Amazon’s global partner program exists to help you grow a business using Amazon Web Services (AWS), the company’s cloud services platform.
This program is split up into two different kinds of partners: Consulting Partners and Technology Partners. Consulting Partners offer cloud deployment implementation and management to AWS customers. Technology Partners offer software tools and services that work with or are hosted on AWS.
When you become a Partner, you’ll be listed in the AWS Partner Directory. Using this directory, AWS users look for partners that can meet their needs. If you succeed as an Amazon Partner, these customers will seek you out for your AWS-based solutions and services.
If you’re building a startup, becoming an Amazon Partner means you’ll be able to borrow from the resources of a much larger company to build your brand, and tap into an existing customer base. You’ll also have opportunities to sell quickly and at a global scale - both challenges for startups that are working from scratch.
Before you begin, you’ll have to complete the AWS training and certification. You can also set yourself apart from the competition by completing additional programs, such as the AWS Competency Program, which shows your expertise in a certain area. If you complete this program, you’ll become a Competency Partner. These partners gain access to even more resources and opportunities.
If you meet certain requirements for customer engagement, investments, and training, you can also reach a higher performance tier that unlocks new benefits. The performance tiers for a Consulting Partner are Registered, Standard, Advanced, and Premier. For Technology Partners, you can reach Registered, Standard, or Advanced tiers.
The APN offers funding opportunities for qualified applicants. Funding helps you pursue new, strategic customer projects and other goals that can grow your brand further.
It can take a significant amount of training and time to really understand the APN. You’ll also need to meet the necessary criteria to get endorsed by AWS. However, once you’ve done the work, you can register your company’s products and put them up for sale to a worldwide audience of potential customers.
To get started, you need to be an AWS customer. You can then register for partner status, which gets you login information for the APN Portal. Use the self-registration link to add users, and track your tier status using the Partner Scorecard.
Ultimately, using the APN’s support tends to be faster than slogging through the process of filling out paperwork and waiting for supplies on your own. Amazon’s cloud platform can bypass this whole process, putting your brand in front of customers faster.