Amazon Associates"Understanding the Dynamics of Amazon Partner Program"

"Understanding the Dynamics of Amazon Partner Program"

Understanding the Dynamics of Amazon Partner Program

Amazon Partner Network (APN) is a global partnership program built with the aim of helping partners grow a booming AWS business. It provides partners with technical, marketing, business, and go-to-market support to aid them in their cloud journey.


APN caters to a great variety of business solutions including software as a service (SaaS), managed services, and others. It enables its partners to build scalable and secure applications on AWS, supporting popular use cases like web applications, big data processing, storage, back-up, and disaster recovery.

Types of APN Partners

There are various types of APN partners which cater to different needs and preferences. These include:

  • APN Technology Partners: These include Independent Software Vendors (ISVs), SaaS, PaaS, Developer Tools, Management, and Security vendors who build software solutions on or integrated with AWS.
  • APN Consulting Partners: These include System Integrators (SIs), Managed Service Providers (MSPs), digital marketing agencies, professional services, and value-added resellers.

Benefits of the APN Program

Participating in the APN program offers numerous benefits:

  1. Technical Enablement: APN offers a wide array of training materials, whitepapers, reference architectures, and other technical content that help partners stay up-to-date with the latest AWS services and best practices.
  2. Differentiation: APN allows partners to differentiate themselves through the AWS Competency, Service Delivery, and MSP programs. This helps partners highlight their strengths and reach new customers who are looking for specific types of expertise.
  3. Customer Connections: Through APN Customer Engagements (ACE), partners can connect with customers on AWS. ACE provides custom recommendations to customers based on their specific project needs and preferences.
  4. Co-Market and Co-Sell: APN partners can take advantage of various marketing and selling tools, including APN Marketing Central, APN Sales Game Plans, and the APN Customer Engagements (ACE) Program.


In conclusion, the Amazon Partner Network is a comprehensive and expansive program that is designed to provide APN partners with the resources necessary to build and promote their AWS-based businesses. It provides technical resources, marketing and sales tools, and a range of programs that help distinguish APN partners in the marketplace. The APN Program is continuously updated to provide the most up-to-date information, resources, and tools for successful collaboration with AWS.

Frequently Asked Questions (FAQs)

1. How can I join the APN Programme?

You may join the APN Programme by visiting AWS Partner Central portal and creating an account. After successfully setting up the account, you may apply to become an APN Partner.

2. What are the benefits of joining APN Programme?

APN partners gain access to a variety of resources, which includes advanced training tools, a wide range of marketing and sales tools, pre-qualified leads, and service offerings that distinguish them in the marketplace.

3. Who can participate in the APN Programme?

APN program welcomes technology-based companies who have an active AWS customer account. This could include system integrators, software vendors, managed service providers, and more.

4. What are the different types of Amazon Partner Network?

The two major types of Amazon Partner Network are Technology Partners and Consulting Partners.

5. How does APN Programme operate?

The APN Programme operates through a tiered structure, which categorizes partners into registered, select, advanced and premier tiers. Each tier has its benefits and requirements.

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