The new AWS Partner Central Experience: What Is Changing and How Clazar Helps You Migrate for Free

AWS is moving Partner Central from its legacy Salesforce-based backend to a modern, native AWS service. This new experience lives inside the AWS Management Console, uses AWS IAM for secure access, and unifies Marketplace and Partner Central workflows.

Clazar is a launch partner for this new experience and is offering a complimentary AWS Partner Central Migration Service to help partners transition smoothly. If you rely on ACE, Marketplace, or AWS partner programs, preparing early is essential.

This guide covers what is changing, why it matters for ISVs, migration requirements, and how Clazar supports you through the entire process.

What is AWS Partner Central migration

AWS Partner Central is being rebuilt as a native AWS service. Partners will access the new experience through the AWS Console. User access and permissions will be controlled through AWS IAM, which replaces the old Salesforce-based system.

This upgrade is designed to improve security, unify workflows across Partner Central and AWS Marketplace, and enable deeper automation through APIs.

What are the key changes in the new AWS Partner Central experience

1. Step towards a unified Partner Central and AWS Marketplace

The new Partner Central brings Marketplace and co-sell together in one place:

• A single portal for the complete co-sell lifecycle
  
• Auto-generated renewal opportunities and demo request leads in ACE
• Consolidated partner data for better analytics and forecasting

Greater Automation With New Partner Central APIs

AWS is expanding automation across the partner experience:

• APIs for account management, benefits, solutions, and marketing
  
• Programmatic creation and management of partner solutions
  
• Automated MDF and fund request submissions

Improved IAM-based User Management

Security and access management become more controlled:

• IAM-based access and Single Sign On with your workforce identity provider
  
• Granular access control instead of rigid roles
  
• Automated onboarding and offboarding of users

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Why the new Partner Central experience matters for ISVs and AWS partners

AWS is creating a single, modern interface for Marketplace, co-sell, and partner operations. This brings several benefits:

• Reduced manual work through automation
  
• Accurate and unified reporting across Marketplace and ACE
  
• Stronger governance with IAM and SSO
  
• Faster partner operations with less maintenance overhead

Preparing for AWS Partner Central Migration: What partners must do

Partners will need to complete several steps:

• Identify the IAM administrator who will own user access
  
• Identify the primary AWS account for APN engagement and billing
  
• Assign IAM roles to the alliance and partner teams
  
• Configure SSO if required
  
• Link the APN and AWS accounts
  
• Establish a process for user onboarding and offboarding
  
• Confirm ACE access and Marketplace configurations
  

Note: Partners without a linked AWS account will not be able to renew APN membership.

How Clazar supports your migration at no cost

Clazar is an AWS launch partner for the new Partner Central experience. Our Partner Central Migration Service is completely free for ISVs and partners preparing for the transition.

Clazar acts as a Partner Portal Integration provider, helping you migrate seamlessly. Our experts provide:

• Account Linking Guidance to correctly connect your AWS accounts.
  
• IAM & Permissions Setup for secure and role-based access.
  
• Smooth Migration Execution using AWS’s one-click migration tool.
  
• Team Training & Change Support to ensure adoption and readiness.

Whether you’re an ISV, consulting partner, or distributor, we make the move smooth and position you to thrive in the new unified Partner Central and Marketplace experience.

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Final thoughts

The new AWS Partner Central experience is a significant upgrade that unifies Marketplace, ACE, and partner operations in a single console. The shift to IAM-based access and API driven workflows will improve security, automation, and efficiency for every AWS partner.

Preparing early ensures that your business stays eligible for APN benefits, avoids access disruptions, and is ready for the new automation capabilities.

Clazar’s complimentary migration service provides partners with a fast track to a smooth and confident migration, while helping you modernize your AWS partner operations.

To get started, subscribe to the Clazar listing.

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Frequently Asked Questions about AWS Partner Central Migration

What is AWS Partner Central migration?‍

It is the transition from the legacy Salesforce-based Partner Central to a new, native AWS service inside the AWS Console.‍

Why is AWS changing Partner Central?

AWS wants to unify Marketplace and Partner Central, modernize security through IAM and SSO, and expand automation using APIs.

Do all partners need to migrate?

Yes. Any partner that uses ACE, Marketplace, or APN benefits will need to migrate to maintain eligibility.

What is required before migrating to new AWS Partner Central?

You must:

• Activate ACE access
  
• Update account roles in Partner Central
  
• Link a primary AWS account
  
• Ensure the linked account is paid tier
  
• Prepare IAM permissions for all users

What happens if I do not link my AWS account?‍

Partners who do not link an AWS account will be unable to renew their APN membership and will consequently lose their APN status and benefits.

When is the migration deadline?

The incentive-related deadline is June 30, 2026. AWS will share more detailed timing in the coming months.

What is Clazar’s role in the migration?

Clazar is a launch partner and acts as a Partner Portal Integration provider, guiding partners through setup, account linking, IAM configuration, and the final migration.

Is the Clazar migration service really free?

Yes. Clazar offers this service at no cost to all partners preparing to migrate to the new Partner Central experience.

Does Clazar help with IAM and SSO?

Yes. Clazar works with your IAM and security teams to configure roles, policies, and SSO using your workforce identity provider.

Does Clazar help after the migration?

Yes. Clazar trains your teams, validates access, and supports adoption of the new unified Partner Central and Marketplace experience.

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