The Fee Structure Nobody Explains Clearly
Cloud marketplace fees are simultaneously simple and confusing. Simple because the base commission is straightforward: 3–5% of transaction value. Confusing because the actual fee depends on listing type, deal structure, partner involvement, and program enrollment.
AWS Marketplace Fees
| Category | Rate |
|---|---|
| Standard SaaS | 3% |
| AMI/Container (annual) | 3% |
| AMI/Container (hourly) | 5% |
| ISV Accelerate co-sell deals | As low as 1.5% |
| Professional Services | 3% |
AWS disbursement: Net 60 from the end of the month in which the customer paid.
Azure Marketplace Fees
| Category | Rate |
|---|---|
| Standard (all listing types) | 3% |
| IP Co-Sell eligible deals | 3% (same rate, but with co-sell benefits) |
| MPO (Multiparty Private Offers) | 3% on ISV portion |
Azure disbursement: Net 30–45 from the transaction date.
GCP Marketplace Fees
| Category | Rate |
|---|---|
| Standard (all listing types) | 3% |
| MCPO program participants | 3% (offset by consumption incentives) |
GCP disbursement: Net 30–45 from the transaction date.
Net Revenue Example
On a $100,000 deal:
- AWS (standard): $97,000 net to ISV
- AWS (ISV Accelerate): $98,500 net to ISV
- Azure: $97,000 net to ISV
- GCP: $97,000 net to ISV
Hidden Fee Considerations
- Payment processing: Marketplace handles payment processing — no additional Stripe/payment gateway fees
- Currency conversion: Handled by the marketplace at standard FX rates
- Refunds: The fee on refunded transactions is typically returned to the ISV
- CPPO/MPO partner margin: This is not a marketplace fee — it's the channel partner's markup
Fees in Context
A 3% marketplace fee on a deal that closes 60 days faster has a net-positive financial impact when you account for the time value of revenue and the reduction in direct sales cost. Marketplace fees should be evaluated as a customer acquisition cost, not as a margin reduction.
Automatum simplifies cloud marketplace operations across AWS, Azure, and GCP.
Book a Working Session →Frequently Asked Questions
Common questions about the topics covered in this guide.
What are AWS Marketplace transaction fees?
AWS charges 3 to 5 percent per transaction depending on listing type. ISV Accelerate participants can reduce this to as low as 1.5 percent on co-sell influenced deals, making it the lowest effective fee across all three clouds.
What are Azure Marketplace transaction fees?
Azure charges a standard 3 percent transaction fee on all transactable listings processed through the commercial marketplace. This rate applies uniformly regardless of deal size or partner tier.
What are GCP Marketplace transaction fees?
GCP charges 3 percent on marketplace transactions. Google periodically offers promotional fee reductions for new listings in strategic categories such as AI and data analytics.
How do marketplace fees affect my pricing strategy?
Most ISVs absorb the 3 percent fee since marketplace deals close faster and access committed spend budgets. The fee is typically lower than the cost of direct sales overhead, payment processing, and procurement negotiation.
Keep building your marketplace motion
Understand the full financial picture of marketplace selling.
.svg)
