Introduction
The AWS Marketplace has long been known as a platform for selling software products from AMIs and containers to SaaS subscriptions. But in the past 18 months, a quiet revolution has been underway: professional services listings are exploding. System integrators (SIs), managed service providers (MSPs), and IT consulting firms are increasingly leveraging AWS Marketplace not just for software resale but as a primary go-to-market channel for services.
From assessments and migrations to custom builds and optimization services, AWS Marketplace now allows service providers to sell directly to AWS customers faster, at scale, and with lower friction. If you’re an SI or services-led partner, listing your professional services on Marketplace is no longer optional it’s essential.
What’s Changed: Services Are Now First-Class Citizens
Historically, AWS Marketplace was focused on product listings. That’s changed:
- Over 3,000 services listings are now live and growing rapidly.
- AWS has enabled hourly, fixed-price, and custom-priced services packages.
- Buyers can purchase services directly through AWS billing, drawing down their committed cloud spend (EDP).
- Marketplace GTM funds and ACE co-sell incentives now apply to select professional services transactions.
This means services-led businesses can now play on the same field as ISVs with the same benefits.
Why Professional Services Belong on Marketplace
1. Tap Into Pre-Approved Budget Buckets
Enterprise AWS customers often have large, locked-in cloud budgets through EDPs. These budgets can now be used to purchase eligible professional services through the Marketplace.
That means:
- No waiting for a new PO
- No vendor onboarding delays
- Less resistance from finance and procurement
This is a game-changer for SIs used to chasing slow, fragmented deals.
2. Accelerate Procurement and Deal Closure
Services listings simplify procurement dramatically:
- Fixed-price services can be transacted in minutes.
- Custom services can be bundled with software licenses.
- AWS remains the seller of record, removing the need for legal/vendor review.
This can cut weeks or months out of traditional IT services sales cycles.
3. Bundle Software + Services for Complete Solutions
Many customers want an end-to-end offering:
- A migration solution with the software and the hands-on team
- An observability tool bundled with a 4-week onboarding workshop
- A FinOps dashboard + ongoing managed optimization services
Marketplace allows SIs and ISVs to co-list or bundle software and services, creating outcome-focused solutions that buyers prefer.
4. Co-Sell with AWS at Scale
By listing services and enrolling in ISV Accelerate or the AWS Service Delivery program:
- You become eligible for ACE pipeline sharing
- You qualify for co-sell incentive multipliers
- You gain visibility with AWS sales teams who prefer to push Marketplace deals
In other words, Marketplace listings help your GTM team get invited to bigger deals.
What Services You Can List
The most common professional services on Marketplace include:
- Assessments: Well-Architected Reviews, migration readiness, security audits
- Implementation Packages: 2-week or 4-week sprints for setup, configuration, and onboarding
- Custom Projects: Cloud migrations, DevOps builds, analytics platforms
- Ongoing Support: Managed services, optimization, incident response
- Training & Enablement: Workshops, custom labs, enablement sprints
You can list these as fixed-price offerings, scoped packages, or private offers depending on the engagement type.
Success Stories & Market Momentum
Top AWS Partners are already seeing results:
- SIs and MSPs are using Marketplace to expand into new regions without local legal entities.
- Many now transact multi-million dollar services deals entirely through Marketplace.
- AWS is actively prioritizing Marketplace services listings in GTM campaigns and vertical plays.
Early adopters are winning more business and locking in long-term client engagements.
Conclusion
The AWS Marketplace is no longer just a product shelf it’s a full-fledged sales engine for cloud-native services companies. For system integrators, consultants, and MSPs, listing professional services on Marketplace unlocks access to AWS budget, removes procurement friction, and opens up co-sell opportunities at scale.
As customers demand faster execution and AWS doubles down on Marketplace-led GTM, the smartest SIs are moving quickly to productize and list their services. The shift is already happening the only question is whether you’ll lead it or lag behind.
