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If you’re looking for help on listing your SaaS product on the AWS Marketplace, you’ve probably already recognized its incredible revenue-generating potential as a route-to-market.
There are two ways in which you can list your SaaS product on the AWS Marketplace.
The first is to directly interface with the AWS Marketplace self-serve portal and follow the steps we’ll detail below. The second is to work with a Cloud GTM automation platform that helps to set up, monitor, and monetize your listing. We'll break that down as well.
First, let’s set the context on what the AWS Marketplace is and why it has emerged as such a powerful GTM channel for modern SaaS.
TL;DR
AWS Marketplace is a powerful go-to-market channel for SaaS companies. It helps reduce procurement friction, shortens sales cycles, and increases deal sizes.
Any AWS account holder can list products on the marketplace, with SaaS contract-based listings being the most common for B2B companies.
You can DIY your listing on AWS Marketplace, spending months of time and engineering effort, or use a Cloud GTM automation platform like Clazar to go live in days with zero engineering lift.
Want to go live in under two weeks? Talk to a Clazar expert now.
What is the AWS Marketplace?
AWS is the world’s largest cloud service provider, accounting for 31% of the total global cloud market share. The AWS Marketplace is an online platform that helps businesses discover, procure, manage, and co-sell software products that run on AWS infrastructure.
Instead of signing a new vendor contract or setting up a separate payment workflow, buyers can purchase products directly through AWS Marketplace and have the charges consolidated into their regular AWS bill.
For enterprises, this dramatically simplifies procurement, security reviews, and vendor onboarding.
Why B2B software companies sell on AWS Marketplace
AWS Marketplace is used heavily by mid-market and enterprise buyers who already spend significant amounts on AWS and prefer to allocate budget through approved cloud marketplaces rather than introduce new vendors.
For a seller, the AWS Marketplace acts as:
- A procurement accelerator for enterprise deals
- A billing and contractual layer managed by AWS
- A way to access AWS co-sell and partner programs
Selling on the AWS Marketplace reduces friction for buyers and enhances deal sizes for sellers. It speeds up sales cycles by up to 40%, and expands deal sizes by as much as 80% as buyers look to burn through their commits.
It’s no wonder that cloud marketplaces have caught on as an important procurement channel.
Who can list on AWS Marketplace?
Any business user with an AWS account can utilize the marketplace for procurement. Concurrently, any AWS account holder can register to become a seller and list their products to begin transacting on the marketplace.
In other words, if you have a product that is hosted and can be deployed on AWS, or offer a professional service for AWS-hosted products, the AWS Marketplace is for you.
Increasingly, GTM leaders at SaaS and cloud-native companies are viewing AWS Marketplace as a core go-to-market lever for scalable growth.
AWS, for its part, incentivizes all transacting parties to sell via the marketplace through a series of programs that offer varying degrees of assistance based on specific qualifications.
What can you sell on AWS Marketplace?
Here are the main types of offerings you can list on AWS Marketplace.
For most B2B software companies targeting enterprise buyers, SaaS contract-based listings provide the best balance of scalability, procurement alignment, and revenue predictability. In the next sections, we’ll cover the listing process for this kind of product.
Free Resource: Get our complete guide to AWS Marketplace
How much does it cost to list on AWS Marketplace?
Fees for transacting on the AWS Marketplace depend on the type and value of deals. Here’s a quick summary of the fees you can expect to pay. Remember, there are no upfront costs to be paid for listing; fees get deducted from your sales revenue during disbursements.
Public offer listing fees
Listing fees for standard public offers depend on the mode of deployment.
If you’re listing your SaaS product on the AWS Marketplace, you’ll incur a 3% listing fee for public offers.
Private offer listing fees
Listing fees for private offers are a percentage of the total contract value.
How to list a SaaS product on AWS Marketplace?
Now let’s get to the main question: how can you list your SaaS product on the AWS Marketplace?
Before we get to that, here’s a quick pre-listing checklist to prepare for your first listing on AWS Marketplace:
- Register as a seller on AWS Marketplace: Before you can sell on AWS Marketplace, you must complete the AWS Marketplace registration process on the AWS Marketplace Management Portal
- Complete the verification process: AWS will verify your business identity, tax details, and bank information
Once you’ve completed these steps, you can start listing your products on the marketplace.
The chart below shows you the basic process for listing your product on AWS Marketplace. You can choose to do this yourself with the self-service functionality of the AWS Marketplace Management portal. Or you can deploy a Cloud GTM automation platform like Clazar to significantly accelerate time-to-value.
