AWS Marketplace enhances AI discovery with agent mode and custom solutions at re:Invent 2025

AWS Marketplace introduces AI-powered discovery tools, personalised private offers, and multi-product bundles to streamline procurement and deployment amid surging AI adoption, setting the stage for accelerated enterprise innovation at re:Invent 2025.

For over 13 years, AWS Marketplace has been a pivotal platform transforming how organisations discover, evaluate, purchase, and manage cloud solutions. As the adoption of artificial intelligence (AI) applications has surge...

d, AWS has introduced a suite of innovations designed to accelerate and simplify the journey from discovery to deployment, addressing the evolving needs of both customers and partners in an increasingly AI-driven market.

Central to these enhancements is the launch of an AI-powered marketplace experience featuring “agent mode,” a conversational discovery tool engineered specifically for software procurement. Accessible directly via the AWS Marketplace website or through AI applications compatible with the Model Context Protocol (MCP), agent mode enables customers to use natural language queries to find tailored solutions. Users can describe their business use cases, upload documents specifying technical and business requirements, and engage in interactive dialogues to clarify and refine search results. This approach not only streamlines discovery but also offers a dynamic comparisons table to evaluate multiple solutions side-by-side according to evolving user needs. Customers can then seamlessly initiate purchases or generate custom proposals to share with internal stakeholders, significantly reducing procurement friction. These AI-driven capabilities are designed to navigate the extensive catalogue, now exceeding 30,000 listings, more intelligently, helping customers pinpoint AI tools and solutions efficiently.

Complementing this is the introduction of “express private offers,” an automated system pioneered by AWS Marketplace to expedite personalised pricing negotiations for third-party products. This feature automatically generates private offers within minutes by matching customer purchase criteria and contract terms with sellers’ predefined pricing rules. This automation not only accelerates transactions but also reduces manual intervention, freeing sales teams to concentrate on more complex deals. The system ensures buyers enjoy immediate access to customised pricing and flexible contract terms without prolonged negotiation processes, enhancing sales cycle efficiency across all AWS-supported regions.

In response to business demands for more integrated and comprehensive technology stacks, AWS Marketplace now supports pre-packaged multi-product solutions. These offerings combine software and services from multiple providers into cohesive bundles designed for specific industries or customer needs. Noteworthy partners such as Accenture, Elastic, Deloitte, Zscaler, and Presidio have created solutions addressing challenges from complex data operations and AI agent building to secure identity-based access and financial services modernisation. Buyers benefit from a streamlined procurement experience via a single partner interface while retaining the flexibility for custom pricing and terms on each component. This shift empowers partners to adopt outcome-based selling and present holistic, industry-specific solutions, aligning with the evolving enterprise preference for integrated systems over standalone tools.

On pricing, AWS Marketplace now accommodates variable models that better reflect diverse customer requirements. This includes time-and-materials, milestone-based, and outcome-driven billing for professional services, allowing payments to be aligned closely with delivered value. For AI agents and tools, contract-based and usage-based pricing options are now available, facilitating longer-term engagements and flexible consumption patterns. Such adaptable pricing frameworks respond to customer demand for transparency and alignment between cost and value, while enabling partners to reach broader market segments with tailored financial arrangements.

To accelerate deployment and value realisation, AWS Marketplace has introduced enhancements like IAM temporary delegation, which allows partners to automate secure resource deployment within customers’ AWS accounts while maintaining full customer control and oversight. This reduces onboarding complexity and expedites operational setup. Additionally, SaaS Quick Launch and guided deployment workflows for products like Databricks and CrowdStrike further support rapid, frictionless solution adoption. Together with seamless integration into over 18 AWS service consoles, these tools help customers achieve up to 30% faster time-to-market compared to traditional procurement approaches.

Industry experts underline the strategic significance of these developments. IDC’s Research Director Tim Law highlights that AWS Marketplace’s AI-powered discovery and multi-product solutions represent a fundamental evolution in enterprise software procurement, enabling organisations to assemble intelligent, agentic AI systems more easily. Presidio, which has surpassed $1 billion in lifetime sales via AWS Marketplace, regards the new variable billing and express private offers as critical enablers of customer acquisition and deal acceleration, providing customers with the flexibility and transparency they demand.

In summary, AWS Marketplace’s latest innovations aim to demystify and streamline every step of the procurement lifecycle, from intelligent discovery and personalised pricing to streamlined deployment and flexible consumption. These enhancements empower customers to seize AI-driven innovation opportunities swiftly while allowing partners to scale their offerings with greater efficiency and alignment to evolving market demands. As customers and partners explore these new capabilities at AWS re:Invent 2025, AWS Marketplace is poised to remain a critical hub for cloud and AI solution ecosystems.

Customers interested in exploring these offerings can start by visiting AWS Marketplace, while partners can access dedicated resources on multi-product solutions, variable payment models, and express private offers. The forthcoming re:Invent conference promises further insights and demonstrations, cementing AWS Marketplace’s commitment to ongoing innovation and customer-centric evolution in the AI era.

Source: Noah Wire Services