From new agentic AI discovery capabilities and automatic discount pricing to the ability for partners to sell pre-packaged, multi-product solutions: here’s five major upgrades to the AWS Marketplace unveiled at AWS re:Invent 2025.
At AWS re:Invent today, the $132 billion cloud giant unveiled significant enhancements to its popular AWS Marketplace including new agentic AI search capabilities, automatic discount pricing, more customer paying options for professional services and the ability for partners to build and sell pre-packaged multi-product solutions.
“Marketplace has been an enormous accelerant for our partner ecosystem,” Amazon Web Services CEO Matt Garman told CRN.
“We have the belief in AWS that there’s going to be billions of agents out there,” Garman said. “Many of our partner ecosystem are actively building agents, many of them on top of AWS Agentcore into their products. … [AWS Marketplace] is a great way for the partners to quickly get their agents in front of customers, and frankly, a great way for end customers to be able to find fantastic agents that can help them solve their business problems.”
At re:Invent 2025 in Las Vegas, AWS unleashed its new Agent Mode that offers conversational discovery experience that’s purpose-built for software and agentic AI procurement.
[Related: AWS Partners ‘Are The Lifeblood,’ Says CEO Garman Ahead Of Channel Program Evolution]
Additionally, the Seattle-based company launched Express Private Offers that automates delivery of discount pricing based on partner-defined terms, as well as variable payment models for customers buying professional services.
Matt Garman: AWS Marketplace Drives ‘Probability Flywheel’ For Partners
AWS CEO Garman said the Marketplace updates were made as AWS partners are now listing their agentic and AI solutions inside the online marketplace which drives a “profitability flywheel for the partners.”
“Many of these SI partners, as they’re building some of these solutions, are seeing that they’re making things that look a little bit more like services and software that help them scale their businesses so they don’t have to keep scaling head count at a linear rate,” Garman said. “So we actually see many of these SI partners are now listing their solutions inside of AWS Marketplace as a way to kind of turn that flywheel.”
CRN breaks down the five new launches inside the AWS Marketplace aimed at fueling partner sales and procurement speed.
“What’s changing is AWS now wants to start pushing customers back to the partner and are making it really easy for a customer to be able to find the right partner with the right solutions to buy,” said Justin Copie, CEO of AWS partner Innovative Solutions.
Here is what every channel partner, ISV and AWS customer needs to know about the revamped AWS Marketplace.
AWS Marketplace Agent Mode
The new Agent Mode inside the AWS Marketplace offers a conversational discovery experience that’s purpose-built for software procurement.
Powered by AI agents, customers can find solutions using natural language queries based on their use case, as well as use a chat interface to ask follow-up questions, request product insights, or upload documents to narrow results to those that meet their business and technical requirements.
Agent mode allows customers to evaluate solutions side-by-side with a dynamic comparisons table that updates based on their needs, Garman said.
Deloitte Consulting CEO and Chairman Jason Salzetti said Agent Mode will help its large enterprise customers and potential clients as well.
“There are different parts of the enterprise making the buying decisions or exploring for solutions for their challenges. The AWS Marketplace is now making that easier to use and easier to find us,” said Salzetti.
“We’ve got our own set of AI agents that we’ve built on Agentcore. This just gives us another channel to expose those and get us to a whole other set of clients that, maybe even individuals within client organizations that might not otherwise find us,” he said. “Some of them may not know to call Deloitte, and yet, the AWS Marketplace now is leveraging their own agent technology to help them find our solutions.”
Once a customer has made their decision on the AWS Marketplace, they can generate custom purchasing proposals to share with their internal stakeholders.
Partner Express In Marketplace
AWS is providing a new opt-in capability for partners to allow customers to automatically receive personalized offers, dubbed Express Private Offers.
The AWS Marketplace qualifies customers and automates delivery of discount pricing based on partner-defined terms.
The goal with Express Private Offers is to eliminate lengthy negotiation cycles and helps customers complete transactions more quickly.
The AWS Marketplace has been a game changer for partners like Innovative Solutions, whose offers on the online marketplace are bought and consumed at a more rapid pace versus the traditional buying and selling process.
“When we transact through the Marketplace, we see a 3X faster procurement process,” said Innovative CEO Justin Copie. “So a customer actually transacts three-times faster than a customer that just signs a traditional SOW [statement of work] with us and goes through a procurement process outside of marketplace. So to say that Marketplace speeds things up, is an understatement.”
Partners Can Now Build Prepackaged Multi-Product Solutions
The AWS Marketplace will now allow partners to build pre-packaged multi-product solutions that combine their own offerings with third-party solutions or AWS services to solve specific use cases.
The goal is for customers to more easily discover and purchase pre-packaged solutions with multiple products, sometimes dozens, for faster client implementation.
These offerings give customers a seamless purchasing experience through one Partner while maintaining the flexibility to negotiate custom pricing and terms for each component. For Partners, this creates new revenue opportunities and reduces sales complexity. Most importantly, customers get pre-validated integration pathways that reduce implementation time and risk across the solution stack.
Customers often struggle to piece together software and services that work seamlessly, spending weeks evaluating compatibility and integration requirements before they can even begin implementation.
Variable Payment Models For Professional Services
Customers are increasingly coming to AWS Marketplace not only for SaaS and traditional ISV solutions, but also for professional services and the growing array of AI agents and tools.
To support this expansion, AWS Marketplace now offers variable payment models for professional services—including time-and-materials, milestone-based billing, and outcome-driven pricing that aligns costs with delivered value.
For AI agents, partners can now offer both contract-based and usage-based pricing models, with simplified authentication and deployment through Amazon Bedrock AgentCore Runtime and Gateway that reduce technical complexity while helping AI providers bring innovations to market faster.
These flexible pricing capabilities eliminate the friction of forcing diverse solution types into traditional SaaS licensing models, enabling customers to get immediate access to solutions with business-aligned pricing while helping Partners close deals more efficiently.
IAM Temporary Delegation
AWS has launched an Identity Access Management (IAM) temporary delegation, a new capability that enables partners to offer streamlined onboarding and management experiences for products that integrate with customers’ AWS accounts.
Partners can automate secure resource deployment while customers maintain complete control and visibility over access and actions.
AWS said the goal is to simplify the complex setup processes and reduce deployment friction.