Partner–AWS alignment is measured in deals, not in intentions
Many partners say they are “aligned with AWS.”
But AWS alignment is not what you claim.
It is what AWS sellers experience when they try to use your offer to help a customer.
If your offer is hard to position, hard to purchase, or hard to execute commercially, alignment is weak no matter what your partner tier is.
Marketplace GTM strengthens alignment because it makes your offer easier for AWS to sell with you.
Quick takeaway: Marketplace GTM turns “we are aligned” into a repeatable motion AWS sellers can actually run.
What AWS wants from partners in practice
AWS sellers are focused on:
- customer success outcomes
- faster deal progression
- increased AWS consumption
- reduced friction in procurement and billing
- predictable execution and fewer escalations
When partners support those goals, alignment becomes real.
Marketplace GTM supports those goals in a direct way.
1) Marketplace GTM keeps spend inside AWS, which increases AWS seller confidence
AWS sellers prefer solutions that keep transactions and billing in AWS.
Marketplace does exactly that.
When your offer transacts through Marketplace:
- billing is consolidated under AWS
- customers can use existing AWS procurement paths
- approvals often move faster
- spend remains tied to the AWS ecosystem
This reduces friction for the customer and helps the AWS seller drive a cleaner close path.
That is alignment in a form that matters.
2) Marketplace GTM reduces friction across procurement, legal, and finance
AWS sellers lose deals when enterprise processes slow everything down.
Procurement delays, legal redlines, and finance setup can push deals into next quarter or kill them.
Marketplace GTM reduces these risks by:
- lowering the “new vendor” burden
- simplifying billing and approvals through AWS
- providing a familiar purchase route
When deals move faster and with fewer escalations, AWS sellers see you as easier to work with.
That strengthens alignment.
3) Marketplace GTM enables repeatable co-sell plays
Co-sell fails when it is not repeatable.
If every deal requires improvisation, AWS sellers cannot scale it.
Marketplace GTM helps partners create repeatability by:
- packaging offers clearly
- making the buying path consistent
- standardizing how private offers are used for enterprise deals
- creating a predictable commercial close route
Repeatability is what turns co-sell from “nice in theory” to “real pipeline.”
4) Private offers help you meet enterprise needs without breaking AWS motion
Enterprise buyers require flexibility:
- custom pricing
- custom term lengths
- scope alignment
- governance and approval fit
Without private offers, those needs often push the deal into direct contracting, which can increase friction.
Private offers let you stay inside Marketplace while meeting enterprise requirements.
That keeps the deal aligned to AWS execution and reduces the need for complex exceptions.
This is a major reason Marketplace GTM strengthens partner–AWS alignment.
5) Marketplace GTM improves your “ease to sell” for AWS sellers
Even if you have a strong solution, AWS sellers need to explain it quickly.
Marketplace GTM pushes partners to simplify:
- who the offer is for
- what outcome it delivers
- how it is purchased
- what the commercial structure looks like
- how fast it can be executed
This makes your offer easier to pitch in real customer conversations.
When AWS sellers can pitch you without confusion, alignment improves overnight.
Mini example: alignment difference in the field
A seller is working with an enterprise customer on a cloud initiative and needs a partner solution to move the project forward.
Partner A has a great solution but requires direct contracting and has no clear private offer process.
Partner B has a Marketplace-ready offer, clear positioning, and can issue a private offer quickly.
Partner B is easier for the seller to operationalize, so Partner B gets pulled into the deal.
That is alignment in action.
What partners get wrong about alignment
Many partners believe alignment comes from:
- partner tier status
- certifications
- a strong relationship with a few AWS contacts
Those help, but alignment becomes real when your offer is easy for AWS to transact and co-sell.
Marketplace GTM operationalizes that ease.
Practical checklist: how to strengthen AWS alignment through Marketplace GTM
Use this to make alignment visible in real deal execution.
- Package your offer so it is easy to explain in two sentences
- Make Marketplace the default enterprise purchase route
- Build a fast private offer workflow with clear owners and response time
- Create a forwardable one-pager for AWS sellers: outcome, ICP, proof, how to buy
- Track co-sell influenced pipeline and report wins back to AWS stakeholders internally
When you do these, AWS sees you as a partner who helps deals move.
Closing thought
Marketplace GTM strengthens partner–AWS alignment because it makes your offer AWS-native in how it is bought, approved, and executed.
It reduces friction, supports enterprise flexibility through private offers, and creates repeatable co-sell motions that AWS sellers can run without operational risk.
If you want AWS to lean in with you, give them an offer that is easy to sell and easy to transact. Marketplace GTM is how you do that.
Marketeering helps AWS partners strengthen AWS alignment by building Marketplace GTM motions that AWS sellers can execute confidently, including offer packaging, private offer readiness, and co-sell enablement that drives faster deal movement.
