Empowering IT Channel Partners - Amazon Web Services Partner Program

AWS had a robust channel partner ecosystem in India, comprising various schemes and initiatives to support and collaborate with partner

Bharti Trehan
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In this unique column in DQ channels; we are exploring initiatives and schemes offered by top IT computer hardware and software brands for the channel partners. Let’s check out Amazon Web Services (AWS) subsidiary of American giant Amazon; A detailed analysis and its latest offering for the partner ecosystem.


Amazon Web Services (AWS) had a robust channel partner ecosystem in India, comprising various schemes and initiatives to support and collaborate with partners. Here's an overview of AWS's channel partner programs and initiatives based on the information available up to that point.

AWS Partner Network (APN):

The AWS Partner Network is a global program that enables technology and consulting firms to build successful AWS-based businesses. It offers various partnership levels, including Registered, Standard, Advanced, and Premier, based on partner performance and capabilities. APN partners gain access to a range of resources, training, support, and benefits.


AWS Marketplace for Consulting Partners:

AWS Marketplace provides a platform for AWS Consulting Partners to list their services and solutions, making it easier for customers to discover and engage with partners for their specific needs. Consulting partners can leverage the marketplace to reach a wider audience and showcase their offerings.

AWS Channel Reseller Program:


The AWS Channel Reseller Program enables IT resellers to resell AWS services to end customers as part of their overall solution offering. Resellers benefit from access to AWS resources, training, and support, enabling them to deliver comprehensive cloud solutions to their customers.

AWS Training and Certification:

AWS offers a comprehensive training and certification program to help partners enhance their technical skills and expertise. Partners can access a wide range of training resources, including classroom training, digital courses, and certifications, to stay updated with AWS services and best practices.


AWS Partner Transformation program:

It comprises an assessment, training, and enablement program mainly for cloud partners. This program helps partners who have newly entered the cloud domain or those who have already started but want to accelerate their growth.

Amazon web services (AWS) is a marketplace designed to benefit both independent software vendors and channel partners. This is a one-stop platform to increase their reach, deal closure, optimized costs and add value for the AWS customers. 


AWS offers end-to-end solutions for the resellers and ISV alike aiding for the benefit of the end customers. 

Channel Partner Private Offers (CPPO) help ISV to authorize channel partners for procuring wholesale rates for their software. This helps in maintaining a financial and contractual relationship between the ISVs and the resellers.

Channel partners can be benefited from the given authorization. They can add services such as customized pricing, duration, and end-user license terms, among others. 


CPPO is a part of the AWS partner network which focuses on supporting channel partners associated with them. This program offers suitable resources, training, and enablement programs. 

CPPO is a preferred choice as it works for the benefit of both channel partners and end customers. Customers can choose the right channel partner that has expertise in delivering fast and localized services and delivering the best customer experience. AWS Marketplace follows these 5-steps -

  1. ISV authorizes channel partners for private offers through AMMP.
  2. Channel Partner decides the prices of the Private Offer for the buyer.
  3. If the customer finds the prices suitable then they accept the offer and subscribe for the service.
  4. AWS sent invoices to the buyers and collects the payments.
  5. It disburses the payment to the partners and the ISVs.
Some of the key features of the AWS channel partner private offers - 
  1. Operational Excellence - AWS offers assistance to the channel partners to induct the best practices to run operations. They guide the domain of service delivery, governance, and customer support. 
  2. Business Development Support - CPPO provides distinct resources and tools for the channel partners. Partners can offer exclusive discounts 
  3. Training and Assistance - The APN offers a range of training and certification resources for partners. This includes training courses, webinars, workshops, and study guides to help partners develop their technical expertise and understanding of AWS services. The APN also provides certifications, such as AWS Certified Cloud Practitioner and AWS Certified Solutions Architect.
  4. Partner Support System - AWS has a strong support system for the Channel partners. Partners can improve engagement and communication with customers as they can offer customized offers for their customers. 
  5. Recognition and Rewards - AWS presents APN Partner Awards to recognize top-performing AWS partners across different categories, including Consulting Partner of the Year, Technology Partner of the Year, Public Sector Partner of the Year, and more. These awards acknowledge partners' excellence, customer impact, and commitment to AWS.

AWS is a reputed name that has developed a channel ecosystem in India. They run several initiatives which help channel partners to understand the nuances of cloud computing.

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