AWS Marketplace offers Amazon EC2 customers one-click cloud

Amazon broadens its cloud services with AWS Marketplace, creating a single-click experience and opening its public cloud to third-party developers.

The new AWS Marketplace gives IT customers a quick and easy way to launch cloud-based software in EC2 environments -- similar to’s one-click shopping experience.

The company launched Amazon Web Services (AWS) Marketplace on Thursday. Customers can pick an application from a menu of software and SaaS products and launch it with a single click. Billing is on an hourly or monthly basis and appears on the customer's regular AWS bill.

The Marketplace is a natural expansion of Amazon’s public cloud service, and it fits well with the company’s existing retail business model, said Al Hilwa, program director for applications development software at IDC, an analyst firm in Framingham, Mass.

This move brings AWS much closer to the model of centralized distribution that Google occupies.

Carl Brooks, analyst at Tier1 Research

"We have seen marketplaces for everything, and so why not one for cloud services?" Hilwa added.

Initial offerings available via the AWS Marketplace include a selection of development and business software, including software infrastructure, developer tools and business applications, Werner Vogels, CTO of, said in a blog post.

"Once you find software you like, you can deploy that software to your own EC2 [Elastic Compute Cloud] instance with one click ... or using popular management tools like the AWS Console," he added.

Customers can choose offerings from 10gen Inc., CA Technologies, Canonical, Couchbase, Check Point Software Technologies, IBM, Microsoft, Red Hat., SAP and Zend Technologies. To participate in the Marketplace, developers upload their software as an Amazon Machine Image and specify the hourly cost; AWS does the rest.

Even though there are similarities to other so-called "marketplaces," analysts said the offering is not a clone.

"It boils down to Amazon's emergence as a key distribution point for services and technology that reaches well beyond peddling infrastructure on demand and really brings [Amazon] much closer to something like Google," said Carl Brooks, analyst for infrastructure and cloud computing at Tier1 Research, a division of 451 Research based in New York.   

While the AWS Marketplace doesn't make Amazon direct competitors to the App Store, "this move brings AWS much closer to the model of centralized distribution that Google occupies," Brooks added. Hilwa agrees.

"It appears [Amazon now has] critical mass to be such a purveyor," he added. "The marketplace will itself be an attraction for additional vendors to use AWS."

Stuart J. Johnston is Senior News Writer for Contact him at

Dig Deeper on AWS partners and resellers

Start the conversation

Send me notifications when other members comment.

Please create a username to comment.