If you joined AWS re:Invent 2025 in Las Vegas or tuned in virtually, you saw a clear message: the opportunity for AWS Partners is bigger, and more intelligent, than ever before. From Ruba Borno’s "Partnership Advantage" keynote to the technical deep dives, the focus was on empowering partners to innovate in the "agentic era" while streamlining how we do business.
Here is a recap of the critical updates every AWS Partner needs to know to drive growth in 2026.
The headline statistic from the event came from the new Omdia Partner Ecosystem Multiplier study. AWS Partners can now generate US$7.13 in services revenue for every $1 of AWS technology sold, up from $6.40 in 2022.
How do you capture that value? The answer lies in diversification. Partners who build strategic C-suite relationships and offer a mix of services, specifically in AI, migration, and managed services, are seeing the highest returns.
"Agentic AI" was the buzzword of the week. Dr. Swami Sivasubramanian (VP, Agentic AI) and Ruba Borno (VP, Global Specialists and Partners) highlighted how partners are moving beyond simple automation to building agents that solve complex problems.
• New specializations: To support this, AWS announced three new Agentic AI categories within the AWS AI Specialization. Qualifying partners can access additional Marketing Development Funds (MDF) in 2026.
• Public sector opportunity: A new Agentic AI module helps partners build responsible AI agents for public sector customers using tools like Amazon Bedrock AgentCore and Amazon Nova Act.
• ROI impact: Data shows that organizations implementing generative AI solutions with partner support are achieving 240% ROI.
Operational efficiency got a massive boost with the announcement that AWS Partner Central is now available directly in the AWS Management Console.
This integration transforms the partner journey:
• Unified access: No more separate logins. You can leverage AWS Identity and Access Management (IAM) for single sign-on and enterprise-grade security.
• API-First: You can now automate co-sell workflows, opportunity management, and lead sharing by connecting your CRM tools directly to AWS Partner Central via APIs.
• Seamless transition: It creates a natural pathway for AWS customers to evolve into Partners and Marketplace Sellers within the same interface.
The days of "lift and shift" are evolving. The consensus at re:Invent was that migration must now be paired with modernization and AI.
• MAP enhancements: Updates to the Migration Acceleration Program (MAP) have helped customers reach migration milestones 41% faster. The program now encompasses complete digital transformation, including Generative AI features.
• Greenfield growth: The new Partner Greenfield Program (PGP) offers co-investment and support to help partners capture the 42% of strategic workloads that remain on-premises.
• Marketplace innovation: Finding solutions is getting easier with "agent mode," a new AI-powered conversational discovery tool for buyers. For sellers, AWS now supports variable payment models for professional services and multi-product listings.
As we look toward 2026, AWS is doubling down on partner profitability. Whether it is through the new MSP incentives for customer management or the focus on Line of Business outcomes through the BOX Program, the tools are in place to scale.
The takeaway? The convergence of agentic AI and modernization has created an unprecedented moment for partners. It is time to leverage these new tools, achieve that 7.13x multiplier, and accelerate your growth.
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