6. Trend Micro
Date it joined the $1bn AWS Marketplace club: Unknown
Total annual revenues: $1.9bn
Although we failed to locate a formal announcement, Trend confirmed to us that it has indeed surpassed $1bn in sales via AWS Marketplace.
It declined to divulge when this happened, but we know that Omdia Chief Analyst Jay McBain had the cyber security vendor on his list as far back as April.
Talking to IT Channel Oxygen in a Q&A below, Christina Decker, Director of Strategic Channels for Europe at Trend, claimed the cybersecurity vendor was one of the first to list its products on AWS Marketplace way back in 2014.
She advised partners to treat AWS Marketplace as a core go-to-market route, rather than an add-on.
“A solid understanding of how cloud billing and consumption work is essential, particularly when it comes to aligning with customer ‘committed spend’ on AWS,” she counselled.
Q&A with Christina Decker, Director of Strategic Channels for Europe at Trend
Are you able to confirm that Trend has indeed exceeded $1bn, and if so, can you reveal any more data around your AWS Marketplace success?
Trend Micro has indeed surpassed the $1bn milestone on AWS Marketplace. We were one of the very first cybersecurity vendors to list products there, dating back to 2014, and our early commitment has paid off. Over the years, we’ve achieved triple-digit growth in marketplace transactions.
What is your partner strategy for AWS Marketplace, and can you give any indication of how much of your AWS Marketplace business involves partners?
Our success on AWS Marketplace is deeply rooted in our partner-first approach. From the beginning, particularly in Europe, we’ve made sure our partners were fully integrated into our marketplace go-to-market strategy.
The CPPO (Channel Partner Private Offer) model has been central to this, allowing partners to sell Trend Micro solutions directly through AWS Marketplace and grow alongside us. This collaborative model enables them to deliver more value to customers while benefiting from simplified procurement and billing processes.
What advice would you have for channel partners eager to build hyperscaler marketplace revenue streams?
Partners who treat the AWS Marketplace as a core go-to-market route – rather than an add-on – see the strongest results.
A solid understanding of how cloud billing and consumption work is essential, particularly when it comes to aligning with customer “committed spend” on AWS.
By linking their own services, such as managed detection and response, monitoring, or compliance offerings, to Trend Micro licenses purchased through AWS Marketplace, partners can create powerful, recurring, service-based business models.
The marketplace effectively serves as a seamless billing and delivery platform for these integrated solutions.
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