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When AWS Marketplace was preparing to launch a directory of AI agents on its cloud platform in July 2025, the leader of the team set a target of launching with 50 AI agents for its customers to choose from. By the time the launch was officially announced, there were already over 800 agents on the platform. And when ZDNET spoke to AWS ahead of this year’s re:Invent conference on Dec 1-5, that number had ballooned to over 2,100. 

“The velocity we’re seeing is pretty exciting,” Matt Yanchyshyn, VP of AWS Marketplace and Partner Services, told ZDNET. 

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And at re:Invent, AWS Marketplace is announcing two things to further accelerate the process of deploying AI agents on their platform:

Agent mode – This interface upgrade uses generative AI and agents to make discovery and deployment of agents a lot faster and smoother. Now customers can use natural language queries to find the best agents on the platform and can use the new chat interface to ask follow-up questions and even upload internal documents to help narrow the results and meet a company’s technical and business requirements. Agent mode also allows customers to create side-by-side comparisons of different agent offerings so the IT leaders can take that information back to the CFO when they ask, “What other alternatives have you looked at?” during the financial approval process. So yes, AWS Marketplace has created an agent to help you deploy AI agents.Express private offers – AWS is generally known as a pay-as-you-go self-service platform that both startups and independent departments within enterprises use to quickly deploy solutions that can easily scale up while also meeting the company’s security and compliance requirements. However, some organizations need private pricing based on a discount rate card from the seller. So sellers can now work with AWS to automate custom pricing based on seller-defined terms and allow customers to automatically receive personalized offers within minutes. This can free up the seller’s sales team to focus on more complex deals while the automation can close straightforward transactions more quickly and smoothly. 

One of the other ways AWS Marketplace is improving the process is through being a catalyst for global transactions. 

“We’re a global marketplace and what’s really interesting is we’re seeing companies use [AWS] Marketplace to go to market globally,” said Yanchyshyn, “but also companies outside of the US use Marketplace to reach customers that they might not have been able to reach… We support true end-to-end local currency, for example. So you can put up a listing in Euros or Yen or Great British Pounds and get dispersed in that [currency] so you’re not subject to currency fluctuation. [Since] we have local entities, we do local tax treatment and local invoicing. And we have local bank account support.”

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There are still more challenges and obstacles ahead as AI agent deployments accelerate, including how to price them. But the AWS Marketplace data shows that enterprises and SMBs are already racing ahead with POCs and deployments.

Yanchyshyn told ZDNET, “It remains to be seen where the dust settles in terms of what norms emerge, how companies price for these [agents], and how customers want to pay for them. But we’re definitely seeing a lot of exciting experimentation and some early wins.”