How to DIY your AWS Marketplace listing
Once you’ve registered yourself as a seller, you can initiate the listing process on the AWS Marketplace Management Portal. While the portal itself is self-serve, you’ll need help from your engineering team to host and test your product environment on AWS along the way.
Here are the eight steps involved in creating your own listing on AWS Marketplace.
Watch this video to learn more:
Listing on AWS Marketplace with Clazar as your Cloud GTM co-pilot
Publishing and taking your listing live on AWS Marketplace through Clazar shortens the process from months to days.
With Clazar, you’ll be interfacing with our user-friendly platform to provide all product information, which we’ll then use to build your listing on the AWS platform for you.
This is the information you’ll upload to the Clazar platform to get your AWS listing created.
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These are the five short steps involved in getting Clazar to create your AWS Marketplace listing:
- You upload product information to Clazar
- The Clazar team does a quality check of your data to minimize the chances of a failed listing attempt
- AWS performs checks at its end and publishes your listing in a Limited state
- The Clazar team takes over integration testing (saving you engineering bandwidth) to ensure your product meets AWS expectations
- AWS does a final review and test, and your listing goes live on the AWS Marketplace
Clazar also maintains API links with the AWS Marketplace to help manage subsequent changes to the listing without any engineering lift from you.
Rootly implemented the Clazar Salesforce ACE-CRM integration to scale co-sell opportunity submissions to AWS.
Also Read: How to optimize your AWS Marketplace listing
At a glance: DIY vs. Clazar for listing on AWS Marketplace
Vectra AI migrated its listing and marketplace operations data seamlessly with Clazar over a single weekend.
Common mistakes to avoid while listing on AWS Marketplace
Most underperforming listings fail due to strategic and positioning mistakes, not technical ones. Here are the most common pitfalls to avoid when listing on AWS Marketplace.
- Choosing the wrong listing type: Sellers often choose a listing type without fully considering their sales motion and buyer expectations. For example, usage-based pricing may create friction for enterprise buyers who prefer predictable annual contracts. Changing listing types later often requires rework and re-approval. To avoid this, choose your listing type based on how your ICPs buy
- Underestimating the engineering effort: AWS Marketplace integrations for SaaS products need a fair amount of technical bandwidth. Issues like incorrect metering logic, incomplete entitlement checks, or poor testing of workflows can delay AWS approvals and create hold-ups post-launch. Ensure you have proper ownership, testing, and documentation
- Not considering private offers and enterprise pricing: Many Marketplace deals are closed through private, not public offers. Design your pricing and sales process assuming private offers will drive the majority of revenue
Accelerate and optimize your AWS Marketplace listing with Clazar
Going live with your AWS listing via the DIY route can take you over 6 months. With Clazar, this is slashed down to days. We’ve helped customers take their listing live in as few as 5 days by automating the steps involved in interlinking your listing and the AWS platform.
However, listing on the AWS Marketplace is just step one of your cloud GTM journey. Value generation begins as you start driving transaction volume through private offers and build a strong co-sell partnership with AWS.
The build vs buy debate for listing and operationalizing sales through AWS Marketplace has multiple strategic and resource-related considerations. If you’ve made the choice to simplify and accelerate your Cloud GTM motion with expert help, we’d be thrilled to partner with you.
Reach out to our experts for more information or to schedule a demo.
Top FAQ's
1. What is the AWS Marketplace and why should SaaS companies list there?
The AWS Marketplace is a digital catalog where AWS customers can discover, purchase, and deploy software built to run on AWS. SaaS companies list on AWS Marketplace to access a large, cloud-committed buyer base, shorten sales cycles, expand deal sizes through EDP commit burn, and unlock AWS co-sell opportunities.
2. Who is eligible to list on the AWS Marketplace?
Any AWS account holder with a software product or professional service that runs on or integrates with AWS can register as a seller. This includes ISVs, MSPs, channel partners, and consultants.
3. How much does it cost to list on AWS Marketplace?
AWS reduced seller fees from 20% to 1.5%–3% for most SaaS transactions. The exact fee depends on the offer type and deal value. There is no cost to create a listing; fees apply only when you transact.
4. How long does it take to publish a SaaS listing on AWS Marketplace?
The DIY approach can take 3–6+ months depending on engineering dependencies, integration testing, and AWS review cycles. With Clazar’s Cloud GTM automation, companies can go live in days, with some listings published in as few as 5 days.
5. Can Clazar help me create and publish my AWS Marketplace listing?
Yes. Clazar acts as a Cloud GTM co-pilot and builds your AWS listing for you. You simply provide product and pricing information in Clazar’s UI, get a real-time preview of the final listing page, and Clazar handles end-to-end publishing with AWS.
