Partnerships with AWS can be a game changer for early-stage software startups. Access to enterprise customers, streamlined procurement through AWS Marketplace, and co-sell opportunities with AWS sales teams can accelerate growth in ways that traditional sales motions can’t match.

But here’s the catch: the AWS partner journey is complex and time-consuming. Most startups take 12 to 18 months to fully activate their partnership, navigating technical validations, program requirements, marketplace listings, and co-sell onboarding along the way.

If you’re an early-stage ISV built on AWS, understanding the partnerships landscape early can save you months of effort and help you unlock revenue faster. This guide breaks down what you need to know.

Why AWS partnerships matter for startups

The AWS ecosystem offers serious growth acceleration. Here’s what makes it valuable:

• Access to enterprise buyers already on AWS. Your ideal customers are already spending millions on AWS infrastructure. A partnership puts your solution in front of them through channels they already trust.
• Streamlined procurement. Enterprise buyers love AWS Marketplace because it simplifies purchasing. They can use existing AWS commitments (like EDP funds) to buy your software—speeding up deal cycles and reducing friction.
• Co-sell with AWS. Through programs like ISV Accelerate, AWS sellers can champion your solution directly to their customers. AWS has relationships and credibility that would take years to build yourself.
• Credibility and validation. Listing on AWS Marketplace and participating in partner programs signals to buyers that your solution meets AWS’s technical and security standards.

Key AWS partnership programs for startups

AWS offers several programs designed to help ISVs grow. Here’s the breakdown of the ones that matter most for early-stage companies.

AWS Partner Network (APN)

Your entry point into AWS partnerships. Joining the APN gives you access to training, support resources, and the ability to participate in other AWS programs. The APN has a tiered structure—Registered, Select, Advanced, and Premier—with benefits increasing at each level.

AWS Marketplace

AWS Marketplace is the digital catalog where customers discover and purchase software that runs on AWS. For startups, this means:

• Access to enterprise buyers who prefer AWS-native solutions
• Simplified procurement (no new vendor paperwork)
• Flexible pricing models (subscriptions, usage-based, contracts)
• Private offers for custom deal terms

Getting listed on the marketplace is one of the first milestones most ISVs aim for. It unlocks visibility and makes your product easier to buy.

AWS Customer Engagement (ACE) Program

The ACE Program is AWS’s co-sell pipeline-sharing mechanism. It enables you to share qualified opportunities with AWS through the ACE Pipeline Manager in Partner Central.

To participate, you’ll need to submit at least 10 qualified partner opportunities over a rolling 12-month period. This demonstrates your commitment to working with AWS sellers and is a prerequisite for advanced co-sell programs like ISV Accelerate.

Foundational Technical Review (FTR)

The FTR is AWS’s technical validation process that ensures your product meets security and architectural best practices. It covers over 100 controls related to IAM policies, data encryption, logging, resilience, and operational readiness.

Many startups view the FTR as a final hurdle, but the best teams approach it as security hygiene they should implement anyway. Passing the FTR unlocks advanced programs like ISV Accelerate and signals to customers that your product is enterprise-ready.

ISV Accelerate Program

ISV Accelerate is AWS’s flagship co-sell program. Once you’re accepted, AWS sales teams can bring your solution into customer conversations. You gain access to:

• Deal registration and visibility into AWS-led opportunities
• Co-sell support from AWS Partner Development Managers (PDMs)
• Incentives for AWS sellers to champion your solution

Eligibility requirements include being an APN member, having a marketplace listing, participating in ACE, and passing the FTR.

For venture-backed startups (typically Series A through C) that show strong co-sell traction, AWS offers the AWS Global Startup Program, which provides dedicated PDMs and access to Marketplace Development Funding (MDF).

AWS Activate

If you're at a very early stage, AWS Activate offers credits and startup support to help you build on AWS. It’s a great entry point before moving into formal partnership programs.

The biggest challenge is knowing where to start

Most early-stage startups don’t have a dedicated partnerships team. Founders are juggling product development, sales, fundraising, and now they’re expected to master AWS’s complex partner ecosystem.

The result? Delayed activations, missed program deadlines, and partnerships that never quite gain momentum. Traditional approaches rely on expensive consultants or trying to DIY it with scattered resources. Neither works well when you’re moving fast and have limited headcount.

That’s where automation and guided enablement come in.

How Skematic helps startups move faster

We built Skematic  to remove friction from AWS Partnerships (because we’ve been there).

Instead of spending months figuring out which programs to prioritize, how to prepare for the FTR, or how to structure your marketplace listing, Schematic gives you a guided, automated experience.

• AI-driven readiness assessments. Instantly see where you are in the AWS journey and what to do next—whether that’s a marketplace listing, submitting your FTR, or qualifying for ISV Accelerate.
• FTR preparation made simple. The FTR can be overwhelming with 100+ controls. Skematic breaks it into manageable steps, guiding you through IAM policies, encryption, logging, and documentation. At Skematic, we cleared our own FTR in weeks by treating it as part of our co-build phase rather than a final checkpoint. Our platform helps you do the same, ensuring you’re building security best practices into your infrastructure from day one rather than retrofitting them later.
• Automated milestone tracking. Skematic keeps your partnership roadmap organized, surfaces next steps, tracks activities that lead to revenue, and keeps your team aligned without adding project management overhead.
• Built-in best practices. We’ve baked in proven partnership frameworks inspired by leaders at AWS, CrowdStrike, and other high-growth ISVs—so you’re never reinventing the wheel.

Your 12-month AWS partnership roadmap

Not sure where to begin? Here’s what a typical AWS partnership journey looks like for startups:

Months 1-3: Join the AWS Partner Network, start building your marketplace listing, and begin FTR preparation during your co-build phase (not after).

Months 4-6: Launch your marketplace listing with initial pricing models, submit your FTR, begin sharing opportunities through ACE, and start having co-sell conversations with AWS teams.

Months 6-12: Scale your co-sell motion through ISV Accelerate, optimize pricing based on early traction, and work toward Advanced Partner tier status.

By mapping your milestones early, you’ll be able to move faster, demonstrate traction, and align with AWS sales teams more effectively.

What’s next?

AWS partnerships can unlock serious growth for early-stage ISVs, but only if you can move through the process quickly and avoid getting stuck in complexity.

The cloud ecosystem is more competitive than ever. Reaching the market fast, aligning with AWS programs early, and demonstrating value to buyers can define your growth trajectory.

Partnerships have become a critical engine for scale. The key is making every step faster, clearer, and more automated so you can focus on building great software instead of managing partnership logistics.

Ready to accelerate your AWS partnership? Get your free AWS Partnership Skematic and see your path forward.

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