AWS Marketplace Opens Doors to All SaaS Solutions

In a significant shift poised to reshape the Software-as-a-Service (SaaS) landscape, Amazon Web Services (AWS) has announced a pivotal update to its AWS Marketplace policies. Effective May 1, 2025, SaaS providers can list their products on AWS Marketplace regardless of the underlying hosting infrastructure, be it AWS, another cloud platform, or on-premises systems. Read the official announcement.

A Broader Marketplace for SaaS Providers

Historically, AWS Marketplace listings were restricted to SaaS products that operated at least partially on AWS infrastructure. This limitation excluded a myriad of solutions hosted elsewhere, narrowing the choices available to AWS cloud customers. The policy change dismantles this barrier, allowing SaaS companies to showcase their entire product portfolios on AWS Marketplace, irrespective of hosting location.

For SaaS vendors, this expansion translates to increased visibility and access to AWS’s extensive customer base. It simplifies the procurement process for clients who prefer centralized billing and management through AWS Marketplace, even when utilizing services hosted outside of AWS.

Introducing the ‘Deployed on AWS’ Badge

While the marketplace is opening up, AWS is also introducing a new designation: the “Deployed on AWS” badge. This badge will identify SaaS products that are entirely hosted on AWS infrastructure, encompassing both the application and control planes.

Products bearing this badge will be eligible for AWS customer benefits, such as contributing towards AWS spend commitments. This distinction provides customers with clarity on which solutions are fully integrated within the AWS ecosystem, aiding in compliance and budgeting considerations.

Implications for SaaS Companies

The policy update presents both opportunities and strategic decisions for SaaS providers:

• Expanded Reach: Vendors can now list all their SaaS offerings on AWS Marketplace, tapping into a broader customer base without the need to migrate infrastructure to AWS.
• Strategic Hosting Decisions: While listing is open to all, only products fully hosted on AWS will qualify for certain customer incentives. Vendors must weigh the benefits of these incentives against the costs and efforts of migrating or maintaining infrastructure on AWS.
• Transparency and Trust: The “Deployed on AWS” badge serves as a trust signal to customers, indicating seamless integration with AWS services and potential eligibility for AWS-specific benefits.

Steps to Obtain the ‘Deployed on AWS’ Badge
For SaaS providers aiming to earn the “Deployed on AWS” designation, the following steps are essential:

• Access the AWS Marketplace Management Portal (AMMP): Navigate to your SaaS product listing within the AMMP.
• Update Architecture Details: Select the appropriate hosting pattern that confirms your product is fully deployed on AWS.
• Submit Required Documentation: Provide an architecture diagram and specify whether the application plane operates in your AWS account or the customer’s
• Completing these steps will enable AWS to assess your product’s eligibility for the badge and associated customer benefits.

Conclusion

AWS’s policy revision marks a transformative moment for SaaS companies, offering unprecedented access to its marketplace ecosystem. By accommodating a diverse range of hosting infrastructures, AWS is fostering inclusivity and providing customers with a richer selection of SaaS solutions. However, the introduction of the “Deployed on AWS” badge ensures that products fully integrated with AWS continue to receive distinct recognition and benefits.

SaaS providers must now evaluate their hosting strategies and consider the advantages of aligning more closely with AWS to maximize their presence and appeal within the AWS Marketplace.

Frequently Asked Questions

What is AWS Marketplace?

AWS Marketplace is a curated digital catalog that allows customers to find, buy, deploy, and manage third-party software, data, and services that run on AWS. It simplifies software procurement by offering a wide range of solutions across various categories, including security, business applications, machine learning, and more. Customers benefit from features like consolidated billing, flexible payment options, and the ability to quickly deploy pre-configured software solutions.

How can I become an AWS Partner?

To become an AWS Partner, you need to join the AWS Partner Network (APN), which is a global community of partners that leverage AWS technologies to build solutions and services for customers.

The process involves:​

1. Registering: Sign up for the APN at no cost and choose a Partner Path that aligns with your business model.​
2. Meeting Requirements: Depending on the partnership tier (Select, Advanced, or Premier), you may need to meet specific criteria, such as having AWS-certified staff, customer references, and a certain level of AWS billings.
3. Leveraging Benefits: As a partner, you gain access to various resources, including training, marketing support, and eligibility to participate in programs like AWS Marketplace.​

For detailed information and to start the registration process, visit the AWS Partner Network page.