Onboarding roadmap_
Expected completion: 90 days · Steps 1–5 are self-serve. Work top to bottom — your progress is saved in this browser.
Early to mid-stage, VC-backed startups follow the outlined steps to participate in the AWS Global Startup Program. Confirm your stage and that your product runs on — or integrates with — AWS.
For early to mid-stage, VC-backed startups building on AWS.
Early to mid-stage and VC-backed, with a product that runs on or integrates with AWS.
Your software should run on, or be integrated with, AWS — the basis for the Software Path in the next step.
Join the APN at no cost by creating your AWS Partner Central account in the new AWS Console-native experience. Enroll in the Software Path — designed for organizations that develop software that runs on or is integrated with AWS. After registration you receive a welcome email with prescriptive guidance on what to submit to the AWS Global Startup team.
Free. Then complete your “Better Together” story form and Qualification form from the welcome email.
Join the APN at no cost. On the Partner Central sign-in page, use the RIGHT-hand option — “New or migrated partner → Sign in to AWS Console” — then choose “Become an AWS Partner”. This registers you directly in the new AWS Console-native Partner Central.
Important: new startups must start in the new AWS Console-native experience — the RIGHT-hand “Sign in to AWS Console” option. Do NOT pick the left-hand “Sign in to Partner Central (legacy)”. Starting in the legacy console forces you through an extra migration step later; choosing AWS Console from the start avoids it entirely.
For organizations that develop software that runs on or is integrated with AWS.
Submitted to the AWS Global Startup team for evaluation (linked in your welcome email).
Follow the instructions in the welcome email to submit.
With your APN registration underway, create your AWS Marketplace listing — the Global Startup Program requires at least one published product. Verify seller eligibility, set up a dedicated AWS account for Marketplace, complete seller registration (tax, banking, disbursement, KYC), then prepare and publish your product. For ML products, the technical path is a SageMaker Algorithm (not a Model Package).
AWS recommends a dedicated AWS account used exclusively for Marketplace, registered with your company’s US billing details.
Confirm your legal entity is incorporated in an eligible jurisdiction (US, UK, EU, and others) and that you have production-ready software with a defined customer-support process.
AWS recommends a separate AWS account used exclusively for Marketplace, so disbursements (product-sale payments) and reporting stay isolated from your other AWS accounts.
Set the account root to a generic inbox you control — e.g. aws-marketplace@yourcompany.com — shared by whoever runs Marketplace operations, and configure it with your company’s US billing details. AWS advises a dedicated seller account registered to your US entity.
Register via the AWS Marketplace Management Portal — the account you use becomes the seller of record when a customer subscribes.
US entities submit a W-9; non-US sellers submit a W-8 plus VAT/GST registration.
A US bank account for US entities, or a SWIFT-enabled account in an eligible jurisdiction — or a virtual US bank account via Hyperwallet.
Choose how and when AWS pays out your Marketplace proceeds.
Required to sell into EMEA; also for South Korea, and for UK bank-account disbursements.
Package your product in a supported delivery format — AMI, SaaS, Container, or Professional Services. Define simple products in the Products tab; for complex ones, complete a Product Load Form (PLF).
For machine learning products the technical flow is a SageMaker Algorithm — not a Model Package. Build the container and package the algorithm for Marketplace.
- Automation soon
Submit your listing (PLF and any CloudFormation templates) via the Management Portal, then monitor status while AWS reviews it for policy, security, and usability before publishing.
The FTR is not required to list and sell on AWS Marketplace. It is a prerequisite only if you pursue AWS ISV Accelerate co-selling (Phase 2). If you are pursuing it: evaluate your software architecture against the validation checklist and complete the review to demonstrate AWS best practices.
Only needed if you apply for ISV Accelerate — you can list and sell on AWS Marketplace without it.
Learn how to validate your product.
The FTR is only a must if you apply for ISV Accelerate (co-selling with AWS — Phase 2). To just list and sell on AWS Marketplace, you can stop after step 03.
Review the FTR Guide and self-assess your software architecture.
- Automation soon
Become eligible for the AWS Customer Engagements (ACE) program. Share 10 “qualified” partner opportunities (over a rolling 12-month period) with AWS through the ACE Pipeline Manager in Partner Central, and upload 2 public references.
Co-sell readiness: ACE Pipeline Manager (opportunities) + the “Market” tab (references).
- Automation soon
Over a rolling 12-month period, in Partner Central.
In Partner Central.
Once you have completed steps 1–5, apply for the ISV Accelerate program. Upon acceptance, reach out to the AWS Global Startup team to apply for the Global Startup Program.
Support contact: startuppartners@amazon.com
Upon acceptance, reach out to startuppartners@amazon.com.
Need a hand?
binbash is an AWS Advanced Consulting Partner. We can pair with your team on FTR, Marketplace listings, and ACE opportunities to accelerate every step.
Book a call with binbash →Eligibility prerequisites + the official four-stage motion — Build, Co-Sell, Accelerate, Scale — to co-sell with AWS field teams.