Create Private Offer

You can create and manage all of your AWS Marketplace private offers via Suger Console or API

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Overview

There are several types of private offers can be created in AWS Marketplace. They are listed in the below table with various of feature availabilities.

	Description	Expiry Date	End Date	Commit(s)	Usage Dimensions	Payment Installments	Multiple Currency
Subscription Offer	Private offer for Subscription product (pay as you go, usage-based)	✅	✅	-	✅	-	-
Contract Offer	Private offer for Contract product (commit only)	✅	-	✅	-	✅	✅
Combined Offer	Private offer for Contract-Subscription Combined product	✅	-	✅	✅	✅	-
Agreement Based Offer	Private offer based on existing active agreement for manual renew or upsell	✅	-	✅	✅	✅	Available for contract based offers
Professional Services Offer	Private offer for Professional Services product	✅		✅		✅	✅
Container Offer	Private offer for Container product	✅	✅	✅	✅	✅	✅
AMI Offer	Private offer for AMI product	✅	✅	✅	✅	✅
Free Trial Offer	Public Offer for free trial	-	by the end of Free Trial term	-	-	-	-

danger

• You may create private offers either in the AWS Marketplace Management Console or the Suger Console.

Subscription Private Offer

To create a private offer for a subscription product, the ISV seller is allowed to customize the unit prices of the dimensions for usage metering. The private offer has both expiry date & end date. Click the button of Create Offer in the Suger console offer page, select the target AWS Subscription SaaS product and fulfill the info listed as below:

• Custom Offer Name: Custom name for your offer will be displayed to the buyer.

• Buyer(s): one or multiple buyer's AWS Account IDs who will receive the private offer and are capable to accept it.

• Expiry Date: The date before when the private offer needs to be accepted, otherwise, the offer expires.

• End Date: The date when the private offer subscription will end. This value must be greater than the upper offer expiry date.

  warning

  • Only for Subscription Private Offer: the price switches back to the public offer after the end date arrives.

• Usage Dimension Absolute Price: Configure the absolute price of each usage metering dimensions. An example is shown below:

  

• End User License Agreement: Select the EULA between Standard AWS Marketplace Contract, Enterprise AWS Marketplace Contract or your custom contract.

Contract Private Offer

To create a private offer for a contract product, the ISV seller is allowed to customize the commit amount. The private offer has both expiry date & contract term length. By default, the contract starts when the buyer accepts the offer. If a future start date is specified, the contract will commence from the designated time. Fulfill the info listed as below:

• Custom Offer Name: Custom name for your offer will be displayed to the buyer.

• Buyer(s): one or multiple buyer's AWS Account IDs who will receive the private offer and are capable to accept it.

• Expiry Date: The date before when the private offer needs to be accepted, otherwise, the offer expires.

• Start Date(optional): A future date when the contract will begin if the offer has been accepted.

• Currency: Choose a transaction currency for this offer. You will receive payment in the selected currency.

  warning

  • Before select non-USD currency, make sure you have configured your non-USD disbursement preferences for multi currency.

• Term Length: In months. How long the buyer can use the contract commits sold in this offer.

• Commit Amount: How much the buyer need to pay for this contract private offer.

• End User License Agreement: Select the EULA between Standard AWS Marketplace Contract, Enterprise AWS Marketplace Contract or your custom contract.

Contract + Subscription Combined Private Offer

The private offer for Contract + Subscription Combined product is similar to the combination of previous two types of private offer. You can customize both the commit amount and usage metering dimension prices for extra usage.

Fulfill the info listed as below:

• Custom Offer Name: Custom name for your offer will be displayed to the buyer.

• Buyer(s): one or multiple buyer's AWS Account IDs who will receive the private offer and are capable to accept it.

• Expiry Date: The date before when the private offer needs to be accepted, otherwise, the offer expires.

• Term Length: In months. How long the buyer can use the contract commits sold in this offer.

