Sarvagya Pandey
Marketing Specialist
Azure Marketplace vs AWS Marketplace: Which to Choose?
Explore the differences between Azure Marketplace and AWS Marketplace to determine which platform best suits your business needs and technology stack.
When deciding between Azure Marketplace and AWS Marketplace, it all comes down to your business needs, technical stack, and target audience. Here’s a quick breakdown:
- Azure Marketplace is perfect for businesses already using Microsoft tools like Microsoft 365, Dynamics 365, or Power Platform. It offers seamless integration, especially for enterprises embedded in the Microsoft ecosystem.
- AWS Marketplace provides broader flexibility, supporting multi-cloud environments, open-source tools, and a wider range of industries. It’s ideal for companies needing diverse technical configurations or pursuing hybrid cloud strategies.
Key Differences:
- Integration: Azure integrates deeply with Microsoft products; AWS supports open-source and multi-cloud setups.
- Geographic Reach: Azure has a strong presence in emerging markets, while AWS offers more availability zones globally.
- Pricing: Azure offers flexible pricing models like usage-based and per-user plans. AWS focuses on pay-as-you-go and metered usage.
- Target Audience: Azure is enterprise-focused, especially for Microsoft-heavy users. AWS caters to startups, SMBs, and large enterprises alike.
Quick Comparison:
| Feature | Azure Marketplace | AWS Marketplace |
|---|---|---|
| Integration | Microsoft ecosystem (365, Dynamics) | Multi-cloud, open-source flexibility |
| Regions | 34 regions, 60+ countries | 26 regions, 80+ availability zones |
| Pricing Options | Flat rate, BYOL, usage-based | Pay-as-you-go, metered usage |
| Target Audience | Enterprises using Microsoft tools | Startups to large enterprises |
| Partnership Programs | Cloud Solution Provider (CSP) | AWS List & Sell, ISV Accelerate |
If your business is Microsoft-centric, Azure Marketplace is a straightforward choice. For broader flexibility and technical diversity, AWS Marketplace is the better fit. Choose based on your goals, tech stack, and customer base.
What is AWS Marketplace | Amazon Web Services
Main Differences Between Azure Marketplace and AWS Marketplace
Both Azure Marketplace and AWS Marketplace act as digital storefronts for cloud-based solutions, but they cater to customer needs in distinct ways. These differences often influence which platform businesses choose.
Service Types and Application Deployment
Azure Marketplace is tightly integrated with Microsoft’s ecosystem, making it ideal for businesses already using tools like Active Directory, Office 365, and SharePoint. On the other hand, AWS Marketplace offers a broader range of services, including tools for cloud infrastructure management, machine learning, big data, and security. It supports both Linux open-source and Windows-based EC2 applications. AWS also provides advanced filtering options, making it easier for customers to find specific solutions. Meanwhile, Azure focuses on leveraging its integrated ecosystem to streamline deployments [1].
Geographic Reach and Market Presence
The global reach of these platforms plays a significant role in their appeal. AWS operates in 26 geographic regions with over 80 availability zones globally and plans to expand to more than 100 availability zones by 2030 [3]. Azure, as of 2024, offers availability in over 60 countries across 34 regions, including emerging markets like South Africa, the Middle East, and parts of Eastern Europe [2].
| Platform | Regions | Coverage | Unique Strengths |
|---|---|---|---|
| AWS | 26 regions | 80+ availability zones | Strong infrastructure and high availability |
| Azure | 34 regions | 60+ countries | Extensive reach in emerging markets |
Azure’s focus on emerging markets makes it particularly appealing to businesses looking to expand into these areas.
Target Customers and Usage Trends
Azure Marketplace boasts over 58,000 cloud-based products and services as of March 2025, catering primarily to large enterprises already embedded within Microsoft’s ecosystem [5]. AWS Marketplace, by contrast, attracts a diverse range of customers, from startups to Fortune 500 companies, and is especially popular among organizations emphasizing infrastructure services.
