How does Agent Mode decide which listings to show?

AWS hasn't published how Agent Mode ranks or weighs listings. It has published guidance on search fields, recommends naming AWS services, compliance standards and measurable benefits, and offers its own listing quality assessment. This check is built on that guidance, and testing prompts in Agent Mode shows how your listing performs today.

Is this different from the AWS listing quality assessment?

Yes. AWS's assessment in Partner Assistant reviews your listing fields. This check also covers proof, trust content, self-service paths and Agent Mode testing, and the audit adds rewritten copy and a 30-day retest.

Do the self-service questions apply to professional services?

No. AWS sells professional services through private offers only, so free trials, Express Private Offers and public pricing don't apply. Choose Professional services in step 1 and those questions are skipped.

Do you make the changes to our listing?

We write the copy and recommendations. Your team reviews them and publishes the changes in the AWS Marketplace Management Portal.

Will a better listing guarantee more deals?

No one can promise that. A clearer, more complete listing makes it easier for buyers and their tools to understand and compare your product, and AWS decides how its tools rank and present listings.

Free tool. Updated November 2026

Is your AWS Marketplace listing ready for buyers and their agents?

AWS Marketplace now has Agent Mode, a conversational way for buyers to describe what they need in plain language and compare products side by side. Answer the questions below to see how your listing holds up and what to fix first.

Takes about four minutes. Nothing you enter leaves your browser.

Step 1: Your listing

What kind of listing is it? Professional services listings sell through private offers only, so the self-service questions apply to software listings.

Software
Professional services

Step 2: Search and clarity

These are the fields AWS says matter for search, and the details AI tools use to match products to what a buyer asked for.

Do your title and short description name the buyer, the problem you solve and the outcome? If they don't, an AI summary of your product will be vague too. If not: Rewrite the title and short description so a stranger can tell who it's for, what problem it solves and what changes for the customer. Put your main keyword in both.
Does each of your three highlights cover one distinct, specific selling point? Buyers can search by highlights, so they carry more weight than many teams expect. If not: Give each highlight one job: a measurable result, a key capability, a reason to trust you. Replace slogans with specifics a buyer could repeat to their team.
Are your keywords drawn from your buyers' vocabulary and specific features, without repeating the product title? AWS allows up to three keywords in 250 characters, and the title is already indexed. If not: Replace generic or duplicate keywords with the words buyers use for the problem and the features they compare on. Leave the product title out.
Are the AWS services you run on or integrate with, the compliance standards you meet and measurable customer results written out? AWS recommends these details because AI tools use them to match products to buyer intent. If not: Name the AWS services, compliance standards such as SOC 2 or HIPAA, and the results customers see in the description and highlights. Don't make an agent infer them.
Is the listing in the category and subcategory that match how your buyers browse? AWS allows up to three categories, and usually one applies. If not: Choose the single most accurate category and subcategory, and remove any that don't fit.
Have you tested whether Agent Mode finds and describes your product correctly? Describe a problem the way your best customer would and see whether you appear, where you rank and how you're described. If not: Run three to five buyer prompts in Agent Mode, note where you appear and how you're described, then fix the fields behind any gaps. Retest after changes go live.

Step 3: Proof and trust

What a buyer, or a buyer's agent, needs to see before moving forward.

Does the listing include customer proof such as reviews, case studies or named results? If not: Add customer results to the description and highlights, link published case studies as resources, and ask happy customers for Marketplace reviews.
Are documentation, deployment guidance and support terms easy to find from the listing? If not: Link documentation and getting-started guidance as additional resources, and state support hours, channels and response times in the support description.
Is it clear how pricing works and what a buyer gets? For professional services, say what's included and that pricing comes through a private offer. If not: Make pricing dimensions and what's included easy to understand. For professional services, describe scope, deliverables and timing, and invite a private offer request.
Does the listing include screenshots or a short video? If not: Add screenshots of the product or sample deliverables and a short walkthrough video. AWS flags missing promotional media in its listing review.
Have you run the listing through AI-assisted product listing in AWS Partner Central and acted on its recommendations? It gives each listing a quality assessment with field-level recommendations. If not: Open Partner Assistant in AWS Partner Central or the Marketplace Management Portal, run the listing assessment, and decide which recommendations fit your positioning.

Step 4: Next steps (software listings)

Ways a buyer can act without waiting on your sales team. AWS supports these for software listings.

