AWS Marketplace Evolves With AI Competency And Agent Mode To Drive Partner Growth
“How can I accomplish X in AWS?”
That is the question that fuels the AWS Marketplace team, as explained by Matt Baker, head of worldwide marketing of AWS Marketplace. It is this question that has fueled several new improvements and features the team announced at AWS re:Invent 2025 that have been positively received by partners and customers. These new capabilities and competencies are designed to accelerate customer outcomes around AI and make it much easier for solution providers to pick the right products with Agent Mode.
In 2024, AWS launched its Generative AI Competency, quickly growing to 360 partners. This year, that program has expanded into a broader AI Competency, adding categories for agentic applications, tools and consulting services. “The goal is to achieve and to get hundreds of partners joining the competency and for the customers is the benefit that they will have more options,” explained Victor Rojo, principal tech lead for the Gen AI competency.
Victor discussed the development of the vetting process partners undergo to prove their capabilities around Gen AI. “The partners must demonstrate expertise, experience and success with customer stories that they bring when applying to the competency for customers.”
AWS Marketplace also introduced Agent Mode, a new way for customers to engage. Instead of searching for a specific product, users can input business requirements and receive natural language recommendations for software, data and professional services. Agent mode will allow users to compare solutions against each other, refine prompts for deeper research, and also write proposals that target key decision makers.
Jeff Falcon, principal for the AWS Marketplace center of excellence, also shared new improvements around multi-product offers. “They can really spin up a single private offer that unifies the multi-products together and really making up a bespoke solution for that particular customer,” Jeff stated. For solution providers, these enhancements mean faster procurement, streamlined billing and the ability to deliver tailored solutions with less friction.
Learn more about AWS Marketplace and partner opportunities here.