AWS reveals Partner Paths initiative, scraps consultancy models

Amazon Web Services (AWS) has announced Partner Paths, a new initiative designed to offer partners greater flexibility in how they interact with the cloud giant.

Partner Paths replaces technology and consulting partner type models, with the framework evolving into an offering type model that will provide a “curated journey” through partner resources, benefits and programs, AWS said.

The move builds on the introduction of the first ISV Partner Path last year, which has been renamed Software Path and is now joined by four other Partner Paths for Hardware, Training, Distribution, and Services – which represents consulting, professional, managed, or value-add resale services.

From 28th January 2022, partners will be able to choose to enrol in one Path or select multiple options based on their business needs, AWS revealed.

“AWS Partner Paths simplify the engagement model for partners, expand partner access to benefits, and provide a more intuitive and streamlined experience,” Priya Bains, senior production manager at AWS Partner Network, and Christine Linthacum, principal product manager at AWS Partner Network, wrote in a joint blog post.

As part of its framework, AWS provides partners with a slew of features, including a partner portal, training discounts, business and technical enablement content, as well as benefits relevant to their business offerings.

“As AWS Partners progress along each Path, they can leverage enablement resources, unlock funding benefits, and tap into a broad set of programs to innovate, expand, and differentiate their customer offerings,” the post continued.

AWS said there are no tier requirements to validate software and hardware offerings, with partners able to earn qualified software and/or hardware badges. However, tiers remain important on the Services and Training Paths to help customers understand the depth of their experience, the firm said.

Alongside the framework refresh, AWS has also revamped its partner portal to help streamline the partner experience.

“In support of this new framework, we have streamlined the AWS Partner Central experience to empower partners with the right tools that make it easier to self-serve,” the blog post added.

“This new user experience—another response to partner feedback—will help AWS Partners navigate through enablement resources, structured content, benefits, and programs to help them better showcase customer expertise.”