How to Create and Publish an AWS Marketplace Listing with Clazar
Last updated: July 13, 2026
Getting a product live on the AWS Marketplace involves more than filling in a few boxes. Each field shapes how buyers discover your product, understand what it does, and decide whether to purchase. This guide walks through every section and field required to create and publish a listing on the AWS Marketplace via Clazar — what's mandatory, what's optional, and how to get each one right.
Throughout the guide, fields are marked as either compulsory (mandatory — the listing cannot be submitted without them) or optional (not required, but recommended for better discoverability and buyer engagement).
Section 1: General Information
This is the listing overview buyers see first on AWS Marketplace — so make it count.
1.1 Listing Title — Compulsory
The Listing Title is the headline buyers see in search results, with a maximum of 72 characters. It must be clear, concise, and include the product name.
To make it work hard for you, lead with the product name and follow it with a short value proposition. Avoid vague words like "Best" or "Powerful" — be specific instead. Don't include pricing or promotional language, and always ask yourself: "What does this product do?"
A reliable format is [Product Name] – [Core Capability / Primary Use Case].
Example: Clazar – Cloud Marketplace & Co-Sell Automation Platform
1.2 Short Description — Compulsory
The Short Description (up to 1,000 characters) appears in search results and at the top of the listing page. This is the buyer's first real read, so make it persuasive.
Open with the problem being solved rather than a company description, then highlight your top two or three outcomes or capabilities. Use active voice, avoid jargon, and treat it as an elevator pitch aimed at a technical buyer. While you have up to 1,000 characters, aim for 150–300 characters for readability.
A useful format is [Problem statement]. [Product Name] [solves it by doing X]. [Top outcomes/benefits].
Example: Managing cloud marketplace listings and co-sell workflows is complex and time-consuming. Clazar automates listing creation, buyer registration, and co-sell across AWS, GCP, and Azure — helping revenue teams close faster with less manual effort.
1.3 Listing Logo — Compulsory
Your logo is your brand identity on the marketplace, appearing in search result thumbnails and on the listing page. PNG is the preferred file format, and the image must be square — a 1:1 aspect ratio. The minimum size is 110 × 110 px, but 500 × 500 px is recommended for crispness on retina screens.
A few requirements to keep in mind: rectangular logos will be rejected or cropped, so stick to a square. Use PNG with a transparent background when possible, and avoid including text in the logo if it renders unreadable at small sizes.
Upload the logo via the Listing Logo field in Clazar, and confirm the upload succeeded before moving on.
Section 2: Listing Overview
This is the detailed product description buyers see on the full listing page.
2.1 Long Description — Compulsory
The Long Description (up to 5,000 characters) is your main product page copy — where buyers do their due diligence. It supports rich formatting including bold, italic, headings (H1–H6), bullet lists, numbered lists, and links.
A recommended structure runs through six parts:
Overview (2–3 sentences): What is the product and who is it for?
The Problem: What pain does it solve?
How It Works: Core mechanism and key features (a bullet list works well here).
Key Use Cases: Three to five specific scenarios where buyers win.
Why [Product Name]: Differentiators versus alternatives.
Getting Started: What happens after purchase?
Because buyers scan rather than read, use H2/H3 headings to break up sections, and rely on bullet points for features while saving prose for narrative. Don't repeat the short description verbatim, and link to documentation or case studies where relevant. Keep in mind that AWS reviewers check for accuracy, the absence of misleading claims, and no competitive bashing.
2.2 Highlights — Compulsory
Highlights are the key benefits, use cases, or differentiators surfaced prominently on the listing — think of them as your three strongest selling points in isolation. You need a minimum of 1 and a maximum of 3, with each highlight capped at 500 characters.
Each highlight should be self-contained, so a buyer can understand it without any surrounding context. Lead with the outcome rather than the feature ("Reduce time-to-close by 40%" beats "Has automation"), and use strong action verbs like Automate, Eliminate, Accelerate, or Streamline. Don't duplicate — each highlight should cover a distinct angle.
2.3 Product Video URL — Optional
A product demo or explainer video embedded on the listing can significantly improve conversion. If you include one, it must be a publicly accessible HTTPS URL.
Use a YouTube or Vimeo link that requires no login, and keep it to an ideal length of 2–5 minutes — buyers don't watch longer demos cold. Cover what the product does, how it works, and what setup looks like.
Section 3: Listing Assets
These are the visual assets that appear on the AWS Marketplace listing page.
For images, use PNG or JPG, up to 10 images total, at a recommended 780 × 439 px and a maximum file size of 5 MB each. For videos, you can add up to 5 videos at a recommended 1920 × 1080 px, publicly accessible, with a maximum file size of 50 MB each. You can also upload via link using S3 buckets. Add a title and description for images and videos — the description must be under 200 characters.
For the strongest result, include at least three screenshots: your dashboard or main UI, a core workflow, and a results or output screen. Annotate screenshots where needed so buyers can see the product rather than guess what they're looking at, and avoid stock photos — real product UI converts better. Remember that the first image is your "hero," so use your most impressive screen there.
Section 4: Fulfillment Options
This section defines how buyers access and use the product after purchase.
4.1 Delivery Method — Compulsory
Select one of the following:
Software Registration — The buyer accesses the product via a web browser, and the seller manages the infrastructure. Best for SaaS products with a UI.
API Registration — The buyer accesses AI agents or tools via API calls. Best for headless products, AI tools, or developer-first products.
4.2 Endpoint URL — Compulsory (if API Registration)
If you chose API Registration, you'll provide an Endpoint URL of up to 500 characters that must start with https://. This is the publicly accessible URL where your API receives requests, and it's surfaced to buyers so they can call your API.
