Cloud GTM strategies in 2025 are sharper and more competitive than ever. As more buyers push their procurement through AWS and more sellers lean into private offers, the AWS CPPO program is stepping into the spotlight.
Why? Because CPPO (Channel Partner Private Offers) brings a powerful new layer to your revenue motion: it allows trusted channel partners to sell your software via AWS, helping you scale faster without doing all the heavy lifting yourself.
For SaaS companies aiming to grow through Cloud GTM, understanding AWS CPPO is a strategic advantage. Whether you’re new to AWS or scaling a mature listing, this guide breaks down how CPPO works, why it matters, and how tools like Tackle make it more efficient.
Source: AWS Marketplace
What is AWS CPPO, and how does it work?
Channel Partner Private Offers enable third-party sellers, such as consulting partners, digital agencies, managed services providers, or value-added resellers to sell your product through AWS Marketplace private offers. Instead of going direct, buyers purchase your solution from a partner they already trust. You define the wholesale price; they apply a markup and handle the sale.
If you’re listed on AWS and can generate private offers, you’re already halfway there. Here’s the basic flow:
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You publish a paid listing on AWS.
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You agree on a channel partner wholesale price.
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The channel partner creates a private offer and sends it to their customer.
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The customer accepts, the deal closes, and onboarding begins.
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AWS disburses funds(so no chasing invoices or juggling splits).
This reseller model helps you stay aligned with AWS incentives, grow indirect revenue, and tap into a pre-existing ecosystem of AWS channel partners.
For a closer look at how CPPO fits into broader go-to-market efforts, see how teams are leveraging channel partners and CPPO to build a Cloud GTM strategy.
5 benefits of AWS CPPO
1. CPPO expands your global reach faster
One of the biggest benefits of CPPO is how quickly it can extend your presence across regions and industries. Think of it as multiplying your sales team without multiplying your headcount. Also, many AWS channel partners already have trusted relationships with enterprise buyers and a proven path to navigate cloud budgets.
Whether you’re breaking into APAC or expanding your U.S. footprint, these partners can serve as boots on the ground. In a world where budgets are tight and sellers are stretched thin, that leverage matters.
And here’s the best part: you don’t have to chase down payments or manage reseller contracts. AWS handles billing, taxes, and disbursement automatically. All you need to do is set the pricing through your SaaS product listing.
2. Billing and deal splits are built in
Traditionally, resellers require manual coordination to ensure fair splits. With AWS CPPO, that’s handled natively. AWS processes payments, deducts fees, and sends your business the agreed-upon wholesale amount.
This removes a ton of administrative friction, which is especially helpful as your channel partner network grows. There’s no need for third-party billing systems or spreadsheets to track what you’re owed. AWS takes care of it, and if you’re using Tackle, your entire team gets real-time visibility into each transaction.
To understand the private offer mechanics and integrations better, the AWS Marketplace seller guide provides a detailed breakdown of the process.
3. CPPO helps you build stronger relationships with channel partners
While your company benefits from an extended network that reaches new customers, channel partners understand their customers’ business needs and are equipped to help them implement the right tools to meet those needs.
Many of your prospects already work with a consultant or MSP. They may trust that partner more than a new vendor, or have procurement rules that require partner involvement. CPPO allows you to plug into those trusted relationships, rather than compete with them.
By giving customers a familiar path to buy through partners they already know, you can shorten sales cycles and reduce friction in procurement. This level of alignment is crucial to co-selling with AWS, especially when strategic partnerships drive the buying process.
4. Turn customer partnerships into a competitive advantage
Many customers have strong relationships with trusted channel partners. Instead of viewing this as a hurdle, you can use the CPPO motion to your advantage. Utilizing CPPO creates a win-win: the customer maintains their strategic partnership while also drawing down on their cloud spend commitment. For you, it builds crucial trust, removes purchasing friction, and helps close deals with customers who value their partner ecosystem.
5. Tackle makes AWS CPPO seamless
Managing a network of channel partners can get complicated fast. But with Tackle, it doesn’t have to.
Tackle’s Cloud GTM Platform automates the heavy lifting around CPPO:
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Manage your AWS listings and enable private offers
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Create and customize CPPOs directly with Tackle Offers
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Track every transaction with automated notifications via email or Slack
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Get full visibility into deal performance, entitlements, and lifecycle analytics
If you’re new to the AWS’s partner ecosystem, understanding the AWS partner path is a smart first step. And we can all agree that the alphabet soup of AWS terms is confusing, so bookmark Tackle’s AWS acronym cheat sheet to stay oriented.
Ready to Tackle AWS CPPO like a pro? We’d love to hear from you!
Frequently asked questions
What are the benefits of using AWS CPPO for channel partners?
AWS channel partners get access to new revenue streams, while sellers gain a trusted path to market and global reach. It’s a win-win that aligns incentives across the board.
How can Tackle help with AWS CPPO?
Tackle handles the technical lift, integrations, offer management, reporting, and analytics—so your teams can focus on strategy and selling. From onboarding to tracking, we make AWS CPPO easy.
