Getting started with AWS Marketplace involves several stages, from preparing your AWS Partner Network and Marketplace accounts to launching your Marketplace listing, connecting your CRM, establishing ACE eligibility, and completing the technical requirements for AWS co-sell.
With Labra, several of these activities can happen in parallel. Your FTR preparation begins during the initial onboarding kickoff, while your Marketplace listing is being built and launched. After your listing goes live, your Onboarding Specialist works with you to complete the PRM tagging and Deployed on AWS requirements needed before your FTR can be submitted.
This guide gives you an overview of the AWS onboarding journey, what to expect at each stage, who should be involved, and how the different workstreams fit together.
Table of Contents
- Get Started
- Start Your AWS Onboarding
- Launch Your AWS Marketplace Listing
- Complete Your Post-Go-Live Requirements
- Complete Your FTR
- Connect Your CRM
- Enable AWS Co-Sell
- You're Ready to Grow with AWS
Part 1: Get Started
Before we can begin building your AWS Marketplace listing, your AWS accounts and Partner Central configuration need to be prepared.
This stage establishes the AWS foundation required for your Marketplace and co-sell onboarding.
🚀 Learn more! Click here for full AWS Marketplace & APN Onboarding Prerequisites.
1. 👤 Create your AWS Partner Network and Marketplace accounts
What happens
You'll create or configure your AWS Partner Network account, activate AWS Marketplace access, and accept the required AWS terms. Having the necessary company, identity, and banking information ready can help prevent delays during registration.
This includes:
- Creating or configuring your AWS Partner Network account
- Activating AWS Marketplace account access
- Completing identity and business verification
- Providing required banking and tax information
- Accepting AWS ACE Terms and Conditions
What you'll need
Before you begin, have the following information and documents available:
- Government-issued identification, such as a passport or driver's license
- Certificate of incorporation or business registration
- W-9 form, if your organization is based in the United States
- Business bank account holder name and account number
- SWIFT / BIC code and IBAN, if applicable
- Routing number, for US accounts
- Bank name and branch address
- Preferred payout currency
- Tax Identification Number (TIN / EIN)
- DUNS Number
Your role
Complete the required AWS account, business, banking, and program setup.
Who should be involved
Your AWS Alliance Lead and Finance team, with AWS Partner Development Manager (PDM) support where applicable.
Typical timing
Approximately 45 minutes.
🚀 Learn more! Click here for a Storylane on Marketplace and Partner Central account creation.
2. 💳 Complete AWS Marketplace seller registration
What happens
You'll complete the AWS Marketplace seller registration process required to publish and transact through AWS Marketplace.
This includes:
- Creating your public seller profile
- Providing tax information
- Configuring payment and disbursement information
- Completing the required AWS Marketplace registration
Final activation depends on AWS approval of your public profile.
Your role
Provide the required business, tax, and financial information and complete the registration steps in AWS Marketplace.
Who should be involved
Your AWS Admin and Finance team.
Typical timing
Approximately 30 minutes, plus AWS review time.
🚀 Learn more! Click here for a Storylane on AWS Marketplace Seller Registration.
3. 🧩 Create your solution in AWS Partner Central
What happens
You'll create and register your solution within AWS Partner Central.
Your solution is used as part of the AWS partner and co-sell configuration and is required for the ACE eligibility process.
Your role
Create the solution and provide the required solution information.
Who should be involved
Your AWS Alliance Lead and Marketing team.
Typical timing
Approximately 20 minutes.
🚀 Learn more! Click here for our APN Solution Creation Guide.
4. 📅 Schedule your onboarding kickoff
What happens
Once your AWS prerequisites are in place, you'll coordinate with your internal stakeholders and Labra to schedule the onboarding kickoff.
The kickoff establishes the onboarding plan and confirms the people responsible for the Marketplace, FTR, CRM, and co-sell workstreams.
Your role
Coordinate the appropriate internal stakeholders and schedule your kickoff with Labra.
Who should be involved
Your:
- Project Coordinator
- AWS Admin
- AWS Alliance Lead
- CRM Admin
Typical timing
Approximately 10 minutes to schedule.
Part 2: Start Your AWS Onboarding
Once your AWS prerequisites are complete, you'll meet with Labra to start your onboarding.
At this stage, Marketplace listing creation and FTR preparation begin in parallel.
1. 👋 AWS onboarding kickoff
What happens
We'll review your full AWS onboarding plan and walk through the different workstreams you'll complete with Labra.
