Marketing your product - AWS Marketplace

Marketing your product

You can contribute to the success of your product by driving awareness of AWS Marketplace and by driving traffic directly to your product pages on AWS Marketplace. The following provides information and support to help you market the product or products that you have listed on AWS Marketplace.

180-day GTM Academy

The 180-day GTM Academy is available to all AWS Marketplace sellers, and it provides self-service go-to-market (GTM) resources to help you build, activate, and track demand generation campaigns for your offering in AWS Marketplace. You can:

  • Fast track demand for your listings.

  • Improve marketing return on investment and enhance customer messaging by integrating AWS and AWS Marketplace value proposition into your messaging.

  • You can progress toward or within the AWS Marketplace Go-to-Market Program Guide.

You can access the 180-day GTM Academy from the Marketplace Resources section of the AWS Marketplace Management Portal.

Announcing your product's availability

We encourage you to broadly announce the availability of your product on AWS Marketplace. You can do this via press releases, tweets, blogs, or any other preferred media channels. We have provided sample text that you can to include, along with guidelines and instructions for using our trademarks and issuing press releases.

We will review your blogs, tweets, and other non-press release announcements before going public to ensure consistency with AWS messaging and brand guidelines or voice. Submit your request for review to your AWS account manager. The review takes up to 10 business days to complete. Notify us when you post any tweets, blogs, or press releases, and we will do our best to repost to increase their visibility.

AWS Marketplace messaging

In your customer communications you might want to describe the purpose, goals, and benefits of purchasing your product using AWS Marketplace. Use the following messaging when referring to AWS Marketplace.

What is AWS Marketplace?

AWS Marketplace is an online store that makes it easy for customers to find, compare, and immediately start using the software and services that run on AWS. Visitors to AWS Marketplace can use 1-Click deployment to quickly launch preconfigured software and pay only for what they use, by the hour or month. AWS handles billing and payments, and software charges appear on the customer's AWS bill.

Why would a customer shop on AWS Marketplace?

Finding and deploying software can be challenging. AWS Marketplace features a wide selection of commercial and free IT and business software, including software infrastructure such as databases and application servers, IoT solutions, developer tools, and business applications, from popular sellers. AWS Marketplace enables customers to compare options, read reviews, and quickly find the software they want. Then they can deploy it to their own Amazon Elastic Compute Cloud instance using 1-Click or using the AWS Marketplace Management Portal.

Software prices are clearly posted on the website and customers can purchase most software immediately, with payment instruments already on file with Amazon Web Services. Software charges appear on the same monthly bill as AWS infrastructure charges.

Why would software or SaaS sellers sell on AWS Marketplace?

With AWS Marketplace, software and software as a service (SaaS) sellers with offerings that run on AWS can benefit from increased customer awareness, simplified deployment, and automated billing.

AWS Marketplace helps software and SaaS sellers of software and services that run on AWS find new customers by exposing their products to some of the hundreds of thousands of AWS customers, ranging from individual software developers to large enterprises.

Selling on AWS Marketplace enables independent software vendors (ISVs) to add hourly billing for their software without undertaking costly code changes. They simply upload an Amazon Machine Image (AMI) to AWS and provide the hourly cost. Billing is managed by AWS Marketplace, relieving sellers of the responsibility of metering usage, managing customer accounts, and processing payments, leaving software developers more time to focus on building great software.

Additionally, customers benefit from the ability to easily deploy preconfigured images of the software, simplifying onboarding for new customers.

Reviews on AWS Marketplace

AWS Marketplace provides the ability for customers to submit reviews on your product. We also provide the ability for syndicated reviewers such as G2, a business-to-business marketplace that curates independent product reviews, to integrate their syndicated reviews on AWS Marketplace.

AWS Marketplace customer reviews must meet the review guidelines listed in the user guide for buyers. Review submissions are not released on AWS Marketplace until after the submission is reviewed to verify it meets our review criteria. For more information on review guidelines, see Product Reviews. Syndicated review organizations use their own unique processes to validate their reviews and aren't reviewed by AWS Marketplace before release. If you think that a syndicated review on your product doesn't meet the product review guidelines, or a review on your product contains objectionable content, contact the AWS Marketplace Seller Operations team.

The reviewer can also provide a star rating for your product based on a five-star rating system. The ratings are averaged to give the overall star rating for your product. Syndicated reviews can also include a star rating, but star ratings from syndicated reviews are not averaged in with the AWS customer star ratings.

The following are additional key points about the product review feature:

  • You can't have a product review removed from AWS Marketplace. However, you can leave a comment on any review as long as the comment meets the review criteria governing product reviews.

  • If you think that a review doesn't meet the review guidelines or contains objectionable content, you can contact the AWS Marketplace Seller Operations team and describe your concern.

  • AWS customers searching for products in AWS Marketplace can search and filter results based on ratings, verified reviews, and externally sourced reviews. AWS customers see the externally sourced ratings alongside AWS customer ratings in search results.

  • Syndicated reviews for your product are automatically added to AWS Marketplace at no cost to you. Because reviews are automatically added, you don't need to submit a request to have a syndicated review added.

