Custom pricing: What's new with AWS Marketplace private offers (PEX113)

Marketplace Basics and Selling through Private Offers

Overview

  • David introduces the topic of AWS Marketplace, including what it is, the value it provides to partners, and various pricing and selling options available.
  • The primary audience for this session is AWS Partners who want to sell through AWS Marketplace.

Key Takeaways

What is AWS Marketplace?

  • AWS Marketplace is a curated digital catalog that helps companies find, try, buy, and manage solutions from AWS partners.
  • There are currently around 5,000 partners who have listed over 20,000 products across 70 different categories.
  • There are about 300,000 active customers on AWS Marketplace who have procured through Marketplace listings, with over 2.5 million subscriptions.

Pricing and Selling Options

  • AWS Marketplace supports various pricing models, including:
    • Public pricing (self-service "click to buy" format)
    • Private offers (negotiated custom pricing, payment schedules, etc.)
  • Private offer pricing models include:
    • Contract pricing (upfront fee for set time)
    • Usage-based pricing (pay as you go)
    • Installment payments
    • Hybrid models

Extending Private Offers

  • To extend a private offer, partners can:
    • Log into the AWS Marketplace Management Portal
    • Go to the "Offers" tab and click "Create Private Offer"
    • Fill out a 5-step wizard to specify pricing, duration, terms, legal documents, and the customer's AWS ID
  • Once submitted, partners can share the private offer URL with the customer.

New Features and Enhancements

  • Draft experience for private offers (save drafts, resume later)
  • Intuitive multi-step wizard for creating private offers
  • AWS Partner Assistant (generative AI virtual assistant)
  • Payment auto-scheduler for installment plans
  • Bulk pricing for AMI products
  • Cloning past offers
  • Improved agreement view and management

Tips for Selling on AWS Marketplace

  • Leverage Marketplace's product growth features (free trials, demos, private offers)
  • Utilize channel partners to help resell and distribute your product
  • Reach more customers globally with local currency support
  • Adopt vendor insights and standard contracts
  • Integrate with Marketplace APIs for faster, higher-volume selling
  • Manage renewals and expansions with agreement-based offers

Conclusion

  • David encourages new partners to sign up for AWS Partner program and attend upcoming Marketplace and partner sessions to learn more.

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