Amazon Web Services (AWS) is one of the most powerful cloud platforms in the world, with a vast global ecosystem of customers, service providers, and technology innovators. For partners, being visible to AWS sales teams is a critical step toward unlocking more opportunities, co-selling effectively, and accelerating business growth. However, the AWS ecosystem is competitive — thousands of partners are vying for attention. The question is: how do you make sure AWS sales teams not only know you exist but actively bring you into customer conversations?
This guide outlines practical, actionable strategies to improve your visibility with AWS sales and strengthen your positioning as a go-to partner.
1. Understand How AWS Sales Operates
To improve your visibility, you first need to understand the way AWS sales works. AWS has multiple sales teams, including account managers, solution architects, and specialists, each focusing on specific industries, geographies, or solution areas. These teams are tasked with delivering solutions to customers that align with AWS’ service portfolio and drive adoption.
For partners, this means:
- AWS salespeople need quick, clear information on what you offer.
- They prefer to work with partners who have a track record of delivering successful solutions on AWS.
- They rely heavily on AWS Marketplace, the Partner Solutions Finder, and internal tools to discover relevant partners.
The better you understand their priorities and workflows, the easier it becomes to align with them.
2. Optimize Your AWS Partner Network (APN) Profile
Your APN profile is often the first place AWS sales will go to evaluate your capabilities. A well-optimized profile increases the chances of being noticed and contacted.
Key optimization tips:
- Clear Value Proposition: State who you serve, the problems you solve, and your unique differentiators in the first paragraph.
- Highlight AWS Competencies & Certifications: Sales teams prioritize partners with validated AWS Competencies, Service Delivery designations, and relevant certifications.
- Showcase Customer Success Stories: Add case studies that demonstrate measurable business outcomes.
- Use Keywords Strategically: Incorporate industry and technology keywords that AWS sales might search for.
Remember — AWS sales professionals don’t have hours to research you. Your profile should give them the confidence to involve you in deals within 60 seconds of reading.
3. Leverage AWS Marketplace
AWS Marketplace is more than just a storefront — it’s a visibility engine. By listing your solution in Marketplace, you make it easier for AWS sales teams to recommend and transact your offering.
Why Marketplace matters for visibility:
- AWS sellers get credit for deals transacted through Marketplace, creating a natural incentive for them to involve you.
- Your listing is discoverable by thousands of AWS account teams globally.
- Marketplace deals often accelerate procurement, making it attractive for customers.
Action steps:
- Create a polished, keyword-rich Marketplace listing with detailed product descriptions, use cases, and pricing.
- Enable Private Offers to give AWS sellers flexibility in closing deals.
- Promote co-selling opportunities by linking your listing with AWS sales plays.
4. Build Relationships with AWS Partner Development Managers (PDMs)
Your Partner Development Manager is your internal advocate at AWS. They can help you:
- Navigate AWS programs and funding opportunities.
- Connect with the right AWS sales teams.
- Position your solutions for AWS-led opportunities.
To maximize your relationship with your PDM:
- Schedule regular check-ins to share updates, wins, and pipeline progress.
- Provide concise enablement materials they can pass along to AWS sellers.
- Be clear about your ideal customer profile so they know when to bring you in.
5. Engage in AWS Co-Sell Programs
AWS co-sell programs, like the APN Customer Engagements (ACE) program, are designed to connect partners directly with AWS sales opportunities.
To succeed in co-sell:
- Register your opportunities early in ACE to give AWS sellers visibility.
- Align your pitches to AWS’ current sales plays (for example, AI/ML, migration, modernization, sustainability).
- Demonstrate joint value — how your offering helps customers adopt AWS faster and more effectively.
Partners who consistently register opportunities and follow through on execution are more likely to be top-of-mind for AWS sales.
6. Create Sales Enablement Content
AWS salespeople need quick, easy-to-digest materials to share with customers. By creating the right content, you make it easier for them to involve you.
Recommended content:
- One-Page Solution Briefs: Focus on business benefits, AWS integration, and customer success examples.
- Short Demo Videos: 2–3 minute videos showing how your solution works on AWS.
- Case Studies: Highlight joint wins with measurable ROI.
- Battlecards: Internal cheat sheets that explain when and how to bring you into deals.
Make sure all content is co-branded with AWS where possible, following their branding guidelines.
7. Participate in AWS Events and Webinars
AWS events — from large-scale conferences like AWS re:Invent to regional summits and virtual webinars — are powerful opportunities to connect with AWS sales teams.
Visibility tips:
- Speak at AWS events or co-present with AWS solution architects.
- Sponsor sessions to showcase your thought leadership.
- Follow up with AWS sellers you meet, reinforcing your value proposition.
Don’t underestimate the visibility that comes from informal conversations at networking events — many co-sell relationships start over coffee.
8. Align with AWS Industry and Technology Priorities
AWS sales teams focus heavily on industry-specific solutions and priority technologies. By aligning your offering with AWS’ go-to-market strategies, you position yourself as a relevant partner.
For example:
- If AWS is pushing sustainability, highlight how your solution reduces costs and carbon footprint.
- If AWS is promoting AI/ML adoption, showcase your AI integrations with AWS services like SageMaker or Bedrock.
- If migration and modernization are priorities, emphasize your track record in moving workloads to AWS.
The more your story matches AWS’ current narrative, the more likely sellers are to involve you.
9. Be Proactive and Consistent
Visibility is not a one-time effort — it’s an ongoing process. Many partners lose momentum after initial outreach. AWS sellers are busy, and if they don’t hear from you regularly, you risk being forgotten.
Sustain visibility by:
- Sending quarterly updates to your PDM and relevant AWS sales teams.
- Sharing new case studies or product features.
- Registering new opportunities in ACE as soon as possible.
- Offering to run joint customer webinars or workshops.
Think of it as staying “top of mind” without becoming spammy — provide value in every interaction.
10. Measure and Adjust Your Approach
Improving visibility is not just about activity — it’s about impact. Track metrics such as:
- Number of AWS sales introductions per quarter.
- Opportunities sourced or influenced through AWS.
- Marketplace listing views and transactions.
- Engagement with your enablement content.
Review your results with your PDM regularly, adjust your messaging, and double down on what’s working.
Improving your visibility to AWS sales isn’t about being the loudest partner in the room — it’s about being the most relevant and easiest to work with. By optimizing your APN profile, leveraging AWS Marketplace, building strong relationships with your PDM, and aligning with AWS’ sales priorities, you create a clear path for AWS sellers to bring you into deals.
Remember: AWS sales teams are constantly looking for partners who can help them deliver better outcomes for customers. If you can position yourself as that partner — with clear messaging, proven results, and proactive engagement — you’ll not only get noticed but also become a trusted go-to in the AWS ecosystem.
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