Your listing isn’t hidden; it’s just not optimized.
Introduction
When most vendors think about search engine optimization (SEO), they think about Google.
But here’s the overlooked truth:
AWS Marketplace has its own search algorithm.
And if your listing isn’t optimized for how buyers search inside Marketplace, you’ll miss one of the most valuable sources of organic discovery.
This blog breaks down how AWS buyers actually find products, how the Marketplace search works, and the steps you can take to rank higher and win more visibility.
How Buyers Discover Products on AWS Marketplace
Most buyers don’t stumble on your product by chance. They discover it through:
- Marketplace Search (the internal search bar)
- Search terms like “HIPAA compliance,” “ETL pipeline,” “cloud security for fintech”
- Algorithm ranks based on title, description, categories, and tags
- AWS Curated Collections
- Industry-specific categories (e.g., Healthcare, Financial Services, Security)
- Themed solution pages promoted by AWS
- AWS Sellers & Partner Managers
- If your Partner Manager is recommending you, you’ll appear in curated shortlists
- External Campaigns
- Vendors driving prospects to their listing via email, ads, LinkedIn, or webinars
Key takeaway: Marketplace discovery = part algorithm + part GTM promotion.
The Marketplace Search Algorithm: What Matters Most
While AWS doesn’t publish exact ranking factors, analysis of high-performing listings shows these five elements drive visibility:
| Factor | Why It Matters |
|---|---|
| Title & Subtitle | Keywords here weigh heavily in internal search |
| Product Description | Keyword density + industry phrasing improves ranking |
| Tags & Categories | Help AWS group your listing in relevant searches |
| AWS Services Named | Mentioning S3, RDS, Lambda, etc. aligns with buyer searches |
| Engagement Metrics | Click-throughs & conversions signal relevance to AWS |
Pro Tip: Marketplace SEO is not just about keywords—it’s about aligning your language with how AWS buyers describe their problems.
How to Optimize Your Marketplace Listing for SEO
1. Optimize Your Title & Short Description
Bad: “Next-Gen SaaS Workflow Platform”
Good: “HIPAA-Compliant Workflow Automation for Healthcare on AWS”
→ Buyers don’t search “next-gen.” They search by industry and outcome.
2. Use Buyer-Centric Keywords
Use language that your ICP (ideal customer profile) would type.
Example: A DevOps lead will search “CI/CD pipeline automation” not “developer productivity enhancement tool.”
Tools:
Marketplace’s own search suggests (type in and see autocomplete)
Keyword lists from AWS GTM focus areas (AI/ML, security, modernization)
3. Tag & Categorize Correctly
Don’t just pick the broadest category.
If you’re a SaaS security tool for fintech, don’t just choose “Security.”
Choose Security + Financial Services + Compliance.
4. Highlight AWS Services in Your Copy
Mentioning AWS-native services (S3, Lambda, SageMaker, etc.) improves ranking and credibility.
Buyers often filter based on AWS service integration.
5. Build Engagement Signals
AWS tracks listing performance. High CTR and conversion = better ranking.
Drive external campaigns to your listing to boost engagement.
The more traffic & conversions you create, the more AWS Marketplace’s algorithm rewards you.
Common Marketplace SEO Mistakes
- Listing title full of marketing jargon (“AI-driven digital experience orchestrator”)
- Using the same copy from your website, without AWS context
- Ignoring industry-specific keywords (healthcare, fintech, public sector)
- Failing to update keywords and tags as AWS GTM priorities evolve
- Assuming AWS will promote you without traffic signals
Conclusion
Marketplace SEO is the difference between being listed and being found.
The best-performing listings:
- Speak the buyer’s language
- Use AWS-native terms and categories
- Align with verticals AWS cares about
- Drive engagement through external campaigns
If your Marketplace listing isn’t driving discovery, it’s not because the buyers aren’t there.
It’s because your SEO isn’t tuned to how they search.
Want a Marketplace SEO audit to boost your ranking inside AWS Marketplace?
Contact us for more details.
