AWS Marketplace

Buy with AWS: Create seamless product discovery and purchasing experiences on AWS Partner websites, powered by AWS Marketplace

Until today, customers exploring software offerings on AWS Partner websites were not given a streamlined option for making purchases using their Amazon Web Services (AWS) accounts. In some instances, customers may not be aware that they can purchase products through AWS. In other instances, they may be redirected by sellers to AWS Marketplace product detail pages. Some customers may feel discouraged from completing purchases when encountering a disjointed shopping experience. Using Buy with AWS, customers can now quickly discover and procure software listings available in AWS Marketplace through seller websites.

Buy with AWS allows AWS Marketplace sellers to display call-to-action buttons on their own website alongside AWS branding elements. The “Buy with AWS” button takes customers through a simplified and co-branded AWS Marketplace purchasing experience. Sellers can also integrate with AWS Marketplace APIs to showcase products listings, product details, and power curated search and filter storefront experiences. Buy with AWS improves the customer experience on sellers’ websites by simplifying the path-to-purchase. Sellers using Buy with AWS can use existing processes in AWS Marketplace to manage listings and disbursements without additional effort.

All purchases made through Buy with AWS are transacted and managed within AWS Marketplace, allowing customers to take advantage of benefits such as consolidated AWS billing, centralized subscriptions management, and access to cost optimization tools.

Qualification and Participation Requirements

To begin using Buy with AWS, you must complete the following requirements:

Solution overview

AWS Marketplace sellers can access Buy with AWS branding elements through the AWS Partner Central portal. Sellers can use these branding elements to create a co-branded experience on their websites. This includes options for Buy with AWS, Try free with AWS, Request private offer, and Request demo.

Figure 1 - Buy with AWS seller onboarding steps

Figure 1 illustrates the process flow for creating co-branded experience leveraging Buy with AWS.

Solution walkthrough: Using Buy with AWS to create seamless discovery and purchasing experience

Step 1: Get branding elements

Access your AWS Partner Central account to access the creative and messaging guide.

This resource includes the following:

Use these materials to align your AWS Marketplace marketing with AWS branding guidelines.

Figure 2 - Buy with AWS calls-to-action buttons

Figure 2: Buy with AWS CTAs buttons

Step 2: Confirm branding guidelines

Prior to publishing your assets publicly, you must confirm that the webpages using AWS Marketplace co-branding and CTAs comply with the Buy with AWS creative and messaging guidelines, including the following:

  • Available in AWS Marketplace branding treatment is present in the asset, whether graphic or text
  • Copy blocks are included in the asset, if required by the aligned use cases
  • At least one CTA button that points to the Buy with AWS co-branded procurement page is included on the web property so customers can view offers, whether public or private, and make a purchase
  • The CTA button text corresponds to the options outlined in the Buy with AWS creative and messaging guidelines document

Consult the Buy with AWS creative and messaging guide for further details.

Step 3: Update your seller profile logo

The seller profile logo appears on the Buy with AWS procurement page. To make sure that it displays properly, adhere to the following specification guidelines:

  • The dimensions should be 300 pixels wide by 150 pixels high.
  • The file size should be less than 500 KB.
  • The maximum resolution should be 5000 pixels, whether width or height.

To make sure your logo loads correctly on the Buy with AWS page, update your logo in the AWS Marketplace seller profile to meet these guidelines.

Step 4: Create Buy with AWS URL

The Buy with AWS URL for your product listings is a link that directs customers to the Buy with AWS co-branded procurement pages for your offerings in AWS Marketplace.

The following is the URL structure:

https://thinkwithwp.com/marketplace/procurement?

productId=prod-example12345

&sellerId=example1-1111-1111-1111-abcdef

&isBuyWithAWS=true

[&offerId=offer-example12345]

[&sourceURL=https%3A%2F%2Fexample.seller.com%2Fmarketplace%2F]

The Buy with AWS URL requires three mandatory fields: productId, sellerId, and isBuyWithAWS. If any of these required parameters are absent from the URL or contain invalid values, the system returns an error message to the customer.

The sellerId is not the AWS account ID. You can find the sellerId in the AWS Marketplace management portal by choosing Settings, then Tags, and Seller ARN. The sellerId is part of the seller ARN and appears after Seller in the ARN’s resource identifier section.

