One gets you approved. The other gets you pipeline.
Introduction
When AWS asks for your product description, most partners treat it like documentation:
- What does our product do?
- What are its features?
- How does it integrate with AWS?
And yes, those details matter. They help reviewers validate your submission.
But here’s the catch: a description that only explains gets you listed. A description that sells gets you pipeline.
Your AWS Marketplace listing isn’t just a technical artifact. It’s a mini sales page inside one of the largest B2B marketplaces in the world. If your description doesn’t spark confidence, create urgency, and show outcomes, you’ll blend into the noise.
This post breaks down how to turn your product description into a sales asset, not just a checklist.
The Two Modes of Writing
Explaining Mode (what most partners do)
- Lists features in bullet points
- Uses jargon-heavy technical terms
- Reads like internal documentation
- Focused on “what it is”
Selling Mode (what high-converting listings do)
- Frames features as benefits
- Connects AWS integrations to buyer outcomes
- Uses customer-centric language
- Focused on “what it solves”
Example:
Explaining:
“Our solution provides automated log ingestion and parsing for multiple data formats.”
Selling:
“Reduce incident response times by 45% by automatically ingesting and parsing logs into AWS OpenSearch—so your team sees issues before they become outages.”
5 Elements of a Sales-Ready Product Description
1. Problem → Solution → Outcome Flow
Every description should read like a story:
- Problem: What challenge do buyers face?
- Solution: How does your product address it?
- Outcome: What measurable result can they expect?
2. AWS Services Front and Center
AWS buyers want to know you’re AWS-native. Highlight the services you use, and why it matters.
Example:
“Built on Amazon S3, EC2, and KMS, [Product] helps financial services companies automate data encryption workflows and stay compliant with SOC2 and GDPR.”
3. Quantifiable Value Propositions
Buyers trust metrics over adjectives. Replace “fast” with “3x faster.” Replace “secure” with “HIPAA-compliant encryption with zero breaches reported.”
4. Industry-Specific Relevance
Your product description should call out industries or personas. “Secure file-sharing” is vague. “HIPAA-compliant file-sharing for healthcare providers” creates instant trust.
5. A Clear, Low-Friction CTA
End your description with the next step.
Examples:
- “Start a 30-day pilot directly in AWS Marketplace.”
- “Request a private offer tailored to your region.”
- “Download deployment guide for step-by-step onboarding.”
Common Mistakes That Kill Conversions
- Overloading features with no benefits
- Buzzword bingo: “cloud-native, scalable, AI-driven” without specifics
- No AWS mention—buyers want reassurance you’re integrated
- Too generic: “works for any company” (buyers want to see their use case)
- Ending abruptly with no call-to-action
Quick Rewrite Example
Original (weak):
“Our SaaS solution allows teams to collaborate securely in the cloud with role-based access.”
Rewritten (strong):
“Enable financial and healthcare teams to collaborate securely on AWS with role-based access built on IAM and KMS. Deployed in minutes, [Product] ensures compliance while reducing IT overhead by 30%. Start your 14-day Marketplace pilot today.”
Conclusion
Your product description isn’t just for AWS reviewers; it’s for buyers and Partner Managers deciding whether to recommend you.
Descriptions that only explain get you approved.
Descriptions that sell get you pipeline, trust, and co-sell traction.
So, audit your listing today. Rewrite it for clarity, outcomes, and AWS alignment. Because in AWS Marketplace, your words sell long before your demo ever does.
Want help turning your Marketplace description into a high-converting sales asset?
Contact us for more details.