A notable example is Sony Corporation of America, which used AWS Marketplace to significantly reduce procurement times for Trend Micro solutions. David Hofmann, Senior Business Manager at Sony Corporation of America, shared:
"Turning to AWS Marketplace for the purchasing of Trend Micro's solutions let us connect our AWS and Trend Micro bills to understand how the two were related. It helped us reduce procurement time on approved software from 60 days to a few minutes and made our billing and chargeback process much easier." [4]
How Each Platform Connects with Other Tools
The way a marketplace integrates with existing software can play a big role in shaping your SaaS strategy. Knowing how these platforms connect with other tools ensures you pick one that aligns with your technical needs and meets customer expectations.
Azure's Integration with Microsoft Products
Azure Marketplace stands out for its seamless connection to Microsoft's ecosystem. It’s designed to work hand-in-hand with Microsoft 365, Dynamics 365, and Power Platform services [6]. For businesses already using Microsoft tools, this setup creates a streamlined and unified experience.
Take ITRAK 365, for example - it integrates with Microsoft Power Platform to enable smooth data flow and detailed reporting. Similarly, Work 365 Power by IOTAP uses Dynamics 365 Product Catalog to automate subscription provisioning [8][9].
Another advantage? Azure lets SaaS providers create connected experiences across multiple Microsoft 365 apps [12]. This means your app can function within familiar Microsoft tools, cutting down on training time and encouraging user adoption. For authentication, Azure supports both Microsoft Accounts (MSA) and Microsoft Entra ID, simplifying logins for enterprise users [12].
AWS's Multi-Cloud and Open-Source Approach
While Azure thrives on its deep ties to Microsoft products, AWS Marketplace is all about flexibility. It supports multi-cloud environments and embraces open-source technologies, making it a versatile choice for diverse tech stacks.
"At AWS, we give customers the freedom to choose technology that best suits their needs, and our commitment to interoperability is a key reason customers choose AWS in the first place." [7]
This flexibility is a game-changer for companies pursuing hybrid or multi-cloud strategies. AWS also offers tools like Amazon EKS for Kubernetes management, which is especially appealing to Linux and open-source enthusiasts [14].
"AWS is proud to support open source projects, foundations, and partners. We believe that open source is good for everyone and we are committed to bringing the value of open source to our customers, and the operational excellence of AWS to open source communities." [13]
From a technical perspective, integration methods vary between the two platforms. Azure uses SaaS Fulfillment APIs and connection webhooks to handle subscription lifecycles, while AWS relies on Marketplace Metering Service APIs, alongside Amazon SNS and SQS, for subscription notifications [10][11]. Azure also offers built-in CRM support for tools like Dynamics 365, Marketo, and Salesforce, as well as Azure tables and HTTPS endpoints [12]. Both platforms allow direct deployment into their cloud environments with minimal setup, but your choice will likely hinge on your existing tech stack and integration priorities [1].
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Publisher Support and Revenue Options
Beyond integration capabilities, publisher support and revenue options play a key role in distinguishing these platforms. Both Azure Marketplace and AWS Marketplace operate on an agency-based model, which impacts how revenue is generated and distributed.
Costs and Pricing Methods
Under the agency model used by both platforms, publishers set their own prices, billing is handled by the marketplace, and revenue is distributed after deducting a platform fee [15]. Azure Marketplace offers several pricing options, including flat rates, usage-based billing, per-user pricing, BYOL (Bring Your Own License) models, and private plans [15]. AWS Marketplace, on the other hand, focuses on three main pricing structures: SaaS subscriptions (pay-as-you-go, billed hourly), SaaS contracts (billed upfront or with flexible payment schedules), and contracts with additional metered usage [16]. AWS has also reduced its listing fees, with public SaaS subscriptions now charged at 3%, while private offers range between 1.5% and 3% [17].
Sales Partnerships and Partner Programs
The partnership programs offered by each platform can significantly impact sales performance. Azure Marketplace utilizes Microsoft's extensive global network through reseller channels and the Cloud Solution Provider (CSP) program [6]. Meanwhile, AWS Marketplace provides the AWS Marketplace List & Sell Program, which includes financial resources, expert guidance, and access to AWS's sales team [18].