During the kickoff, we'll:
- Review the Marketplace onboarding plan
- Configure your Marketplace Cloud Settings
- Configure your Co-Sell Cloud Settings
- Introduce the FTR process and requirements
- Confirm the stakeholders responsible for each workstream
- Review the next steps for Marketplace and FTR
Your role
Come prepared with the appropriate AWS, technical, and CRM stakeholders and complete the required connection steps during the session.
Who should be involved
Your:
- Project Coordinator
- AWS Admin
- CRM Admin
- AWS Alliance Lead, if applicable
Typical timing
Approximately 30 minutes.
⚠️ Important: FTR preparation starts during this kickoff and continues in parallel with your Marketplace listing onboarding.
🚀 Learn more! Click here for our guides on:
Part 3: Launch Your AWS Marketplace Listing
Once your AWS account is connected and your Marketplace Cloud Settings are configured, you'll work with Labra to prepare and launch your AWS Marketplace SaaS listing.
The listing process starts with a walkthrough of Labra's AWS SaaS Listing Creation Form. You'll then take the form back to your internal teams to finalize the public listing information before Labra creates, reviews, and submits the listing.
While the Marketplace listing is being prepared, your FTR work can continue in parallel.
🚀 Learn more! Click here for AWS SaaS Listings: Everything You Need to Know.
1. 📝 Walk through the AWS SaaS Listing Creation Form
What happens
During your onboarding session, we'll walk you through Labra's AWS SaaS Listing Creation Form in the Labra platform.
We'll explain the information required to create your Marketplace listing and answer any questions about the fields and assets you'll need to provide.
The form captures the information required to configure your public AWS Marketplace listing, including:
- Product and listing information
- Marketing content
- Pricing configuration
- Required Marketplace assets
- Other AWS Marketplace configuration details
Your role
Review the form with Labra, ask questions, and identify the internal teams you'll need to involve to complete the listing information.
Who should be involved
Your:
- Project Coordinator
- Marketing team
- Finance team
- Product or Marketplace stakeholders, as needed
Typical timing
Approximately 45 minutes.
🚀 Learn more! Click here for more details on the Required Information for AWS Marketplace SaaS Listing.
2. ✍️ Complete your listing information
What happens
After the walkthrough, you'll take the listing form back to your team and complete the required information in Labra.
Your Marketing, Finance, Product, and Marketplace teams may need to collaborate to finalize the public listing details.
This includes configuring your public pricing, which is required for your AWS Marketplace listing to go live.
⚠️ Important: Public pricing is required for AWS Marketplace Go-Live.
Your listing cannot proceed to Marketplace Go-Live without the required public pricing configuration. Make sure your Finance and Marketplace teams finalize your pricing before submitting the completed listing inputs to Labra.
🚀 Learn more! Click here for more on Why Public Pricing is Required for AWS Marketplace Listings.
Your role
Work with your internal teams to complete all required listing information and provide the necessary assets.
Who should be involved
Your:
- Project Coordinator
- Marketing team
- Finance team
- Product or Marketplace stakeholders
Typical timing
Customer-dependent.
3. 🔎 Labra reviews your listing inputs
What happens
Once you've completed the listing inputs, Labra reviews the information to confirm that the required details and assets have been provided and that the listing is ready to be created.
We'll identify any missing or incomplete information before proceeding.
Your role
Respond to any questions or requests for additional information from Labra.
Who should be involved
Your Project Coordinator and relevant Marketing, Finance, or Marketplace stakeholders as needed.
Typical timing
Customer-dependent.
4. 📤 Labra creates and submits your listing to Limited state
What happens
Once the listing inputs are complete and validated, Labra creates and submits the listing through AWS Marketplace.
The listing will then appear in Limited state within your AWS account.
Limited state allows you and Labra to review the Marketplace listing before it is submitted to AWS for the final Marketplace review.
Your role
No action is required while Labra creates and submits the listing to Limited state.
Typical timing
After all required listing inputs have been received and reviewed by Labra.
5. 👀 Review your Limited-state listing with Labra
What happens
Once the listing appears in Limited state, we'll have a brief review call with you to walk through the listing as it appears in AWS Marketplace.
We'll review the customer-facing Marketplace experience and confirm that the listing information and configuration are ready for testing.
Your role
Review the listing and confirm that the customer-facing information is accurate.
Who should be involved
Your Project Coordinator and relevant Marketplace stakeholders.
Typical timing
Approximately 15–30 minutes.