• Commit Amount: How much the buyer need to pay for this contract private offer.

• Usage Dimension Absolute Price: Configure the absolute price of each usage metering dimensions.

• End User License Agreement: Select the EULA between Standard AWS Marketplace Contract, Enterprise AWS Marketplace Contract or your custom contract.

Private Offer with Payment Installments

By enabling the payment installments, you can extend private offers with a custom payment schedule. The schedule can be spread over up to five years, and the customer makes payments in regular installments. After they are subscribed, your customers can see all the payments on the schedule and on their AWS invoice, helping them track their spending.

warning

• Payment Installments are only supported in Contract Private Offer, Contract + Subscription Combined Private Offer, or Agreement Based Private Offer.
• Common mistakes when configuring Payment Installments:
  1. Multiple invoices on or before the offer expiration date (only one is allowed).
  2. The client/buyer's AWS Account is not on net payment terms with AWS, which is required to accept Payment Installments.

Agreement Based Private Offer

When you have an active entitlement of the Contract or Combined product with your buyer, you can manually renew or upsell the entitlement by creating an agreement-based private offer. Once the new private offer is accepted by the buyer, the entitlement will be updated immediately.

warning

• Only the entitlements of Contract or Combined products / private offers allows to create the agreement-based private offer. The subscription does not allow the agreement-based private offer, which means that no flexibility to manually renew or upsell in Subscription pricing model.

The list of info required when creating the agreement-based private offer:

• Custom Offer Name: Custom name for your offer will be displayed to the buyer.

• Expiry Date: The date before when the private offer needs to be accepted, otherwise, the offer expires.

• New End Date: The date when the new private offer will end.

• Currency: The currency of the new agreement based offer will firstly inherite from the base agreement, then if it is not a usage based offer, you can change it to one of these supported currencies.

• Commit Quantity: The number of the commit plan, mostly it is 1.

• Usage Dimension Absolute Price: Configure the new absolute price of each usage metering dimensions.

• Payment Scheduler: You can specify one or multiple dates to bill the buyer with specified amount. The total amount of payment installments is the final commit amount of the new private offer. One example is shown below:

  

• End User License Agreement: Select the EULA between Standard AWS Marketplace Contract, Enterprise AWS Marketplace Contract or your custom contract.

Professional Services Private Offer

To create a private offer for a professional services product, the ISV seller can customize the commit price and payment installments. The private offer includes both an expiry date and a contract term length. The offer becomes active when the buyer accepts it.

Fulfill the info listed as below:

• Custom Offer Name: Custom name for your offer will be displayed to the buyer.

• Buyer(s): one or multiple buyer's AWS Account IDs who will receive the private offer and are capable to accept it.

• Expiry Date: The date before when the private offer needs to be accepted, otherwise, the offer expires.

• Term Length: In months. How long the buyer can use the contract commits sold in this offer.

• Currency: Choose a transaction currency for this offer. You will receive payment in the selected currency.

  warning

  • Before select non-USD currency, make sure you have configured your non-USD disbursement preferences for multi currency.

• Commit Price: How much the buyer need to pay for each commit.

  

  warning

  • You can specify multiple commits in the private offer, but the buyer can only select one of them to purchase.

• Payment Scheduler: You can specify one or multiple dates to bill the buyer with specified amount. The total amount of payment installments is the final commit amount of the new private offer. One example is shown below:

  

• End User License Agreement: Select or upload your custom contract.

Container Private Offer

To create a private offer for a container product, you can choose pricing model depends on the product's pricing model and it's dimension types.

tip

• Currently AWS does not support creating private offers for container products with Pricing model Monthly pricing, Free and BYOL.
• Hourly pricing products behave very similarly to Usage metering pricing products when creating private offers. The difference is that the former only have one dimension called Hours.

