AWS has recently expanded its SaaS co-sell benefits, making them available to all ISV Accelerate partners, including startups. Previously, this program was invite-only, but now, more ISVs have the opportunity to leverage AWS’s vast sales network and funding support.

However, while the door has opened wider, the bar for qualification remains high. Many ISVs struggle not because of their technology, but because navigating AWS’s technical, compliance, and go-to-market (GTM) requirements is challenging.

In this blog, we’ll break down the key challenges ISVs face in AWS’s SaaS co-sell journey and how to overcome them.

Why ISVs Should Invest in AWS ISV Accelerate

The AWS ISV Accelerate program isn’t just a badge—it’s a strategic advantage for:

• Stronger sales alignment with AWS teams
• Enhanced credibility in the enterprise market
• Faster and more effective GTM execution

However, getting into the program and making the most of it requires careful planning and execution. ISVs must not only meet AWS’s technical and compliance standards but also align their GTM approach to fully unlock the benefits.

Key Challenges for ISVs in AWS SaaS Co-Sell

1️⃣ Foundational Technical Review (FTR) – More Than Just a Checklist

To pass FTR, ISVs must complete two major requirements:

• A security report
• A full cloud assessment

This is where many ISVs hit their first roadblock—misconfigured security policies, inefficient architectures, and compliance gaps can delay ISV Accelerate eligibility, slowing down GTM execution.

2️⃣ APN Customer Engagements (ACE) – Proving Market Traction

AWS doesn’t just onboard ISVs without proof of market fit. To qualify, ISVs must show:

• A validated pipeline of AWS customers
• Alignment with AWS’s sales and co-sell processes
• Compliance with data-sharing requirements

Without a strong ACE pipeline, ISVs struggle to gain AWS sales support, making ISV Accelerate hard to leverage effectively.

3️⃣ AWS Marketplace Listing – A Must-Have, Not an Option

Being listed on the AWS Marketplace is no longer optional—AWS wants ISVs that are ready to transact within its ecosystem. A Marketplace listing enables:

• Streamlined procurement for AWS customers
• Easier integration into AWS billing and co-sell incentives
• Faster deal cycles by leveraging AWS Marketplace commitments

ISVs without a Marketplace listing often face hurdles in securing AWS co-sell support.

How Omnistrate Helps You Get There Faster

Omnistrate simplifies the SaaS control plane and AWS onboarding process so you can:

• ✅ Pass FTR Faster – Streamline security & cloud assessments
• ✅ Build a Stronger ACE Pipeline – Create a free tier to attract and convert qualified leads into your pipeline
• ✅ Simplify AWS Marketplace Listing – Automate deployments & billing to build your AWS Cloud Offer, and list it in <2 weeks through our Marketplace partners
• ✅ Accelerate GTM with AWS – Focus on co-selling, not compliance headaches

Summary

If you’re looking to navigate AWS’s SaaS co-sell expansion effectively, now is the time to strengthen your cloud architecture, validate your market traction, and streamline your AWS Marketplace strategy.

If you are interested in learning more about this topic, follow us here and our SaaS group!