Understanding the AWS Marketplace


Software procurement can be a complex and time-consuming process. Whether you are an independent small business entrepreneur or a multinational corporation, you will need to scale procurement as your needs grow.

How do you do this?

AWS Marketplace is the solution.

AWS Marketplace is a curated digital catalogue of software, data, and services that can be used to build and run cloud-based applications. “You don’t need to be a technology expert to go to the Marketplace,” says, Kuda Mlingo, Senior Category Manager at AWS Marketplace Sub-Saharan Africa. 

It’s designed for soft-touch, “non-high-tech” people, targeting procurement.

Find, click, and deploy software easily. It is designed for business owners who are looking to utilise software and enable their businesses. Customers can find, buy, and deploy curated, third-party, subscription-based software that is built on AWS infrastructure explains Mlingo.

Why AWS Marketplace?

Synthesis is a consulting partner with AWS Marketplace that helps customers find the right software solutions for their needs and get the best possible pricing. You can browse a catalogue of thousands of software listings from popular categories like Security, Data management, Operating systems, Machine learning, and many more. The catalogue allows you to explore and buy professional services to configure, deploy, and manage your third-party software.

AWS Marketplace has a customer support team that is available 24/7, and Synthesis also has a customer support team that can help you with any questions or problems you may have. With AWS Marketplace and Synthesis, we can help you ensure that your software is compliant with your organisation’s security and compliance requirements. There is a variety of security features, such as encryption, auditing, access control, and Synthesis can help you assess your compliance needs and ensure that you are compliant with all applicable regulations.

As a practical example, only a marketing person would know what technology would help their business. An HR person would know too. A marketing person will know they need a CRM. They would go to a Marketplace or to their procurement department and say, this is what I want. The beauty of the marketplace is that it allows you to use products when you need them and doesn’t tie you down to long-term contracts. It gives you flexibility and the ability to experiment with new products because you can have free trials without committing further explains Mlingo.

How does it work?

We have ISVs or Independent Software Vendors. They are traditional sellers and all the top-name brands in technology. Synthesis is a reseller with multiple skill sets who have built a relationship with end customers and know what they want. This benefits AWS, the vendors, and the end consumer, says Mlingo.

AWS Marketplace offers a variety of pricing options to choose from. You can pay as you go, negotiate custom terms, or save money with long-term commitments. Synthesis can help you get significant discounts on software products with accreditations and relationships with ISVs to provide substantial discounts on software products which range anywhere between 10 and 30% per deal. Synthesis also has incentives with specific ISVs, which open up more significant discounts for customers unattainable from any other channel.

The exciting thing about AWS Marketplace is that it gives our customers exposure to a plethora of software from providers not necessarily in South Africa or Africa. It’s a global catalogue. You can utilise any software from the comfort of your office in flexible terms explains Mlingo.

How long has AWS Marketplace been around?

We celebrated our 10-year anniversary last year. In Sub-Saharan Africa, we’re still creating awareness. Our partnership with organisations like Synthesis is important. They are early adopters of technologies and have embraced the marketplace, and the adoption of a marketplace strategy by end users is growing at a tremendous pace says Mlingo.

AWS Marketplace is constantly adding new software listings, so you can always find the latest and greatest software. Synthesis can help you scale your software procurement by providing you with a dedicated account manager who can help you manage your needs.

If you are looking for a simpler, more flexible, more cost-effective, and more compliant way to procure software, then AWS Marketplace and Synthesis are the partners you need.

Check out  Synthesis TV episode, What is AWS Marketplace? to learn more.

Kuda Mlingo, Senior Category Manager at AWS Marketplace Sub-Saharan Africa.