AWS Marketplace express private offers co-sell integration helps Amazon Web Services (AWS) internal builders identify and engage AWS Marketplace sellers who can streamline support to customer opportunities and are more likely to be selected from the available options. This principle underlies the co-sell visibility framework we introduced in Improving Your Visibility to AWS Sales, and it applies directly to how express private offers can support your co-sell strategy.
You can use the express private offer capability, which launched at re:Invent 2025, to automate personalized pricing for customers who visit your AWS Marketplace listing. We’re integrating express private offers directly into the co-sell workflow. When an AWS seller shares an opportunity with you, your pricing can reach the customer automatically, within minutes, and with fewer manual follow-up steps from you or the AWS internal seller. This integration supports more efficient opportunity sharing and faster deal progression, and signals your transaction readiness to the recommendation engine.
Express private offers (EPO) are available today for AWS Marketplace sellers with active SaaS Contract or SaaS Contract with Consumption Pricing listings. The co-sell integration described in this post, where AWS internal sellers can automatically send express private offer links to customers, is launching today, June 17, 2026. If you enable express private offers now, you’re automatically included with no additional setup required.
AI feature disclaimer: Express private offers use AI to qualify customer requests and generate offers based on your predefined rules. Although the AI agent handles standard transactions accurately, it operates within the parameters you configure. Review your pricing rules regularly and monitor generated offers to confirm they align with your business objectives. Complex or edge-case scenarios might require sales team involvement.
What express private offers are
You can use the express private offer capability in AWS Marketplace to automatically extend private offers to customers without involving your sales team in every transaction, reducing operational overhead and manual negotiation. The feature uses an AI-powered agent to qualify incoming customer requests against your seller-defined pricing rules and generates personalized offers within minutes.
When a customer chooses Get express private offer in your product listing, they enter an AI-guided qualification experience where they specify their requirements: quantity by dimension, contract duration, and any profiling criteria you’ve defined. If the customer qualifies against the defined rules, they receive an instant private offer. If their needs are more complex, they enter a sales-assisted workflow within your organization. You define the qualification rules, and the AI agent runs them.
Express private offer limitations: Express private offers suit standard, repeatable transactions that fit within predefined pricing rules. They might not be suitable for complex enterprise deals requiring custom terms, multi-product bundles, or extensive negotiation. Customers with requirements outside your configured parameters are routed to your sales team. Express private offers work best when your pricing structure is clearly defined and your target customer segment has predictable purchasing patterns.
Why this matters for your business
As an AWS Marketplace seller, your visibility to potential customers depends on the quality of your listing and ease of purchasing your solution. The internal AI-powered recommendation engine surfaces multiple potential solutions for any given opportunity, and the AWS internal builder ultimately decides which one to attach. That decision increasingly includes consideration of which solution can support efficient deal progression.
Express private offers signal to AWS sellers in the network that when they share an opportunity with you, customers can automatically receive personalized pricing within minutes with little or no follow-up required. Express private offers capture business that takes minutes rather than workflows that require days or weeks for manual coordination to produce a quote.
AWS sellers have indicated they manage large volumes of opportunities and benefit from partners who can transact with reduced ongoing involvement. You face the same constraint: manually creating private offers for each shared opportunity doesn’t scale when deal volume grows.
The result is a long tail of opportunities that both sides want to nurture but neither side can always prioritize. We built the express private offer capability to address this challenge by bridging your product-led and sales-led growth motions, automating the standard deals so your sales team can focus on strategic, high-value opportunities. You can also expect:
- Increased visibility with an “EPO Enabled” badge that differentiates you
- Timely customer engagement and reduced operational overhead to complete a deal
- Potential positive impact on your recommendation score
- Reduced ongoing effort after one-time setup
- Potential revenue from additional deals
- Potential reduction in customer acquisition costs
How express private offers fit into the co-sell visibility framework
In our previous post, Improving Your Visibility to AWS Sales: A Practical Guide for AWS Partners, we outlined six categories of actions that can influence your visibility to AWS Sales: opportunity hygiene, complete solution metadata, AWS Marketplace presence, specializations, conversion metrics, and responsiveness. Express private offers support your position in multiple categories simultaneously.
Conversion metrics might improve because deals can close faster when express private offers automate pricing. The recommendation engine can observe shorter cycle times and higher close rates from your opportunities.
Responsiveness might improve because the system handles pricing delivery automatically. You reduce the risk of delayed follow-up on shared opportunities.
Express private offers strengthen your AWS Marketplace presence because they require an active AWS Marketplace listing with configured pricing. When you enable express private offers, you move toward data completeness and listing quality.
If you’ve already taken the actions from our previous post, you have the foundation in place. Enabling express private offers is the next step, and it can compound the visibility gains from everything else you’ve already done. If you haven’t yet taken those foundational actions, the express private offers capability provides motivation to start: configuring express private offers requires the listing completeness and AWS Marketplace presence that support your baseline visibility.
Getting started with express private offers
EPO is available to sellers with active SaaS Contract or SaaS Contract with Consumption Pricing listings in AWS Marketplace. If you’re enrolled in AWS co-sell programs (such as AWS Partner opportunity acceleration funded programs or the AWS ISV Accelerate Program), you’re already positioned to benefit from the 2026 integration.
You configure your pricing rules and qualification criteria in the AWS Marketplace Management Portal. The co-sell integration builds on top of that existing setup. AWS Marketplace sellers configure their offers in the AWS Marketplace Management Portal following these steps:
- Define your base pricing dimensions (price per license, package types, or whatever fits your model).
- Set general offer parameters such as contract duration ranges and the end-user license agreement (EULA).
- Establish your discounting logic. That discounting logic can be based on:
- Specific dimension quantities.
- Total contract value (TCV) thresholds.
- Customer profiling criteria, with maximum discount levels and TCV caps you control.
Express private offers require no integration. Generated offers are standard AWS Marketplace private offers with the same reporting, notifications, and API access you already use. Enabling express private offers takes minutes.
To monitor your visibility after enabling express private offers, use the AWS Marketplace Insights dashboard in the AWS Marketplace Management Portal or AWS Partner Central. Track your recommendation score, conversion metrics, and deal velocity over time. You can observe the impact as automated deals begin closing and your signals develop.
Enable express private offers today to position yourself to receive opportunities from AWS sellers when the co-sell integration launches. View express private offers in the AWS Marketplace Seller Guide for additional details.
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