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AWS re:Invent 2025: Marketplace Innovations and the Softcat partnership

How the latest AWS updates will reshape cloud strategy and drive customer success with Softcat
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Hannah Foley

Cloud Marketplace Enablement Lead

AWS re: Invent unveils the future of AWS Marketplace

Amazon Web Services’ (AWS) largest annual global cloud computing conference, AWS re:Invent 2025,brought more than just new features, it marked a shift in how organisations can buy, deploy, and optimise cloud solutions at pace. With growing pressure to control costs, move faster and turn AI ambition into reality, AWS Marketplace is becoming a strategic route to value, not just a procurement channel.

This year’s Marketplace updates focus on reducing friction – simplifying discovery, accelerating deal cycles and making it easier to package software and services together. As the leading AWS partner, Softcat is well placed to help customers and sellers alike realise the full potential of these new features. We’ve broken down the most impactful announcements, what they mean for your cloud journey and how Softcat’s expertise can help you get ahead.

Agent Mode brings conversational, AI-driven discovery to AWS Marketplace, changing how customers find solutions. Instead of navigating endless listings, customers can describe their needs in natural language, ask follow-ups or share documents to find tailored solutions, making procurement intuitive and accelerating decision-making. For sellers, Agent Mode improves visibility, with a higher likelihood of being discovered, especially for complex products and services.

Express Private Offers

Express Private Offers significantly reduce the time it takes to negotiate and agree custom pricing. Sellers can predefine tailored offers that are automatically surfaced to eligible buyers, with AI handling price generation. This gives customers quicker access to tailored pricing that still fits within procurement and approval processes, meaning that deals can be closed within minutes, rather than weeks. This frictionless process helps sellers respond quickly and enhances the buyer’s overall experience.

Flexible payment solutions

AWS Marketplace now supports diverse billing models, including time-and-materials, milestone-based, usage-based and more, across both software and services. This is particularly valuable for modern cloud initiatives, where the scope often evolves as a project progresses. Sellers can assess deals more accurately, and buyers benefit from payment options that match the realities of project delivery, reducing risk and increasing adoption of bundled SaaS and service solutions.

Multi-product and bundled solutions

Multi-product bundles allow software, professional services and AWS offerings to be packaged into a single Marketplace offering. Rather than managing multiple vendors and contracts, customers can purchase validated packages and end-to-end solutions through a single lead partner, while sellers can collaborate across vendors and streamline implementation.

Agentic AI competencies

Agentic AI focuses on systems that can reason, plan and act on behalf of users, rather than simply responding to prompts. With new Agentic AI competency categories and incentives, AWS are backing partners like Softcat who deliver advanced AI solutions. These competencies not only differentiate offerings in the Marketplace, but also provide partners with dedicated support, financial benefits and greater customer trust.

IAM Temporary Delegation

IAM Temporary Delegation simplifies onboarding and deployment by automating resource setup inside customer AWS accounts securely and with full auditability. This reduces the need for long-lived credentials and manual configuration, as well as reducing onboarding times. Customers retain governance, while sellers deliver value faster and with less friction.

Partner Central integration

Partner Central now lives within the AWS Console, with expanded APIs for automating co-sell motions, lead management and operations. Sellers and partners can collaborate more effectively, streamline processes and connect solutions directly with customers using robust security and single sign-on. For customers, this means faster response times, clearer accountability and better coordinated delivery.

What this means for you as a Softcat customer or partner

The innovations unveiled at re:Invent 2025 will make cloud adoption and management easier, faster and more flexible. At Softcat we are committed to helping our customers make the most of these changes, whether you’re looking to streamline procurement, optimise your cloud spend or explore and accelerate innovation with AI and managed services. We can help you understand how your organisation can use AWS Marketplace to benefit from:

  •  Smarter procurement with AI-powered Agent Mode and bundled offerings
  •  Quicker, more personalised pricing and negotiations with Express Private Offers
  •  Flexible billing options that match evolving business needs
  •  Stronger security and governance with IAM Temporary Delegation
  •  Simplified collaboration and co-sell processes through Partner Central
  •  Enhanced access to partner incentives and rewards

Key takeaways and how Softcat can help

As you plan for 2026, we’d love to help you explore these new AWS Marketplace capabilities, connect you with our marketplace experts and help design a strategy for you that turns technology innovation into business advantage. Whether you're a buyer, seller or partner, Softcat is ready to support you at every step, ensuring you make the most of your AWS investment.

Contact Softcat

For more details, reach out to our Sales team, or visit our Marketplace solutions page. Stay tuned for further updates as we continue to guide customers and partners through an ever-evolving cloud landscape.