New Account Selection Guidance Now Available for AWS Partner Central and AWS Account Linking
Introduction
Navigating AWS Partner Central and linking your AWS accounts effectively is foundational to building a strong, trusted partnership with AWS. Yet many partners, especially those scaling rapidly across geographies or business units, have faced confusion over which AWS account to link, when to create a new one, and how to ensure compliance with AWS programs.
To address this, AWS has released new, streamlined guidance for AWS account selection and linking—designed to simplify decisions, reduce errors, and ensure your organization is set up for long-term success within the AWS Partner Network (APN).
What This Update Means for Partners
This new guidance serves as a practical framework for partners to decide when to use an existing AWS account or when to create a new one—especially important for companies managing multiple business units, subsidiaries, or global teams. The guidance ensures that the structure of your AWS environment supports accurate tracking, reporting, and eligibility for APN programs, funding, and co-selling.
With clear direction on account ownership, billing alignment, and organizational structure, this update eliminates the ambiguity that has often led to duplicate accounts, mislinked entities, or missed benefits. Whether you’re onboarding a new regional office or setting up a dedicated account for a new workload or solution, the new documentation walks you through best practices tailored to your business model.
The improved experience also ensures smoother account linking within Partner Central—making it easier for AWS to recognize and validate your technical wins, customer launches, and specialization efforts. That means faster time-to-value when applying for Competency, Service Delivery, or funding programs.
Why It Matters
Having the right AWS account structure isn’t just an operational detail—it directly impacts your visibility, tracking accuracy, and access to partner benefits. A well-linked account enables precise mapping of your customer engagements, proof of performance for funding, and clean reporting for your AWS Partner Scorecard.
This new guidance helps partners avoid common pitfalls that delay program recognition or prevent proper alignment with AWS sales and marketing motions. It also supports internal governance by ensuring each account has a clear purpose, ownership, and role in your overall partnership strategy.
Conclusion
The new account selection guidance is a strategic enabler for AWS Partners. It reduces friction, enhances program compliance, and empowers your team to focus on what truly matters: delivering customer success and scaling your business through AWS.
If your organization is growing, restructuring, or just looking to optimize your partner operations, now is the perfect time to review your AWS account setup and make sure it aligns with this new guidance.
Check out the updated documentation in AWS Partner Central and make account linking one less thing to worry about—because with the right foundation, your next stage of growth becomes that much smoother.
At Adiantara, we specialize in helping leadership teams navigate the cloud vendor maze with clarity. From strategic alignment to implementation and long-term value realization, we bring the experience, certifications, and business-first thinking you need to thrive in the Google Cloud ecosystem.
