The Deal That Almost Didn't Close

You have a $400K deal, the champion loves the product, but procurement asks if you're on their cloud marketplace. Your public listing is a $2K/month tier. That's the problem private offers solve.

Private offers let you maintain a public listing with standard pricing while transacting enterprise deals with fully custom terms through the same cloud marketplace procurement channel.

What Is a Private Offer?

A customized marketplace listing visible and purchasable only by a specific customer account. It includes custom pricing, contract terms, payment schedules, and bundled pricing.

Private Offers on AWS Marketplace

Standard Private Offers

Specify a customer's AWS account ID, set custom pricing, set expiration, and send. The customer sees it in their subscriptions view and can accept with a few clicks.

Channel Partner Private Offers (CPPO)

Enables channel partners to create offers on behalf of an ISV. The partner adds their margin, the ISV sets the wholesale price. Highest-leverage type for channel-driven GTM.

Flexible Payment Scheduler

Installment billing for annual or multi-year contracts. A $500K upfront payment becomes a $42K monthly expense — matching the buyer's budget cycle.

Private Offers on Azure Marketplace

Azure uses Private Plans — restricted to specific tenant IDs. Notable difference: the customer must navigate to your listing to see the private plan (no auto-notification). Always directly notify the customer.

Multiparty Private Offers (MPOs)

The Azure equivalent of AWS CPPO. ISV, CSP partner, and enterprise customer transact together within the marketplace.

Private Offers on GCP Marketplace

GCP uses Private Plans restricted to customer project or billing accounts. Similar to Azure's model. Partner-initiated offers are emerging but less mature than AWS CPPO.

The Private Offer Lifecycle

1. Negotiate commercially first — don't negotiate through the offer itself
2. Create the offer in your marketplace portal
3. Notify the customer directly with instructions
4. Customer accepts — your system must respond to activation events
5. Manage the subscription — track renewals, handle amendments
6. Renewal — start 90 days before expiration

Best Practices from 60+ ISV Listings

• Set realistic expiration windows (30–60 days minimum)
• Use CPPO when you have channel partners
• Standardize deal desk templates for offer configuration
• Track time-to-accept as a sales metric
• Introduce marketplace as a procurement option during discovery, not at close

Automatum gives you a single interface for private offers across AWS, Azure, and GCP. Book a working session to map the workflow to your deal desk process.