AWS unveils partner ecosystem multiplier for 2025

A new AWS Partner Ecosystem Multiplier (PEM) 2025 Study by Omdia has revealed that AWS partners can achieve as much as US$7.13 in services revenue for every US$1 of AWS technology sold. The PEM 2025 study further reinforces that AWS partners that achieve the US$7.13 multiplier are those that have deeper AWS engagement and offer a breadth of services across the entire customer lifecycle.

Compared to the 2022 AWS Partner Ecosystem Multiplier Study, all partner categories saw an increase in PEM opportunity within the AWS Partner Network (APN): 

- Eight in 10 (82%) partners are delivering some form of AI as part of their AWS transformation delivery to end customers.

- Nearly two thirds (64%) of partners are actively using AWS Marketplace as part of their overall go-to-market strategy.

- While partners create value across six essential service categories, advise, design, procure, build, adopt, and manage, the manage and build categories are the largest growing categories, driven by the growth of the role of AWS Marketplace and the growth of opportunity tied to generative and agentic AI.

Omdia has also identified four partner maturity categories: Focused, Multi-category, Progressive, and Expert. Each demonstrates different capabilities and levels of lifecycle engagement. The study found that US$7.13 for every dollar spent on AWS solutions is achieved by the most mature category, the Expert partners.  

Focused partners, on the other hand, are typically smaller organisations generating a US$1.26x multiplier. They are more likely to have limited variety of services offerings with narrow or single practice scope, operating primarily with small and medium-sized businesses as customers. Multi-category partners are those which have begun to diversify, achieving a US$3.26x multiplier as they expand their breadth of services offerings. 

Next up are progressive partners, which are very familiar with multiple service categories and command a US$5.78x multiplier. And finally, there are the Expert partners, those which have mastered the art of comprehensive service delivery. They are the most mature and provide a breadth of services across the customer lifecycle, guiding customers through complex digital transformations and leveraging their position to drive solutions tied to business outcomes. 

The study identifies several strategies for partners looking to achieve the maximum multiplier:

- Strategic positioning with senior leaders is critical to initial profitability and becoming trusted advisors who shape strategic decision-making throughout the customer’s lifecycle. 

"For line of business (LOB) leaders driving transformation initiatives, selecting and engaging the right partners at the right time is crucial for success, particularly as they navigate industry-specific requirements including specialised security compliance, modern software architecture, and data collaboration needs," observed Priya Bains, Head of Partner Brand and Content Strategy – AWS.

- Expansion of services offerings should include increasingly profitable managed services and custom software solutions, AI-driven transformations, and end-to-end cloud solutions. 

- Integration of advanced technologies like AI. The study revealed that 82% of AWS partners are already incorporating AI solutions into their customer transformation initiatives. 

- Focus on the AWS Marketplace to unlock new customer budgets, recurring software-as-a-service (SaaS) revenues, as well as accelerated solution development and discovery.

- Work with other AWS Partners on opportunities.

"As we navigate through this exciting landscape, one thing is clear: the path to achieving the US$7.13x multiplier requires deliberate action across multiple dimensions," said Bains.

"Partners who combine technical excellence with strategic business acumen are positioning themselves at the forefront of this revolution. They’re building deep relationships in the C-suite, transforming themselves from vendors into trusted strategic advisors. They’re not just implementing AI; they’re leveraging it to reshape entire business models. 

"Through the AWS Marketplace, they’re not merely listing solutions; they’re creating new revenue streams and accelerating customer outcomes. And most importantly, they recognise that true innovation doesn’t happen in isolation – they’re forging powerful collaborations within the AWS ecosystem that multiply their impact and reach.

"This holistic approach, where each strategic move builds upon and amplifies the others, creates a multiplier effect that delivers extraordinary value to customers while driving unprecedented growth for partners."