Vendor Marketplace Management
Inception Marketing manages Microsoft Marketplace and AWS Marketplace listings for technology companies.
We plan, build and optimise your offers so customers can find and buy your solution, and so Microsoft and AWS sellers have a reason to co-sell it.
Why Marketplace Management Matters
In September 2025, Microsoft brought Azure Marketplace and AppSource together as Microsoft Marketplace: one catalogue for cloud solutions, apps and AI agents. Alongside AWS Marketplace, it is now a key way enterprise customers find and buy technology, and some purchases can count towards a customer’s existing cloud spend commitment. But managing a marketplace presence is complex, time-consuming and usually outside the scope of internal teams.
Understanding
how to list and package solutions for Microsoft Marketplace or AWS Marketplace
Meeting
technical marketing, and legal compliance requirements
Maintaining
listing accuracy through updates and lifecycle changes
Missing
co-sell eligibility due to incorrect configurations or metadata
Low
visibility due to unoptimised listings or poor keyword targeting
Lack
of clarity around how to track marketplace-sourced leads and revenue
Done well, marketplaces can accelerate your go-to-market motion, support CPOR (Claiming Partner of Record) goals, and improve your standing with vendors like Microsoft.
Our Marketplace Management Services
We provide end-to-end support for marketplace success, from strategic planning to hands-on management.
Marketplace Strategy and Offer Design
- Decide which Microsoft Marketplace offer type, AWS Marketplace, or both suit your solution
- Understand the difference between transactable and non-transactable offers
- Build a listing strategy that aligns with your go-to-market motion and licensing model
- Use the right keywords, categories, and messaging to increase visibility across Microsoft Marketplace
Listing Creation & Compliance
- Initial setup and configuration of your Microsoft or AWS Marketplace offer
- Drafting compelling, compliant copy for listing pages
- Managing approvals, technical requirements, and vendor relationships
- Ensuring listings meet co-sell and CPOR eligibility requirements
Ongoing Marketplace Management
- Keep your listing content up to date as your solution evolves
- Publish updates, collateral, and pricing changes
- Track listing performance and adjust for visibility and conversion
- Leverage promotions, featured listings, and vendor marketing programs
What can you list on a cloud marketplace?
Marketplaces aren’t only for software companies. On Microsoft Marketplace you can list:
- SaaS and cloud applications, including transactable offers customers buy through their Microsoft account
- Consulting service offers, so systems integrators can package their IP, assessments and implementations as fixed-scope offers
- Managed service offers for MSPs managing customer environments
- AI apps and agents, the newest category in the unified marketplace
AWS Marketplace supports software, data products and professional services. We help you decide which offer types fit your go-to-market motion, then build listings that support your Microsoft partner goals.
What Sets Us Apart
Integrated with your strategy, your vendor marketplace listings are not a standalone initiative. They’re part of your broader marketing and channel plan. We ensure your listings work in harmony with your website, sales, and demand generation. We understand the ins and outs of vendor partner programs, Co-Op and MDF funding, CPOR, and the nuances of vendor marketplace listings.
We offer support for
Microsoft Marketplace, including listings that were on Azure Marketplace and AppSource
AWS Marketplace
Transactable and non-transactable offer setup
Co-sell ready status and CPOR (Claiming Partner of Record) optimisation
Co-op and MDF funded marketplace promotion
Marketplace analytics and lead tracking into your CRM
Promotion through Microsoft and AWS partner programs
Offer lifecycle management, including updates, pricing changes and retirements
FAQs About Cloud Marketplace Management
What is Microsoft Marketplace?
Microsoft Marketplace is Microsoft’s online store for business software, cloud solutions, services and AI agents. It replaced Azure Marketplace and AppSource in September 2025, so customers now find every Microsoft partner offer in one place.
Do I need to be a Microsoft partner to list on Microsoft Marketplace?
Can a services business list on a marketplace, or is it only for software?
What does co-sell ready mean?
Can I track leads from the marketplace?
What if I've already listed but need help improving it?
How long does it take to go live?
Let’s Put Your Solution on the Marketplace Map
Whether you’re just getting started or need to fix what’s already live, Inception Marketing’s Marketplace Management service is here to help.
Let’s make the most of your vendor marketplace presence, so your solutions can reach more customers, faster and you can unlock co-sell opportunities, boost visibility, and drive more pipeline.