6. 🧪 Labra performs internal UAT
What happens
After you confirm that the Limited-state listing looks correct, Labra performs internal UAT of the Marketplace buyer flow.
We'll validate the customer experience and confirm that the configured Marketplace flow is working as expected before submitting the listing to AWS for formal review.
Your role
No action is typically required during internal UAT unless Labra identifies an issue that requires your input.
Typical timing
Approximately 1–2 days.
7. 📤 AWS Marketplace submission
What happens
Once the listing has been confirmed by you and Labra's internal UAT is complete, Labra submits the listing to AWS for formal Marketplace review.
Your role
No action is typically required during AWS review unless AWS requests additional information or changes.
Typical timing
Up to 2 weeks, based on the AWS review SLA.
📒 Please note: AWS Marketplace review timelines are controlled by AWS and may vary.
8. 🎉 Marketplace Go-Live
What happens
Once AWS approves your listing, your solution becomes available through AWS Marketplace.
Your Marketplace Go-Live also marks the start of the post-Go-Live activities required to prepare your FTR submission.
Your role
Work with your Labra Onboarding Specialist to complete the remaining AWS requirements.
Next step
Your Onboarding Specialist will work with you on PRM tagging and the Deployed on AWS badge. These are required before your FTR can be submitted to AWS.
Part 4: Complete Your Post-Go-Live Requirements
Once your Marketplace listing is live, you'll complete the AWS requirements needed to move your FTR toward submission.
These activities are intentionally completed immediately after Marketplace Go-Live to streamline your FTR process.
1. 🏷️ Complete PRM tagging
What happens
Your Labra Onboarding Specialist will work with you to complete the required AWS Partner Relationship Management (PRM) tagging.
This involves identifying the appropriate production AWS resource and applying the required AWS partner tag.
Your role
Identify the appropriate production AWS resource and complete the required tagging with guidance from your Labra Onboarding Specialist.
Who should be involved
Your AWS Admin and Project Coordinator.
Typical timing
Customer-dependent.
🚀 Learn more! Click here for our guide on how to Configure AWS Partner Revenue Measurement (PRM) with Resource Tagging.
2. 🏗️ Provide your architecture diagram
What happens
You'll provide the architecture diagram required for the Deployed on AWS badge.
Once you provide the required diagram, your Labra Onboarding Specialist will upload it to AWS for review.
Your role
Provide a complete and accurate architecture diagram and any additional technical information requested.
Who should be involved
Your Project Coordinator, AWS Admin, and technical/engineering team.
Typical timing
Customer-dependent.
🚀 Learn more! Click here for full AWS SaaS Architecture guidelines.
3. ☁️ Obtain the Deployed on AWS badge
What happens
Labra submits the architecture diagram to AWS for review as part of the Deployed on AWS badge process.
AWS reviews the submission and, once approved, the Deployed on AWS badge is applied to your Marketplace presence.
Your role
Respond to any AWS or Labra requests for additional information or updates to the architecture diagram.
Typical timing
Approximately 1 week based on the AWS SLA.
Dependency
Your Marketplace listing must be live and the required architecture diagram must be provided.
4. ✅ Complete your FTR prerequisites
What happens
Your FTR preparation has been running in parallel with your Marketplace listing onboarding.
Before the FTR can be submitted to AWS, the following post-Go-Live requirements must be complete:
- Required PRM tagging
- Deployed on AWS badge
Once these requirements are complete, your FTR documentation can move toward final submission.
⚠️ Important: Completing PRM tagging and the Deployed on AWS requirements immediately after Marketplace Go-Live helps prevent these dependencies from delaying your FTR submission.
Part 5: Complete Your AWS Foundational Technical Review
Your FTR work begins during the initial onboarding kickoff and progresses in parallel with your Marketplace listing.
Once your Marketplace listing is live and the required PRM and Deployed on AWS requirements are complete, you can move toward FTR submission.
🚀 Learn more! Click here for our Foundational Technical Review (FTR) Guide.
1. 🔧 FTR working sessions
What happens
We'll work through the FTR technical requirements and review the items needed to prepare your submission.
Your role
Participate in the working sessions and provide the required technical information and documentation.
Who should be involved
Your:
- Project Coordinator
- AWS Admin
- Engineering team
Typical timing
Minimum of three 30-minute working sessions.
2. 🛠️ Complete engineering work
What happens
Your engineering team completes the technical changes or configuration required to satisfy the FTR requirements.
Your role
Complete the required engineering tasks and provide the requested evidence.
