How AWS Partners Are Accelerating Growth with the New Co-Sell Incentives in 2025
In the fast-moving world of cloud partnerships, AWS continues to lead the way in helping partners not just build on AWS, but sell and scale with AWS. In 2025, AWS has expanded its co-sell programs and financial incentives to make it easier — and more profitable — for partners to drive revenue through strategic collaboration.
Whether you’re an Independent Software Vendor (ISV), consulting partner, or system integrator, the message is clear: AWS wants to help you win.
🚀 What’s New in AWS Co-Sell for 2025?
1. Enhanced Co-Sell Incentives
AWS has rolled out new financial incentives for partners who list their offerings through AWS Marketplace and engage in the Private Offer and CPPO (Channel Partner Private Offer) models. Partners can now access higher rebates when closing deals through co-selling motions, including better margins and faster approval processes.
2. Partner CRM Connector
A new CRM connector tool makes it easier than ever to share leads and opportunities with AWS field sellers directly. This tool enhances deal visibility and builds trust between AWS and the partner team, resulting in quicker co-sell collaboration.
3. Priority Workloads for Co-Sell
If you’re working in areas like Data & Analytics, GenAI, Security, and SaaS Modernization, you’re in luck. AWS is prioritizing these solutions in its field seller playbooks and amplifying them through webinars, regional events, and account planning sessions.
💡 Partner Spotlight: Growth in Action
A mid-sized ISV in Europe used the AWS CPPO program to list its SaaS solution on AWS Marketplace and co-sell it with AWS Account Managers. The result?
- 3x faster sales cycle
- 40% growth in qualified leads
- Access to AWS marketing funds for webinars and campaigns
This success story is becoming more common as partners learn to integrate their product, sales, and marketing strategies with AWS’s vast ecosystem.
🧭 How to Get Started
- List your solution on AWS Marketplace
- Enroll in the ISV Accelerate Program (for SaaS/Software Partners)
- Use the AWS Partner CRM Connector for lead sharing
- Align with your AWS Partner Development Manager (PDM) for joint pipeline planning
- Leverage AWS co-branded marketing campaigns and events
📈 Final Thoughts
In 2025, AWS has made it easier than ever for partners to turn cloud collaboration into real revenue. Whether you’re just starting or already co-selling, these new programs offer significant upside for those willing to align closely with AWS.
At Adiantara, we guide organizations in maximizing their AWS partnership potential — from Marketplace listings to GTM execution. Let’s unlock growth, together.