AWS's partnership program has proven to deliver measurable results for Independent Software Vendors (ISVs), such as:
- 97% higher Total Contract Value (TCV)
- 1.5× more private offers
- 28% faster listing times
- 51% higher revenue growth
- 65% better close rates
- 54% larger deal sizes [18]
"At AWS, we are committed to helping software providers successfully create a new sales channel to sell their solutions to customers through the AWS Marketplace. AWS Marketplace List & Sell Program is another investment we are making to help software providers get access to the required support to launch and scale their SaaS solution and enable a go-to-market and co-sell motion with AWS." – Julia Chen, Vice President of Partner Core at AWS [18]
One notable example is Archera, which used the AWS Marketplace List & Sell Program and partnered with Labra.io to streamline private offers and co-sell strategies [18]. AWS also encourages growth through initiatives like the ISV Accelerate program and by awarding the Qualified Software badge upon completing the AWS Foundational Technical Review. This badge increases visibility within AWS's sales network, further boosting sales potential [18].
Each platform's partnership structure can heavily influence which one aligns best with your business goals. If your customers are already embedded in the Microsoft ecosystem, Azure's integration with Microsoft's sales channels provides a seamless advantage. However, if you're aiming for rapid growth and require flexibility in your cloud strategy, AWS's data-driven partnership programs and sales support might better suit your needs.
Technical Setup and Daily Operations for SaaS Providers
Expanding on integration capabilities, the technical setup and daily operations add another layer of distinction between the two marketplaces. For SaaS providers, understanding these nuances is crucial to selecting the platform that aligns with their technical skills and operational needs.
Training Programs and Technical Setup Requirements
Both Azure and AWS offer robust training programs, but their approaches differ. Azure provides role-based training, instructor-led sessions, certifications, and free SaaS Academy events to help users become cloud-ready faster [24][25]. Meanwhile, AWS Marketplace Training Academy focuses on efficiency, offering on-demand, role-specific courses that can be completed in about 30 minutes, simplifying onboarding for ISVs and Channel Partners [26].
When it comes to technical setup, Azure offers multiple listing options. A "Contact me" listing requires no technical setup, while transactable listings involve more complexity. These listings demand SSO integration using MSA and Microsoft Entra ID, SaaS Fulfillment APIs, a connection webhook, and a landing page that must remain active at all times. This landing page plays a critical role:
"The Landing page you configure should be up and running 24/7. This is the only way you'll be notified about new purchases of your SaaS offers made in the commercial marketplace, or configuration requests for an active subscription of an offer."
– Microsoft Learn [12]
AWS, on the other hand, enforces strict compliance standards for product setup, usage data, and architecture. Non-compliance can lead to temporary delisting. For products hosted on AWS, both the application and control planes must run on AWS infrastructure. Additionally, any third-party services handling data must also operate on AWS, with exceptions for CDNs, DNS, and identity providers. Container images must be scanned in Amazon ECR to ensure they are free of critical vulnerabilities [19].
Beyond the initial technical setup, the platforms also differ in how they support ongoing operations and reporting.
Help Resources and User Communities
The support systems for AWS and Azure cater to different priorities. AWS Marketplace emphasizes detailed business reporting, offering daily updates on customer usage and estimated revenue. Providers are encouraged to report usage hourly via the BatchMeterUsage operation of AWS's metering service [20][21].
Azure, however, focuses on usability, providing automated reporting tools for cost tracking and actionable insights. These reports are delivered through built-in Power BI dashboards, which also include features for monitoring security and changes [22][23].
Billing and customer management also vary significantly between the two. AWS Marketplace requires all SaaS products to be billed exclusively through the marketplace, prohibiting providers from directly collecting payment information. Customers subscribing through AWS can immediately create accounts and access web consoles, with clear instructions and notifications to guide them [19].
Ultimately, the decision for SaaS providers often comes down to their technical expertise and operational preferences. Azure's flexible listing options can simplify the initial setup, while AWS's detailed guidelines ensure a more standardized - though potentially more complex - process.
How to Pick the Right Marketplace for Your SaaS Business
Choosing the right marketplace for your SaaS business depends on aligning your goals, audience, and technical capabilities with the platform that best supports them. Each marketplace offers distinct advantages, so understanding your needs is key.
