For independent software vendors (ISVs) building in the cloud, navigating AWS can feel like leveling up every quarter. The AWS ISV Partner Path is your blueprint for long-term success.
Originally launched in 2022 to replace the older APN tier system, the Partner Path now offers ISVs flexible entry points based on business model—not size or spend. Whether you’re focused on software, services, training, hardware, or distribution, there’s a track tailored to how you go to market.
This guide breaks down each track, what’s changed, how to maximize your tier, and how Tackle accelerates your Cloud GTM.
What is the AWS Partner Path and its significance for ISVs?
The AWS ISV Partner Path is a modernized program that gives cloud-native vendors access to co-sell opportunities, funding programs, technical reviews, and recognition through competencies and certifications. The path you choose—Software, Hardware, Services, Distribution, or Training—unlocks benefits specific to your GTM model.
Your track determines which AWS partner tiers you qualify for, what support you’ll get from AWS, and how quickly you can co-sell with AWS sales teams. Progress is tied to how you engage with the program, not how much you spend, making it more accessible for startups and scaleups alike.
What are the different tracks within the AWS ISV Partner Path?
Below is a strategic breakdown of the five available tracks. Each one serves different partner types but offers access to AWS resources, funding, and Cloud GTM alignment.
| Track | Best for | Key Benefits | Common Requirements |
| Software | SaaS, PaaS, ISVs | ISV Accelerate, ACE, CPPO, FTR, co-sell funding | Product on AWS, FTR completion, ACE participation, active Marketplace listing |
| Hardware | IoT, edge devices, OEMs | AWS Device Qualification, partner engineering resources | Device testing, AWS compatibility, and technical documentation |
| Services | Consulting & implementation firms | AWS Solution Provider Program, partner-led FTR | AWS-certified staff, case studies, proven customer success |
| Distribution | Resellers, aggregators | Opportunity registration, deal support | AWS resale agreements, compliance documentation |
| Training | EdTech, certification vendors | Authorized Training Partner benefits, courseware access | AWS Training Partner agreement, certified instructors |
How can joining the AWS Partner Path benefit my business?
Once you’re enrolled in the AWS ISV Partner Path, there are many impactful programs available, especially for ISVs driving Cloud GTM.
1. Access to ISV Accelerate
This is the cornerstone co-sell program for ISVs. With ISV Accelerate, AWS sellers are financially motivated to bring you into customer deals. You’ll get:
- Higher placement in AWS sales conversations
- Reduced listing fees on AWS Marketplace
- Faster ACE pipeline acceptance
- Access to AWS field teams to grow Cloud GTM
We cover ISV Accelerate in more depth in our ACE co-selling guide
2. AWS Foundational Technical Review (FTR)
The FTR is a free security and architecture review with an AWS Solutions Architect. It’s mandatory for ISV Accelerate and opens the door to co-sell and funding opportunities.
Use the FTR Lens to prepare! This tool maps directly to the AWS Well-Architected Framework. Alternatively, AWS allows partner-led FTRs through consulting partners, which can help accelerate your timeline.
ISVs who complete an FTR and address at least 25% of high-risk items are eligible for promotional credits through the Well-Architected ISV Funding Program.
3. AWS Competency Program
The AWS Competency Program validates your solution’s technical depth and customer success within a specific industry or use case.
Common ISV-focused verticals include:
- Security
- Financial Services
- Healthcare
- DevOps
- Data & Analytics
Competencies improve visibility on the AWS Partner Solutions Finder, provide access to competency-specific funding, and unlock early product previews via the Deeper Learning Series.
ISVs in regulated industries like healthcare or financial services get extra value from competency validation—especially when security is a priority.
4. Funding programs & Sandbox access
The Partner Path gives you access to AWS’s co-marketing and innovation funds, including:
- Marketing Development Funds (MDF): Offset costs of joint webinars, campaigns, or events. Typically, AWS matches 50%.
- Innovation Sandbox: AWS credits you can use to test new features or build early-stage products.
- Partner Opportunity Acceleration (POA): Funding to help close strategic co-sell deals.
For more on using AWS funds in your cloud GTM, explore our AWS CPPO guide
5. Certifications & skills progression
Certifications have become a bigger focus in 2025 for AWS ISV teams aiming to stand out. Having certified engineers, architects, or cloud practitioners is increasingly tied to partner eligibility, especially within the Services and Training tracks.
The most common paths for ISVs include:
- AWS Certified Solutions Architect – Associate
- AWS Certified DevOps Engineer – Professional
- AWS Certified Security – Specialty
You’ll need at least one certified employee for some tracks and multiple for higher AWS partner tiers. Certification also supports your FTR prep and competency applications.
How Tackle helps you advance through the AWS ISV Partner Path
Choosing the right track and navigating it effectively can be a little tricky, but that’s where Tackle comes in.
We help ISVs get listed and progress through the AWS ISV Partner Path faster and more strategically by building a strong Cloud GTM motion that aligns with AWS programs.
With Tackle, you can:
- Accelerate FTR readiness and completion
- Build a repeatable ACE co-sell pipeline
- Navigate funding opportunities like MDF or POA
- Track and report co-sell engagement through one dashboard
- Optimize your listing strategy (see how)
Ready to grow through Cloud GTM? Schedule a demo with Tackle and let’s find the right AWS ISV Partner Path track to fuel your growth, whether you’re listing for the first time or ready to scale co-sell momentum.
