Because sometimes the fastest way to win is through AWS procurement.
Introduction
One of the most powerful but underused features of AWS Marketplace is the Private Offer.
Why?
Because it lets you customize pricing, terms, and incentives for specific customers, while still running the deal through AWS’s procurement engine.
But not all private offers are created equal. If your offer looks identical to your public listing, you’re missing the point.
This post will show you how to craft private offers that don’t just “check the box” but actually accelerate deal velocity and increase close rates.
Why Private Offers Work
Private offers solve three critical enterprise objections:
- Procurement Complexity → “We can only buy through AWS.” Private Offer bypasses vendor onboarding.
- Budget Allocation → “We have to burn down our AWS EDP spend.” Private Offer counts toward committed cloud spend.
- Risk Aversion → “We can’t commit without testing first.” Private Offer can include pilots, credits, or flexible terms.
AWS handles billing. You control the packaging. That’s the magic.
The Anatomy of an Irresistible Private Offer
Here are the key elements:
1. Custom Pricing Flexibility
- Offer discounts on multi-year terms
- Provide tiered usage pricing (e.g., first 90 days at reduced cost)
- Bundle AWS credits as part of the first deal
Tip: Frame it as “Introductory AWS Private Offer”; this adds urgency and exclusivity.
2. Pilot or Proof-of-Concept Bundle
Enterprises love to “test before they buy.” Bake it into the offer.
Example:
“Includes 60-day pilot deployment with up to 500 users, seamlessly upgradable to an enterprise plan at the end of the term.”
This de-risks the buy and shortens InfoSec pushback.
3. Flexible Term Lengths
Not all buyers are ready for annual commitments.
Offer:
- Quarterly terms for early pilots
- Annual with renewal discounts for mid-stage buyers
- 3-year discounted bundles for strategic accounts
4. Embedded Support & Services
Add value beyond the software:
- Free onboarding session
- Dedicated AWS account integration support
- 24/7 Slack or email support during first 90 days
These extras are often more persuasive than discounts.
5. Co-Branded AWS Trust Factor
When AWS Partner Managers support your offer, you’re no longer selling alone.
Leverage AWS logos, “Procurement via AWS” language, and even AWS field co-marketing to increase buyer confidence.
Example: A Compelling Private Offer Structure
- Term: 1-year subscription
- Pilot: First 60 days included free
- Discount: 15% off with annual prepay
- Support: Dedicated onboarding + Slack channel for 90 days
- AWS Alignment: Eligible for EDP burn-down + CPPO resale
That’s not just a contract; it’s a growth accelerator.
Conclusion
Private offers aren’t just paperwork; they’re sales accelerators.
When structured with buyer psychology in mind, they can:
- Remove procurement barriers
- Accelerate sales cycles
- Build trust through AWS alignment
Don’t just send a Marketplace link. Send an irresistible private offer that closes the gap between interest and commitment.
Want help crafting private offers that actually convert?
Contact us for more details.
