An AWS Partner Central Solution is more than an onboarding requirement—it is the foundation of your co-sell motion with AWS.

Solutions give AWS Sales teams a clear, structured overview of what your company offers, who it serves, and the customer outcomes it supports. When you share an opportunity through the APN Customer Engagements (ACE) program, the relevant Solution can be attached to help AWS understand how your offering fits the customer’s needs.

Before You Create Your Solution

🧩 Understanding Solutions and Co-Selling

Co-selling is a collaborative sales motion in which your organization and AWS work together to support a shared customer opportunity.

When an opportunity is shared with AWS, AWS Sales teams review information about the customer, the business need, and the Solution being proposed. A well-developed Solution helps them quickly understand:

• Who your solution is designed for
• What customer problem it addresses
• What outcomes customers can expect
• How the solution works with AWS
• When they should introduce your solution to a customer

A Solution is not the same as an AWS Marketplace listing:

• A Solution supports co-sell visibility and opportunity alignment.
• A Marketplace listing provides a way for customers to purchase or subscribe to an offering through AWS Marketplace.

A Solution can be associated with a corresponding AWS Marketplace listing, but creating one does not automatically create the other.

🔎 Start With the AWS Seller in Mind

AWS Sellers may review many partners and solutions when supporting a customer. Your Solution should make it easy for someone unfamiliar with your company to understand your offering quickly.

Before creating the Solution, consider whether an AWS Seller could answer these questions after reading it:

• Who is the ideal customer?
• What problem usually triggers the purchase?
• What business outcome does the Solution deliver?
• What distinguishes it from other options?
• Why is it particularly relevant to customers using AWS?
• When should AWS bring your company into a conversation?

Keep the language concise, specific, and easy to reuse in a customer conversation.

Best Practices for Creating Your Solution

🏷️ Use a Clear, Recognizable Solution Title

The title should match the name your sales team uses when presenting the offering to customers.

Avoid using only your company name unless the company and Solution share the same name. The title should help AWS understand what is being offered without needing to read the entire description.

For example:

• Less effective: Acme Technologies
• More effective: Acme Cloud Security Posture Management
• More effective: Acme Data Migration Assessment for AWS

If your organization takes several meaningfully different offerings to market, consider creating a separate Solution for each one. Avoid combining unrelated products, services, industries, and use cases into a single broad Solution.

🎯 Write an Outcome-Driven Value Proposition

The value proposition should communicate the business result customers can expect—not simply list product features.

A useful structure is:

[Solution name] helps [target customer] achieve [measurable outcome] by [distinct approach or capability].

For example:

Acme Cloud Security helps regulated enterprises identify cloud misconfigurations earlier and reduce manual compliance work through continuous monitoring of AWS environments.

Whenever possible, use clear and supportable results. Replace general claims such as “improves efficiency” or “transforms operations” with a more specific description of what improves and for whom.

Avoid performance statistics or customer claims that your organization cannot substantiate.

👥 Define the Ideal Customer

Clearly describe the customers most likely to benefit from the Solution. Relevant information may include:

• Industries: Healthcare, financial services, manufacturing, retail, or other applicable industries
• Customer segment: Startup, small and medium business, enterprise, or public sector
• Buyer persona: CIO, security leader, operations manager, developer, data team, or another primary stakeholder
• Business need: Migration, modernization, security, cost optimization, analytics, AI adoption, or another buying trigger
• Geographic availability: The countries or regions where the Solution can be sold and supported

Focused positioning is generally more useful than trying to address every possible customer. AWS recommends describing clear use cases, industries, customer segments, personas, geographic availability, and applicable AWS services.

🔁 Select Focused and Repeatable Use Cases

You can select up to three use cases when creating the Solution. Although these fields may be optional, they provide valuable context for co-sell alignment.

Choose the use cases that represent your strongest and most repeatable customer motions. The best selections are typically areas where your organization already has:

• Demonstrated customer demand
• Successful implementations
• Relevant expertise
• A repeatable sales and delivery process
• Supporting customer evidence or case studies

Select the most accurate available options rather than the broadest ones. Trying to cover too many unrelated scenarios can make it harder for AWS to understand when your Solution is relevant.

🤝 Develop a “Better Together with AWS” Story

💡 Your Solution should explain why your offering and AWS deliver greater value together.

A strong “Better Together” story connects the customer’s desired outcome to the way your Solution uses, integrates with, or supports AWS. Depending on your offering, this might include:

• Accelerating migration or modernization on AWS
• Helping customers securely scale AWS workloads
• Improving visibility across AWS environments
• Supporting data, analytics, or AI workloads
• Reducing operational complexity
• Helping customers optimize AWS usage
• Making it easier to adopt specific AWS services

Name the relevant AWS services when appropriate and explain their role in the Solution. Avoid listing AWS services without describing how they contribute to the customer outcome.

A useful Better Together statement answers:

What can the customer accomplish through this Solution on AWS that would otherwise be more difficult, slower, or less effective?

📝 Keep the Detailed Description Structured

The detailed description should tell a complete but focused story. Consider organizing it in this order:

1. Customer challenge: What problem or business need does the Solution address?
2. Target customer: Who experiences this problem?
3. Solution approach: How does the offering address it?
4. Business outcomes: What measurable or observable improvements can customers expect?
5. AWS alignment: How does the Solution run on, integrate with, or support AWS?
6. Differentiators: Why do customers choose this Solution?
7. Implementation: What should the customer expect when adopting it?

Use short paragraphs and direct language. Avoid filling the description with broad marketing claims, highly technical explanations, or internal terminology that an AWS Seller may not recognize.

🛒 Associate the Correct AWS Marketplace Product

If your offering is available through AWS Marketplace, associate the corresponding Marketplace product with the Solution.

The Solution and Marketplace listing should remain consistent in their:

• Product name
• Core positioning
• Target audience
• Primary use cases
• Supported regions
• Customer-facing claims

Linking the corresponding assets helps provide AWS with a more complete and consistent view of your offering.

If the offering is not available through AWS Marketplace, you can add it as an external product using its product name, short description, and public product URL.

📎 Add Supporting Evidence and Assets

Where available, include materials that help AWS understand, validate, and communicate the Solution.

Useful assets may include:

• AWS architecture diagram
• Solution brief
• Implementation overview
• Customer case study
• Customer success metrics
• Reference architecture
• Sales play or buyer guide

Keep these materials concise and customer-ready. An AWS Seller should be able to understand and reuse them without needing significant additional explanation.

✅ Complete a Final Review

Before creating the Solution, confirm that:

• The title matches the customer-facing offering
• The value proposition leads with a clear business outcome
• The ideal customer and buyer are easy to identify
• The selected use cases are accurate and focused
• The description explains the customer challenge and expected result
• The Better Together with AWS story is clear
• Relevant AWS services are identified accurately
• Claims can be supported with evidence
• The correct Marketplace listing is associated
• The Solution and Marketplace messaging are consistent
• Spelling, terminology, and product names have been reviewed

🚀 What Happens After the Solution Is Created?

A newly created Solution begins with Limited visibility. In this state, it is active and can be used for AWS Partner Central activities, including:

• Attaching the Solution to ACE opportunities
• Continuing Labra Co-sell onboarding
• Supporting engagement with AWS Sales
• Beginning applicable technical validation activities

Limited visibility does not make the Solution a publicly browsable AWS Marketplace page.

Your organization should review its Solutions periodically and update them when the product positioning, supported use cases, target customers, AWS integrations, geographic availability, or Marketplace listings change.

Clear and current Solution information helps AWS better understand where your offering fits and when it may be relevant to a shared customer.