AWS Partner Program paths & how to start

Types of AWS Partner Program paths

The AWS Partner Program has five paths, each designed to align with your company's goals, business type, and technical capabilities. Each path provides a unique set of resources to accelerate growth, expand your reach, and gain valuable co-sell opportunities from AWS. What makes each one different:

Consulting Partner Path

Consulting partners help businesses implement and adopt AWS services, offering specialized expertise in areas like cloud migration and modernization. This path works for companies that provide:

• Cloud migration and modernization services
• Customer enablement and delivery expertise
• AWS service adoption programs
• AWS Competency validation and funding access

Consulting partners can leverage AWS resources to build their AWS practices, earn credentials that validate their technical expertise, and scale their customer base more efficiently.

Technology Partner Path

Technology partners create software solutions integrated with AWS, including SaaS innovations. This path is tailored for SaaS startups and tech companies seeking to expand within the AWS ecosystem. To qualify, companies must:

• Complete the Foundational Technical Review (FTR)
• Integrate AWS services into their software products
• Join the ISV Accelerate program for co-selling opportunities
• Build and validate SaaS products on AWS

This path gives SaaS companies access to AWS co-sell teams and AWS Marketplace visibility.

Training Partner Path

Training partners offer AWS-certified training programs to help businesses and individuals build cloud expertise. This path is designed for companies specializing in training and certification programs for AWS services. Key offerings include:

• AWS-authorized courses
• Preparation for AWS certifications
• Enabling global cloud expertise for businesses

Training partners play a vital role in scaling the workforce and empowering companies to better leverage AWS tools and services.

Distribution Partner Path

Distribution partners sell AWS products through their existing distribution channels. This path works for companies with established networks. Key benefits include:

• Expanding reach through distributors
• Supporting partner enablement and resale
• Strengthening the AWS channel ecosystem

Distribution partners are critical in broadening the availability of AWS solutions and enabling a seamless experience for customers worldwide.

AWS Marketplace Partner Path

AWS Marketplace partners list and sell their software solutions through the AWS Marketplace, streamlining sales for SaaS companies. Benefits of this path include:

• The ability to list and sell software via AWS Marketplace
• Enabling transactable SaaS offers for easy procurement
• Simplified procurement and billing for customers
• Global reach and visibility within the AWS ecosystem

This path is perfect for SaaS companies aiming to simplify their sales processes, expand their customer base, and achieve worldwide recognition through AWS Marketplace.

Key differences between AWS Partner Paths

How the paths stack up for SaaS companies:

What AWS looks for in each partner path

AWS evaluates companies differently depending on the partner path they pursue. The following are key factors that demonstrate value, technical expertise, and alignment with AWS strategic goals:

Proof of customer value

AWS looks for partners who can effectively demonstrate customer success through impactful, real-world solutions. This includes:

• Case studies with specific metrics and results
• Customer success stories showing business impact
• Examples that illustrate the practical impact of your AWS-powered services

Technical excellence

AWS looks for partners with strong technical capabilities. Key indicators include:

• Successful integrations of AWS services into your products
• AWS certifications and technical credentials
• Proven ability to build secure, scalable solutions on AWS

Go-to-Market (GTM) alignment

AWS looks for partners whose GTM strategy aligns with theirs.  This means:

• Marketing AWS-powered solutions to the right buyers
• Selling in a way that supports  AWS business objectives
• Having a clear strategy for bringing your AWS solution to market

Measurable momentum

AWS looks for companies with traction. This includes:

• Customer acquisition metrics
• Sales growth or revenue expansion
• Product adoption rates indicate a strong market demand for your solutions

Common missteps in choosing a partner path

Choosing the right AWS Partner Path is critical, yet many companies make mistakes that slow progress. Avoiding these missteps can streamline your journey and help unlock the full benefits of the AWS Partner Program.

Skipping the readiness assessment

Failing to complete the AWS readiness assessment delays your progress. This assessment shows you what’s required for your chosen path, identifies gaps in your technical and business readiness, and maps out what you need to do next. Complete it early to speed up onboarding.

Misaligned partnership goals

Your partnership goals need to align with AWS objectives. Misalignment wastes resources, limits co-selling opportunities, and restricts AWS funding. When your goals align, you get better access to AWS sales teams and resources.

Underestimating collateral needs

AWS requires specific marketing and sales collateral for partner validation. Missing assets can delay onboarding and limit access to co-sell decks, battle cards, and visibility within the AWS Partner Network. Have your case studies, product documentation, and training materials ready before you apply.

Poor cross-functional alignment

Your sales, marketing, and technical teams need to be aligned on your AWS strategy. When they’re not, you get gaps in sales enablement and technical integration that slow down certification and delay time-to-market. Get everyone on the same page early.

How Skematic helps navigate AWS Partner Program Paths faster

Navigating the AWS Partner Program can feel daunting, but with Skematic, it doesn’t have to be. Our AI-driven platform empowers SaaS startups and cloud-native businesses to navigate the AWS ecosystem with ease, accelerating your journey from day one.

Automate AWS partner operations: Skematic takes the guesswork out of your AWS Cloud Partnership journey. We automate critical tasks, including AWS readiness assessments, milestone tracking, and co-sell collateral creation. This allows your team to focus on what really matters: customer acquisition, product development, and scaling your business, without the burden of tedious administrative work.

Enhance compliance and reporting: Meeting the rigorous compliance standards of AWS can be a challenge. Skematic simplifies this process by providing real-time insights and automated progress tracking, so your team always knows where you stand and what actions to take. We ensure you meet AWS requirements without the added complexity, allowing you to maintain momentum as you scale.

Ready to accelerate your AWS partnership with Skematic?

The AWS Partner Program is a powerful tool for growth, but it can be overwhelming. With Partnership Skematic, navigating the AWS ecosystem becomes seamless, empowering you to unlock the full potential of your AWS partnership and scale faster than ever before.

Start your journey today and see how Skematic can help you transform your AWS partnership into a growth engine.

FAQs

What are the different paths in the AWS partner program?

AWS offers several partner paths, including Consulting, Technology, Training, Distribution, and AWS Marketplace. Each path is designed for specific business types, providing unique resources like co-selling opportunities, technical training, and market visibility to accelerate growth.

How do AWS partner programs impact co-sell and marketplace motion?

AWS partner programs enable co-sell opportunities and streamline sales through AWS Marketplace. Partners gain access to AWS sales teams, co-sell with AWS, and list products in the Marketplace, enhancing visibility, customer acquisition, and simplifying procurement for clients.

How do I choose the best AWS partner program path for my SaaS?

Choose the AWS partner path that aligns with your SaaS goals. If you build solutions on AWS, the Technology Partner Path is ideal. If you offer cloud services, the Consulting Path suits your needs and aligns with AWS business objectives.

What requirements does AWS have for each partner program path?

Each AWS partner path has specific requirements, such as certifications, technical proficiency, and AWS integration. For instance, Technology Partners must complete the Foundational Technical Review (FTR), while Consulting Partners must demonstrate expertise in AWS service delivery and customer success.