AWS Marketplace connects vendors with over 300,000 customers, offering a streamlined platform for selling software while handling billing and payments. Listing your software involves these five steps:
- Meet AWS Compliance Standards: Ensure your software meets technical, security, and operational requirements.
- Set Up Your Seller Account: Register your account, provide tax and bank details, and configure team access securely.
- Add Product Details: Create a detailed product listing with descriptions, legal documents, and run required tests.
- Set Pricing and Deployment: Choose pricing models (e.g., usage-based, annual) and deployment methods (e.g., AMI, SaaS).
- Submit for Review: Finalize your listing, decide visibility levels, and submit it for AWS approval.
AWS Marketplace supports various delivery methods like AMIs, SaaS, and containers, giving you flexibility. Once listed, monitor sales and performance metrics to optimize your approach.
AWS re:Invent 2020: How to sell on AWS Marketplace
Step 1: Meet AWS Compliance Standards
Before listing your software on AWS Marketplace, your product needs to align with AWS's technical and operational standards. Follow these steps to ensure your product qualifies without delay.
Check Software Requirements
Make sure your software meets these technical criteria:
- Uses Hardware Virtual Machine (HVM) virtualization and supports 64-bit architecture.
- Is compatible with 1-click fulfillment and includes all necessary components.
- Is free from known vulnerabilities, malware, or viruses.
- Provides proper network and administrative access capabilities.
Key Security Guidelines:
- Avoid using hardcoded secrets or SSH authorized public keys.
- For Linux AMIs, password-based remote access is not allowed.
- Windows Server installations must utilize the latest version of EC2Launch v2.
- Remote superuser login is prohibited for Linux AMIs.
Meeting these technical and security standards is a critical first step in the AWS Marketplace approval process.
Create Support System
AWS Marketplace approval also requires a reliable support system. Here's what you need:
- Customer Support Process: Set up a dedicated team with clear procedures to handle customer questions and technical issues.
- Software Updates: Develop a system to regularly update your software, fix security vulnerabilities, and notify users of changes. Include scheduled maintenance, patch deployment, and version control.
- Documentation Framework: Provide comprehensive documentation, including installation guides, usage instructions, troubleshooting steps, and security tips.
Prepare Required Files
Organizing your submission materials is crucial. Here's what you'll need:
| Required Item | Specifications |
|---|---|
| Product Image | Minimum 110px width; aspect ratio between 1:1 and 2:1 |
| Product Description | Must match the AMI description field |
| URLs | Ensure all links are functional and error-free |
| Product Load Form | Complete all fields within character limits |
| Pricing Details | Specify pricing for all enabled instance types |
Note: For hourly-based monthly or flat monthly pricing models, you must clearly outline the monthly pricing structure [3].
Step 2: Set Up Your Seller Account
Once compliance is confirmed, it's time to establish your seller presence.
Complete Seller Registration
To set up your seller account, provide accurate details and complete all required documentation.
Account Setup Requirements:
- AWS account created after September 27, 2017
- Company tax information
- Bank account that accepts USD disbursements
- Company profile details
- Email address for notifications
Steps to Follow:
- Create Your Public Profile: Submit your company's public-facing information so customers can find and recognize you.
- Submit Financial Information: Provide tax documents, banking details, and verification for your business.
-
Complete KYC Verification: Required for:
- Transactions in the Republic of Korea
- U.K.-based bank accounts
- Sales to EMEA customers
Set Up Team Access
Once your account is registered, secure it by setting up team access.
Use AWS IAM (Identity and Access Management) to configure team permissions:
- Add individual IAM users for each team member.
- Create role-based access groups for better organization.
- Apply AWS Marketplace managed policies to set access limits.
- Enable multi-factor authentication (MFA) for added security.
| Access Level | Permissions | Required Authentication |
|---|---|---|
| Basic User | View-only access | Standard login |
| Financial Manager | Payment processing, refunds | MFA required |
| Account Admin | Full account management | MFA required |
| KYC Verified User | Financial changes, KYC updates | KYC verification + MFA |
Security Best Practices:
- Avoid using root account credentials for daily operations.
- Provide unique sign-in URLs to team members.
- Regularly review and update access permissions.
"It's a security best practice to create an IAM user for yourself (the AWS account owner) and work in AWS Marketplace as a user rather than using the root account credentials" [4]
A properly set up account and secure team access not only align with AWS requirements but also strengthen your compliance efforts.
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Step 3: Add Product Details
Now that your seller account is set up, it’s time to focus on providing key details about your product.
Enter Basic Information
Make sure your product listing includes accurate and clear metadata to help buyers find it easily.
Product Name Guidelines:
- Use title case (capitalize the first letter of important words).
- Include the brand or manufacturer name.
Product Description Tips:
- Keep it under 350 characters.
- Highlight key features and benefits.
- Use proper grammar and spelling.
- Avoid including any redirect information.
