links (Optional)

Fig. 8

Links to documentation, onboarding guides, or marketing pages.

21. Product Information Documents (Optional)

Upload supporting documents in PDF format.

Examples

• Product overviews
• Architecture diagrams
• Security documentation

22. Product Logo

Fig. 9

Your logo appears in search results and on the offer detail page.

Specs

• Square image
• PNG format
• Between 216 × 216 and 350 × 350 pixels 
• Large logo is required
   

23. Screenshots

Fig. 10

Screenshots showing how your product works.

Specs

• Minimum 1, maximum 5
• 1280 × 720 pixels 
• PNG format 
• Each screenshot requires a caption

24. Videos (Optional)

Fig. 11

Videos demonstrating product functionality or workflows.

Specs

• Maximum 4 videos
• Must be hosted externally (YouTube or Vimeo)
• Thumbnail required (1280 × 720 PNG)
   

Preview & Validation

25. Preview Audience

Controls who can see and test your offer before it goes live.

Details

• Accepts Microsoft Entra ID or Microsoft Account emails
• Up to 10 emails manually
• Up to 20 via CSV import
   

Technical Configuration

26. Landing Page URL

URL where customers are redirected after purchase.

Specs

• HTTPS only
• Publicly accessible

27. Connection Webhook

Endpoint that receives subscription lifecycle events from Microsoft.

Used for

• Subscription activation
• Plan changes 
• Cancellations

28. Microsoft Entra Tenant ID

Tenant where your SaaS application is registered.

29. Microsoft Entra Application ID

Application (Client) ID used for identity integration.

Final Steps

Once all required information is collected:

• Labra completes the Azure Marketplace listing setup
• Microsoft validations are run
• The offer is submitted for review and publishing