---
title: "Cloud Marketplace fees compared: what Microsoft, AWS and Google Cloud actually charge"
description: Microsoft, AWS, and Google Cloud each charge ~3% on marketplace sales, falling to 1.5% on renewals and large private offers. Full 2026 fee tables and sources.
---

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# [Cloud Marketplace fees compared: what Microsoft, AWS and Google Cloud actually charge](https://www.partner1.io/partner-blog/cloud-marketplace-fees-compared)

 Written by [Juhi Saha](https://www.partner1.io/partner-blog/author/juhi-saha) | Aug 3, 2026, 6:28:49 PM

*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:

1. **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.
2. **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.
3. 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 fees don't include

The transaction fee is not the total cost of a marketplace motion. Budget separately for: listing engineering (billing APIs, metering integration), tax and payout configuration, ongoing offer operations, and, if you use one, a cloud GTM platform, which carries its own subscription or percentage pricing set by the vendor. *(See: Do you need a cloud GTM platform?)* None of these costs is imposed by the marketplace, but all of them are real. In Partner1's experience across more than 400 companies advised, underestimating operational cost is a far more common error than overestimating the fee. [If you need help in making your listing transactable on a marketplace, the Partner1 team can take care of that for you in weeks, not months - and you don't have to pay a recurring fee like you would for a cloud GTM platform.](https://www.partner1.io/contact)

 

### Frequently asked questions

**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%.

 

[Partner1®](https://www.linkedin.com/company/partner1-io/) is the premier partner activation firm built by former Microsoft executives. We help B2B companies grow profitably and globally through partner ecosystem-led growth.

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