New Horizons for ISVs: AWS Marketplace Now Supports SaaS from All Deployment Models

AWS has just opened the doors wider for Independent Software Vendors (ISVs) — and the implications for cloud partnerships and Marketplace visibility are big.

As of May 2025, AWS Marketplace now supports SaaS products regardless of where they are deployed — whether it’s on AWS, other cloud platforms, or even on-premises. This change gives ISVs unprecedented flexibility to list more SaaS offerings and meet customers where they are.

Here’s what you need to know — and how to turn this update into a growth opportunity.

🔄 What’s New?

Previously, AWS Marketplace focused primarily on solutions deployed on AWS infrastructure. Now, ISVs can list SaaS products deployed anywhere — expanding their catalog without redeploying architectures.

This means:

• Hybrid and multi-cloud SaaS offerings are now welcome
• On-premises SaaS solutions can be marketed and transacted through AWS
• Listing strategy is no longer tied to a single infrastructure provider

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🟡 “Deployed on AWS” Badge: Why It Matters

To help buyers differentiate, AWS has introduced a new “Deployed on AWS” badge. This visual indicator:

• Appears on the product detail and procurement pages
• Signals that the product runs entirely on AWS infrastructure
• Can instill higher trust, faster deployment confidence, and better alignment with AWS benefits

📌 If your SaaS product is 100% hosted on AWS, this badge can give you a competitive edge in visibility and procurement processes.

💡 Why This Is a Game-Changer for ISVs

This update isn’t just a technical expansion — it’s a strategic unlock for software vendors looking to grow faster with AWS:

✅ More Listings, More Reach

You can now list hybrid, on-prem, and multi-cloud SaaS offerings in AWS Marketplace. That means more products, more buyers, and more ways to engage customers.

🚀 Faster Market Entry

Got a SaaS solution already deployed on another cloud or on-prem? No need to rebuild it on AWS — list it as-is and start selling via AWS Marketplace today.

⭐ Enhanced Visibility with “Deployed on AWS” Badge

For products hosted 100% on AWS, the new badge boosts trust and discoverability — helping buyers quickly filter for AWS-native options.

🔄 Seamless Buyer Experience

Even if your product isn’t deployed on AWS, customers can still enjoy a streamlined procurement flow through Marketplace — which means fewer barriers to purchase.

🤝 Stay Competitive in Cloud Sales

As cloud customers rely more on AWS Marketplace to buy software, having your full portfolio listed — regardless of deployment — helps you stay visible and competitive in partner-led deals.

🔧 What You Should Do Next

If you’re an ISV, here’s your checklist to take advantage of this update:

1. Review your existing SaaS products — including hybrid and non-AWS hosted ones
2. Assess listing eligibility based on the updated AWS SaaS guidelines
3. Highlight “Deployed on AWS” products for enhanced visibility and buyer trust
4. Enable Private Offers to streamline enterprise deals

🤝 How Adiantara Can Help

At Adiantara, we work closely with ISVs to optimize their cloud go-to-market strategies. Whether you’re navigating the complexities of AWS Marketplace, enabling co-sell readiness, or aligning with cloud sales teams — we help turn your product into pipeline.

Let’s make your SaaS offerings visible, accessible, and revenue-generating — wherever they’re deployed.

📩 Contact us to get started.