Product Pricing Model	Product Dimension Type	Offer Pricing Model	Expire Date	Contract Duration	Usage End Date	Commit(s)	Payment Installments	Usage Dimensions	Multiple Currency
Contract pricing	Entitled	Contract pricing with installment plan	✅	✅			✅		✅
Contract pricing	Entitled	Contract pricing with upfront payment	✅	✅		✅			✅
Usage metering pricing, Hourly pricing	ExternallyMetered	Contract pricing with installment plan	✅	✅			✅	✅
Usage metering pricing, Hourly pricing	ExternallyMetered	Contract pricing with upfront payment	✅	✅	✅	✅		✅
Usage metering pricing, Hourly pricing	ExternallyMetered	Usage pricing	✅		✅			✅

AMI Private Offer

To create a private offer for a AMI product with pricing model of Hourly pricing or Free, you can choose a target pricing model for the offer.

warning

• Currently AWS does not support creating private offers for AMI products with pricing model BYOL.
• You will find that the form of creating a private offer for AMI Product is basically the same as the Container Product with Usage metering pricing model.

Product Pricing Model	Product Dimension Type	Offer Pricing Model	Expire Date	Contract Duration	Usage End Date	Commit(s)	Payment Installments	Usage Dimensions	Multiple Currency
Hourly pricing, Free	Metered	Contract pricing with installment plan	✅	✅			✅	✅
Hourly pricing, Free	Metered	Contract pricing with upfront payment	✅	✅	✅	✅		✅
Hourly pricing, Free	Metered	Usage pricing	✅		✅			✅

Free Trial Public Offer

Visit the AWS Marketplace Free Trial Offer console, and click the button Create free trial offer. Select the product and enter the amount of days as the Free Trial term length. The offer may take ~1 hour before being effective & public visible.

danger

• During the Free Trial term, the buyers won't be charged on the commit or usage metering.

danger

• The Free Trial entitlement will be terminated/cancelled automatically by the end of Free Trial term.

Resale Private Offer

As a Reseller on AWS, you can create the resale private offer based on a ResaleAuthorization which you received from other ISV/Sellers.

Click the button of New Private Offer in the Suger console offer page, enable As Reseller to fill in the details to finalize the private resale offer.

• Custom Offer Name: Custom name for your offer will be displayed to the buyer.

• Buyer(s): One or multiple buyer's AWS Account IDs who will receive the private offer and are capable to accept it.

• Expiry Date: The date before when the private offer needs to be accepted, otherwise, the offer expires.

• End Date: The date when the private offer subscription will end. This value must be greater than the upper offer expiry date.

• Markup Options: The markup will be applied to the wholesale pricing to generate the contract pricing, including the customer price and partner margin. For contract private reseller offer with predefined installments, you can choose between Markup Percentage and Custom Payments to set the markup, and for other private offers, the only available option is Markup Percentage, so this field will be hidden.

  

  • Markup Percentage: By providing a percentage, the contract pricing (including customer price and partner margin) will be calculated based on the wholesale pricing. If the offer has predefined installments, every installment amount will be updated automatically based on the markup percentage.

    

  • Custom Payments: Instead of providing a percentage, you can set the custom payments for each installment. The sum of all installments will be the contract price. The implicit markup percentage will be calculated based on the custom payments and the wholesale pricing, usage dimensions prices will be updated automatically based on the implicit markup percentage.

    

• End User License Agreement: Select the EULA between Standard AWS Marketplace Contract, Enterprise AWS Marketplace Contract or your custom contract.

Contract Private Reseller Offer

To create a private reseller offer for a contract product (or contract + subscription combined), there are two pricing models to choose from Contract pricing with installment plan and Contract pricing with upfront payment, it is similar to creating normal contract private offers.

The private reseller offer has both expiry date & contract term length. By default, the contract starts when the buyer accepts the offer. If a future start date is specified, the contract will commence from the designated time. Fulfill the info listed as below:

• Custom Offer Name: Custom name for your offer will be displayed to the buyer.

