Publishing a product in AWS Marketplace is an important milestone, but it is only one component of a successful Marketplace strategy. AWS Marketplace is designed as a procurement channel that enables AWS customers to discover, evaluate, and purchase third-party software. It is not intended to be the sole source of demand generation.

To maximize Marketplace success, sellers should develop a comprehensive go-to-market (GTM) strategy that combines marketing, demand generation, sales enablement, and AWS co-selling initiatives. AWS recommends leveraging Marketplace resources, AWS Partner Network (APN) programs, and AWS Marketplace Academy to drive awareness and customer adoption, as shown in Figure 1.

Prerequisites

Before implementing these best practices, ensure that you have:

Registered as an AWS Marketplace Seller
Published or are preparing an AWS Marketplace listing
Defined your product messaging and target audience
Established a basic go-to-market strategy

AWS recommends completing seller registration before using Marketplace GTM resources.

Best Practices

1. Develop Your Go-to-Market Strategy

Before launching your Marketplace listing, establish a GTM strategy that identifies your target customers, value proposition, and success metrics.

AWS recommends using AWS Marketplace SkillBuilder, which provides self-service training modules designed to help Marketplace sellers:

Understand Marketplace fundamentals
Build a GTM campaign
Prepare for launch
Execute marketing campaigns
Measure campaign success
Expand customer reach

The SkillBuilder includes videos, workshops, and training modules that guide sellers through AWS-recommended GTM activities.

2. Plan and Execute Demand Generation Campaigns

Once your Marketplace listing is published, promote it through your owned marketing channels.

AWS recommends using multiple marketing tactics, including:

Press releases
Technical blog posts
Social media campaigns
Landing pages
Educational content
Webinars

Using multiple channels increases awareness and directs prospective customers to your Marketplace listing.

📢 Press Releases

Press releases should announce the availability of your solution in AWS Marketplace while emphasizing customer benefits.

When drafting a press release:

Focus on business value rather than product features.
Include a clear call-to-action.
State that the solution is available in AWS Marketplace.
Follow AWS branding guidelines.
Avoid implying AWS endorsement of your product.

AWS recommends working with your AWS Marketplace Business Development Manager to ensure messaging complies with AWS branding requirements.

📝 Technical Blog Posts

Publishing technical blogs helps customers better understand your solution.

📱 Social Media

Social media is an effective way to amplify Marketplace announcements.

AWS recommends:

Including product images or videos
Linking directly to your Marketplace listing or supporting content
Mentioning @awsmarketplace where appropriate
Promoting paid Marketplace offerings
Publishing content in English

Sellers may also work with their AWS Marketplace Business Development Manager to request additional marketing amplification.

🚀 Landing Pages

Create a dedicated landing page that:

Explains your solution
Highlights customer benefits
Includes a call-to-action
Links directly to your AWS Marketplace listing

Landing pages also help capture visitor analytics and support broader marketing campaigns.

3. Establish AWS Co-Selling

AWS recommends complementing your Marketplace listing with AWS Partner Network (APN) co-selling programs as show in figure 2.

While AWS Marketplace facilitates software procurement, the APN provides business development, technical enablement, and co-selling opportunities that help partners engage AWS Sales teams and grow their Marketplace business.

Co-selling with AWS: A Guide to Driving Joint Success - Labra — Figure 2

APN Customer Engagement (ACE)

The APN Customer Engagement (ACE) program enables sellers to:

Register customer opportunities
Collaborate with AWS Sales
Track qualified opportunities
Improve visibility into joint customer engagements

ACE helps AWS and partners coordinate sales activities and improve customer outcomes.

AWS ISV Accelerate Program

AWS recommends participating in the AWS ISV Accelerate Program to strengthen co-selling efforts.

Benefits include:

AWS Sales incentives
Increased visibility within AWS
Access to dedicated co-selling support
Accelerated sales cycles
Simplified procurement through AWS Marketplace

Partners can begin by registering with the AWS Partner Network (APN) and working with their Partner Development Representative (PDR).

Best Practices Checklist

Use the following checklist before launching your AWS Marketplace GTM campaign.

🎯 Strategy

Define your target audience.
Develop a "Better Together" story.
Identify campaign KPIs.
Complete AWS Marketplace Academy training.

📣 Marketing

Publish a press release.
Create technical blog content.
Launch social media campaigns.
Build a Marketplace landing page.
Review AWS branding guidelines.

🤝 Sales

Enable your sales organization.
Register with the APN.
Begin using ACE.
Apply for AWS ISV Accelerate.

📊 Measurement

Track campaign performance by monitoring:

Marketplace traffic
Campaign engagement
Customer conversions
Return on investment (ROI)

AWS recommends defining KPIs before launching campaigns and measuring performance continuously to optimize future marketing efforts.

Summary

Driving traffic to your AWS Marketplace listing requires more than publishing a product. AWS recommends combining a well-defined GTM strategy with demand generation activities, technical marketing content, social media engagement, and AWS co-selling programs. By leveraging resources such as AWS Marketplace Academy, the APN Customer Engagement (ACE) program, and AWS ISV Accelerate, sellers can improve Marketplace visibility, engage AWS Sales teams, and accelerate customer adoption.

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