AWS re:Invent 2025 - Solution-based selling strategies in AWS Marketplace (PEX110)

AWS re:Invent 2025 - Solution-based Selling Strategies in AWS Marketplace

Overview of AWS Marketplace

• AWS Marketplace is a comprehensive catalog of over 30,000 listings across 70+ categories, with over 6,000 sellers globally
• It provides benefits like flexible pricing, standardized procurement, and streamlined vendor management for buyers
• However, the market is shifting as business buyers increasingly want outcome-focused solutions rather than individual products

The Shift Towards Solution Selling

• In the past, technical teams would identify, evaluate, and integrate individual products to create solutions
• Today, business buyers want to focus on outcomes and get comprehensive solutions that address their specific needs
• This trend is accelerating with the rise of AI, as customers often don't know the specific products they need and instead seek solutions for their desired outcomes

AWS Marketplace's New "Multi-Product Solutions" Feature

• AWS Marketplace has introduced a new "Multi-Product Solutions" feature to address this shift
• This allows customers to purchase multiple products and services from different providers in a single transaction
• Key benefits for partners:
  • Transformation from selling individual products to complete solutions
  • Ability to target specific use cases and industries with tailored solutions
  • Flexibility to customize solutions during the sales cycle
  • Streamlined procurement by combining the benefits of AWS Marketplace with solution-based selling

Example: Axenture's Data Readiness Engine for Generative AI

• Axenture has created a data readiness engine solution on AWS Marketplace
• The solution combines four products:
  • Elastic Cloud for semantic and vector search
  • Elastic's MCP server for natural language interaction
  • Axenture Aspire connectors for large-scale data injection
  • Axenture data-to-knowledge implementation service
• This solution helps organizations prepare their data for generative AI production workloads

The Solution Creation and Procurement Process

1. Partners create solutions on the AWS Marketplace Partner Central website, adding products, use cases, and other details
2. Customers discover these solutions on the AWS Marketplace website, either through search/filtering or the new "multi-product" filter
3. Customers request a private offer, and the partner creates a customized "offer set" with flexible pricing and terms for each product
4. Customers review the offer set, accept it, and can then deploy the various components of the solution

Conclusion and Key Takeaways

• AWS Marketplace has seen strong momentum with 70 solutions from 65 launch partners, including ISVs, SIs, and channel partners
• This new multi-product solutions feature enables partners to sell the way customers want to buy, offering comprehensive, tailored solutions
• Customers can now more easily discover and procure outcome-focused solutions that address their specific needs
• The process allows for flexibility, customization, and streamlined procurement during the sales cycle