AWS Marketplace - What's New in 2025

AWS Marketplace is evolving fast — new 2025 updates bring more flexibility for SaaS, enhanced container deployment, global reach for sellers, AI-powered comparisons, and an expansion to India.

Alan Blockley

2025-06-11

General, AWS, Marketplace

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In 2025, AWS Marketplace is quietly rolling out some significant improvements that impact how both sellers and buyers interact with the platform. If you haven’t revisited Marketplace recently, it may be time to take a closer look. These updates reflect AWS’s continued investment in making Marketplace a true software delivery hub — not just a digital catalogue.

This post highlights key updates announced so far in 2025:

1. SaaS Deployment Location Flexibility

AWS Marketplace now supports SaaS listings deployed outside of AWS infrastructure, including third-party clouds and on-premises environments.

Previously, AWS required both the application plane and the control plane to be hosted on AWS infrastructure in order to qualify as a SaaS Marketplace listing. As of May 2025, this restriction has been relaxed. SaaS listings can now be:

Fully hosted on AWS (recommended for EDP alignment)
Partially hosted (e.g., control plane on AWS, application plane on Azure)
Fully external (self-managed on-prem or in another cloud)

Products hosted entirely on AWS still receive a “Deployed on AWS” badge, which confers benefits such as:

Eligibility for EDP retirement (Enterprise Discount Program)
Billing consolidation via AWS Marketplace
Trusted security posture using AWS-native services like IAM, CloudTrail, and GuardDuty

To be listed, sellers must:

Explicitly define hosting locations for the application and control planes
Submit architecture diagrams for AWS review
Where applicable, provide CloudFormation, Terraform, or CDK templates to facilitate AWS-native deployment

Buyers can now filter products by deployment type, and AWS reserves the right to audit the seller’s infrastructure claims.

2. Enhanced Fulfillment Experience for Container Products

Container-based software can now be deployed directly from AWS Marketplace into Amazon ECS, Amazon EKS, AWS Fargate, and hybrid Kubernetes environments.

AWS has rebuilt the fulfillment pipeline for container products to include:

One-click deployment to EKS, ECS, and Fargate
Support for self-managed Kubernetes clusters (via Helm charts or manifests)
Compatibility with EKS Anywhere and on-prem hybrid clusters

Deployment options are embedded into the product’s AWS Marketplace console page, eliminating the need for post-purchase email instructions or manual ECR pulls.

To support this, ISVs must now submit a working Helm chart or task definition compatible with supported services.

Buyers can launch container products using:

eksctl + Helm chart deployments
CloudFormation templates with ECS/Fargate integrations
GitOps pipelines consuming manifests from Marketplace fulfillment metadata

This aligns AWS Marketplace container delivery with modern GitOps workflows and multi-environment DevSecOps pipelines.

3. Global Seller Improvements

AWS Marketplace has introduced tools to streamline operations for global ISVs, including self-service listing workflows, financial localization, and product version management.

Sellers can now:

Create AMI-based listings with CloudFormation support using a self-service UI
Receive payments in EUR, GBP, JPY, and AUD without a US-based bank account (via Hyperwallet integration)
Enable optional “Request Demo” and “Request Private Offer” buttons on their product listing pages
Rely on AWS to auto-archive deprecated AMIs and container images that haven’t been launched in 13+ months and are marked inactive for over two years

These features reduce time-to-market and improve compliance for ISVs operating across multiple jurisdictions.

4. AI-Generated Product Summaries and Comparisons

AWS Marketplace now offers AI-generated summaries and comparison tables for many SaaS offerings. These are created using internal tools that leverage product metadata, documentation, and usage patterns.

Product detail pages now display:

Key feature summaries
Deployment method overviews
Usage restrictions and support information

When comparing multiple solutions (through search results), AWS surfaces structured data such as:

Pricing models (per user/month vs. usage-based)
Control plane integration depth (IAM, CloudTrail, GuardDuty)
CSPM and compliance status (e.g., FedRAMP, HIPAA)

Sellers can override or edit AI-generated summaries via the Marketplace Management Portal to ensure accuracy. Comparisons rely on structured metadata submitted by sellers during listing creation or updated via the Catalog API.

5. AWS Marketplace Expansion into India

AWS Marketplace will launch in the Indian region by the end of 2025, with full support for local procurement, tax compliance, and regional listings.

Buyers in India will gain access to:

AWS Marketplace’s SaaS and container listings
INR-denominated pricing
Regional tax invoices and GST compliance

Sellers will be able to:

List India-specific product SKUs
Receive regional usage metrics and billing breakdowns

Sellers must provide tax configuration for the India region. India region product availability will be gated behind regional compliance declarations and billing configuration updates.

This move enables easier compliance with Indian regulatory frameworks and opens up a massive new market for ISVs.

Final Thoughts

These updates aren’t just cosmetic — they signal a deeper shift in how AWS is evolving Marketplace into a first-class software delivery and procurement hub. The platform is moving beyond static listings and toward automated fulfillment, intelligent recommendations, and global commercial alignment.

For sellers:

Review your deployment architectures to qualify for the “Deployed on AWS” badge
Update your pricing models and product metadata for AI-powered summaries
Leverage self-service tooling to scale across regions and verticals

For buyers:

Take advantage of improved fulfillment experiences for containers and hybrid workloads
Look for localized procurement options and currency flexibility
Use the new AI comparisons to shorten evaluation cycles across SaaS categories

Ready to make the most of AWS Marketplace?

At Thoughtworks, we help organizations architect, modernize, and scale their AWS Marketplace strategy — from seller onboarding and technical validation to procurement automation and cloud governance.

Whether you’re listing a product, procuring at scale, or aligning with AWS-native architecture best practices, we can help you turn AWS Marketplace into a strategic enabler.

Let’s connect.