Importing leads

The Import leads feature in AWS Partner Central lets you create multiple partner-originated leads at once. Upload a CSV file to import your leads. Each valid row in the file creates one lead through the APN Customer Engagements (ACE) program. You can import up to 100 leads per file.

After import, you can enrich your leads with AWS engagement signals, including recommended actions and AWS insights like Marketplace engagement score. Use these insights to prioritize outreach and identify leads most likely to convert to opportunities.

CSV template

To ensure your data is formatted correctly, download the CSV template from the Import leads page. Use the exact column headers shown below — the system uses them to map your data to lead fields. All template columns must be present in the uploaded file; extra columns are ignored.

Column	Format	Description	Example
Row ID	Unique value	A unique identifier for each row. Used for deduplication within the file — if two rows share the same Row ID, the second row is rejected with a DUPLICATE_ROW error. Not sent to AWS.	1, 2, 3
Company Name	Max 120 characters	Legal name of the customer's company.	Acme Corp
Country Code	ISO 3166-1 alpha-2 code	Two-letter country code for the customer's location.	US
City	Max 255 characters	Customer's city of operation.	Seattle
State Or Region	Free text	State, province, or region within the country.	WA
Postal Code	Max 20 characters	ZIP or postal code.	98101
Industry	Predefined value	Industry vertical. Must match an accepted value. For more information about accepted values, see the CreateEngagement API reference.	Software and Internet
Website URL	4–255 characters, URL format	Customer's company website URL.	https://acme.com
First Name	Max 80 characters	First name of the primary contact.	Jane
Last Name	Max 80 characters	Last name of the primary contact.	Doe
Email	Valid email format, max 80 characters	Business email address of the contact.	[e-mail]
Business Title	Max 80 characters	Job title or role of the primary contact.	CTO, VP of Engineering
Phone	E.164 format preferred	Phone number of the primary contact. Preferred format is E.164: + followed by country code and number (for example, [phone]).	[phone]
Use Case	Max 255 characters	A description of the AWS use case or workload the lead relates to.	Cloud Migration
Business Problem	Max 2000 characters	A description of the customer's core business challenge or pain point.	Looking to modernize legacy infrastructure and migrate workloads to AWS

The service validates each field (required fields, format constraints, and enum values). Invalid values return specific error codes and messages in the results file. For more information about accepted field values and constraints, see the CreateEngagement API reference.

Import process

To import leads, navigate to the Leads tab in AWS Partner Central and choose Import leads. The import runs through the following steps:

1. Select your file — Choose a CSV file (.csv format only). The file must contain between 1 and 100 rows of lead data.

2. Template validation — The system validates that all template column headers are present in the uploaded file. If any are missing, an error is displayed with a Download template button.

3. Row validation — The system detects empty rows and duplicate Row IDs and marks them as failed. All other rows proceed to lead creation.

4. Lead creation — The system submits rows to create leads. You are navigated to the Leads page with one of these outcomes:

   • All succeeded — All rows were created successfully.

   • Partial success — Some rows were created, but others failed. A Download failed records link is provided.

   • All failed — All rows failed. A Download failed records link is provided.

Duplicate prevention

Uploading the same CSV file multiple times on the same day does not create duplicate leads. Each row generates a deterministic identifier based on its field values. If the same data was already imported, the service returns the existing lead without creating a duplicate.

Troubleshooting import errors

When rows fail during import, you can download a results CSV file from the Download failed records link on the Leads page. The file contains all original columns plus Error Code and Error Message columns appended at the end.

Error code	Cause	Resolution
MALFORMED_ROW	The row is entirely empty or contains only whitespace.	Remove the empty row, or populate at least one field.
DUPLICATE_ROW	The Row ID value has already appeared in an earlier row in the same file.	Ensure each row has a unique Row ID, or remove the duplicate rows.
API_ERROR	The service rejected the row due to a validation failure (for example, missing required field, invalid format, or unrecognized enum value).	Check the Error Message column for the specific field and reason. Common causes: missing Company Name, missing Email, invalid Country Code, invalid Industry value. Fix the data and re-upload. For more information about accepted field values, see the CreateEngagement API reference.

Failed records CSV

When an import has failures, AWS Partner Central generates a results CSV file that you can download from the Download failed records link on the Leads page.

File format

The results CSV contains all of the original template columns with your data preserved exactly as uploaded, plus two additional columns appended at the end: Error Code and Error Message.

Re-importing failed rows

To fix and re-import failed rows: download the results CSV, correct the values, and upload the corrected file. The system automatically strips the Error Code and Error Message columns during re-upload — you do not need to remove them manually.

Limits

Limit	Value
Maximum rows per CSV file	100
File format	CSV (.csv) only
Minimum rows per file	1