You can include the following optional fields: offerId, and sourceURL.

The offerId parameter automatically selects the corresponding private offer in the dropdown menu. If no offerId is specified, the dropdown displays a list of private offers, including the most recent one by date. Additionally, a radio button for public offers is available.

The sourceURL redirects buyers to their previous page before accessing the Buy with AWS page. It’s the subdomain of the seller’s registered URL in AWS Marketplace. Sellers can apply URL encoding to the sourceURL.

Step 5: Set the Buy with AWS button

Configure the Buy with AWS button by applying the URL generated in the preceding step. Refer to the creative and messaging guide for button formatting requirements. The seller controls these design elements.

Step 6: Generating Buy with AWS metrics

Buy with AWS metrics measure content engagement and user interaction on the seller’s website and the progression through the Buy with AWS procurement process. The metrics offer sellers a comprehensive view of their conversion funnel. The Buy with AWS seller dashboard provides detailed insights to help optimize sales performance. AWS will record the number of clicks on the Buy with AWS, Try free with AWS, Request demo, and Request private offer buttons. Additionally, AWS will monitor uses of the Submit button clicks for the private offer and demo request forms. Complete the following steps to generate Buy with AWS metrics:

  1. To record Buy with AWS metrics, insert the following script into your website’s product display page:

<script type="text/javascript" src="https://bwa.marketplace.awsstatic.com/assets/partner.js" />

2. Add the following data attributes to each Buy with AWS CTA button to capture the click data:

  • data-awsmp-bwa-seller-id – Seller’s AWS Marketplace ID
  • data-awsmp-bwa-product-id – AWS Marketplace product ID of the item the seller offers through the Buy with AWS program
  • data-awsmp-bwa-cta – CTA identifier for the Buy with AWS button. The following are its acceptable values:
    • RequestAPrivateOffer – The Request private offer button that displays a form for private offer requests
    • SubmitPrivateOfferRequest – The Submit button on the form displayed after selecting Request private offer
    • RequestADemo – The Request demo button that opens a form to request a product demo
    • SubmitDemoRequest – The Submit button on the form displayed after selecting Request demo
    • BuyWithAws – The button that directs customers to the AWS Marketplace co-branded procurement experience for completing purchases
    • TryFreeWithAws – The button that directs customers to AWS Marketplace, where they can access a co-branded procurement page to start their free trial.

The following sample HTML code can be used to create a button with Buy with AWS attributes:

<button
id="buy-with-aws"
data-awsmp-bwa-cta="BuyWithAws"
data-awsmp-bwa-seller-id="example7-4866-48db-8a26-9d51b8e71512"
data-awsmp-bwa-product-id="example7-4866-48db-8a26-9d51b8e71522">Buy With AWS</button>

<button
id="try-free-with-aws"
data-awsmp-bwa-cta="TryFreeWithAws"
data-awsmp-bwa-seller-id="example7-4866-48db-8a26-9d51b8e71512"
data-awsmp-bwa-product-id="example7-4866-48db-8a26-9d51b8e71522">Try free with AWS</button>

3. Implement the established CTA buttons on the product display page.

4. When customers choose Buy with AWS, the seller’s website captures the following data:

{

  "events": [

    {

      "schemaName": "buy-with-aws-schema",

      "applicationId": "BUY_WITH_AWS",

      "eventName": "click",

      "clientType": "web client",

      "clientVersion": "2.0.0",

      "tenantId": "example-38de-4d66-b466-77990065b711",

      "timestamp": 1727243387026,

      "currentUrl": "https://example.testseller123.com/products",

      "ubid": "example4-b4e8-41fd-a02a-1dd02ab72660",

      "eventId": "exampled4-21c5-4413-9f9a-d8de8bb70f20",

      "additionalProperties": "{\"page_action\":\"BuyWithAws\",\"seller_id\":\"example7-4866-48db-8a26-9d51b8e71519\",\"product_id\":\"example7-4866-48db-8a26-9d51b8e71520\"}"

    }

  ]

}

5. Include the following content security policy to detect and mitigate cross-site scripting (XSS) and data injection attacks:

Content-Security-Policy: default-src 'self';
script-src 'https://bwa.marketplace.awsstatic.com';
connect-src 'https://medley.prod.irtysh.dubai.aws.dev';

For more details, refer to the Content Security Policy (CSP) documentation from Mozilla.

