Since its launch at re:Invent 2024, AWS Marketplace's Buy with AWS feature has generated significant interest among sellers seeking to streamline their sales cycles and simplify procurement for customers. Despite its straightforward technical implementation, I've observed that integration timelines often extend longer than necessary. This delay frequently stems from the need for internal coordination across multiple teams.
For those new to the feature, Buy with AWS enables sellers to showcase and sell AWS Marketplace products directly on their websites, reducing procurement friction and accelerating sales cycles.
While Partner Alliance, Marketing, or Sales teams are eager to offer Buy with AWS to their customers, they typically don't oversee web development responsibilities. This necessitates careful communication of integration requirements to development teams, often requiring multiple iterations to align on desired outcomes. Clear articulation of both the feature's benefits and technical requirements can significantly reduce this back-and-forth and accelerate implementation.
AWS provides comprehensive resources for developers integrating Buy with AWS into their websites. This post demonstrates a basic implementation and consolidates key resources used in the process. It serves as a single reference point to facilitate alignment between Marketplace seller teams. Our focus will be on the technical implementation rather than elaborating on the feature's business benefits for Marketplace sellers and buyers.
Demo
For this demo, I used Amazon Q Developer to whip up a basic product page (in less than 5 minutes!) to sell my fictitious CouldSaaS solution. Here it is before adding Buy with AWS.
Prerequisites
Be registered as a seller in AWS Marketplace with at least one public SaaS product listing in AWS Marketplace.
2. Add the integration code to your web page. The Buy with AWS workshop offers additional guidance and a tool for constructing the necessary html code for each button.
3. To generate metrics from your Buy with AWS integration add the following script to your webpage code. Additional information can be found in the Onboarding Guide for Buy with AWS on page 23.
4. Review the Buy with AWS Creative and messaging guide and use it to mock up the layout of the new integration buttons on your website. Here you can see how I chose to incorporate the “Buy with AWS”, “Try free with AWS”, “Request private offer”, and “Request demo” Call-to-Action buttons on my product page.
5. Confirm that your seller profile logo in AMMP meets the following requirements so that it will display properly on your co-branded Marketplace page. Visit your seller profile page to make any necessary updates.
6. Request a branding review by submitting a support ticket to the Commercial Marketplace. Choose “Buy with AWS” for the category and “Branding Review” as the sub-category.
Provide your seller ID in the ticket along with a link to your layout mock up or screen shots displaying your intended Buy with AWS implementation. The Marketplace team will respond with their approval or guidance to make necessary updates.
7. After receiving approval, push your changes to your production environment and take your Buy with AWS integration live! As customers begin to interact with your new CTA buttons, you can view their associated metrics in AMMP → Insights → Marketing → Buy with AWS.
Conclusion
Buy with AWS represents a significant advancement in streamlining SaaS product purchases through AWS Marketplace. While the integration process involves several specific steps, AWS has intentionally designed it to be technically straightforward, enabling partners to implement the feature quickly and efficiently.
Although the technical implementation is uncomplicated, successful deployment typically requires coordination across multiple teams. This article provides a practical implementation example and consolidates essential resources to facilitate this process. We encourage the AWS Marketplace community to share additional Buy with AWS resources and experiences in the comments below to help fellow sellers optimize their integration journey.