• Buyer(s): one or multiple buyer's AWS Account IDs who will receive the private offer and are capable to accept it.

• Expiry Date: The date before when the private offer needs to be accepted, otherwise, the offer expires.

• Start Date(optional): A future date when the contract will begin if the offer has been accepted. It should be noted that for pricing model Contract pricing with upfront payment, you must set the start date.

• Contract Duration: The duration options comes from the ResaleAuthorization which current offer based on.

• End User License Agreement: Select the EULA between Standard AWS Marketplace Contract, Enterprise AWS Marketplace Contract or your custom contract.

Contract pricing with upfront payment

Set markup percentage

It is the default pricing model for contract private reseller offer. After setting the start date and contract duration, you need to set the markup percentage, it will affect partner margin and customer price of all commits. If usage dimensions exist in this offer, they will be affected too.

Start date must be set in this pricing model.

Contract pricing with installment plan

Select contract duration and set commit quantity

If you select pricing with installment plan, it means you have to specify the quantity for each commit to get the contract amount. Different contract duration has different commit unit price. In this pricing model, commit unit price can not be configured.

Setup markup

You can set the markup by specifying the total contract price or setting a percentage. When setting the markup, you can see the latest value of the partner margin.

Add payment installment

Then you need to add installment according to the contract total amount and contraction duration. Using the Payment Scheduler tool will make it easy.

Review usage dimensions

Usage dimensions' price will be updated automatically according to the previous markup settings.

Multi Currency

Sellers can now create private offers with contract pricing in EUR, GBP, JPY, and AUD and receive their disbursements in the offer currency. Additionally, sellers are no longer required to have a US-domiciled bank account. Instead, they can choose to receive payments into one or more bank accounts located in any seller eligible jurisdiction. For channel partner private offers (CPPO), the seller, channel partner, and buyer must all transact in the same currency. Sellers need to issue a resale authorization in the negotiated currency, and the channel partner then creates the CPPO in that currency.

tip

• Make sure you have configured your non-USD disbursement preferences. To enable a specific currency, follow this guide to set your bank disbursement methods in AWS Marketplace Management Portal Settings.

• Multi-currency support is available only for Contract-only, Professional Services Private Offers or CPPO. Subscription-based or Contract + Subscription Combined Private Offers do not support currency selection.

• USD is the only default currency to create all public offers and private offers with consumption-based pricing.

This new functionality is available worldwide for all AWS Marketplace sellers for contract-based private offers. Public offers and private offers with consumption pricing remain in USD only. To get started, sellers need to provide bank accounts with SWIFT codes and associate currency preferences. To learn more, please visit the documentation on local currency offers and disbursements.

FAQ

• How do we find out when a private offer gets accepted?

  Once the offer is accepted, you will be notified via email. Additionally, the offer status on Suger will be updated to Accepted.

• How do I cancel a private offer?

  A button called 'cancel offer' is on the offer details page inside the console.

• How does payment for a private offer work?

  For a flat commit, the customer will be invoiced based on the payment scheduled. If no payment is scheduled, they will be invoiced on acceptance day or a few days after. Then, the disbursement will happen based on their payment terms with the cloud provider. The cloud provider will typically disburse those funds a few days following the disbursement to AWS.

• I created an offer with the wrong EULA. Can it be updated?

  Once an offer is created, it cannot be updated. So, the route here is to cancel it and recreate it again. You can clone it and attach the correct EULA to the new one.

• We have a customer who purchased our product and is now looking to add another group of users (an expansion to the current offer). What is the best way to do this?

  In this case, you would have to create an Agreement-Based Offer (ABO), which we call an Upsel/Renewal Offer in Suger.

• We are doing a renewal. If the offer has expired, do we have to make an Agreement-Based offer or a New offer?

  In this case, you make a regular private offer.

