AWS re:Invent 2025 - [NEW LAUNCH] The future of co-sell: AI-Powered Partner prosperity (PEX210)

Summary of AWS re:Invent 2025 Presentation: "The future of co-sell: AI-Powered Partner prosperity"

Simplifying the Partner Experience

• AWS is addressing consistent partner feedback to simplify the partner experience, particularly around navigating multiple portals.
• The new AWS Partner Central in the AWS Management Console unifies all partner-related features and capabilities in a single, streamlined experience.
  • Partners can now manage marketplace listings, co-sell opportunities, and other activities all from within the console.
  • The integration with AWS Identity and Access Management (IAM) allows partners to use their own identity providers, eliminating the need for separate logins.
• The new Partner Assistant feature provides personalized recommendations and guidance based on the partner's specific solutions, opportunities, and workflows.
  • The assistant can recommend relevant programs, funding opportunities, and summarize partner activities across multiple areas.
  • The assistant is available in over 8 languages to support global partner operations.

Automating Partner Workflows

• AWS is introducing a suite of Partner Central APIs to allow partners to integrate partner-related functionality directly into their own CRM and business systems.
  • APIs cover account management, solution management, opportunity management, and partner benefit/funding program access.
• This enables partners to automate key workflows and eliminate the need to manually switch between AWS and partner portals.
  • For example, partners can now create solutions directly in the AWS Marketplace catalog and use the same solution for co-selling.
  • Partners can also manage funding program eligibility and applications directly from their CRM.
• AWS has worked with third-party integrators to build solutions that leverage these APIs and provide deeper CRM integration for partners.
  • Examples include automatically recommending the best funding programs for a given opportunity and enabling one-click application submissions.

Enabling Agentic Co-Sell Experiences

• The new Partner Central APIs, combined with the MCP (Marketplace Catalog) endpoints, allow partners to reimagine the co-sell experience.
• Partners can now integrate intelligent "agents" into their own sales workflows and CRM systems to:
  • Automatically create and update co-sell opportunities in real-time, ensuring AWS has full visibility.
  • Analyze customer and market signals to surface the best co-sell opportunities and provide recommended next steps.
  • Seamlessly collaborate with AWS field teams by sharing relevant data and insights, without manual coordination.
• Rackspace, an early adopter, has built a solution called "Radar" that leverages these capabilities:
  • Radar automatically creates and updates co-sell opportunities, eliminating manual data entry.
  • It analyzes signals to identify high-potential opportunities and provides guidance to sales teams.
  • The solution has driven a 72% year-over-year increase in co-sell activities and helped Rackspace break referral records.

Key Takeaways

• AWS is providing a unified Partner Central experience within the AWS Management Console, simplifying partner access and management.
• New Partner Central APIs allow partners to automate key workflows like opportunity management and funding program access directly from their own systems.
• Partners can leverage these APIs and MCP endpoints to build intelligent "agentic" co-sell experiences, driving greater efficiency and effectiveness.
• Early adopters like Rackspace have seen significant benefits, including increased co-sell activities, improved data accuracy, and enhanced seller productivity.
• AWS is offering migration support and incentives to help partners transition to the new Partner Central experience and begin automating their co-sell workflows.