AWS Marketplace CPPO Explained: A Complete Guide to Channel Partner Private Offers

As cloud marketplaces continue to evolve, they’ve become a legitimate sales channel for enterprises. For any ISV (Independent Software Vendor) listed on AWS Marketplace, working with channel partners is a surefire way to reach new customers and grow their marketplace-sourced revenue.

"It is a good time for marketplace sellers to invest in channel partnerships if you have enterprise buyers who will only purchase on partner paper or through marketplace credits."

The State of Partner Led Growth

A Hubspot report created with Partnership Leaders and Pavilion |

According to Canalys' research, by 2027 at least 50% of all marketplace procurement will be conducted through partners on behalf of their end customers.

On the AWS Marketplace, a Channel Partner Private Offer or CPPO is the way for you to collaborate with channel partners to unlock a whole new cloud sales revenue stream.

In this guide, we’ll explain what AWS CPPO (Channel Partner Private Offers) are, how they work in the AWS Marketplace, and how they can transform channel partnerships into scalable cloud revenue.

TL;DR

AWS Marketplace CPPOs (Channel Partner Private Offers) enable ISVs to sell through channel partners on AWS Marketplace using custom pricing, terms, and bundled solutions, while keeping billing centralized through AWS.

As enterprises face growing pressure to maximize cloud commits and prefer buying through trusted partners, CPPOs have become the default mechanism for partner-led marketplace deals.

With CPPO:

• ISVs scale enterprise reach without owning every deal
• Partners remain sellers of record and can bundle value-added services‍
• Customers get tailored solutions while keeping spend within AWS billing and EDPs

What are Channel Partner Private Offers (CPPO) on AWS Marketplace?  

Channel Partner Private Offers (CPPO) is a powerful feature offered by the AWS Marketplace to streamline the process of tech distribution and sales through channel partners. 

AWS Marketplace CPPOs allow ISVs to create customized, usually wholesale pricing for authorized channel partners, allowing them to bundle and resell the software at negotiated rates to their end customers. 

It is a secure, centralized way for ISVs and channel partners to negotiate terms, manage pricing, and transact seamlessly within the AWS Marketplace ecosystem.

How do AWS CPPOs support channel-led revenue growth?

AWS Marketplace CPPOs are valuable instruments for everyone involved. 

ISVs looking to sell on AWS Marketplace get to extend their reach and tap into the expertise and customer relationships of their channel partners. Channel partners, on the other hand, can offer their customers competitive pricing and bundled solutions using these AWS reseller offers. 

End customers don’t just get the best price, but also a whole tech ecosystem that delivers much quicker time-to-value than piecing together point solutions.

How does an AWS CPPO work?

Here’s a brief overview of how Channel Partner Private Offers work in AWS Marketplace.

• The software vendor (ISV) lists their product to sell on AWS Marketplace
• The ISV creates a CPPO by cloning an existing public offer or creating a new private offer from scratch. This involves defining the product details, pricing, and terms specific to the channel partner or customer
• The ISV authorizes who can access and purchase the CPPO; this could be a customer or a channel partner (such as a systems integrator, reseller, or consultancy)
• Channel partners discover CPPOs they have been authorized for through the AWS Marketplace or by communicating with the ISV directly
• The channel partners review the CPPO's customized pricing, terms, and conditions. If acceptable, they can accept the offer. Once accepted, channel partners can purchase and deploy the software through the CPPO, taking advantage of the negotiated pricing and terms
• The partner creates a private offer for a specific customer, with negotiated pricing, contract duration, and optional bundled services
• The customer accepts the offer directly in AWS Marketplace
• AWS handles billing and invoicing, while revenue is distributed to the partner and ISV based on the agreed structure

It’s important to note that the partner becomes the seller of record for the transaction, thereby continuing to own the customer relationship.

ISVs can modify the CPPO at any time, adjusting pricing, terms, or authorized parties as needed. They can also track CPPO usage and sales data

The 3 core components of an AWS Marketplace CPPO

Let’s get more granular about the components of Channel Partner Private Offers (CPPO) to understand why they are such powerful tools and how you can begin executing them. 

• ‍Authorization:  This authorization process ensures that only approved partners can access and distribute the ISV's offerings, maintaining control and visibility over the sales channels.
• Pricing customization: You can work with channel partners to set unique pricing models and discounts tailored to specific customer segments or deal sizes. This flexibility allows for more competitive and attractive offers that increase the value proposition for your collective end customers.
• Terms negotiation: You can collaborate with your channel partners to establish mutually beneficial terms and conditions for your partnership agreements. This includes defining commission structures, revenue-sharing models, and any specific requirements or obligations for each party.  CPPOs keep everything upfront to help you align expectations and build a transparent and fair partnership ecosystem.

