Cloud Marketplace fees compared: what Microsoft, AWS and Google Cloud actually charge
Table of Contents
As of mid-2026, the three hyperscaler marketplaces charge broadly similar transaction fees: roughly 3% standard, falling to 1.5-2% for large private offers and renewals.
Marketplace fees were once the loudest objection to selling through cloud marketplaces. That era is long over: the hyperscalers cut their take rates from around 20% to around 3% years ago, but any kind of fee matters at enterprise deal sizes. Here is the full picture.
The fee table
Figures as of July 2026; we recommend verifying against each provider's current schedule for the latest numbers.
Marketplace
Standard fee (Net new customers)
Private offers
(Net new customers)
Renewals
Channel/ reseller offers
Microsoft Marketplace (Azure)
3%
3%
1.5%
Multiparty private offers and resale enabled offers
AWS Marketplace
3% for public SaaS (server/AMI 20%)
Tiered by contract value: 3% under $1M; 2% at $1M-<$10M; 1.5% at $10M+
1.5%
Channel partner private offers with regional uplifts
Google Cloud Marketplace
3% (variable model, eff. Apr 21, 2025)
Tiered: 3% under $1M; 2% at $1M-<$10M; 1.5% at $10M+
1.5% (also applies to migrations and channel shifts)
Marketplace Channel Private Offers supported
How the fee is actually applied
On the hyperscaler marketplaces, the provider operates on an agency model: you set the price, the cloud bills the customer, and the fee is deducted before payout. Here are three details ISVs regularly miss:
The fee applies to your license price, not infrastructure. On Microsoft, for example, Azure usage charges attached to a VM offer are billed separately; the 3% applies to your software license amount.
BYOL listings carry no marketplace fee, because no money moves through the marketplace. They also earn none of the committed-spend benefits that make marketplaces valuable.
Renewal economics favor staying on-marketplace. Microsoft, AWS, and Google all now price renewals at roughly half the new-deal fee: a deliberate incentive against moving year-two revenue off-platform.
What the fee history tells you
Microsoft cut its fee from 20% to 3% in 2021; Google Cloud cut from 20% to 3% in 2021 and moved to a variable 1.5-3% model effective April 21, 2025; AWS simplified and reduced its tiered schedule effective January 5, 2024. The direction is one-way: the clouds have decided marketplace revenue is worth more to them as committed-spend drawdown and account stickiness than as a toll. For ISVs, the practical conclusion is that fees are no longer the deciding variable in marketplace strategy: eligibility for committed-spend programs and co-sell access are. (See: MACC vs. EDP vs. GCP commits.)
What fee does Microsoft charge on Microsoft Marketplace transactions?
A 3% store service fee on transactable offers, reduced from 20% in 2021. Qualifying private-offer renewals (private offers created after Oct 1, 2024) receive a 50% fee discount.
What does AWS Marketplace charge?
For SaaS: 3% on public offers; private offers are tiered from 3% down to 1.5% at $10M+ contract value; renewals are 1.5%. Channel partner private offers add a 0.5% uplift. (Server/AMI, container, and ML public offers are a separate 20%.) Effective January 5, 2024.
What does Google Cloud Marketplace charge?
A 3% standard revenue share under the variable model effective April 21, 2025, with reductions to 2% and 1.5% for larger private offers, and 1.5% for renewals, migrations, and channel shifts.
Is the fee negotiable?
The published schedules are standard. Larger deal sizes earn lower published tiers on AWS and Google Cloud; Microsoft's published fee is flat at 3% with renewals at 1.5%.
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