Resell and distribution is in the midst of its “largest route to market change in 44 years”, an analyst has asserted after US reseller Presidio joined the $1bn AWS Marketplace club.
Although a spate of ISVs – including CrowdStrike, Splunk, Snowflake, Palo Alto Networks, Trend Micro and Okta – have gone public on doing $1bn in AWS Marketplace sales, Presidio is the first channel partner to do the same.
The likes of Softcat, Computacenter, Crayon and Trustmarque and Bytes Software Services are all busy honing their marketplace strategies, with the latter saying it “sits comfortably in the top five opportunities for incremental growth”. Distributors such as Westcon-Comstor are also joining the party.
Market watcher Canalys analys last year predicted that half of all deals flowing through marketplaces will be partner-led or partner-funded by 2028.
In a LinkedIn post (see bottom), Canalys Chief Analyst Jay McBain dubbed Presidio’s announcement “remarkable” and also predicted that “dozens of other partner services companies” may go public on breaking ten figures on AWS Marketplace “in the coming months”.
“We are progressing through the largest route to market change in the 44-year history of the resell channel and distribution,” McBain wrote.
AWS Marketplace “is running the same Amazon playbook in tech B2B”, McBain said, adding that the world’s largest distributors and resellers are retooling their strategies in response.
“When does AWS surpass CDW as the largest reseller in the world (in the 50% of sales that isn’t partner funded)?,” he wrote
“When does AWS surpass TD SYNNEX as the world’s largest distributor (in the 50% of sales that is partner funded)?
“I am sure Walmart blew off Amazon growth in the early days when they were so far behind. But the folks in Bentonville aren’t so confident anymore.
“The folks in Vernon Hills (CDW) just acquired AWS’ partner of the year Mission. The folks in Clearwater (TD SYNNEX) are reengineering to win in this new world.”
Presidio first to the punch
In a press release issued earlier this week, New York-headquartered Presidio said it is “among the first” to announce the $1bn milestone, which it claimed was “largely fuelled by its consultative approach”.
It claims to sell “thousands” of products in the AWS Marketplace through Channel Partner Private Offers (CPPO).
“We use AWS Marketplace to combine custom marketplace listings, private offers, as well as Presidio financing, ongoing support, and contract evaluation to help [customers] optimise their spend commitments and savings opportunities,” stated Kevin Corace, vice president of sales, enterprise licensing and business development at Presidio.