How to create a CPPO on AWS Marketplace: Step-by-step guide

1. Prepare your software listing: Before creating a CPPO, ensure that your software is listed on the AWS Marketplace. If you haven't done so already, follow the necessary steps to list your product and get approved by AWS to begin selling on the AWS Marketplace. 

2. Identify channel partners: Find the channel partners you want to work with and build a relationship with them. You'll need their AWS Partner Network (APN) Partner ID to create a CPPO.

3. Define the terms of your offer: Decide on the terms and conditions of your CPPO, including pricing, discounts, and any additional benefits or restrictions. Ensure these terms align with your overall sales strategy and partner agreements.

4. Create the CPPO: Log in to your AWS Marketplace Management Portal and navigate to the "Private Offers" section. Click "Create New Private Offer," then follow the prompts to set up your CPPO. You can also send out CPPOs from Clazar. More on that later. 

5. Specify partner details: Enter the APN Partner ID of the channel partner you want to work with. You can add multiple partners to the same CPPO if you need.

6. Configure the details of the offer: Provide the details about your CPPO. This will be the offer name, description, and the terms you defined earlier. You can also specify the start and end dates for the offer's validity.

7. Review and submit: Carefully review all the information you've added to ensure accuracy. Once you're satisfied, submit the CPPO for AWS's review and approval process.

8. Wait for approval: AWS will review your CPPO submission and may request additional information or clarification if needed. Once approved, your CPPO will become available to the specified channel partners.

9. Promote and manage: Inform your channel partners about the new CPPO and provide them with the necessary resources and support to effectively sell and promote your software through this offer.

10. Monitor and optimize: Regularly monitor the performance of your CPPO and gather feedback from channel partners and customers. Use this information to refine and optimize your offer terms, pricing, and overall strategy for better sales outcomes.

Also Read: Selling on AWS Marketplace made AWSome!

How to create and manage CPPOs from Clazar

Clazar makes it super simple for ISVs to create and manage Channel Partner Private Offers (CPPOs) on the AWS Marketplace, without needing to navigate complex cloud portal interfaces. 

With Clazar's intuitive platform, you can help your teams stay on top of the entire CPPO lifecycle, from creation to tracking, all within a centralized and user-friendly environment.

The best part? You can create CPPOs right from Salesforce! Imagine never having to leave your CRM to scale channel revenue. Clazar’s seamless, bi-directional integration ensures that all data is synced in real time between your CRM and the AWS Marketplace.

Clazar also provides a comprehensive dashboard with real-time visibility into all CPPOs and their current statuses, giving you an instant view of pressing action items such as renewals or closures.

By leveraging Clazar's powerful CPPO management capabilities, teams can focus on driving sales and nurturing channel partner relationships without being bogged down by the complexities of cloud portal interfaces.

Clazar's user-friendly platform empowers teams to unlock the full potential of CPPOs, accelerating cloud sales and maximizing revenue opportunities.

Read More:Explore Clazar for Partnerships

The Benefits of CPPO for ISVs

There are several reasons why CPPOs are such powerful marketplace tools for sellers looking to scale and accelerate cloud sales. Here are some of them -

• Increased market reach and expanded customer base: By collaborating with established channel partners, ISVs can reach a broader audience that might be beyond their reach independently. This partnership allows ISVs to penetrate new markets and industries more effectively.
• Stronger trust-building: Customers often prefer purchasing from known partners who advocate for pre-vetted solutions. This trust can swing the decision in your favor much faster and reduce the perceived risk of adopting new software solutions.‍
• Streamlined sales processes: CPPOs simplify procurement for customers, enabling them to purchase software through trusted partners while using up their committed spending budgets. This creates a smoother procurement experience for customers and helps you close deals faster.‍
• Greater customization: As we saw, ISVs can work with channel partners to create tailored offers that meet specific customer needs. The degree of customization, from negotiated pricing and terms to additional services, will likely make the offer significantly more appealing to potential buyers.‍
• Greater collaboration: CPPO helps you build closer relationships with your channel partners and eliminate any concerns that the marketplace may come between preexisting relationships. This collaboration can evolve into joint marketing efforts and co-selling opportunities, and therefore, more cloud sales activation. ‍
• Revenue flexibility and predictability: CPPOs allow ISVs to negotiate flexible payout structures with their channel partners, improving cash flow and incentivizing partners to promote your products more actively. By establishing these ongoing relationships with channel partners, ISVs can also create repeatable revenue streams through subscriptions or long-term contracts.

The benefits, of course, extend to the channel partners and more importantly, to the customers. This collectively ensures that everyone benefits from the comprehensiveness of the channel relationship and the procurement seamlessness of the marketplace.

CPPO benefits for channel partners and customers

Best practices for CPPO success in AWS Marketplace

To maximize the effectiveness of Channel Partner Private Offers (CPPO) and hit the outcomes everyone expects, both ISVs and channel partners should put their best foot forward with these best practices.

