One year ago at the AWS Marketplace Seller Conference in Bellevue, I sat down with Matt Yanchyshyn, VP of AWS Marketplace & Partner Services, for what became my most-viewed LIVE Event interview ever: 10,682 views, 73+ hours of watch time, and hundreds of engagements on LinkedIn.
It’s no surprise it resonated so widely. Matt offered a clear and forward-looking view into how AWS Marketplace is transforming the way customers and partners buy, sell, and scale software:
🔑 Meeting customers where they are - not just on the Marketplace site, but inside the AWS consoles they use daily (like EKS for Kubernetes). That means high-intention buyers discover partner solutions exactly when and where they need them.
🔑 APIs and custom storefronts - from co-building CarahCloud for U.S. public sector customers to enabling partners to create new experiences, AWS is opening the ecosystem well beyond the traditional Marketplace site.
🔑 Speed as the new currency - today’s CIOs, shaped by the “App Store generation,” expect immediacy. Marketplace accelerates both innovation and procurement, cutting out months of traditional contracting cycles.
🔑 Global expansion ahead - from local invoicing to tax requirements, AWS is investing heavily in removing barriers for partners to scale internationally.
🔑 The big goal - Matt said he won’t be satisfied until a Chief Procurement Officer of a Fortune 50 enterprise stands on stage and declares: “Marketplace is how we buy all of IT.”
Since that conversation, we’ve seen exactly what Matt predicted:
✅ Marketplace adoption has accelerated dramatically.
✅ Co-sell is no longer optional — it’s core.
✅ Even the largest enterprise software vendors (Salesforce, ServiceNow, SAP, Adobe) are now bringing entire portfolios to Marketplace.
That’s why I launched Inside Partnering earlier this year - to continue shining a light on how leaders like Matt are shaping the future of partnering, marketplaces, and co-sell.
📺 If you missed it last fall, here’s the full replay of my conversation with Matt.
👉 I’d love to hear your perspective: How has Marketplace changed your go-to-market over the past year?
#InsidePartnering #AWS #Marketplace #PartnerEcosystem
