4. Okta
Date it joined the $1bn AWS Marketplace club: January 2025
Total annual revenues: $2.6bn
Having first listed its secure identity solutions in AWS Marketplace in December 2020, Okta passed $1bn in aggregate total contract value in January 2025 (see here for more).
Asked at around the same time by an analyst whether AWS Marketplace now accounts for more than 10% of Okta’s total annual contract value, CFO Brett Tighe characterised it as a “greater, growing percentage”.
“It’s definitely getting big now, which is one of the reasons why we’re so excited about it,” he said.
In a Q&A below, Zair Abbas, Regional VP Partners and Strategic Alliances EMEA at the NASDAQ-listed vendor, claimed adopting a “trifecta” approach on hyperscaler marketplaces will “separate the winners from the rest”.
Q&A with Zair Abbas, Regional VP Partners and Strategic Alliances EMEA, Okta
Can you reveal any more data around your AWS Marketplace success?
Okta first listed its secure identity solutions in AWS Marketplace in December 2020 and passed $1bn in aggregate total contract value in January 2025. We’re expanding this collaboration globally with stronger disaster recovery, greater scalability, and additional compliance certifications.
We’re also co-investing in joint demand generation and field enablement, with a sharp focus on AI-driven security. Auth0 by Okta uses Amazon Bedrock to power tools like Tenant Security Manager with Okta AI and Guide with Okta AI. As the identity provider of choice for Amazon’s generative AI assistant, we’re at the centre of how enterprises secure their AI transformations.
What is your partner strategy for AWS Marketplace, and can you give any indication of how much of your AWS Marketplace business involves partners?
AWS is integral to Okta’s product innovation strategy. We’ve built over 25 product integrations and co-launched solutions like AWS AppFabric and Amazon Security Lake. Partners now represent a significant and growing portion of our AWS Marketplace business as we continue to commit to our partner-first strategy.
What distinguishes our partnership with AWS is how we’re jointly harnessing AI to accelerate outcomes. We’re taking a process driven approach – identifying where intelligent automation can streamline workflows and where AI augments human judgement on critical security decisions. AI helps customers move faster without sacrificing the expertise that complex security demands.”
What advice would you have for channel partners eager to build hyperscaler marketplace revenue streams?
Adopting a trifecta approach will separate the winners from the rest. Instead of competing against GSIs and hyperscalers, collaborate with them.
Our most successful engagements bring together three forces: a global system integrator for deep consulting and change management, a hyperscaler for cloud infrastructure and innovation, and specialised solution providers, like Okta, for critical security capabilities. When you embed this combination into a customer’s broader transformation story, you begin to build their digital future. That alignment is where hyperscaler market success truly emerges.
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