01 — Build Build the co-sell foundation
APN, Software Path, Marketplace, ACE, account linking, FTR.
Solutions
AWS Startups Accelerate
A guided roadmap that takes your VC-backed startup from AWS newcomer to Marketplace seller and AWS co-sell partner — with binbash beside you at every step.
- Self-serve steps
- Free progress tracker
- Official AWS checklists
The onboarding roadmap
The same journey AWS maps for its startup partners, adjusted for how startups actually ship: your Marketplace listing comes early, and the Foundational Technical Review only when you need it.
Expected completion: ~90 daysSteps 1–5 are self-serve.
01
Confirm your startup qualifies
Confirm eligibility for the program.
02
Join the AWS Partner Network (APN)
Partner Central account + Software Path.
03
Create a listing in AWS Marketplace
Dedicated seller account + live product listing.
04
For ISV AccelerateComplete the Foundational Technical Review (FTR)
Only for ISV Accelerate co-sell — not to sell on Marketplace.
05
Become ACE eligible
Share 10 qualified opportunities + 2 public references.
06
Apply for the ISV Accelerate program
Apply, then email the AWS Global Startup team.
Why AWS Marketplace
Step 03 is the pivot. Once your product is listed, AWS customers buy it the way they already buy everything else — and their procurement stops being your bottleneck.
List in the format you ship
SaaS
Fully managed applications hosted by you, easily connected to your customers’ AWS environments.
AMI
Pre-configured machine images that launch directly into your customers’ Amazon EC2 instances.
Containers
Deployable packages with everything your application needs to run, optimized for Amazon ECS and EKS.
AI Agents & Tools
Specialized modules for content creation, data analysis, or LLM security, deployable directly via the platform.
Three reasons buyers say yes
Fast procurement
Customers purchase and deploy in minutes — no complex, long-term vendor negotiations stalling your deal.
Centralized billing
Your software charges consolidate into their standard monthly AWS invoice.
Custom pricing
Negotiate private offers and custom pricing terms directly with each customer.
Don’t just read it. Track it.
The roadmap app walks every step with you, for free:
- A checklist per step, down to the Marketplace seller-registration sub-steps.
- Deep links into the exact AWS console page or doc each task needs.
- Progress saved in your browser — no account, no signup.
- The Phase 2 co-sell checklist, ready when you are.
Then build the co-sell motion
Getting accepted is Phase 1. The AWS ISV Accelerate co-sell checklist is Phase 2 — four stages that turn a listing into AWS field sellers pitching your product.
02 — Co-Sell Differentiate your brand with AWS sales
References, specializations, Field Ready Kit, microsite.
03 — Accelerate Accelerate demand and performance
Co-marketing, seller training, QBRs, account planning.
04 — Scale Scale your co-sell motion
Marketplace incentives, sponsorships, events, exec sponsorship.
Want a guide, not just a map?
Talk to us about running the roadmap together — from APN registration to your first co-sell deal.