Amazon just posted another strong quarter for AWS: $30.9B in revenue, up 17.5% YoY.
Behind those numbers is a coordinated motion: new generative AI services, a Marketplace built for go-to-market, a wave of enterprise partnerships, and a multi-billion dollar expansion of their global infrastructure. It’s not just platform evolution—it’s a full-court press to make AWS the fastest route to building, selling, and scaling cloud software.
And for anyone responsible for driving revenue at a software company, it’s a window of opportunity that’s open right now.
Here’s how to capture it, using the three motions that matter most: co-build, co-sell, and co-market.
Co-Build: Build What Buyers Already Trust
AWS launched some big capabilities this quarter—AI-first developer tools like Kiro, agent-building frameworks like Bedrock AgentCore, new foundation models in Bedrock, and S3 enhancements that cut vector storage costs by 90%.
The theme? AWS is making it easier (and cheaper) to embed intelligence into cloud-native products—without needing an AI research team on staff.
When you align your roadmap with what AWS is already bringing to market, you move faster and with more confidence. You also make it easier for AWS sellers to position you as an extension of their platform—because your product speaks their language.
It’s not just about integration. It’s about becoming the obvious answer when a buyer says, “What tools plug into what we’ve already built on AWS?”
That’s how credibility shifts in your favor before you ever step into the room.
Co-Sell: Ride the Wind, Don’t Row Alone
Here’s what’s happening behind the scenes: the same AWS field teams that helped close deals with PepsiCo, Airbnb, SAP, GitLab, Warner Bros. Discovery and others are being asked to help those customers get value.
That means they’re actively looking for solutions that make AWS stickier—tools that add business value on top of AWS infrastructure, Bedrock, Redshift, and other core services.
You can be that solution.
But co-selling isn’t just about “being in the partner portal.” It’s about enablement, storytelling, and building the case for why your product helps AWS win too.
When that alignment is real, the results are tangible:
- Faster access to enterprise buyers
- A shared interest in getting deals done
- Momentum that cuts through red tape and procurement friction
Getting AWS field teams to champion your product doesn’t happen by chance. But when you give them something differentiated to rally behind—and make it easy to position—you turn a cloud provider into a force multiplier for your pipeline.
Co-Market: Build Demand Where the Trust Already Exists
AWS isn’t just helping you run your product. They’re helping buyers discover what to buy next.
This quarter’s Marketplace updates—especially the growth in AI listings—signal that AWS sees the Marketplace as a true GTM channel, not just a fulfillment path. And buyers agree.
When your product shows up where they already shop, with a listing that aligns with AWS’s broader themes (AI enablement, enterprise integration, performance at scale), it’s easier to get that first conversation. And when that listing includes a free trial or private offer, it’s even easier to convert.
Add co-marketing into the mix—AWS-led webinars, events, blogs, or even just Marketplace visibility—and you’ve got a top-of-funnel engine built on shared trust.
It’s not just exposure. It’s credibility on arrival.
Why It All Adds Up
These three motions—co-build, co-sell, co-market—aren’t new ideas. But the way AWS is leaning into them this quarter makes them more powerful than ever.
They’re building the infrastructure. Signing the enterprise deals. Launching the AI services. Driving traffic to Marketplace. Hosting the events. Investing in regions that your future customers live in.
When these motions are orchestrated, they create leverage.
Leverage that makes deals happen faster.
Leverage that turns partner status into qualified pipeline.
Leverage that lifts your message above the noise and into real consideration.
What to Do Now
Here’s a simple starting point:
- Map one product feature to a new AWS service (like Bedrock or Kiro) and make it real in your messaging.
- List or optimize your Marketplace offer, even if it’s just a trial-based SKU. Make sure it supports Private Offers.
- Set up one co-sell enablement session with your AWS partner team teach their reps how to pitch your product to their accounts.
- Pick one AWS-led campaign or event this quarter and find a way to be part of it even if it’s just being featured in a regional seller newsletter or co-marketing asset.
Each one of these increases your surface area with AWS and their customers. Do all three, and suddenly your product doesn’t just “run on AWS”—it grows with it.
Let’s Make It Happen
We help software teams do exactly this:
- Integrate AWS GTM into your sales strategy
- Launch and optimize Marketplace offers
- Coach your team on partner-selling motions
- Build joint value props that get attention
We don’t just know how to work with AWS, we know how to turn that partnership into revenue.
If you’re thinking, “We should be doing more with AWS”, let’s talk.
You don’t need to do everything. But doing the right things now could change how your next few quarters play out.