AWS Co-Selling: A Step-by-Step Guide for Partners

Introduction to AWS Co-Selling: A Step-by-Step Guide for Partners    

AWS Co-Selling isn't just another partner perk—it's a strategic opportunity to grow your business alongside the world's leading cloud provider. Whether you're a SaaS vendor, a managed service provider, or a consulting firm, participating in AWS's co-sell programs can unlock new revenue streams, build customer trust, and fast-track your go-to-market success.  

Co-selling benefits include:  

• Increased visibility with AWS account teams and customers  
• Joint go-to-market (GTM) activities  
• Access to AWS funding, resources, and events  
• Higher lead conversion rates and shorter sales cycles  

This guide walks you through the full AWS co-sell lifecycle, from eligibility to execution.  

Step 1 – Join the AWS Partner Network (APN)  

To co-sell with AWS, you must be a registered member of the AWS Partner Network. You'll need to: 

• Create an AWS Partner Central account  
• Complete your company profile 
• Choose your path (ISV, MSP, GSI, or consulting partner)  
• Meet the prerequisites for Select, Advanced, or Premier tier status  

Step 2 – List Your Solution in AWS Marketplace or Service CatLog  

AWS field teams prefer to recommend solutions that are already validated and listed. You can:  

• For ISVs: List your SaaS or software product in AWS Marketplace  
• For consulting/service providers: Register your packaged offerings in the AWS Service CatLog or as a Partner Solution  

This step helps AWS sales teams trust your offering and accelerates customer procurement.  

Step 3 – Enable Co-Sell through the ACE Program  

AWS uses the APN Customer Engagements (ACE) Program to manage co-sell opportunities. Through the ACE Pipeline Manager, you can:  

• Register new sales opportunities  
• Share lead details securely with AWS field sellers  
• Monitor progress and get feedback  

Step 4 – Build Relationships with AWS Account Teams  

Co-selling is not automatic—it’s built on trust and collaboration. Once you've registered an opportunity:  

• Reach out to the AWS account manager(s) involved  
• Align on deal objectives, technical scope, and value proposition  
• Share customer pain points and how your solution addresses them  
• Schedule joint calls or demos  

Step 5 – Leverage AWS Co-Marketing and Funding Programs  

Once your co-sell opportunity gains traction, AWS offers several programs to help amplify your efforts:  

• MDF (Market Development Funds): Co-branded campaigns, webinars, or event sponsorships  
• POC and Prototyping Credits: Help reduce friction for customers evaluating your solution  
• AWS Partner Marketing Central: Templates, campaigns-in-a-box, and co-branding support  

Step 6 – Close the Deal and Report Wins  

After the opportunity progresses, keep your ACE Pipeline updated. When you close a co-sell deal:  

• Mark it as “Won” in ACE  
• Include final revenue and AWS service usage  
• Share customer success stories with AWS for future promotion  

This strengthens your partner profile and increases your chances of being looped into future co-sell deals. 

Why Co-Sell with AWS?  

Co-selling with AWS isn't just a marketing tactic—it's a strategic accelerator for your business. AWS has a global salesforce and a massive customer base. As a co-selling partner, you're not only more visible but also more credible to enterprise buyers.  

Key Advantages:  

• Increased Sales Velocity: Jointly work deals with AWS to shorten sales cycles.  
• Shared Customer Relationships: Get warm introductions and AWS seller backing.  
• Access to Funding Programs: Tap into AWS POC credits, MDFs, and discounts. 
• Global Reach: Sell into new regions with AWS's trusted brand behind you.  
• Improved Win Rates: Customers feel more confident purchasing co-endorsed solutions.  

Best Practices for AWS Co-Selling Success

1. Build Strong Relationships: Regular check-ins with AWS sellers keep you top-of-mind. 
2. Train Your Sales Team: Educate your team on how AWS co-sell works so they can initiate the process early. 
3. Keep ACE Updated: Incomplete or stale deals reduce your credibility. 
4. Align With AWS GTM Motions: Focus on AWS priority areas like AI/ML, security, DevOps, and cost optimization. 
5. Be Ready with Assets: Have decks, case studies, and pricing models ready when AWS sellers engage. 

Conclusion 

AWS Co-Selling is a high-leverage path for cloud partners ready to scale. By aligning your offerings with AWS services, sharing pipeline insights through ACE, and collaborating with field sellers, you open doors to faster deals, greater trust, and stronger market presence.

It’s not just about being on AWS—it’s about growing with AWS. And with the right strategy, your solution can become the go-to answer for cloud customers worldwide.

FAQs

1. How do I know if I’m eligible for AWS co-selling? 
   You must be an AWS Partner Network (APN) member at the Select tier or higher, and have a valid, listed offering and at least one customer reference. 
2. Is co-selling limited to U.S. markets? 
   No. AWS co-selling is a global program, and partners can register opportunities in all AWS-serviced regions.
3. What kinds of solutions are best suited for co-selling?  
   Solutions tied to AWS focus areas such as cloud migration, DevOps, AI/ML, security, and modernization tend to get more attention from AWS sellers.
4. Can startups co-sell with AWS? 
   Yes, especially through the AWS Activate for Startups program and if they meet co-sell requirements. Startups should align early with AWS's startup team.
5. How long does the co-sell process typically take? 
   Timelines vary, but from registration to close, successful engagements can range from a few weeks to several months depending on the deal complexity and AWS involvement.