Section 5: Pricing
Pricing information is visible to buyers on AWS Marketplace, and this section is critical — errors here affect billing.
5.1 Pricing Model — Compulsory
Choose one of two models:
Contract with Consumption — Combines a contract with overage. Buyers pay a base contract price, then an additional per-unit rate for hourly usage beyond the contract. Best for products with a predictable base plus variable usage.
Usage-Based Pricing — Pure pay-as-you-go. Buyers are charged per unit of hourly usage based on metering records you provide. Best for pure consumption models such as API calls, seats, or tokens.
5.2 Contract Duration — Compulsory (if Contract with Consumption)
Select all that apply — each duration you choose creates a separate pricing tier buyers can pick from:
☐ Monthly
☐ 1 Year
☐ 2 Years
☐ 3 Years
Offering annual options incentivizes commitment and typically aligns with enterprise procurement cycles. Include multi-year options if your sales motion targets enterprise accounts.
5.3 Contract Type & Usage Unit — Compulsory
Select from the dropdowns in Clazar based on what you're selling — for example, users, seats, API calls, or units. There are two dropdowns: Contract Type and Usage Unit.
5.4 Product Dimensions — Compulsory
Product Dimensions define the billable tiers or SKUs of your product (for example, Starter, Pro, Enterprise), and each dimension is a purchasable unit. You need at least 1 and can have up to 24 dimensions.
Each dimension includes the following fields:
Name — Max 80 characters. The human-readable tier name shown to buyers (e.g., "Pro Plan", "10 Users").
API Name — Max 36 characters. The machine-readable identifier used in metering records. Must be lowercase with no spaces (e.g.,
pro_plan,10_users). Cannot be changed after publishing.Description — Max 1,000 characters. What's included in this dimension?
Additional Usage — Check this if buyers can be charged for overage usage beyond this dimension's contract.
5.5 Usage Dimensions — Optional
Usage Dimensions define per-unit pricing for consumption on top of (or instead of) contracts, and are used for metered billing. You can have up to 24 dimensions.
Each usage dimension includes:
Description — Max 90 characters. What is this unit? (e.g., "Per API call", "Per active user per hour").
API Name — Max 36 characters. Must match what your metering service sends to AWS. Cannot be changed after publishing.
Price / Unit — In USD. This is the per-unit charge buyers see.
⚠ Critical Note: API Names for dimensions cannot be changed after the listing is published. Triple-check these before submitting.
Section 6: Legal
This section captures the legal terms and agreement documentation for your listing. Buyers must agree to your EULA before purchasing, and this section is mandatory before your listing can be published.
6.1 EULA (End User License Agreement) — Compulsory
You have two options, and if a standard EULA is selected, nothing needs to be uploaded:
Standard Contract from AWS — Use AWS's pre-approved standard contract. It's faster to publish and needs no legal review. Recommended for most ISVs starting out.
Custom EULA — Upload your own legal agreement via a publicly accessible URL to the EULA document (uploaded as a PDF). This will add review time, so use it only if your legal team requires specific terms.
Section 7: Support
This section is visible to buyers on AWS Marketplace and sets their expectations for how they'll get help.
7.1 Support Offered — Compulsory
Almost always select Yes here. Buyers expect support for paid products.
7.2 Support Resources — Compulsory
Describe the support channels and resources available to buyers, in up to 2,000 characters, with support for bold, italic, headings, lists, and links. Be specific — vague support descriptions reduce buyer confidence.
Consider covering:
Support channels offered (email, Slack, in-app chat, phone).
Response SLA (e.g., "Critical issues: 4-hour response, business hours").
A link to your Help Center or documentation.
Availability — for example, support is available 24×7 from Monday to Friday.
7.3 Support Contacts — Compulsory
Provide direct contact information visible on the listing — email, phone, or URL — in up to 500 characters.
7.4 Additional Resources — Compulsory
Add links to external resources buyers can access, such as documentation, case studies, or integration guides. You need a minimum of 1 and a maximum of 3, with each Name up to 50 characters and each URL up to 500 characters.
A good default set:
Resource 1: Always include your main documentation or Help Center.
Resource 2: A quick-start guide or getting started video.
Resource 3: A case study, security whitepaper, or integration guide.
7.5 Refund Policy — Compulsory
State your refund policy clearly in up to 500 characters — it's visible to buyers and acts as a trust signal.
Example: "All fees are non-refundable and non-cancellable except as required by law."
Section 8: Categories & Keywords
This section determines where your listing appears in the AWS Marketplace storefront and how buyers find it through search. Getting it right is essential for maximum discoverability.
8.1 Categories — Compulsory
Categories place your listing in the correct browse tree on AWS Marketplace — and wrong categories mean poor discoverability. You need a minimum of 1 and a maximum of 3, and each requires both a Category and a Sub-Category.
Start with your primary category — the one buyers are most likely to browse when looking for you. Add secondary categories only if the product genuinely spans multiple use cases. Common categories for SaaS include Business Applications, DevOps, Security, Data Products, and AI/ML.
8.2 Keywords — Compulsory
Keywords improve discoverability within AWS Marketplace search. You can add up to 15 keywords, comma-separated. Note that these are not SEO keywords — they're used for internal Marketplace search indexing.
Include product category terms (e.g., "marketplace automation", "co-sell"), common buyer search terms (what would a buyer type to find you?), and integration-related terms (e.g., "AWS", "Salesforce", "HubSpot"). Mix broad terms with specific ones, and don't repeat words already in the title.
For the complete, always-up-to-date version of these guidelines — including any additional notes and examples — refer to the full document here: