> Source: https://meetrix.io/blogs/aws-marketplace-vs-google-cloud-marketplace-isvs/ > Markdown copy of that page. Cite the URL above, not this file. Development # AWS Marketplace vs Google Cloud Marketplace for ISVs [By Shalomi Umeshika](https://meetrix.io/blogs/authors/shalomi-umeshika/) • October 9, 2026 • 11 min read ## Which Marketplace Should You List On First? Most ISVs start on one cloud marketplace and wonder about the other. From a distance they look the same: a listing, a private offer, a payout. Up close, the fees, the onboarding, and even which product types fit are different enough that the order you choose them in actually matters. This guide compares the two on what an ISV has to decide, using each cloud's own documentation. We publish Meetrix servers on both, so I'll mention what we see where it helps. I don't have both clouds' sales data to compare (nobody outside the two companies does), so this is about fees, process, and fit, not which one will sell more. The Quick Verdict Your buyers run on AWS Start with AWS Marketplace. It has the broadest product-type coverage and a well-documented path for AMIs, but plan for the fee on server products. Your buyers run on Google Cloud Start with Google Cloud Marketplace. The published fee schedule is simpler, and pricing model review is quick once you clear the prerequisites. You sell an AMI or VM image Compare the fees carefully. AWS lists 20% for public server offers, while Google's published schedule lists 3% for standard offers. You sell SaaS The headline fee is similar at 3%. Compare onboarding effort and where your buyers already spend. 20% AWS's listing fee on public offers for server products (AMI, container, machine learning) 3% The share on Google's published schedule for standard offers, and AWS's fee for SaaS 2 to 4 weeks How long AWS says a new product request normally takes ## How to Choose Four questions decide most of it: 1. Where do your buyers already spend? A marketplace listing sells best to people already on that cloud. 2. What are you selling? An AMI, a SaaS product, and a Kubernetes app map differently onto each marketplace. 3. How much of the fee can your pricing absorb? The gap between the two is largest for server products. 4. Can your team run two onboardings and two review cycles? Each cloud has its own forms, portal, and rules. ## 1\. AWS Marketplace - Server, SaaS, ML, data - Partner Central - Approved and limited-listing workflow You publish through AWS Partner Central, either with the Build tab for simpler products or a product load form for complex ones, such as AMIs launched with CloudFormation. AWS reviews each submission for policy and security compliance, software vulnerabilities, and usability. Our own [Rancher](https://meetrix.io/blogs/rancher-aws-marketplace/) and [Flowise](https://meetrix.io/blogs/flowise-aws-marketplace/) product articles are examples of what a listing looks like from the buyer side. - Delivery as an AMI, an AMI with CloudFormation, a container, machine learning, or SaaS, plus professional services, with data published through AWS Data Exchange - Self-service AMI scanning in Partner Central, which AWS says typically completes in under an hour - Private offers, channel partner private offers, and free trials - Extra requirements for repackaged open-source software, covered below Pros - Wide product-type coverage, with a clear path for AMIs - Detailed, documented review and submission process - Co-sell through ACE, which we cover in [how to get discovered on AWS Marketplace](https://meetrix.io/blogs/get-software-discovered-aws-marketplace/) Cons - A 20% public-offer listing fee for server products (AMI, container, machine learning) - AWS says a new product request normally takes 2 to 4 calendar weeks, more for complex ones - Some changes, such as pricing, are limited to every 90 or 120 days ## 2\. Google Cloud Marketplace - VM, SaaS, Kubernetes, AI agents - Producer Portal - Fewer fee tiers Google Cloud Marketplace has its own onboarding. You need a vendor account and payment profile, membership of the Google Cloud Partner Network, and an organization incorporated in a supported region. A VM product must deploy to and run on Compute Engine, using the Marketplace-hosted image with the attached Compute Engine license. We publish several Meetrix servers there, such as [Coturn](https://meetrix.io/blogs/coturn-gcp-marketplace/) and [Mailcow](https://meetrix.io/blogs/mailcow-gcp-marketplace/). - Product types listed in the Google partner docs: AI agents, SaaS, virtual machine products, Kubernetes apps, data products, professional services, and free container images - Pricing models include subscriptions, pay-as-you-go, and custom pricing - For most configurations, customers receive one bill covering your products and their Google Cloud services - Private offers for specific customers Pros - The published Google schedule lists a 3% share for standard offers, with 2% and 1.5% tiers for larger private offers - Pricing model review takes up to four business days, and publishing takes minutes once approved - A defined commit drawdown policy for channel private offers Cons - You must verify that you host the product primarily on Google Cloud - You need to confirm that Google Cloud is where your buyers are, since the listing only reaches people already on it - Onboarding includes extra forms: a validation form for each listing, and a project info form for Producer Portal access ## Fees: The Biggest Gap 20% vs 3%public server offers, AWS and Google AWS's [listing fee page](https://docs.aws.amazon.com/marketplace/latest/userguide/listing-fees.html) sets public-offer fees by deployment method: 3% for SaaS, 20% for server products (AMI, container, machine learning), and 3% for AWS Data Exchange. Google's [partner announcement](https://cloud.google.com/blog/topics/partners/upgrades-to-google-cloud-marketplace-for-partners) lists 3% for standard offers, with no product-type differences mentioned. I couldn't load its full schedule page, so check it for exceptions. Private offers narrow the gap. On AWS, the fee depends on contract value: under $1M is 3%, $1M to under $10M is 2%, and $10M and above is 1.5%. All renewals are 1.5%. Channel partner private offers add 0.5%, and a buyer in South Korea adds 1% to the standard fee. Google's tiers look the same on the schedule in its announcement: 3% under $1M, 2% from $1M to under $10M, 1.5% at $10M and above, and 1.5% for native renewals, channel shifts, and migrations. The fee doesn't decide it alone. A lower fee on a marketplace where your buyers don't shop earns you nothing. But if you sell an image and your buyers are on both clouds, the fee difference on public offers is large enough to plan around. It's the first number I'd verify against each cloud's current terms, because both have changed theirs more than once. ## Listing and Review On AWS, you submit through [AWS Partner Central](https://docs.aws.amazon.com/marketplace/latest/userguide/product-submission.html). AMI products get a self-service scan, and AWS then reviews for policy and security compliance, vulnerabilities, and usability. For a new product you receive a limited listing URL to approve before it publishes. If you repackage open-source software, as we do, AWS requires tangible value beyond the original software, such as hardening or added packages. The title has to indicate that value, the short description must start with a set phrase about repackaged open-source software with additional charges, and the AMI name must start with the seller's name. On Google, the [onboarding page](https://docs.cloud.google.com/marketplace/docs/partners/get-started) asks for a vendor account and payment profile, Google Cloud Partner Network membership, and incorporation in a supported region. The [VM product guide](https://docs.cloud.google.com/marketplace/docs/partners/vm) adds an onboarding validation form for each listing, Producer Portal access through a project info form, and a pricing model review of up to four business days. You also verify that you host the product primarily on Google Cloud. In practice, AWS asks more of the product and listing wording, and Google asks more of the company and the hosting. Neither is hard if you read the requirements first. For the discoverability work that comes after the listing, see [how to get your software discovered on AWS Marketplace](https://meetrix.io/blogs/get-software-discovered-aws-marketplace/). ## AWS Marketplace vs Google Cloud Marketplace: Side by Side | Question | AWS Marketplace | Google Cloud Marketplace | | --- | --- | --- | | Product types | AMI, AMI with CloudFormation, container, machine learning, SaaS, data (Data Exchange), professional services | AI agents, SaaS, VM, Kubernetes apps, data, professional services, free container images | | Where you publish | AWS Partner Central (Build tab or product load form) | Producer Portal, after onboarding forms | | Public offer fee | SaaS 3%, server products (AMI, container, ML) 20%, Data Exchange 3% | Standard offer 3% on the published Google schedule | | Private offer fee | Under $1M 3%, $1M to under $10M 2%, $10M and above 1.5% | Under $1M 3%, $1M to under $10M 2%, $10M and above 1.5% | | Renewals | All renewals 1.5% | Native renewals, channel shifts, and migrations 1.5% | | Typical review time | 2 to 4 calendar weeks for a new product, per AWS | Pricing model review up to 4 business days; other review times not stated in the docs I read | | Seller prerequisites | AWS seller registration; AMI rules for repackaged software | Vendor account, payment profile, Partner Network membership, incorporation in a supported region | | Commit drawdown | Confirm with AWS; I couldn't verify the rules | 100% of qualifying channel private offer price, capped at 25% of commitment, from June 9, 2025 | Fees, requirements, and programs come from each cloud's own pages as I read them, and both change often. Verify anything that decides your pricing in the current seller terms. ## Commits and Co-Sell Large buyers care whether Marketplace spend counts toward their cloud commitments. Google says that from June 9, 2025, qualifying software purchases through channel private offers draw down 100% of the private offer price against a customer's commitment, up to a 25% cap, and its Marketplace Customer Credit Program gives customers up to 3% in credits on a first eligible ISV purchase. For AWS, third-party sources say eligible Marketplace spend can count toward commitments, but I couldn't confirm the rules from AWS's own pages, so ask your AWS contact before you promise a customer anything. Both clouds run co-sell programs where their account teams work deals with you. AWS's route is the AWS Partner Network and ACE, which we cover in our [discoverability guide](https://meetrix.io/blogs/get-software-discovered-aws-marketplace/). Check Google's Partner Network for its equivalent. Neither is a quick win for a small seller, but both are where larger deals come from. ## Where I'd Start Pick by your buyers Ask where your existing customers run. List there first, and add the second marketplace when the product supports it. Model the fee Work out your net on a public offer on each cloud, using the current fee pages, before you set prices. Clear the prerequisites On AWS, read the repackaging rules. On Google, line up the vendor account, Partner Network membership, and hosting verification. Write the docs once A good setup guide serves both listings. Ours come in an AWS and a GCP version for each product, for example [Listmonk on AWS](https://meetrix.io/blogs/listmonk-developer-guide/) and [Listmonk on Google Cloud](https://meetrix.io/blogs/listmonk-gcp-developer-guide/). Fee schedules, onboarding rules, and programs change on both clouds. Check each cloud's current seller documentation before you commit to a pricing model or a launch date. ## Frequently Asked Questions Which marketplace charges ISVs less? On public offers, Google's published 3% standard rate is lower than AWS's 20% for server products. For SaaS, both list 3%. Private offer tiers are similar on both. Do I have to list on both marketplaces? No. Start where your buyers already are. Add the second when your product and team can support another onboarding. How long does listing take on AWS Marketplace? AWS says a new product request normally takes 2 to 4 calendar weeks. Complex products can take longer. What does Google Cloud Marketplace require from sellers? A vendor account, a payment profile, Google Cloud Partner Network membership, incorporation in a supported region, and verification that you host the product primarily on Google Cloud. Can I list repackaged open-source software? Yes, but AWS requires tangible value beyond the original software, such as hardening or added packages. The title, short description, and AMI name all have specific rules to follow. Does Marketplace spend count toward cloud commitments? Google publishes a defined drawdown policy for channel private offers: 100% of the qualifying price, capped at 25% of the commitment, from June 9, 2025. AWS's rules aren't something I could confirm from its own pages, so ask your AWS contact. ## See the Same Server on Both Clouds Many Meetrix servers are available on both AWS and Google Cloud Marketplace, with a developer guide for each cloud, so you can see how one product is packaged for both. [Browse the Meetrix Store](https://meetrix.io/store/) Meetrix Store Pre-configured open source images for AWS and Google Cloud. [Browse products](https://meetrix.io/store/) Meetrix Store New One-click deploys on AWS and Google Cloud. - [Jitsi Meet Self-hosted video calls for 50 to 500 users](https://meetrix.io/store/jitsi-meet/) - [RustDesk Remote desktop AMI, a TeamViewer alternative](https://meetrix.io/store/rustdesk/) - [Coturn TURN/STUN for WebRTC, no per-minute relay fees](https://meetrix.io/store/coturn/) - [Supabase Postgres, Auth, Storage and Realtime, self-hosted](https://meetrix.io/store/supabase/) - [OpenVPN Encrypted remote access, no per-user fees](https://meetrix.io/store/openvpn/) - [Plane Issues, cycles and roadmaps, a Jira alternative](https://meetrix.io/store/plane/) [Browse all products](https://meetrix.io/store/)