Who should be involved
Your AWS Admin and Engineering team.
Typical timing
Approximately 2 hours, depending on the requirements identified for your solution.
3. 📋 Final FTR review
What happens
Labra reviews the FTR requirements and confirms that the submission package is ready.
We'll verify that the required technical documentation and AWS prerequisites are complete, including:
- FTR technical requirements
- PRM tagging
- Deployed on AWS badge
Your role
Provide final confirmation and any outstanding documentation or evidence.
Who should be involved
Your Project Coordinator, AWS Admin, and technical stakeholders.
4. 📤 FTR submission
What happens
Once the technical requirements and prerequisites are complete, Labra submits the FTR documentation to AWS.
Your role
Provide final confirmation and support any remaining submission requirements.
Who should be involved
Your Project Coordinator, AWS Admin, and technical stakeholders.
Typical timing
Approximately 20 minutes.
5. ⭐ AWS FTR approval
What happens
AWS reviews the submitted FTR documentation and completes the approval process.
Your role
Respond to any AWS follow-up requests if additional information or changes are required.
Typical timing
Approximately 1–2 weeks.
Please note: AWS review timelines are controlled by AWS and may vary.
Part 6: Connect Your CRM
Connecting your CRM allows Labra to integrate Marketplace and co-sell activity with your existing sales process.
Your onboarding steps depend on whether you're using HubSpot or Salesforce.
🟠 If you're using HubSpot
1. 🔗 Connect HubSpot to Labra
What happens
You'll connect your HubSpot account to Labra through the Labra platform.
Your role
Complete the HubSpot connection.
Who should be involved
Your HubSpot Admin.
Typical timing
Approximately 5 minutes.
2. ⚙️ Configure your HubSpot mapping
What happens
We'll meet with you to configure your sync settings and field mappings.
Your role
Review and confirm the appropriate mapping configuration.
Who should be involved
Your HubSpot Admin and Project Coordinator.
Typical timing
Approximately 45 minutes.
🚀 Learn more! Click here for our Labra HubSpot Mapping Manager Guide (AWS Co-sell).
3. 🛠️ Complete additional mapping
What happens
You'll complete any remaining mapping requirements identified during configuration.
Your role
Complete the remaining customer-side mapping.
Who should be involved
Your HubSpot Admin or Project Coordinator.
Typical timing
Approximately 30–60 minutes.
4. ✅ Complete UAT and product training
What happens
We'll validate the CRM sync and provide product training.
Your role
Test the integration and confirm that it is working as expected.
Who should be involved
Your HubSpot Admin and Project Coordinator.
Typical timing
Approximately 30 minutes.
5. 👥 Enable your team
What happens
We'll provide product training and best practices to your Labra users.
Your role
Make sure the appropriate users attend the training.
Who should be involved
Your Project Coordinator and required HubSpot users.
Typical timing
Approximately 45 minutes.
☁️ If you're using Salesforce
🚀 Learn more! Click here for our full Labra Salesforce Canvas App: Onboarding Guide.
1. 📥 Install the Labra Salesforce package
What happens
You'll install the Labra managed package in your Salesforce environment.
Your role
Complete the package installation.
Who should be involved
Your Salesforce Admin.
Typical timing
Approximately 30–45 minutes.
2. ⚙️ Configure Salesforce and field mapping
What happens
We'll meet with you to configure your sync settings and field mappings.
Your role
Review and confirm your Salesforce configuration and mappings.
Who should be involved
Your Salesforce Admin and Project Coordinator.
Typical timing
Approximately 60 minutes.
🚀 Learn more! Click here for our Labra Salesforce Canvas App: AWS Mapping Manager Guide.
3. 🛠️ Complete additional mapping
What happens
You'll complete any remaining mapping requirements.
Your role
Complete the remaining customer-side configuration.
Who should be involved
Your Salesforce Admin and Project Coordinator.
Typical timing
Approximately 30–60 minutes.
4. ✅ Complete sandbox UAT and product training
What happens
We'll validate the Salesforce sync in your sandbox environment and provide product training.
Your role
Test the integration and confirm that it is working as expected.
Who should be involved
Your Salesforce Admin, Project Coordinator, and Salesforce users as needed.
Typical timing
Approximately 60 minutes.
5. 🔄 Production cut-over
What happens
Labra activates the production sync and completes the required backend configuration.
Typical timing
Approximately 10 minutes.
6. ⚡ Complete production activation
What happens
You'll complete the final customer-side activation steps required to enable the production integration.
