AWS Marketplace ‘Is The Wave Of The Future;’ Deloitte And Presidio Talk New Marketplace Innovation

AWS Global Channel Chief Ruba Borno explains new enhancements inside the AWS Marketplace as top partners Presidio and Deloitte weigh in on the big partner benefits.

AWS partners are reaping the benefits of the AWS Marketplace unlike ever before as the cloud giant boosts its online marketplace with new AI features, pricing models and product packages to accelerate customer deals and partner revenue.

“Marketplace is the wave of the future,” said Mark Grigoletto, director of Cloud Marketplace for Presidio, a top global AWS partner. “More and more adoption from a customer perspective, regardless of size—we support small customers [to] Fortune 500 customers—and all of them are starting to recognize the value around Marketplace.”

Presidio has already surpassed $1 billion in lifetime sales through the Marketplace, as customers that deploy solutions through Marketplace experience a 30 percent faster time-to-market, on average, compared with traditional methods, said Ruba Borno, AWS’ vice president of global specialists and partners.

[Related: AWS Parters ‘Are The Lifeblood,’ Says CEO Garman Ahead Of Channel Program Evolution]

Borno said AWS is investing heavily in Marketplace with new features launched last week at AWS re:Invent 2025 as it steers customers toward its online store.

“Not only is going through the procurement cycle significantly faster [with Marketplace], but it’s also leading to bigger basket sizes and resulting in net-new customers,” said Borno.

“Being able to speed up the procurement cycle, being able to speed up the evaluation cycle that customers go through—that translates to the top-line and bottom-line [growth] for our partners,” she said.

AWS Marketplace’s New Multi-Product Solutions Capability

At AWS re:Invent 2025 in Las Vegas, the $132 billion Seattle-based company launched a new capability that allows partners to combine their own software and services with ISV and Amazon products—as well as with other partner offerings—in a single, packaged offer.

Marketplace’s new Multi Product Solutions feature lets partners sell prepackaged offerings that combine multiple products and services into a comprehensive solution tailored to specific industries and customer use cases.

“We launched the Multi Product Solutions capability where a customer can actually type in a business outcome they want,” Borno said. “More interestingly, they can actually upload a business requirements document and a technical requirements document and then find and buy a product that meets those needs.”

This gives customers access to end-to-end solutions, all with the simplified procurement benefits of AWS Marketplace, she said. This focus on vertical offerings means AWS partners can market the business outcomes that appeal to their target audience in AWS Marketplace.

Customers can negotiate pricing and terms for each component individually while benefiting from a streamlined approval process, purchase order assignment, and total cost assessment for the solution.

For solutions with professional services, customers can now request to be billed based on outcomes, time and materials, or project milestones.

Deloitte Driving AWS Marketplace Wins; New AI Mode On Marketplace

Solution provider giant Deloitte is one of AWS’ largest partners and has been doubling down on the Marketplace over the past several years.

“We have over 230 AI agents on the Marketplace platform and over 130 industry solutions,” said Nishita Henry, global chief commercial officer for Deloitte’s Amazon business.

“AI and agentic AI are all the buzzwords of our time, right? So I know it’s hard to sometimes weed through all the noise out there. Marketplace really helps folks hone in on what they’re looking for to solve a specific problem,” said Henry.

At re:Invent 2025, AWS launched its own agentic AI technology inside Marketplace to drive better search and discovery results for customers. Agent Mode is a new conversational discovery experience that’s purpose-built for software procurement.

Powered by agents, customers can now find solutions using natural language queries based on their use case, as well as use a chat interface to ask follow-up questions.

“Those new enhancements to the Marketplace will only make it easier to weed through all of the things that are available,” said Deloitte’s Henry.

“If you have a client in a specific industry looking to solve a specific problem, you no longer have to go look at 200 solutions,” she said. “You can go and find the one, two or three that’ll be the most relevant to your situation.”

Customers can also request product insight or upload documents to narrow results to those that meet their business and technical requirements.

In addition, Agent Mode allows customers to evaluate solutions side by side with a dynamic comparisons table that updates based on their needs.

New Pricing Models For AWS Marketplace, Presidio Workshops

Unveiled at re:Invent 2025, the AWS Marketplace now offers variable payment models for professional services—allowing billing for time and materials, milestones, or outcome-driven pricing that aligns costs with delivered value.

For AI agents and tools, partners can now offer contract-based and usage-based pricing models, allowing them to serve longer-term client engagements.

AWS’ Borno said these flexible pricing capabilities help partners serve a broader set of customer needs and allow customers to get fast access to solutions with business-aligned pricing.

New York-based Presidio, for its part, conducts workshops for customers to show them the value and knowledge around Marketplace.

“We’ll review what they purchased previously over 12 months and provide them guidance moving forward of what value they can enhance or what value they can find,” Grigoletto said.

“We overlay their products, their services, and which products actually burn down the PPA [Private Pricing Agreement], which products don’t, and leave it up to the customer to make a decision on how they want to purchase products and more,” he said.

Grigoletto said AWS revamping the Marketplace will add fuel to customer interest around Presidio’s Marketplace workshops and offerings. “Momentum is huge,” he added.

New AWS Express Private Offers

One final new feature on the AWS Marketplace is Express Private Offers.

This new opt-in capability for partners allows customers to automatically receive personalized offers in minutes. AWS Marketplace qualifies customers and automates delivery of custom pricing based on the partners’ defined terms.

Overall, Borno said AWS partners are meeting the demands of today’s customers who want to buy new innovation faster and easier in the AI era.

“When we think about the AWS Marketplace value prop to our partners, we want to expand our partners’ reach in reaching new customers. We want to expand our partners’ revenue, getting additional revenue and bigger basket sizes from those customers. And we want to help them do that faster,” Borno said.