Can buyers start a free trial or request a demo from the listing? If not: Offer a free trial where your product supports one, or a clear demo request path. Trials also add a badge and a search filter.
Is private offer request enabled? If not: Enable the request private offer option so buyers can ask for custom pricing and terms from the listing.
Have you considered Express Private Offers for deals that fit a standard rate card? AWS uses an AI agent to match qualified buyers to pricing rules you set, without a sales rep. If not: Decide which deals fit a standard rate card and set up Express Private Offer rules for them, so qualified buyers get pricing without waiting.
Do you offer the Standard Contract for AWS Marketplace? If not: Offer the Standard Contract for AWS Marketplace as your license terms, with any addendums you need, so buyers' legal teams start from terms they already know.

Listing and Agent Readiness Audit: A scored review of your listing, with the copy rewritten.

We review your AWS Marketplace listing as buyers and AI agents see it, show you what to change first and rewrite the fields that matter most. Your team publishes the changes.

Your baseline AWS listing quality assessment from Partner Assistant
Agent Mode tests with prompts your buyers would actually use
A scored report across clarity, search fields, proof, trust and self-service paths
The five fixes that matter most, ranked by effort and impact
Rewritten title, short description, highlights and keywords in your voice
A 30-minute walkthrough with your team, and a retest after 30 days

Software listing: $1,995
Professional services listing: $1,495
Each additional listing: $995

Your fee is credited toward an Alliance Leadership or AWS Competency engagement signed within 60 days. Available directly or as a private offer on AWS Marketplace.

Fractivo reviews and rewrites listing content. Technical setup stays with your team.

Book a call to scope your audit or contact us

What changed on AWS Marketplace

At the end of 2025 AWS introduced Agent Mode and AI-enhanced search across AWS Marketplace. Buyers describe what they need in plain language, and Agent Mode returns side-by-side comparisons that update as they refine their needs. AWS says Agent Mode is also available through AI applications that support the Model Context Protocol, so a buyer's own tools can reach the catalog.

In June 2026 AWS added AI-assisted product listing to Partner Central. It drafts listing content using search and generative engine optimization guidance plus Marketplace ranking signals, and gives each listing a quality assessment. AWS hasn't published how Agent Mode ranks listings or the rubric behind that assessment, so the useful approach is to follow what AWS has published and test the results.

Common questions

How does Agent Mode decide which listings to show?: AWS hasn't published how Agent Mode ranks or weighs listings. It has published guidance on search fields, recommends naming AWS services, compliance standards and measurable benefits, and offers its own listing quality assessment. This check is built on that guidance, and testing prompts in Agent Mode shows how your listing performs today.
Is this different from the AWS listing quality assessment?: Yes. AWS's assessment in Partner Assistant reviews your listing fields. This check also covers proof, trust content, self-service paths and Agent Mode testing, and the audit adds rewritten copy and a 30-day retest.
Do the self-service questions apply to professional services?: No. AWS sells professional services through private offers only, so free trials, Express Private Offers and public pricing don't apply. Choose Professional services in step 1 and those questions are skipped.
Do you make the changes to our listing?: We write the copy and recommendations. Your team reviews them and publishes the changes in the AWS Marketplace Management Portal.
Will a better listing guarantee more deals?: No one can promise that. A clearer, more complete listing makes it easier for buyers and their tools to understand and compare your product, and AWS decides how its tools rank and present listings.

Want a second opinion on your listing?

Send us your results or your listing link and we'll talk through what to change first. If an audit makes sense, we'll scope it on the call.

Book a 30-minute call or contact us

Sources

AWS Marketplace introduces agent mode and AI-enhanced search (AWS, 30 November 2025)
AWS Marketplace: simplifying the path from discovery to deployment in the AI era (AWS Marketplace blog)
Optimizing your AWS Marketplace products for search (AWS Marketplace Seller Guide)
Search Performance dashboard (AWS Marketplace Seller Guide)
AWS Marketplace announces AI-assisted product listing (AWS, 16 June 2026)
Express private offers (AWS Marketplace Seller Guide)
Using standardized contracts in AWS Marketplace (AWS Marketplace Seller Guide)

This tool reflects AWS's published guidance as of November 2026. AWS decides how its search and Agent Mode rank and present listings. Fractivo is an independent firm and is not affiliated with or endorsed by Amazon Web Services.