Select partners with care

As a seller ISV looking to crack a new demographic, you need to carefully evaluate channel partners and select ones that align with your target markets, have relevant expertise, and can provide value-added services. 

Prioritize partners with a proven track record, strong customer relationships, and a deep understanding of your solutions. Ensure partners have the necessary resources, skills, and commitment to market and sell your offerings effectively.

Actively manage offers

Be sure to clearly define the terms, conditions, and pricing structures of your CPPO to avoid confusion and ensure transparency. 

This isn’t a one-and-done activity. Regularly review and update your CPPO to reflect changes in market conditions, customer demands, or product roadmaps. Leverage analytics and reporting tools to track the performance of your CPPO and make data-driven decisions.

‍Support channel partners with enablement

This is a big one. Always provide comprehensive training and resources to channel partners to ensure they understand your solutions and can effectively position and sell them. 

Develop co-branded marketing materials, sales playbooks, and other collateral to support partners' sales efforts. Collaboratively address any challenges or concerns and continuously improve the sales process.

Keep partners engaged

Establish clear expectations, roles, and responsibilities for both parties to ensure a successful partnership. Maintain regular communication and provide ongoing support and guidance to channel partners. Incentivize and reward top-performing partners to encourage loyalty and drive continued success.

‍Focus on continuous improvement

Regularly solicit feedback from channel partners and end customers to identify areas for improvement. Analyze sales data and customer insights to refine your CPPO strategy and offerings.  Stay up to date on industry trends, market shifts, and emerging technologies to adapt your approach as needed.

The future of CPPO and channel sales on the AWS marketplace

As cloud adoption continues to accelerate, Channel Partner Private Offers (CPPOs) are poised to become a central pillar of cloud Go-To-Market strategies. This evolution will trigger a major shift toward a deeply ecosystem-driven marketplace, moving away from traditional seller-driven models.

The future is likely to see even greater collaboration and partnerships among ISVs, channel partners, and cloud service providers. Together, the three pillars of the marketplace can develop innovative solutions, streamline processes, and create a more seamless customer experience, ultimately driving greater adoption and success in the cloud marketplace. A win for everyone! 

 Cloud marketplaces reward agility. ISVs and channel partners that embrace these trends and innovations in cloud marketplaces will be well-positioned to stay ahead of the competition, drive revenue growth, and deliver exceptional value to their customers.

Take the first step towards accelerating your cloud sales by scheduling a demo with our experts. 

Top FAQ's

1. What is a Channel Partner Private Offer (CPPO)?

A CPPO (Channel Partner Private Offer) is an AWS Marketplace mechanism that allows ISVs to authorize partners to resell their solutions via the marketplace under custom pricing and terms.

CPPOs provide a centralized way to:

• Authorize partners
• Negotiate pricing
• Transact securely
• Bundle solutions
• Create flexible deal structures
• Reach customers through trusted partners

CPPOs are the bridge between marketplace scale and traditional channel motion.

2. How does Clazar simplify CPPO creation and management?

Clazar eliminates the operational friction of cloud portals by enabling CPPO workflows directly in your existing GTM stack.

Key advantages:

• Create CPPOs directly from Salesforce—never leave your CRM
• Fully bi-directional sync between CRM and AWS Marketplace
• Real-time dashboards for CPPOs: status, renewals, actions, expirations
• Consistent workflows for ISVs, RevOps, and channel teams
• Centralized partner and offer visibility

Clazar lets teams focus on revenue, not portal gymnastics.

3. What is the difference between CPPO and PO in AWS Marketplace?

CPPO (Channel Partner Private Offer) allows an authorized channel or consulting partner to create and sell a private offer to a customer. The partner is the seller of record.

PO (Private Offer) is created directly by the software vendor (ISV), who sells to the customer. While a CPPO is a partner-led sale, Private Offer is a sale made directly by the vendor.

4. Does CPPO spend count toward an AWS Enterprise Discount Program (EDP)?

Yes. CPPO purchases made through AWS Marketplace typically count toward the customer’s AWS committed spend, including EDPs.

This is a major reason enterprise buyers prefer CPPO over off-platform partner contracts.

5. Can services be bundled with software in a CPPO offer?

Yes. Channel partners can bundle:

• Professional services
• Implementation or migration support
• Managed services or ongoing support
  
  

into a single CPPO offer, simplifying contracting and procurement for the customer.

6. How do reseller offers work on AWS Marketplace?

Reseller offers on AWS Marketplace allow authorized channel or consulting partners to resell third-party software to customers using custom pricing and terms, while AWS handles billing and procurement.

In practice, reseller offers on AWS Marketplace are implemented through Channel Partner Private Offers (CPPOs).

In a reseller offer:

• The ISV owns the software
• The reseller (channel partner) sells it to the customer
• AWS handles billing and invoicing
• The reseller is the seller of record
• Revenue is split between the reseller and the ISV based on agreed pricing

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