AWS Launches AI Agents Marketplace And Bedrock AgentCore: AWS Exec On ‘Huge’ Partner Opportunity

‘This is going to create a really huge opportunity for AWS partners as they’re building agents and building assets to get them out into our co-sell motion and into the hands of customers,’ says AWS’ Brian Bohan regarding the new AI Agents Marketplace and Amazon Bedrock AgentCore.

AWS is striving to make it easier for customers to buy and for partners to sell agentic AI solutions by launching a new AI Agents category inside the AWS Marketplace that already has over 800 agentic AI offerings available at launch Wednesday.

“There’s now a one-stop shop for everything that customers need to really accelerate their agentic journey where they can find not only AI agents, but also guardrails, knowledge bases, tools and services,” said Brian Bohan, director and head of the AWS Consulting Center of Excellence, in an interview with CRN.

In addition, the Seattle-based $117 billion cloud titan launched Amazon Bedrock AgentCore Wednesday, which is a new set of services for deploying and operating AI agents securely at enterprise scale.

Lastly, AWS unveiled a new AI-powered search feature inside the AI Agents Marketplace that lets customers describe their use case, with the AI-powered search then recommending solutions that meet their demands.

[Related: AWS Kiro: 5 Key Features In Amazon’s New AI Coding Tool]

“With AI Agent Marketplace, there’s already over 800 agents now listed and transactable in one place so customers can procure what they need for their end-to-end journey towards agentic AI,” Bohan said. “This is going to create a really huge opportunity for AWS partners as they’re building agents and building assets to get them out into our co-sell motion and into the hands of customers.”

The new AI Agents and Tools category inside the AWS Marketplace currently features hundreds of AI agents and tools from innovators like Anthropic, Automation Anywhere, IBM, Karini AI, Kloia, Perplexity, PwC, Salesforce, Stripe, xpander.ai, Upstage as well as channel partner offerings.

According to IT research firm Gartner, 33 percent of enterprise software applications will include agentic AI by 2028, up from less than 1 percent in 2024.

In an interview with CRN, Bohan explains the key pillars to AWS’ new AI Agents Marketplace, Amazon Bedrock AgentCore, AI-powered search and the opportunities for channel partners.

The Partner Opportunity With AI Agent Marketplace And Co-Selling

Bohan told CRN that the new AI Agent Marketplace becomes a single destination where customers can find everything needed for successful AI agent implementations, including AI agents, knowledge bases that power agentic AI with relevant data, third-party guardrails that enhance security, professional services to support implementation, and deployment options that enable agents to interoperate with existing software.

“What we’re seeing is for each one of those AI projects, you need a partner who deeply understands the domain,” said Bohan. “So the industry, the process domain, you need someone to do the value assurance, the change management, you need a more tech-oriented engineering partner who’s going to do the designing, the architecting and the orchestrating and the building of the agents. And then someone to run and operate it.”

Bohan said customers have been having to “stitch a lot of this together themselves,” which is slowing down the entire process.

“Partners can use the same [agentic AI offerings] that they’ve been investing in and that we’ve been co-investing with them—put them in this Marketplace so they can become instantly available and findable to their end customers,” he said. “Customers who procure it through the Marketplace, it’s 60 percent faster and more efficient than it is through traditional IT procurement means. So partners love that ability to more seamlessly get their technology and capabilities into the hands of their customers.”

Amazon Bedrock AgentCore Is A Boost For Partners

AI agents and tools purchased through the AWS Marketplace can now be configured to work with Amazon Bedrock AgentCore.

AgentCore is a new set of services for deploying and operating AI agents securely at enterprise scale with the goal of eliminating complex integration work that typically slows implementation, Bohan said.

“Many of the agents on the Marketplace will be integrated and able to run on Amazon Bedrock AgentCore,” he said. “So that helps with the stitching, the orchestrating and supports MCP [Model Context Protocol] and Agent-to-Agent for that orchestration and interaction across agents.”

The AI Agent Marketplace makes deployment faster and more flexible with multiple options, including APIs and containers, with direct integration for compatible solutions with Bedrock AgentCore.

“Customers want their consulting partners to come with these accelerators and ability to stitch things together to help them move faster down the field. So we’re doing that here,” said Bohan.

New AI-Powered Search In AI Agent Marketplace

Finding the right agent on the AI Agent Marketplace is now easy thanks to a new AI-powered search feature that lets customers describe their use case and then the AI-powered search recommends the solutions that meet their needs.

“Laying on the AI search feature just makes finding the solutions so much easier because now it’s much more contextualized,” said Bohan.

“So you’re able to contextualize it into the business problem that you’re looking to solve and then find the right set of assets. If you’re going to do this transformation—it’s not like one tool, one technology, one application—you have to stitch together several,” he said. “And now through this AI search, you can find what you’re looking for and be able to do that.”

Customers can also filter and search through listings for specific open standards, such as Model Context Protocols and Agent-to-Agent, to ensure agents easily integrate with their IT environment.

AI Agent Marketplace And Bedrock AgentCore Will Fuel AWS Partner Consulting Services

The AWS Marketplace has more than 25,000 listings, with the vast majority of AWS’ largest customers having at least one active subscription in 2024. The online shop allows partners to use legal contracts, create and publish private offers directly to customers, as well as offer free trials all within the Marketplace console.

Customers found and bought from providers 60 percent faster on the AWS Marketplace versus traditional IT procurement, according to a 2025 Forrester study. Bohan said this helps unblock the typical procurement cycles, allowing customers to procure the IT they need and partners to close deals faster.

“By just being on the Marketplace, we’re seeing really strong product-led growth, which is a great promise of marketplace as a customer interface,” said Bohan. “But we’re also snapping into the co-sell motion with partners that creates really strong alignment between our sales team and the partner.”

Customers can access agentic AI solutions through flexible payment options on the Marketplace, including pay-as-you-go models, monthly or yearly subscriptions, and custom pricing arrangements.

“We’re now moving from these stand-alone agents—which were largely human interface assistants—into kind of core business enterprise transformation. Where it isn’t even so much like the GenAI project, it’s, ‘How do we shrink the time it takes to do clinical trials? How do we streamline claims processing or mortgage lending?’ So getting into the guts of the enterprise,” Bohan said.

Doing these massive transformations via AI agents is “not easy work,” he said.

“But that is why this is so exciting because this is where our consulting partners bring that litany of skills: the domain expertise, the change management, the talent management, the engineering capabilities to customers,” said Bohan. “Now with AI Agent Marketplace, we’ve got this menu of capabilities that they can sell and also tap into others. Then customers can procure those easily and just accelerate these projects and get them into production that much faster.”