November 14, 2025
What is it?
IBM's HashiCorp and Apptio solutions are now available on the AWS Marketplace, bringing powerful automation, infrastructure management and cost optimization tools directly into the AWS purchasing ecosystem.
The products | HashiCorp and Apptio, IBM Companies
HashiCorp delivers infrastructure automation software for provisioning, securing and running infrastructure for any application. Its tools, such as Terraform, Vault and Consul, enable clients to standardize cloud operations and speed deployments. Apptio, on the other hand, provides technology business management and cost optimization capabilities. It helps customers gain visibility into their cloud spend, allocate costs and maximize the value of their IT investments.
Why should you care?
Recent research from Omdia indicated that enterprise software sales through hyperscaler cloud marketplaces are projected to surge from $30 billion in 2024 to $163 billion by 2030.1
Customers are increasingly turning to AWS Marketplace for simplified software procurement and consolidated billing under their existing Enterprise Discount Program (EDP). Currently, over $200 billion (AWS EDP program data, 2024) in AWS commitments are in place and up to 25% of those can be applied toward IBM software purchases (IBM Marketplace Strategy Briefing, 2024).
For IBM Business Partners, this represents a significant opportunity: streamlined execution, faster deal cycles and improved client satisfaction. AWS even has end-user promotions running through the end of the year for eligible IBM Software, which creates immediate value.
Click on image to view larger version
How does it work?
AWS Marketplace centralizes procurement for over 300,000 customers, helping organizations improve security, control costs and reduce SaaS sprawl. It enables standardized contracts, flexible payment options and volume pricing, all backed by AWS's enterprise-grade compliance and security.
Partners transacting IBM, HashiCorp and Apptio solutions through the AWS Marketplace can take advantage of lucrative hyperscaler incentives designed to reward speed and alignment with client buying behavior. The program offers a simplified, profitable margin structure, upfront incentive payments and higher percentages for SaaS and subscription renewals.
AWS Marketplace promotion (MPOPP 2.0) (See figure 1). Through December 31, 2025, AWS is offering end-user credits on eligible Marketplace transactions:
- Up to 2% in AWS credits for new deals under $1 million TCV
- Up to 1% in AWS credits for new deals over $1 million TCV
- Up to 1% in AWS credits for renewals
- Up to 1% in AWS credits when clients renew in Marketplace after a previous traditional transaction
Both partner and non-partner marketplace deals qualify globally, creating a strong opportunity for partners to accelerate customer adoption and increase pipeline velocity.
Tip: Collaborate with your Arrow IBM team to help identify areas where your client can utilize their AWS committed sped for their project. Ask every client if they already use AWS. If they do, the AWS Marketplace path almost always simplifies procurement and delivers added value through AWS-funded credits.
Click on image to view larger version.
Figure 1: 2H 2025 AWS Marketplace Promotion (MPOPP 2.0)
Differentiation in the market
It boils down to access, agility and alignment with how customers now buy software.
Access to committed AWS spend. Most large AWS customers have Enterprise Discount Program (EDP) commitments, often tens or hundreds of millions of dollars locked in over multiple years. If a partner can transact IBM software (including HashiCorp and Apptio) through the AWS Marketplace, the client can utilize their existing committed AWS budget to cover the costs.
That's a big partner benefit. Many customers are under pressure to consume those EDP commitments before renewal, so partners who can fulfill through AWS Marketplace are meeting clients exactly where the money already is.
Faster procurement, shorter sales cycles. Selling through AWS Marketplace drastically reduces procurement friction:
- Standardized contracts (no legal red tape)
- Pre-approved vendor onboarding
- Consolidated AWS billing
That means partners can accelerate deal velocity; transactions that might have taken months can close in days. It's particularly valuable in the mid-to-late stages of a fiscal year, when customers are racing to apply budget and avoid procurement bottlenecks.
Enhanced customer trust and compliance. AWS Marketplace solutions are vetted for security, compliance and integration. Clients know that purchasing via AWS means their governance standards are already met.
For a partner, that's an instant credibility boost, as they don't need to prove vendor legitimacy or navigate additional compliance hurdles. You ride the trust AWS has already established.
Incentives and co-sell opportunities. AWS and IBM both provide incentives and marketing development funds (MDF) tied to Marketplace transactions. For example, AWS often pays hyperscaler incentives up front and may offer end-user rebates or credits for eligible purchases.
Partners transacting through AWS Marketplace can stack these benefits, often increasing margins while providing added value to customers.
Strategic alignment with IBM and Arrow. IBM is directing more business toward marketplaces (as mentioned earlier, targeting 20% of transactions via these platforms). Arrow, as a distributor, helps partners navigate this channel, ensuring they can leverage AWS billing, IBM incentives and Arrow's deal registrations and technical support.
Partners enabled for marketplace transactions are more future-proofed in IBM's evolving go-to-market strategy.
How should partners position and sell the solution?
- Lead with simplification. Emphasize that clients can buy, deploy and manage IBM, HashiCorp and Apptio solutions using their committed spend.
- Highlight integration. HashiCorp solutions align seamlessly with AWS infrastructure automation, while Apptio drives financial transparency across hybrid environments.
- Tie to business outcomes. Position these offerings as accelerators for cloud transformation and cost governance, crucial in tightening IT budgets and expanding hybrid strategies.
- Stress speed and compliance. Clients get faster time-to-valuewith pre-approved AWS contracts and standardized governance controls.
More information
Why Arrow?
Partnering with Arrow helps you win bigger and faster in the AWS Marketplace. Arrow makes it easier to find opportunities, align client AWS commitments and structure deals that deliver more margin and stronger customer outcomes.
You'll increase deal size, improve win rates, shorten sales cycles and turn procurement into a valuable ally. Arrow's marketplace expertise helps you simplify every step, from deal registration to closing, so that you can focus on growth instead of red tape.
1 Omdia, Hyperscaler cloud marketplace sales to hit $3 billion by 2030, October 6, 2025.
About the author