Your role
Complete the required production configuration and confirm the integration is ready.
Who should be involved
Your Salesforce Admin and AWS Alliance Lead.
Typical timing
Approximately 10 minutes.
7. 👥 Enable your team
What happens
We'll provide additional product training and best practices to your Labra users.
Your role
Make sure the appropriate users attend the training.
Who should be involved
Your Project Coordinator and required Salesforce users.
Typical timing
Approximately 45 minutes.
Part 7: Enable AWS Co-Sell
Your AWS co-sell journey is enabled through ACE, AWS's partner opportunity management process.
ACE eligibility is a separate workstream from Marketplace listing launch. It depends on your AWS partner configuration and your ability to provide qualifying opportunities.
1. 🧭 Confirm ACE eligibility prerequisites
What happens
We'll confirm that your AWS Partner Central configuration meets the prerequisites for ACE eligibility.
This includes:
- AWS Partner Network account
- Acceptance of ACE Terms
- A registered solution in Partner Central
Your role
Complete any missing AWS prerequisites.
Who should be involved
Your AWS Alliance Lead.
Typical timing
Customer-dependent.
🚀 Learn more! Click here for more on Ensuring ACE Eligibility.
2. 🎯 Share 15 opportunities
What happens
To establish ACE eligibility, you'll submit validated opportunities through ACE.
The onboarding requirement is to share 15 validated opportunities.
Your role
Identify and submit qualifying opportunities through ACE.
Who should be involved
Your AWS Alliance Lead and sales team.
Typical timing
Approximately 2–3 days once qualifying opportunities are available.
Dependency
This step depends on your sales pipeline and the availability of qualifying opportunities.
3. 🔎 Activate Partner Solutions Finder
What happens
You'll ensure that your Partner Solutions Finder listing is active.
Your role
Complete or activate your Partner Solutions Finder listing.
Who should be involved
Your AWS Alliance Lead.
Typical timing
Approximately 10 minutes.
4. 🤝 Continue your AWS co-sell motion
What happens
Once your ACE requirements are in place, you can continue building your AWS co-sell motion.
This includes:
- Sharing qualified opportunities through ACE
- Working with AWS sellers
- Maintaining your AWS partner profile
- Identifying opportunities where AWS involvement can accelerate the sales process
Your role
Continue sharing and managing qualified opportunities through the AWS co-sell process.
Who should be involved
Your AWS Alliance Lead, sales team, and AWS contacts.
Typical timing
Ongoing and opportunity-dependent.
You're Ready to Grow with AWS
🎉 Congratulations! You've completed the core steps of your AWS Marketplace and co-sell onboarding journey with Labra.
You now have the foundation in place to build and scale your AWS Marketplace motion:
🛒 Marketplace listing live — Your solution is published and available through AWS Marketplace.
🔗 CRM connected — Your Marketplace and co-sell activity can flow into your existing sales process.
☁️ Deployed on AWS — Your architecture has been reviewed through the AWS process for the Deployed on AWS badge.
⭐ FTR completed — Your solution has completed the AWS Foundational Technical Review process.
🤝 AWS co-sell motion enabled — Your team has the foundation to share opportunities through ACE and work with AWS sellers.
📈 Growth motion underway — You can continue building Marketplace transactions, sharing opportunities, and expanding your AWS relationship.
What's next?
Your AWS Marketplace launch is the beginning—not the end—of your AWS journey.
🚀 Activate your Marketplace motion
Make sure your sales and marketing teams know how to position your AWS Marketplace listing, when to use Marketplace transactions, and how Marketplace can support your sales process.
🤝 Build your AWS relationship
Continue working with your AWS contacts and Labra to identify qualified opportunities and bring AWS sellers into the sales process where they can accelerate customer outcomes.
📊 Use your CRM and Marketplace data
Use your CRM integration and Labra Marketplace capabilities to track opportunities, monitor Marketplace activity, and identify areas where your cloud marketplace strategy can improve.
🎯 Continue your ACE motion
Keep sharing qualified opportunities through ACE and maintaining the AWS partner information required to support your co-sell motion.
🌱 Keep progressing
As your AWS Marketplace business grows, continue working toward additional AWS programs, technical validations, Marketplace milestones, and co-sell opportunities.
Need help with the next step?
Use the detailed AWS Marketplace, CRM, ACE, and FTR guides linked throughout your onboarding materials for step-by-step instructions on each part of your journey.
Your AWS Marketplace foundation is in place. Now it's time to turn that foundation into growth.