AWS Marketplace Onboarding Guide

Everything you need to get live on AWS Marketplace with Suger, step by step.

What to expect

Suger connects your AWS Marketplace seller account to a single console where you manage listings, private offers, and revenue, so you don’t have to work directly inside AWS Marketplace’s own interface for day-to-day tasks.

This is a self-serve guide — no need to wait for a meeting to get started. Most of the hands-on work takes only a few hours; the longest part is waiting for AWS to review your listing (about 2 weeks). Seller verification itself is quick — usually under 48 hours. Use your dedicated Slack channel for questions at any point.

Work through Phases 0-5 in order — Phases 4 and 5 are optional, skip them if they don’t apply to you.

Before you start

You don’t need everything perfect on day one, but having these ready will help you move faster:

• Your business — a registered legal business entity and a company email address (not a personal Gmail or similar).
• An AWS account — an active AWS account with billing enabled. If you don’t have one yet, create one at aws.amazon.com.
• Someone with AWS admin access — required to register as an AWS seller (Phase 0) and to create the IAM role that connects AWS to Suger (Phase 2, ~20 minutes). Without this access, steps will fail or look incomplete, not broken.
• Someone who can make pricing decisions — needed when you create your listing (Phase 2), since AWS requires at least one price above $0.00, even if you plan to sell only through private offers.
• Your product — a live, publicly accessible URL that AWS can reach, plus a support email and support URL (AWS checks these during listing review).
• A logo — a company or product logo in PNG format.

Bank account details for payouts and tax forms can be set up as you go through Phase 0.

Phase 0: Become an AWS Marketplace seller

Before you can publish products on AWS Marketplace or connect your account to Suger, you must complete AWS’s one-time seller registration and verification process.

Estimated time: Less than 1 hour of hands-on work, plus typically about 48 hours for AWS to review and verify. It may take longer if AWS requests updated KYC documents.

Before you register, confirm your organization meets AWS’s seller eligibility requirements. Then work through registration in order — some steps won’t become available until you’ve finished the previous one. For the click-by-click walkthrough, see AWS Seller Registration.

AWS sends updates about your registration — approvals, rejections, requests for more information — to your AWS account’s root user email address, not the email of whoever is currently signed in. Check under Settings → Notifications in the AWS Marketplace Management Portal if you’re not sure which email that is. If AWS rejects a step, reply from that same root email address, since some AWS teams only process requests from it. If you’ve already passed KYC, avoid editing your information unless AWS asks — any changes restart the KYC review, which can take up to 7 business days.

Need help? For seller registration, verification, or product review issues, submit a request through AWS Partner Central Support. For AWS account or billing issues, open a case in the AWS Support Console.

Phase 1: Get access to the Suger Console

Before you can connect your cloud marketplaces or begin implementation, you’ll need access to the Suger Console. In this phase, you’ll create your organization, wait for approval, and invite the teammates who will participate in your marketplace implementation.

Estimated time: About 10 minutes of hands-on setup, plus 1 to 2 business days for organization approval.

1. Go to Suger Console and sign up using your company email address. If your company is new to Suger, click Create New Organization.
2. Your organization stays in a Pending Approval state until the Suger team approves it — send a quick message in your shared Slack channel once you’ve created it so we can track your onboarding and process the approval. Once approved, you’ll get a confirmation email. Approval typically takes 1 to 2 business days; if you haven’t heard back after 2, reach out in your Slack channel.
3. Once approved, invite the teammates who will participate in the implementation — see Invite Your Team. The person who created the organization automatically becomes its first Admin.

Adding everyone early helps prevent delays later when configuring integrations, creating listings, testing, and sending offers. We recommend starting with:

Phase 2: Connect to AWS Marketplace and submit your first listing

Now it’s time to connect your AWS Marketplace seller account to Suger and create your first product listing.

Estimated time: ~20 minutes for the integration, ~1-2 hours to create your listing, plus ~2 weeks for AWS’s review.

Step 1: Connect with AWS Marketplace

Creating an IAM role is a security-sensitive action, so make sure the person completing this step has permission to create IAM roles and approve IAM changes in CloudFormation — otherwise the setup may fail or remain incomplete. If your security team restricts AWS permissions, some resources may need to be configured manually instead of automatically; that’s expected for locked-down AWS environments, not a Suger issue.