• We need to extend the expiry of our private offer by two weeks, but it's failing. What should I do?

  Extending this offer will not work in this case because you have a payment installment date set before this two-week extension. You'll need to create a new offer with a first installment date to set as the expiration date.

• I tried creating an offer via AWS on Suger and got this error: 'Failed to create offer: Offer PaymentTerms.Schedule.ChargeOn is not valid'.

  You probably set your offer charge date to a past date; it must be in the future.

• We have a customer who provided the wrong AWS account number, and we need to update the offer. Assuming we cannot change the AWS account number on an offer, what is the best way to update the offer?

  You can clone the existing offer, update the AWS account number, push the new offer to the customer, and then cancel the previous one.

• We didn't find any acceptance confirmation in AWS Marketplace and didn't get any email notifications. Could you please check that the Private Offer was correctly accepted and help us set up proper email notifications?

  Whenever you see an Entitlement associated with an Offer, it means that it has been accepted. We can funnel notifications into your Slack channel for internal purposes. For external people (end buyers), you can add contacts when you first create the offer, OR you can add notification contacts after the offer has been created.

• We have a rip-and-replace AWS offer sent to a customer who has an existing offer with us through AWS, but they cannot accept it due to this message "You already have a contract for this product".

  To process an upsell or renewal for a customer with an existing offer, you have to do it from the existing agreement/entitlement. To do this, you can go to the specific entitlement, click the upsell/renew button, and enter the upsell details. This will allow the customer to accept the new agreement, given the change in terms. Please note that if an installment has already been paid, the upsell will be net of the amount already paid; the second installment will be the total amount for the second year of the upsell.

• When a customer accepts an offer, we alert the customer and our Account Executive. Is someone from AWS also notified?

  They'll only get visibility of it when you Launch the Opportunity and link that Opportunity to the Offer during the Launch process.

• Can we set a future start date for a renewal offer the same as for initial private offers, or will the effective start date always be the acceptance date?

  For renewal Offers, the start date will always be the acceptance date. You can control the end of the contract only.

• What is the lifecycle of an entitlement? The customer cannot cancel, so when we receive "Pending cancel" and "Cancel" event notifications? What happens at the end of the term if there's no auto-renewal?

  When a private offer is accepted, it automatically generates an entitlement/agreement. The customer has control over that agreement to either continue subscribed or unsubscribe. If they unsubscribe to your product, you will receive a notification from AWS within hours that the agreement was canceled. (You will receive both PENDING CANCEL and CANCEL webhook events from Suger. The time gap between these two events usually be 1 hour) As for no auto-renewal, the contract will expire after the contract end date, and you'll receive a notification from AWS stating that the agreement was canceled. If you wish to renew with this customer, you must create a new Private Offer.

• Our customer has an active offer with an end date of June 14th. If I set the new offer with a June 15th start date, can they accept it early in June 5th without any issue?

  Yes, they can accept the offer on June 5th, as long as the start date is AFTER the end of the ongoing contract.

• Does AWS Marketplace have Auto-renew available for offers?

  When the end buyers self-serve and purchase the public SaaS listing, they can choose auto-renewal or not and switch it later. However, the seller/ISV can’t edit it.

• When we generate a Private Offer link for our customers, who else (besides the customer and our Account Executive) gets notified? Does someone on the AWS side get notified, too?

  They don't get notified. Only the contacts you add during the private offer creation.

  During the creation process, you could add your success manager, PDM, or any other AWS Rep as a contact for those Offers.

• Why does the point of Contact (POC) not automatically appear as a contact on private offers when the deal is a renewal?

  The offer in the renewal deal is created from entitlement instead of opportunity, so the contacts are not auto-populated from the opportunity owner.

• Does the opportunity owner (the Account Executive or Account Manager) get an email when the offer is accepted? or do they get the email letting them know the offer is ready?

  Yes, the contacts of the offer shall be notified with Offer Ready & Accept events.