AWS Marketplace has tightened its distribution embrace with the quickfire appointment of two further Designated Sellers of Record (DSOR) partners.
Enterprise software sales via cloud marketplaces are set to boom from $16bn to $163bn by 2030 according to Omdia – with AWS Marketplace the largest player.
Having given channel partners a seat at the table in 2018 via the launch of the Channel Partner Private Offer (CPPO), AWS Marketplace last year moved to cut disties in on the action through DSOR.
It enables ISVs to authorise their chosen distributor to create and manage listings on their most popular SaaS solutions and extend Private Offers on the ISV’s behalf.
Some nine distributors were appointed as DSORs throughout the course of 2024, a Westcon exec told us in February.
We understand the number now sits at 12 following the quickfire appointments of Infinigate and QBS Software (announced on 25 November and 22 December, respectively).
According to our sources, the full list comprises:
TD Synnex
Ingram Micro
Arrow
Westcon
Carahsoft
Exclusive Networks
Infinigate
Redington
Computergross
First Distribution
QBS Software
Cloud on Demand
DSOR newby QBS claims it has the largest ISV community of any DSOR partner (with 12,500 vendors on its books).
Cloud marketplaces are “becoming central to the software economy”, QBS CEO Dave Stevinson said, adding that AWS DSOR capability has been a “decisive factor” in every major vendor RFP it has participated in this year.
“We are continually building QBS to be an efficient and trusted ISV channel growth engine in EMEA,” he stated.
“Our tooling is becoming steadily optimised for AWS today and ultimately for Azure and GCP as hyperscaler marketplaces become a significant route for software procurement. We’re helping ISVs list and more critically we’re helping them scale through co-sell.”
Infinigate characterised its appointment as a DSOR across EMEA and ANZ last month as an “important milestone in strengthening the company’s cloud distribution role”, meanwhile.
The IT channel has a “distinct and growing role to play” in hyperscaler marketplaces, Infinigate said, citing Omdia figures suggesting that 59% of spending via this route to market is set to come through the channel by 2030.
Talking to IT Channel Oxygen in July, TD Synnex CEO Patrick Zammit said he saw hyperscaler marketplaces as a new “go-to-market” rather than disintermediation threat.
“It’s an opportunity for us to grow and even win business which we may have not won in the past,” he said.
The news comes after IT Channel Oxygen revealed that at least nine ISVs have now publicly announced they have sold over $1bn via AWS Marketplace.
