How to launch a SaaS product in AWS Marketplace

AWS Marketplace sellers, independent software vendors (ISVs), and consulting partners (CPs) can launch software-as-a-service (SaaS) products in AWS Marketplace.

This post provides detailed self-serve steps to publish a SaaS product to the limited state, covers required integration steps to publish the product to the public state, and includes instructions to publish the product to the public state.

Prerequisites

To launch a SaaS product in AWS Marketplace, you must complete the following prerequisites:

• You must have access to the AWS Marketplace console.
• You must be fully registered with AWS Marketplace as a seller. For details on how to register successfully, refer to Checklist to successfully registering as a seller in AWS Marketplace.

Solution overview

The solution is composed of these high-level steps:

1. Publish a SaaS product to the limited state using self-service
2. Required integration steps to publish the product to the public state
3. Testing and contract cancellation
4. Steps to publish the product to the public state

Solution

To launch a SaaS product in AWS Marketplace, follow the steps in the next sections.

Step 1: Publish a SaaS product to the limited state using self service

1. Sign in to your AWS account.
2. Access AWS Marketplace Management Portal.
3. Navigate to the Products tab and select SaaS from the dropdown menu, as shown in the following screenshot.
   

   Figure 1 – AWS Marketplace Portal Product Types Menu

4. Verify that your application runs on AWS. Starting May 1, 2025, running your application on AWS becomes optional. You can also add optional tags to support tag-based authorization. Provide a product title. Choose Generate product ID and product code, as shown in the following screenshot. This will generate a product ID and product code that are unique across AWS Marketplace products.
   

   Figure 2 – Generate product ID and product code for SaaS product types

5. Provide a publicly accessible HAQM Simple Storage Service (HAQM S3) URL for the product logo. Provide short and long descriptions for your product.
6. Depending on your product use case, select up to three (3) categories and up to fifteen (15) keywords specific to your product, as shown in the following screenshot.
   

   Figure 3 – Categories and keywords selection for SaaS product types

7.  Provide a fulfillment URL. The fulfillment URL is where the AWS Marketplace website redirects subscribers. This is designed for software access or subscriber registration.
8.  Choose one pricing model and provide the specific details for it. For details regarding choosing the best pricing models for product use case, refer to SaaS product pricing in AWS Marketplace. The following screenshot shows the Configure product pricing screen.
   

   Figure 4 – Pricing models for SaaS product types

9. You can set a refund policy for your specific product.
10. You can set an end user license agreement (EULA). This is where you set an agreement between sellers and buyers. There are two options: Standard Contract for AWS Marketplace (SCMP) and custom EULA (which is a custom agreement between sellers and buyers).
11. Offer availability determines where you want to publish your products. You can choose from three options for offer availability, as shown in the following screenshot:
    a. All countries
    b. All countries with exclusions
    c. Allowlisted countries only
    

    Figure 5 – Configure offer availability for SaaS product types

12. You can add more AWS account IDs that will have access to your published product. Then choose Submit, as shown in the following screenshot.
    

    Figure 6 – Configure allowlist – Optional for SaaS product types

13. You can track the product publishing requests in the Request log section as shown in the following screenshot.
    

    Figure 7 – Tracking the product publishing request for SaaS product types

14. This product will be published to AWS Marketplace with the limited state, including details such as Product ARN, Metering Service SNS topic ARN, and Entitlement Service SNS topic ARN.

Step 2: Required integration steps to publish the product to the public state

Integration steps vary based on your product’s pricing type. For details about integration steps for each pricing type, refer to the following:

1. 1. • Subscription integration
      • Contract integration
      • Contract with pay-as-you-go integration

Your product must comply with Product usage guidelines.

Step 3: Testing and contract cancellation

Subscribe to your SaaS product listing and evaluate the customer experience. For details on how to test, refer to Successfully testing your SaaS listing in AWS Marketplace.

Cancel your test subscription before proceeding to the next step. If you need assistance, contact the Marketplace Seller Operations team by submitting a support ticket.

Step 4: Steps to publish the product to the public state

When you’re ready, follow steps 1–3 of Step 1 and select your specific product. To publish your product to the public state, follow these steps:

1. On the Request changes dropdown menu, choose Update product visibility, as shown in the following screenshot.
   

   Figure 8 – Update product visibility for SaaS product types

2. On the Update product visibility screen, choose an option to specify who can view your product in AWS Marketplace. You can choose Public, Limited, or Restricted.
   

   Figure 9 – Update product visibility for SaaS product types

Conclusion and next steps

After reading this post, you should have a clear understanding of how to launch a SaaS product in AWS Marketplace independently. Even if they’re not ready with their actual SaaS product details, sellers, ISVs, and CPs should be able to launch a sample SaaS product to the limited state using the information provided.

About the author

Pawan Kumar is a Technical Account Manager at HAQM Web Services, specializing in AWS Marketplace solutions and serverless architecture. He develops strategies to solve complex customer challenges and aims to drive cloud adoption across industries. Outside work, Pawan enjoys playing cricket and follows international tournaments.