Highlight Key Selling Points:
| Element | Character Limit | Example |
|---|---|---|
| Product Name | N/A | "CloudGuard Enterprise Security Suite" |
| Description | 350 | "Enterprise-grade cloud security platform with automated threat detection and compliance monitoring." |
| Highlights | 100 each | • Real-time threat detection with 99.9% accuracy • Automated compliance reporting • 24/7 expert security monitoring |
Submit Legal Documents
You'll need to provide the required legal documents. Choose one of the following options:
-
AWS Standard Contract
This standard option is suitable for most deployments and includes:- Usage terms
- Service level agreements
- Support obligations
- Payment terms
-
Custom License Agreement
If you have specific requirements, you can submit a custom EULA. Be sure to include:- Licensing terms
- Usage restrictions
- Support commitments
- Liability limitations
Run Product Tests
Testing ensures your product meets all necessary standards. Focus on the following areas:
| Test Category | Key Requirements |
|---|---|
| Registration | HTTPS-enabled registration page |
| Security | Hardware MFA, IAM roles, encryption |
| Reliability | Auto-scaling, load balancing |
| Integration | SNS topic subscription, metering setup |
| Billing | Usage tracking, entitlement verification |
For SaaS products, use the AWS Marketplace Integration Checklist to confirm everything is functioning properly. Key areas to validate include:
- Customer registration flow
- Usage metering accuracy
- Subscription management
- Security protocols
- System reliability
Be sure to document all test results for AWS review.
Step 4: Set Pricing and Deployment
Select Price Structure
AWS Marketplace offers various pricing models to suit different distribution strategies. These models directly impact both revenue potential and customer accessibility.
| Model Type | Best For | Key Benefits |
|---|---|---|
| Annual | Enterprise software | Save up to 40% compared to hourly pricing[5] |
| Usage-based | Variable workloads | Flexible pay-as-you-go model |
| Contract | Long-term commitments | License terms of 1, 12, 24, or 36 months |
| BYOL | Existing license users | No AWS service fees |
Providing multiple pricing options can attract a broader audience. For example, combine hourly pricing for trial periods or seasonal needs with annual subscriptions for customers seeking long-term commitments. Usage-based pricing is also a great option for customers who prefer to pay only for what they use.
Once you've finalized pricing, focus on selecting the best deployment method for your software.
Choose Deployment Method
Select a deployment method tailored to your software's needs. For EC2-based solutions, package your software as an Amazon Machine Image (AMI). For scalable and portable applications, container images with deployment templates are a great choice.
| Deployment Type | Console Filter | Key Use Case |
|---|---|---|
| Single AMI | Amazon Machine Image (AMI) | Pre-configured EC2 instances |
| CloudFormation | CloudFormation Template | Complex, multi-resource deployments |
| Container | Container | Scalable and portable applications |
| SaaS | SaaS | Subscription-based services |
Create Custom Offers
Create private offers to cater to specific customer groups. These offers allow you to negotiate tailored pricing, adjust contract terms, and customize EULA requirements. You can extend private offers to up to 25 AWS accounts simultaneously, making them particularly useful for enterprise clients or niche markets.
For SaaS products, consider structuring renewal offers that adapt pricing, entitlements, or payment schedules based on how customers use your service. All transactions are included on the customer’s regular AWS bill, simplifying procurement and billing processes.
Step 5: Submit for Review
Set Product Visibility
Decide how visible your product will be in the AWS Marketplace Management Portal. Products start in private mode, allowing you to test and validate before broader access.
| Visibility Level | Who Can Access | Purpose |
|---|---|---|
| Private | Only your account | Testing and validation |
| Limited | Selected test accounts | Beta testing with chosen users |
| Public | All AWS accounts | General availability launch |
Complete AWS Review
Make sure your product meets AWS's submission requirements:
-
Technical Requirements
Your AMI must meet these criteria:
- Use Hardware Virtual Machine (HVM) virtualization
- Operate on a 64-bit architecture
- Be free from vulnerabilities or malware
- Provide administrative access
- Avoid hardcoded secrets or SSH keys
-
Documentation Requirements
Provide thorough documentation, including:
- Accurate product name and description
- Clear instructions for use
- Support contact details
- Pricing information within character limits
- High-quality product images (minimum width: 110 pixels)
Once AWS approves your submission, you can focus on tracking performance metrics.
Monitor Performance
After approval, continuous monitoring is key to maintaining success and meeting customer needs. AWS Marketplace tools can help you track important metrics like these:
| Metric Type | Key Areas to Watch |
|---|---|
| Sales Performance | Revenue, subscription renewals, usage trends |
| Customer Engagement | Trial conversion rates, deployment success |
| Technical Health | Uptime, service availability |
Conclusion
Getting your software listed on AWS Marketplace requires careful attention to every step. Providing complete and accurate documentation can speed up the approval process, while incomplete applications often face delays due to revision requests [1]. The pricing models and deployment options you choose will also shape how effectively your software reaches your audience through AWS Marketplace's distribution channels [2].
Once your listing is live, the AWS Marketplace Management Portal offers tools to monitor performance metrics and optimize your approach [2]. Here's a quick checklist to guide you through the process:
- Review the seller documentation thoroughly before starting.
- Complete banking and tax registration during the signup phase.
- Prepare marketing materials in advance of your submission.
- Monitor key performance metrics after launch.