AWS re:Invent 2025 - Unlock Innovation: A Guide to AWS Partner Solutions in AWS Marketplace (NTA101)

Unlocking Innovation with AWS Marketplace: A Guide for AWS Partners and Customers

Overview

• This session provided an in-depth look at how AWS Marketplace can help organizations accelerate innovation and streamline software procurement.
• Presenters included Carla Bogs (AWS Marketplace Customer Specialist), Phil Sloan (AWS Marketplace International Expansion Lead), and Oz Olam (Director of Strategic Sourcing at Riot Games).
• Key topics covered include the benefits of AWS Marketplace, new product features and capabilities, and a customer success story from Riot Games.

The Challenges of Traditional Software Procurement

• Procurement teams often struggle with lengthy approval processes, lack of visibility into software spend, and compliance bottlenecks.
• This can lead to "shadow IT" as business users seek to bypass procurement to get the tools they need faster.

What is AWS Marketplace?

• AWS Marketplace is a curated digital catalog that allows customers to find, test, buy, and deploy software, data, and services.
• It simplifies the entire procurement process by providing:
  • A broad selection of vetted, trusted partner solutions
  • Flexible consumption and deployment models
  • Centralized governance, visibility, and control

Benefits of Using AWS Marketplace

• Forrester study found that customers see:
  • 70% time savings in product discovery
  • 70% time savings in streamlined procurement
  • 30% faster time to market due to deployment efficiencies
• Enables organizations to move faster with less friction and risk, striking a balance between speed and control.

Expanding Selection and Flexibility

• AWS Marketplace now offers over 30,000 products across 6,000+ sellers, spanning 70+ categories.
• Flexible buying options include free trials, pay-as-you-go, and custom contract terms.
• Deployment models range from self-service to fully managed services.

New Marketplace Features and Capabilities

1. Agent Mode:

   • Allows customers to use natural language to search for solutions that match their business needs.
   • Provides dynamic side-by-side comparisons and generates proposals to share with stakeholders.

2. AI Agents and Tools:

   • Dedicated category for AI-powered solutions, including agents, tools, and services.
   • Offers flexibility to trial, deploy, and scale agent-based technologies.

3. Multi-Product Solutions:

   • Enables customers to package and purchase multiple complementary products and services in a single transaction.
   • Brings together software, professional services, and channel partner offerings.

Riot Games' Marketplace Journey

• Riot Games, a leading gaming company, faced lengthy procurement cycles that were hampering their ability to innovate.
• By making Marketplace the "path of least resistance" for new software requests, Riot was able to:
  • Reduce procurement time from months to under 30 days in some cases.
  • Shift procurement team focus from tactical vendor vetting to strategic value-add activities.
  • Achieve over 900% increase in Marketplace adoption and 90% target for all software spend.

Key Takeaways

• AWS Marketplace simplifies software procurement, enabling organizations to move faster with less friction and risk.
• New features like Agent Mode, AI Agents and Tools, and Multi-Product Solutions further enhance the customer experience and flexibility.
• Customers like Riot Games are leveraging Marketplace to accelerate innovation and streamline their procurement processes.
• Marketplace specialists are available to help customers optimize their procurement strategies and unlock the full benefits of the platform.