AWS re:Invent 2025 - AI-powered co-sell: Unlock partner success with AWS Partner Central (PEX113)

Summary of AWS re:Invent 2025 Presentation: AI-powered co-sell: Unlock partner success with AWS Partner Central (PEX113)

The Value of Partnering with AWS

• Over 51% of AWS partners have demonstrated higher revenue by working with AWS
• Increased deal sizes and higher close rates for partners working with AWS
• AWS offers tooling, programs, and resources to help partners grow along with AWS

The Marketplace Benefits for Partners

• Many AWS partners are global sellers on the AWS Marketplace
• Marketplace offers flexibility for customers to transact with partners
• Partners have requested a simplified experience to engage with AWS

Introducing AWS Partner Central in the AWS Management Console

• Partner Central is now accessible directly in the AWS Management Console
• Unifies the experience for partners, providing access to both co-selling and marketplace features
• Simplifies and personalizes the partner experience through the Partner Assistant

Key Features of the New Partner Central Experience

1. Unified Solution Management:

   • Partners can create and manage solutions for both co-selling and marketplace listing in a single experience
   • Ability to create multi-product solutions for a combined go-to-market approach

2. Personalized Partner Assistant:

   • Provides personalized recommendations, summaries, and guidance based on the partner's specific workflows and needs
   • Helps partners with tasks like solution specialization, opportunity management, and funding program requirements

3. Improved User Management:

   • Partners can now have unlimited users with fine-grained permissions, managed through their existing identity provider
   • No longer restricted to the previous 20-user limit in Partner Central

The Power of Partner-Focused APIs

• AWS has launched a suite of APIs to enable partners to integrate Partner Central features into their own systems and workflows
• Key APIs include:
  • Opportunity API: Enables end-to-end integration of opportunities, increasing co-sell engagement and velocity
  • Leads API: Helps partners manage and qualify leads more efficiently
  • Benefits API: Consolidates information on AWS funding programs, allowing partners to personalize and automate their funding workflows

Empowering Partner Innovation through APIs

• The APIs provide a foundation for partners to build intelligent, automated workflows and co-sell experiences
• Examples of partner innovations:
  • Rackspace using the APIs to contextualize and personalize their funding workflows, resulting in 72% year-over-year growth
  • Partners building conversational agents and AI-powered recommendation engines to support their sales teams

Next Steps for Partners

1. Existing Partners: Follow the steps to migrate from the current Partner Central to the new experience in the AWS Management Console
2. New Partners: Register and start using the new Partner Central experience directly in the AWS Management Console
3. Leverage APIs: Explore the available APIs and SDKs to integrate Partner Central features into your own systems and workflows
4. Seek Integration Support: Work with AWS-approved third-party integrators to assist with migration and API adoption