Imagine you’re planning a vacation.
You have three big apps on your phone: Booking.com, Airbnb, and Expedia.
All three let you book hotels, flights, and experiences. They look similar, but when you dig deeper, each one has its own quirks—different deals, loyalty programs, and ways of getting you the best price.
Cloud Marketplaces work the same way.
AWS, Azure, and GCP all have marketplaces that let enterprises buy software and services. On the surface, they look like simple “cloud app stores.” But when it comes to generating leads and winning enterprise clients, they’re very different.
Let’s break it down.
AWS Marketplace – The Leader of the Pack
If cloud marketplaces were cars, AWS would be the Tesla Model S. The one everyone knows, the one with the most miles on the road.
- Biggest reach: With over 2 million active customers and the largest global cloud market share, AWS is where most enterprises already spend their budgets.
- Enterprise trust: Fortune 500 companies rely heavily on AWS, and procurement through its marketplace is often pre-approved.
- Built-in sales muscle: AWS has thousands of sales reps who actively co-sell marketplace solutions to their clients. If you play your cards right (with the right listing, FTR, and competencies), AWS sellers will push your solution to their enterprise accounts.
- Bottom line: If you want to sell to big enterprises, AWS Marketplace is the hottest lead-gen engine right now.
Azure Marketplace – The Corporate Favorite
Azure is like that loyal friend who may not be loud but always shows up at the right time.
- Deep enterprise ties: Microsoft already owns the corporate desktop and IT stack. So when CIOs look for solutions, they often check Azure Marketplace first.
- Integration power: If your solution plugs into Office 365, Teams, or Dynamics, Azure gives you instant visibility to millions of enterprise users.
- Government & regulated industries: Azure has strong traction in government, defense, and healthcare because of compliance strength.
- Bottom line: If your customers are in the corporate IT world or regulated industries, Azure Marketplace is where the doors open faster.
GCP Marketplace – The Innovator’s Choice
Google Cloud might be smaller in market share, but it has something powerful: innovation appeal.
- Strong in AI & data: GCP is the first stop for companies exploring analytics, AI, and machine learning.
- Startups & disruptors: Many young, digital-native companies prefer GCP for flexibility and cutting-edge features.
- Global ecosystem: While smaller, GCP is growing fast and investing heavily in partner ecosystems.
- Bottom line: If you’re building around AI, ML, or data-heavy solutions, GCP Marketplace can be your best bet.
So, Which One Is Best for Lead Gen?
Here’s the truth:
AWS is unmatched for sheer enterprise lead generation.
Azure is strongest for corporate IT and regulated industries.
GCP is the rising star for AI-first solutions.
Instead of picking just one, smart companies often list on multiple marketplaces but build their GTM strategy around where their customers already are.
Final Word
Just like you choose your travel app based on what you need – luxury, budget, or unique experiences, your marketplace choice should match your audience.
And remember listing alone isn’t enough. You need the right GTM motion to make the marketplace work for you.
At The Scribe, we help companies not just list, but win on AWS, Azure, and GCP Marketplaces. Whether you’re aiming for enterprise giants or fast-growing AI startups, we’ll help you turn marketplace presence into pipeline.
