The Marketplace Moment at re:Invent
On opening day of AWS re:Invent 2025, AWS Marketplace is rolling out one of its most significant waves of innovation in years.
I sat down with Matt Yanchyshyn, VP of AWS Marketplace & Partner Services, to dig into the new capabilities that simplify discovery, pricing, and deployment - all centered around accelerating time-to-value.
As Matt noted, his team has been running at full speed leading into re:Invent.
“I like to joke that it’s launch season… there’s a steady stream this time of year” .
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AI-Powered Discovery with Agent Mode
One of the biggest announcements is Agent Mode, a new conversational discovery experience that uses natural language queries and generative AI to help customers evaluate solutions more efficiently.
Matt explained:
“We’ve used agents and natural language queries and AI to really simplify the discovery experience.”
Customers can upload requirement documents, ask follow-up questions, generate dynamic comparison tables, and receive AI-generated recommendations. Matt described the shift as reducing manual effort across the entire procurement lifecycle - “things that you used to have to do by email or picking up the phone… that’s what we’re automating.”
Agent Mode is accessible via the Marketplace website and, importantly, through any MCP-compatible tool. This opens the door for partners and customers to integrate AWS Marketplace discovery directly into their AI agent workflows.
Multi-Product Solutions: Solving Real Use Cases
Historically, Marketplace listings were single products. Today, AWS is launching multi-product solutions - pre-packaged combinations of SaaS, services, and third-party tools curated around specific customer needs.
“This is a big deal because we’ve only had single atomic products so far in the marketplace.”
Partners like Presidio are already leading with these unified solution offerings. Early beta participation included more than 40 solutions across multiple partners and use cases, enabling customers to procure and implement complete stacks through a single lead seller.
Matt connected this to customer trends:
“Customers are asking us for an easier way to discover simplified solutions that solve their use case.”
Express Private Offers: Automated Custom Pricing
Private offers have long been a major growth driver in AWS Marketplace. This year, AWS introduces Express Private Offers, enabling sellers to pre-define customer qualification criteria and automatically deliver personalized pricing.
Matt described it this way:
“We’ve automated customized negotiation… issuing the private offer with that custom pricing on the seller’s behalf.”
This helps customers bypass lengthy negotiation cycles and allows partners to increase deal velocity, especially for mid-sized transactions that previously required manual back-and-forth.
Accelerating Deployment with Quick Launch Plus
AWS Marketplace is also tackling a major bottleneck: implementation.
Using guided workflows, Quick Launch Plus reduces configuration steps from dozens to just a few. Matt shared an example of CrowdStrike’s next-generation SIEM deployment:
“We can take the clicks down from up to 60, down to just a few… setup time down from days or weeks to just seconds.”
Combined with IAM temporary delegation, partners can automate resource deployment while customers retain full visibility and control.
As Matt put it:
“It doesn’t just end at subscription - we’re focused on the deployment part as well.”
Meeting Customers Wherever They Already Work
Last year, AWS launched “Buy wit AWS” where customers, partners, and AWS could deploy AWS Marketplace widgets in context for their customers to buy directly from the AWS Marketplace.
This year, the team is expanding Marketplace presence in many more “in context” sites across AWS - in particular, embedding Marketplace into AWS service consoles to streamline the process of buying Marketplace solutions while customers are in their day-to-day workflow.
“If you are a Kubernetes administrator… you’re going to be in the EKS console. So we have third-party add-ons powered by Marketplace there.”
With more than 15 service consoles now connected, customers can discover and subscribe to Marketplace offerings from the workflows they use every day.
Global Expansion and International Growth
Beyond product innovation, Marketplace’s international footprint is accelerating. In 2025 alone, AWS launched Marketplace support in India, advanced tax compliance and channel enablement in Japan, and expanded into South Korea.
Matt explained the significance:
“If you’re truly going to be a 3P marketplace, having local entities with local invoicing, local tax treatment, local currency, local language is so important.”
This global infrastructure allows both large ISVs and smaller innovators to reach new regions with less friction than ever before.
The Big Picture
AWS Marketplace is connecting AI-powered discovery, curated solution packaging, flexible pricing, and rapid deployment into one unified experience. Matt summed up the strategy clearly:
“We’re reinventing the marketplace procurement experience with AI.”
For customers, that means faster paths to value. For partners, it means new revenue opportunities, simplified selling motions, and global reach at scale.
This re:Invent marks a major turning point - and you’ll see these capabilities in action across the show floor this week.
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