AWS Updates Channel Partner Programs to Emphasize Incentives and Efficiency

AWS has rolled out strategic updates to its 2026 partner programs in an effort to establish stronger incentives, simplified benefits, and additional capabilities.

Enhancements for solution providers and distributors include a streamlined base benefit that consolidates the previous base incentive and technical capability discount. A new customer incentive rewards partners for winning new customers, replacing the Partner Originated Discount (POD), Public Sector Discount (PSD), and Customer Engagement Incentive. Additional rewards will flow to partners with incremental growth across their resale portfolio.

Private Pricing Resell is designed to offer resellers and their end customers access to commercial benefits in exchange for spend commitments. The program is introducing new incentives that provide resellers with multiple ways to earn. With these changes, resellers can benefit from cash and/or discounts based on their engagements with AWS.

The company is also launching a deal registration program and enhanced billing capabilities.

Additionally, AWS is making updates to support distributors, including increased investments and simplified calculations for greater predictability.

On the managed services front, AWS has unveiled new benefits to reward partners who drive cloud adoption, leverage AWS services to enhance their capabilities, and support government customers.

“These strategic updates to our channel programs reflect our continued investment in the Partner network and our deep commitment to partner success,” said Julia Chen, Vice President of Specialists and Partner Core at AWS. “By investing in partners’ value-added capabilities and growth, while continuing to streamline operations, we’re empowering our partners with the predictability and tools they need to build sustainable, profitable AWS practices while delivering exceptional outcomes for our customers.”

Channel Impact^®
These strategic program updates are expected to empower partners to expand their capabilities, improve business predictability, and unlock new growth opportunities.