How AWS partners can leverage FTR readiness, certified competencies, and co-sell programs to drive qualified pipeline and sustainable growth
The line is long. The rules are strict. Not everyone gets in.
Imagine you’re trying to get into an exclusive club.
But once you’re inside, you gain access to the best opportunities, the best rooms, and the right people.
That’s AWS.
Yes, anyone can technically list on AWS Marketplace. But to generate demand, to get AWS actively pushing your solution to enterprise clients, you need three stamps of approval:
- Foundational Technical Review (FTR)
- AWS Competencies
- Co-Sell Program Activation
Each one builds on the next, and together, they form the demand gen engine AWS sellers are trained to trust.
What Is the Foundational Technical Review (FTR)?
Think of FTR as AWS’s trust filter.
Before AWS sellers introduce your solution to enterprise accounts, they want to know:
- Is it secure?
- Is it reliable?
- Is it aligned with AWS best practices?
FTR is a lightweight, reviewer-driven assessment (not a code audit) conducted with AWS Partner Solution Architects. You’ll be asked to submit:
- Architecture diagrams
- Deployment guides
- Security and operations documentation
- A real-world use case or pilot
Passing FTR means your solution is officially “AWS-approved.”
It’s your credibility signal, and your required first step for Co-Sell or Competency participation.
What Are AWS Competencies?
AWS Competencies are domain-specific designations that show AWS sellers and buyers you’re not just functional—you’re expert-level in a category.
Some common examples:
- Security Competency → Cybersecurity, IAM, risk compliance
- Data & Analytics Competency → Data pipelines, lakes, BI tools
- Machine Learning Competency → MLOps, inference, model ops
- SaaS Competency → Scalable, multi-tenant, AWS-native delivery
Earning a Competency typically requires:
- 3-5 named case studies
- Reference architecture
- Operational documentation
- Successful FTR
- Review board sign-off
With a Competency badge, you become a recommended vendor.
You show up in AWS Partner Finder. You appear in vertical field guides. And AWS sellers have more confidence bringing you into deals.
What Is Co-Sell (and Why It’s a Game-Changer)
Co-Sell is where the demand generation happens.
Once you’re Co-Sell activated, AWS sellers can:
- Log your product in ACE Pipeline Manager
- Co-own opportunities with your sales team
- Unlock AWS funding (POCs, marketing, events)
- Recommend your solution as “AWS-qualified”
This means you’re not just listed, you’re positioned.
AWS sellers are trained to help partners who are FTR-approved, Competency-certified, and Co-Sell-ready. That’s their internal mandate, and your GTM advantage.
Why All Three Matter (Together)
Let’s break it down:
| Layer | Role in GTM Enablement |
|---|---|
| FTR | Makes you credible |
| Competency | Makes you discoverable |
| Co-Sell | Makes you scalable & profitable |
Without these, you’re just another vendor.
With them? You’re a trusted AWS Partner, positioned to drive inbound, accelerate outbound, and close enterprise deals through AWS’s go-to-market engine.
The Wrong Approach vs The Right One
Wrong:
Just listing on AWS Marketplace and hoping for visibility.
Right:
Proactively investing in FTR, earning relevant competencies, and aligning with AWS Co-Sell motion to become a seller-friendly, buyer-ready solution.
Final Word
AWS Marketplace isn’t just a storefront.
It’s a sales infrastructure, and it rewards those who commit to playing the game right.
FTR, Competencies, and Co-Sell aren’t checkboxes. They’re multipliers. They’re your backstage pass to real AWS-led demand generation.
Want to fast-track your AWS validation journey, from FTR to full Co-Sell readiness?