The provided CSP directive specifies two important sources:

  • script-src https://bwa.marketplace.awsstatic.com indicates a JavaScript source.
  • connect-src https://medley.prod.irtysh.dubai.aws.dev is used for collecting the data.

Step 7: Optional integration with AWS Marketplace APIs

AWS Marketplace provides APIs that can help you automate certain tasks as a seller in the Buy with AWS program. They include the following:

Step 8: Request a branding review

Sellers must submit a branding review request before they can launch a Buy with AWS experience on their website.

  1. Navigate to AWS Marketplace Management Portal and submit support ticket for Commercial Marketplace, select Buy with AWS as the category, and followed by Branding Review as the sub-category.
  2. Provide the following in the ticket:
    Your seller ID
    Under “Provide more details about your request“:
    The URL where you’ll implement the Buy with AWS integration
    A link to your sandbox, live site, or mockups for AWS Marketplace operations team to review. If you don’t include this, the operations team will request it after you submit the ticket.
  3. The AWS Marketplace seller operations team will evaluate your implementation against Buy with AWS creative and messaging guidelines. They’ll provide feedback to ensure compliance. You must address all feedback and obtain approval before launching.

Explore the customer experience for Buy with AWS.

Figure 3 - Buy with AWS customer experience

Figure 3: illustrates the customer’s experience on a seller’s website using Buy with AWS.

Following the flow in figure 3, customers can access Buy with AWS products on the seller’s website

Figure 4 - Buy with AWS - Storefront

Figure 4: Example of seller storefront featuring products available through Buy with AWS (for illustrative purposes only).

The customer can select a product and then select either the Buy with AWS or Try free with AWS option on the seller’s webpage. It prompts customers to log in if they are not already logged into their AWS account.

Figure 5 - Buy with AWS PDP page experience

Figure 5: Example of a merchant’s online platform (for illustrative purposes only).

An AWS account is required for customers to leverage the Buy with AWS experience. If using single sign-on (SSO), customers should log in with SSO credentials on the seller’s website before viewing the Buy with AWS co-branded procurement page.

The co-branded page displays offer details, pricing, and terms for customers’ review.

Figure 6 Buy with AWS - procurement page

Figure 6: Example of seller subscription page in AWS Marketplace (for illustrative purposes only).

After subscribing, customers access the seller’s website to set up the product.

Figure 7 - Buy with AWS successful subscription

Figure 7: After subscribing, customers use this page (illustrative only) to set up the product.

This process aligns with the current post-procurement workflow for customers setting up products purchased in AWS Marketplace.

Buy with AWS metrics dashboard

Sellers can access BWA metrics dashboard through the AWS Marketplace Management Portal. The dashboard includes information such as the unique number of visitors, page views, average bounce rate, number of agreements, and number of clicks on Buy with AWS CTA buttons on a seller’s website.

To access the Buy with AWS metrics dashboard, choose one of these options:

Figure 8 - Buy with AWS metrics

Figure 8: Buy with AWS: seller metrics dashboard for purchases (for illustrative purpose)

Conclusion

Using Buy with AWS, customers can seamlessly find and purchase software available in AWS Marketplace through seller-owned websites. After completing a one-time integration with AWS Marketplace APIs, verified sellers can create AWS Marketplace-powered, co-branded experiences on their websites. These experiences allow customers to search for curated product listings, filter products, request custom pricing, and make purchases with confidence using their AWS accounts.

For more information, visit the following additional resources:

About the authors

Moshe Abramovitch is a Senior Product Manager – Technical. Moshe builds APIs that empower customers to seamlessly integrate with the AWS Marketplace catalog. He is also the product lead for Buy with AWS.
Author - Chandra Chandrashekar Vishweshwara is a Specialist Solutions Architect with AWS Marketplace. He assists sellers in listing their products in AWS Marketplace. Beyond the office, he prioritizes family time and loves spending moments with his loved ones.