Follow AWS Marketplace Integration to connect your account, configure required services such as Marketplace Data Feeds (MDFS), and verify the integration is working.

Step 2: Create, test, and submit your listing

Before creating your listing, decide your selling approach — public pricing, private offers, or both. If you plan to negotiate every sale through a private offer, keep in mind that AWS requires at least one publicly priced dimension above $0.00; a common approach is a high placeholder public price with a note asking interested buyers to contact your sales team for a private offer.

Also decide your fulfillment URL — where AWS sends customers immediately after they subscribe. Use your own if you already have a signup page (AWS validates this during review, so custom implementations may need extra troubleshooting if something doesn’t behave as expected); use Suger’s hosted fulfillment URL if you don’t have one, since it’s already designed to meet AWS’s requirements. Either way, AWS requires a successful test purchase before approving your listing.

Follow List Product to create your product in Suger, configure pricing, complete the required test purchase, and submit for AWS review. Review timelines vary — see that page’s FAQ for current estimates, and leave extra time if you’re working toward a launch date, since AWS may request revisions first.

Optional: request the “Deployed on AWS” badge

If your buyers negotiate AWS spend commitments (Enterprise Discount Programs or Private Pricing Addendums), they’ll usually want their purchase to count toward that commitment — and only products with the “Deployed on AWS” badge qualify. It doesn’t affect your ability to list or sell; skip this if your buyers don’t care about spend commitments.

To qualify, your product’s entire application and control plane need to run on AWS (the only exceptions are CDNs, DNS, and corporate identity providers) — you submit an architecture diagram through the AWS Marketplace Management Portal for AWS to review. Your listing just needs to exist (even in Limited status from Step 2 above), not be publicly live yet, so it’s worth submitting early to leave time for any AWS feedback. See Deployed on AWS Badge for the full requirements and submission steps.

Phase 3: Go live & test with a private offer

Once your listing is approved, confirm it’s live and validate the buyer experience end to end before working with real customers.

Estimated time: Less than 1 hour once your listing has been approved.

1. In the Suger Console, go to Product, open your AWS product, and confirm the status is Public. Copy the Marketplace URL and open it in an incognito window — if it loads, your product is live.
2. Create and accept a private offer using an account you control, to verify your private offer workflow, fulfillment, and entitlement processing all work before inviting real customers. See Create an AWS Marketplace Private Offer.

This is a different test than the one in Phase 2 — that one confirms your public listing accepts a purchase; this one confirms your private-offer workflow end to end. Don’t skip either — it’s much easier to catch issues here than after a real customer transacts.

Phase 4: CRM integration (optional)

If your team uses Salesforce or HubSpot, connect it to Suger to manage private offers and co-sell opportunities more efficiently. Skip this phase if you use neither — check with your Suger contact if you’re unsure whether CRM integration is included in your subscription.

• Salesforce (~1 hour, requires a Salesforce Admin) — lets your sales team send private offers and share opportunities with AWS without leaving Salesforce. See Integrate Salesforce with Suger.
• HubSpot (~10 minutes, requires access to install apps and grant CRM permissions in HubSpot) — enables co-sell capabilities from the Suger console. See Integrate HubSpot with Suger.

Phase 5: Co-Sell setup (optional)

If you plan to co-sell with AWS and your Suger subscription includes co-sell capabilities, complete this phase — otherwise, skip it. AWS co-selling lets you share opportunities with your AWS account team so they can collaborate with you throughout the sales cycle.

Estimated time: ~30 minutes, plus any time needed to complete AWS eligibility requirements.

1. Confirm your organization meets the eligibility requirements for AWS ACE (AWS’s co-sell program) — see the APN Customer Engagements Program.
2. Connect your AWS co-sell integration — see Integrate AWS ACE with Suger. Your Suger contact will then help you configure field mapping so opportunities sync correctly between your CRM and AWS ACE.

You’re live — what’s next

Congratulations! You’re ready to start transacting with customers through AWS Marketplace using Suger. From here, your focus shifts from setup to day-to-day marketplace operations — creating private offers, managing agreements, tracking revenue, and growing your marketplace business.

Self-serve customers

Your onboarding is complete; post in your dedicated Slack channel or email support@suger.io, and expect a response within 1 business day.

SMB / Mid-Market / Enterprise customers

Your Customer Success Manager will schedule a post-launch check-in to help you plan your growth strategy, manage private offers, set up co-sell workflows, and answer product questions.

Important links