In July 2025, AWS Marketplace aimed to launch with 50 AI agents, but by the official unveiling, the count surged to over 800. As of the recent re:Invent conference (Dec 1-5), this number escalated to over 2,100. AWS Marketplace introduced “Agent Mode,” a generative AI interface to enhance the discovery and deployment of agents, allowing users to use natural language queries and create side-by-side comparisons, facilitating easier financial discussions for IT leaders. Moreover, the marketplace now features “Express Private Offers,” enabling sellers to automate personalized pricing based on defined terms. This streamlines sales for straightforward transactions while maintaining compliance. Additionally, AWS Marketplace supports global transactions, allowing listings in various currencies and providing local tax treatment and invoices. Despite ongoing challenges in pricing AI agents, enterprises and SMBs are rapidly advancing with proof of concepts (POCs) and initial deployments, showcasing a promising trajectory in the AI landscape.
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