Start by examining your target audience and current technology stack. If your SaaS solution relies on open-source tools, Linux-based systems, or specialized database technologies, AWS Marketplace might be a better fit. Its flexibility and customizable configurations are particularly attractive for companies building containerized applications or operating in diverse technical environments.
On the other hand, if your business caters to enterprises deeply integrated with Microsoft tools, Azure Marketplace is worth considering. It works seamlessly with Windows-based workloads and simplifies licensing for businesses already using Microsoft products like Office 365 or Teams. This integration can streamline operations for customers heavily invested in the Microsoft ecosystem.
Technical requirements are another critical factor. AWS Marketplace enforces strict architectural guidelines, including a new rule effective May 1, 2025, requiring products to run exclusively on AWS infrastructure. Azure Marketplace, however, offers more leniency, making it ideal for SaaS providers looking for easier initial configurations.
Your go-to-market strategy also plays a crucial role. AWS Marketplace serves as a procurement channel, but success often depends on a strong go-to-market plan. Through the AWS Partner Network, you can access co-selling and co-marketing opportunities to expand your reach once your listing is live.
Geographic reach and customer insights are equally important. AWS Marketplace provides detailed consumer spending analytics, like Mastercard Audiences, which breaks down spending patterns at the ZIP+4 level across the United States. This granular data can help you identify and target specific customer segments based on real purchasing behavior.
Finally, consider your team's technical expertise. Azure’s automated reporting tools and Power BI dashboards are ideal for teams that value user-friendly analytics. Meanwhile, AWS’s detailed reporting capabilities are better suited for those who need more granular control over data and insights.
FAQs
How can I choose between Azure Marketplace and AWS Marketplace based on my current technology stack?
When deciding between Azure Marketplace and AWS Marketplace, it's essential to think about how each platform fits into your existing technology ecosystem.
If your organization leans heavily on Microsoft products like Office 365, Dynamics, or SharePoint, Azure Marketplace could be the more natural choice. Its tight integration with Microsoft's suite simplifies tasks like licensing and billing while ensuring everything works smoothly with your infrastructure.
On the flip side, AWS Marketplace tends to shine for organizations with more varied or open-source tech stacks. If you're using tools like Docker, Kubernetes, or specific DevOps workflows, AWS often provides greater flexibility and support for deployment and management.
In the end, the right choice is the one that aligns with your current setup and positions you well for future growth.
What should my business consider when expanding into emerging markets?
Expanding into new markets, especially in emerging regions, demands thoughtful preparation and attention to several critical aspects. Start by diving into detailed market research to grasp the local demand, competitive landscape, and consumer behavior. This insight allows you to shape strategies that align with the market's unique characteristics.
Compliance with local laws and regulations is another essential step. Every country has its own set of rules that can influence how your business operates, so understanding these requirements is non-negotiable. On top of that, solid financial planning is a must. Be prepared to navigate international tax policies, handle currency fluctuations, and ensure you have sufficient funding to support your expansion.
Establishing a local presence can also make a big difference. Collaborate with local businesses and bring on board local talent to build trust and strengthen your connection with the community. Addressing these elements thoughtfully can set the foundation for long-term growth in new markets.
How do Azure and AWS Marketplace partnership programs help SaaS providers grow their business?
Partnership programs from Azure Marketplace and AWS Marketplace open up incredible opportunities for SaaS providers to grow their audience and increase sales. Through Azure's co-selling program, SaaS companies can team up with Microsoft's sales teams, making it easier to break into new markets and engage with potential customers. Considering Microsoft’s vast network - reaching 95% of Fortune 500 companies - Azure provides a direct line to high-value clients, helping SaaS providers boost their revenue.
On the other hand, AWS Marketplace offers initiatives like the AWS ISV Accelerate program, which focuses on co-selling strategies that align SaaS providers with customer demands. By tapping into AWS’s extensive ecosystem, SaaS providers can refine their sales approach and achieve measurable growth. Both platforms offer SaaS businesses access to expansive customer networks, robust sales support, and essential tools to scale their operations effectively.