  • If you don't have any syndicated reviews for your product, you can contact the syndicated reviewer and follow their process for getting your product reviewed. For example, with G2, you can visit their website and claim your product page to start their review process.

Linking to AWS Marketplace

Your company likely has a web presence where it describes and promotes your product. We encourage you to highlight that the product is available to run on AWS and can be purchased using AWS Marketplace. To simplify the process for your customers to discover and deploy your software, we have provided instructions for linking your customers to your product.

The AWS Marketplace logo is a way to easily tell your customers that your software runs on AWS and is available in AWS Marketplace. If you would like to promote your software in AWS Marketplace, download the archived folder (.zip file), which contains multiple color treatments and file formats. If you have questions regarding your obligations under the AWS Trademark Guidelines, see AWS Trademark Guidelines & License Terms.

Linking directly to your product on AWS Marketplace

You can send your customers directly to the product’s information page on AWS Marketplace by including deep links on your website or collateral. Use the following example link structure for browser-based linking.

Replace ASIN segment of the URL with your product’s ASIN.


The ASIN appears in the URL when you search for your application on Alternatively, you can consult with your account manager to find the ASIN.


Test the links before using them to make sure that they direct your customers to the correct page.

Press releases

We encourage you to announce your product’s availability on AWS Marketplace through any channel you prefer. However, all press releases that reference AWS Marketplace must be reviewed and signed off on by Amazon before any publication or announcement is made. While we encourage you to make announcements, we can't support joint press releases with AWS Marketplace sellers. We will, on a case-by-case basis, support press releases with a quote from AWS. The quote must meet several conditions, including but not limited to: it announces a new product or service listed on AWS Marketplace or it includes a customer reference that uses AWS Marketplace.

All press releases must be drafted by you. We suggest the following headline: [Insert product name] Now Available on AWS Marketplace. Use the messaging in this document for consistency.

The press release should:

  • Clearly and accurately describe how the announcement relates to

  • Clarify your role on AWS and with customers

  • Be customer-focused and emphasize the customer benefit

The press release should not:

  • Use the terms partners, partnership, or alliance to describe the relationship. We prefer agreement, teamed, or relationship.

  • Include a quote from an Amazon Web Services executive unless previously agreed upon.

  • Include any sales projections or use .com by the merchant unless referring to the website in your company boilerplate.

  • Refer to your organization as an associate of because this could be confused with Amazon Associates, our online affiliate program.

  • Disclose proprietary information about or refer to our stock ticker symbol.

Have your press release reviewed by submitting it in text format to your account manager. Additionally, review the Amazon Web Services trademark guidelines before using any AWS trademarks. Guidelines specific to the AWS Marketplace trademark are in the following section.

AWS Marketplace trademark usage guidelines

These Guidelines apply to your use of the AWS Marketplace logo and trademark, (each the “Trademark” and collectively the “Trademarks”) in materials that have been approved in advance by, Inc. and/or its affiliates (“Amazon”). Strict compliance with these Guidelines is required at all times, and any use of a Trademark in violation of these Guidelines will automatically terminate any license related to your use of the Trademarks.

  1. You may use the Trademark solely for the purpose expressly authorized by Amazon and your use must: (i) comply with the most up-to-date version of all agreement(s) with Amazon regarding your use of any of the Trademarks (collectively “Agreements”); (ii) comply with the most up-to-date version of these Guidelines; and (iii) comply with any other terms, conditions, or policies that Amazon may issue from time to time that apply to the use of the Trademark.

  2. We will supply an approved Trademark image for you to use. You may not alter the Trademark in any manner, including but not limited to, changing the proportion, color, or font of the Trademark, or adding or removing any element(s) from the Trademark.

  3. You may not use the Trademark in any manner that implies sponsorship or endorsement by Amazon other than by using the Trademark as specifically authorized under the Agreements.

  4. You may not use the Trademark to disparage Amazon, its products or services, or in a manner which, in Amazon’s sole discretion, may diminish or otherwise damage or tarnish Amazon’s goodwill in the Trademark.

  5. The Trademark must appear by itself, with reasonable spacing between each side of the Trademark and other visual, graphic or textual elements. Under no circumstance should the Trademark be placed on any background which interferes with the readability or display of the Trademark.

  6. You must include the following statement in any materials that display the Trademark: “AWS Marketplace and the AWS Marketplace logo are trademarks of, Inc. or its affiliates.

  7. You acknowledge that all rights to the Trademark are the exclusive property of Amazon, and all goodwill generated through your use of the Trademark will inure to the benefit of Amazon. You will not take any action that is in conflict with Amazon’s rights in, or ownership of, the Trademark.

Amazon reserves the right, exercisable at its sole discretion, to modify these Guidelines and/or the approved Trademarks at any time and to take appropriate action against any use without permission or any use that does not conform to these Guidelines. If you have questions about these Guidelines, contact for assistance or write to us at the following address:, Inc., Attention: Trademarks

PO Box 81226

Seattle, WA 98108-1226