A 2-week delay is nothing. A weak listing? That costs you pipeline.
Introduction
AWS Marketplace is a powerful distribution channel for SaaS founders.
But jumping in without prep? That’s how you end up with:
- A listing no one clicks
- A product AWS reviewers send back
- A Co-Sell path that goes nowhere
Before you list, check these boxes.
It’s not just about tech. It’s about positioning, trust, and speed to value.
Pre-Listing Marketplace Checklist (SaaS Edition)
Here’s what you need before you even touch the listing form:
1. Clear Product Positioning
| Must-Have | Why It Matters |
|---|---|
| Crisp 1-liner value prop | Helps AWS sellers explain to buyers |
| Ideal Customer Profile (ICP) | Makes your listing feel targeted, not vague |
| Clear AWS alignment | Tells reviewers and buyers how it fits into the cloud stack |
If you can’t explain it in one sentence, neither can your Partner Manager.
2. Case Study + Reference Architecture
- At least 1-2 named customers with clear outcomes
- A simple AWS-based deployment diagram using official icons
- Mention of security, compliance, and performance benchmarks
Bonus: Include industry focus (e.g., Fintech, HealthTech)
3. FTR-Ready Documentation
Before you submit, make sure this is in place:
- IAM role explanation
- Encryption practices (in-transit & at rest)
- Disaster recovery and rollback strategy
- Monitoring, logging, and incident response plans
Use the AWS FTR Lens Tool to self-audit
4. Messaging & Marketplace Copy
| Section | What to Prepare |
|---|---|
| Title | Outcome + AWS hook (e.g., “Predictive Fraud Detection for Fintech Apps on AWS”) |
| Subheading | Clear, buyer-focused description |
| Use Case Highlights | Industry-specific problems you solve |
| CTAs | “Request a Demo,” “Download Architecture Guide,” or “Start Free Trial” |
“Subscribe” is not a CTA. Give people a reason to act.
5. Private Offer Path or CPPO Plan
- Setup CPPO (Channel Partner Private Offer) with your consulting partner
- Predefine pilot pricing or custom onboarding packages
- Add a note for AWS field sellers on how to co-sell you
This is what turns a listing into a sales pipeline tool.
Bonus: Startup GTM Kit
- Partner enablement deck
- Internal FAQs for AWS sellers
- One-pager with buyer objections + rebuttals
- Dedicated landing page to support Marketplace traffic
Conclusion
Before you list on AWS Marketplace, ask yourself:
Can we explain what we do, who we help, how we deploy, and why AWS should care, in one scroll?
If not, wait.
Prep first.
Your launch isn’t a checkbox; it’s your first impression.
Want help building your AWS Marketplace listing from scratch?
Contact us for more details.
