[AWS re:Invent] Marketplace Becomes Faster and Simpler... Adds AI-Based Solutions

Agent Mode Added: Search for Software Through Conversation
Customized Pricing Offers Introduced
Bundled "Multi-Product Solution" Now Available

New features incorporating artificial intelligence (AI) capabilities are being added to Amazon Web Services (AWS)'s online marketplace, known as "Marketplace." Marketplace is a platform that allows for the easy sale or purchase of software, services, and data solutions, and it is open to third-party vendors beyond AWS itself.

On December 1 (local time), AWS announced major new features for Marketplace at its annual event, re:Invent 2025, held in Las Vegas, Nevada, USA. These features are designed to streamline all processes, including search and deployment, based on AI.

The scene at re:Invent 2025, the annual event of Amazon Web Services (AWS). Provided by AWS

First, "Agent Mode" will be introduced to Marketplace. Users will be able to search for desired software or solutions by conversing with the AWS Marketplace website or with AI services that support Model Context Protocol (MCP). During the conversation, users can ask follow-up questions or upload related documents to find results that meet their specific requirements.Earlier this year, AWS introduced a generative AI-based search function in the AI Agents and Tools category of AWS Marketplace.

A "Express Private Offer" feature, which proposes customized pricing, has also been added. This feature allows AWS Marketplace to automatically verify customer eligibility and provide personalized pricing based on conditions defined by partners.

A "Multi-Product Solution," a type of bundled offering, has also been introduced. This solution combines products and services from multiple vendors in advance for sale, enabling enterprise customers to easily purchase a range of solutions to address complex challenges. Currently, more than 60 multi-product solutions are listed on AWS Marketplace.

The pricing policies for solutions sold through Marketplace are also becoming more flexible. Buyers can choose from various pricing models, including: ▲time and materials-based ▲milestone-based ▲performance-based, where costs are set according to the actual value delivered. For AI agents and tools, both contract-based and usage-based pricing models are available.

AWS stated, "Marketplace simplifies every step from discovery to purchase and deployment, enabling customers to focus on innovation instead of complex procurement processes," and added, "In an AI-driven market environment, it helps customers seize opportunities and enables partners to efficiently scale their businesses."