For ISVs, joining the $1bn AWS Marketplace club has become almost a rite of passage in 2025.
Bolstered by the need among customers to burn down committed cloud spend, enterprise software sales via hyperscaler marketplaces are set to boom from $16bn to $163bn by 2030, according to Omdia.
As demonstrated by Presidio’s recent $1bn AWS Marketplace feat, channel partners are pocketing a growing share of the spoils. They will generate the majority of marketplace sales by 2027, Omdia predicts.
Against this backdrop, software vendors are understandably eager to broadcast their successes through this emerging purchasing route for customers.
Talking to IT Channel Oxygen, Omdia Chief Analyst Alastair Edwards, said the definition of the ‘$1bn marketplace club’ is already shifting.
“It used to be all about cumulative sales (since launch) on AWS Marketplace. Now the place to be is the ‘annual’ $1bn club, which is a much smaller group of vendors, but growing all the time,” he said.
“But we are heading towards an even more exclusive destination – the $2bn club. There are a handful of vendors, like Salesforce, Splunk and CrowdStrike, that are already members or close to getting in. With global marketplace sales set to reach at least $163bn by 2030, that list is only going to keep getting bigger.”
It isn’t even just about AWS Marketplace anymore either, Edwards added.
“As competition heats up between the hyperscalers, we are going to see more vendors hitting $1bn on Microsoft Marketplace and Google Cloud Marketplace,” he said.
“And the channel, including distribution, is going to play a bigger role in driving that growth. Close to 60% of all marketplace sales will be via one-tier partners or two-tier distribution by 2030, growing faster than direct sales.”
Still, as the most mature of the three major hyperscaler marketplaces, AWS Marketplace has enjoyed the lion’s share of the public glory so far.
Here we count down nine vendors we know (or at least think) have done ten-figures via AWS Marketplace (in approximate reverse order of volumes conducted to date)….
In a few cases, they provided us with an extra layer of information on their success and their advice to partners eager to build marketplace revenues.
Read on to find out who made the cut…
Countdown begins on next page…
