The Azure Marketplace being at the heart of Microsoft’s enterprise strategy offers an amazing place where you can build your next-generation apps and services. It is simple to focus as a network and host for the virtual infrastructures, and forgetting other duties: the best host for SaaS (Software as a Service).
The Azure Marketplace is a digital catalog offering thousands of certified software applications and services that customers can deploy on Microsoft Azure. For Independent Software Vendors (ISVs) and developers, listing solutions on Azure Marketplace presents a significant opportunity to reach millions of potential buyers globally. This article explores the benefits, requirements, and best practices for selling your solution on Azure Marketplace, including its counterpart, AppSource.
Azure Marketplace or App Source
Whether you are the Software Vendor, MSP, or looking to publish your application, you have various options. The Azure Marketplace has two shapes: one is Azure Marketplace and the other one is AppSource, do you know the difference? Let us check out, both of them target various audiences. Azure Marketplace’s target audiences are IT Professionals & Developers where the AppSource targets over Business Decision Makers and Business Users. However, there are a few more differences to learn.
Why Sell on Azure Marketplace?
Azure Marketplace provides a trusted platform where businesses can discover, evaluate, and deploy software solutions seamlessly. By listing your product here, you gain access to Microsoft’s vast customer base, including enterprises, government agencies, and startups. Some key benefits include:
Global Reach – Tap into Microsoft’s extensive network of Azure customers across industries.
Enhanced Credibility – Microsoft’s certification process ensures your solution meets high standards, increasing buyer trust.
Monetization Options – Choose from various pricing models, including one-time purchases, subscriptions, and usage-based billing.
Integration with Azure Services – Leverage Azure’s infrastructure, AI, and security features to enhance your solution.
Publishing your Solution on Azure Marketplace
To the marketplace, publishing your solution is not much difficult than you think, but there are a few steps that you have to follow if you wish to get successful.
Be a Partner
Just visit https://partner.microsoft.com and register yourself first. After completing the registration process you will get the Microsoft ID that you may use for creating an offer in Cloud Partner Portal.
Select the Offer Type
One can create the following options:
- Azure Applications
- Containers
- Consulting Service
- Dynamics 365 for Customer Engagement
- Dynamics 365 Business Central
- IoT Edge modules
- Dynamics 365 for Operations
- Power BI Apps
- Managed Services
- Virtual Machines
- SaaS apps
Elaborate your Offering
When you have selected the right option type you have to add the subscription to the new offer. Select the right category and ensure you are targeting the right users
Choose the payment method.
One can select the following payment method.
- BYOL or Bring your Own License
- Free;
- Price per hour
- Pay-as-you-go
- Subscription Price
These are quite a few payment options that you will find here.
Go LIVE!
When you have gone through the screens & entered the required details, start publishing your offer. It can start the workflow and automated tests will run over your offering and offer you with the private marketplace to test.
When you are happy with the offering you may request “Go Live”, and where Microsoft may evaluate & check the offering before publishing and finalizing this to a Marketplace.
Marketplaces will help you to Sell
Listing your Software as a Service on the Cloud Marketplace will be a team sport, however, your company does not need to go alone at it. What you will find is Marketplaces will be keen on helping you to sell, and when you invest in the Azure Marketplace, they will invest in you.
When you sell through Azure Marketplace and deliver the right value to its Cloud Provider’s buyer, then you will be able to take benefit from the co-sell opportunities. The partnerships are the primary reasons that sellers select this channel, and it grows with time.
With this you unlock several benefits with the co-sell like higher visibility across the field, lower fees, and through your partner channels, various merchandising, and a few more things like this. The Marketplace Rewards are another way of helping you to sell on Azure Marketplace. The main aim of the reward system is a “way to meet you at your publisher journey.
At the start of your Azure Marketplace journey, they will help you to optimize the landing page & your content, and will also do a few social promotions, and a few other things.
When your Marketplace sales improve, so does your benefits. The more you put in your Marketplace, the more you will get out. The Marketplace Rewards program has proved highly beneficial, which includes things such as running out social media campaigns, entering the new channels, and drumming up the new business.
Azure Marketplace vs. AppSource
While Azure Marketplace focuses on IT and developer solutions built on Azure, AppSource is tailored for business applications like CRM, ERP, and industry-specific software. If your solution is designed for business users rather than technical teams, AppSource may be a better fit. However, many ISVs list their products on both platforms to maximize visibility.
Prerequisites for Listing your Solution
Before submitting your application to Azure Marketplace, ensure you meet the following requirements:
1. Microsoft Partner Network (MPN) Membership – You must have an active MPN ID to list your solution.
2. Azure-Compatible Solution – Your application must run on Azure or integrate with Azure services.
3. Technical Validation – Microsoft requires a technical review to ensure security, performance, and compliance.
4. Marketing Materials – Prepare a well-designed listing with a clear description, screenshots, demo videos, and customer testimonials.
5. Support and SLAs – Define your support model, including response times and service-level agreements.
Steps to Publish on Azure Marketplace
1. Define Your Offer Type – Azure Marketplace supports various offer types, including:
Virtual Machines (VMs) – Preconfigured machine images for easy deployment.
Software as a Service (SaaS) – Cloud-based applications accessible via subscription.
Azure Applications – Solutions requiring additional Azure resource deployment.
Containers – Docker-based applications deployable on Kubernetes.
2. Set Up Your Partner Center – Account To begin, register in Partner Center and submit your company details for verification.
3. Develop and Test Your Solution – Ensure your product meets Azure’s technical and security standards. Microsoft provides testing tools and documentation to validate your solution before submission.
4. Create a Compelling Listing – A well-optimized listing increases visibility and conversion rates. Include:
– A clear, concise title and description.
– High-quality images and demo videos.
– Pricing details and licensing options.
– Customer case studies or testimonials.
5. Submit for Certification – Microsoft’s certification team reviews your solution for compliance. This process may take several weeks, depending on complexity.
6. Go Live and Promote Your Offer – Once approved, your solution is published on Azure Marketplace. Leverage Microsoft’s co-selling programs, marketing resources, and demand-generation campaigns to boost sales.
Best Practices for Success
Optimize for Search – Use relevant keywords in your listing to improve discoverability.
Leverage Microsoft Co-Selling – Partner with Microsoft’s sales team to target enterprise clients.
Provide Excellent Support – Fast, reliable customer service enhances retention and reviews.
Update Regularly – Keep your solution current with new features and Azure integrations.
Listing your solution on Azure Marketplace can significantly expand your market reach, enhance credibility, and drive revenue. By following Microsoft’s guidelines, optimizing your listing, and leveraging available marketing resources, you can maximize your success in this competitive yet rewarding platform. With the right preparation and execution, your solution can thrive in the Microsoft ecosystem.
Final Words
The Azure Marketplace comes with a lot of benefits that will help you to accelerate the sales and venture into the new industries altogether. It is a user-friendly platform, which does not require any kind of support when the customers are buying and using your solution. So, what are you thinking? Get started now and sell your solution to Azure Marketplace.
