AWS Brings AI Sales Agents to Partner Central

AWS is rolling out a new agent-driven experience inside AWS Partner Central designed to help partners streamline co-selling and accelerate deal cycles, the company announced at its Global Partner Summit (GPS) on March 16.

Why AWS is adding agentic AI to its partner co-selling engine

The new capability—built using Amazon Bedrock AgentCore—introduces AI agents that guide partners through the sales process, helping them manage opportunities, access funding programs, and prepare for customer engagements.

“Partners are a growing portion of our business; in 2025 alone, we received Partner Originated Opportunities in the millions, almost double what we saw the year before,” Matt Yanchyshyn told Channel Insider. “However, the majority were missing critical information, requiring our teams to spend hours on manual follow-up rather than building relationships and closing deals.” 

“These agents free up our teams to focus on strategic work while helping partners close deals faster. For example, our solution matching engine, an agent that helps our team better connect customers with the right partner or solution, has driven 15% higher win rates and 44% faster close times,” he continued.

AI agents analyze meetings, update deals, and surface AWS funding

Among the early features is the ability for partners to upload meeting notes or transcripts, which the agent can analyze and use to automatically update opportunity records in Partner Central. 

The agent can also help partners determine whether an opportunity qualifies for AWS funding programs, such as the Migration Acceleration Program (MAP). 

If eligible, the system can generate a draft funding request pre-filled with relevant details for partner review before submission to the AWS Partner Funding Portal.

Another feature focuses on AI-generated sales plays, where partners can ask the agent to generate customer-specific insights for an opportunity. The tool can produce competitive positioning, tailored talking points, solution guidance, and meeting prep briefs based on the account context.

AWS brings agent-powered co-selling into partner CRM tools

AWS is also expanding access through Model Context Protocol (MCP) servers, allowing partners and third-party integration (3PI) vendors to embed the agent capabilities into their existing tools. 

Vendors including Tackle, WorkSpan, and Labra are already building integrations, enabling partner sales teams to manage opportunities and collaborate with AWS directly from their own CRM or workflow platforms without logging into Partner Central.

“This is about empowering partners with insights that help customers see them as a natural extension of AWS,” Yanchyshyn said. 

“When a partner walks into a customer meeting with technical requirements already mapped, compliance considerations flagged, and solution guidance ready to go, that’s a structured sales conversation backed by AWS intelligence, not a cold outreach.”

AWS encourages partners to build and connect their own AI agents

Yanchyshyn told Channel Insider that AWS doesn’t expect its partners to rely solely on its own agent tooling, but rather sees this new functionality as an expansion of what they can build internally.

“It’s not a binary choice, we want and encourage partners to build their own agents and connect them to Partner Central via MCP,” Yanchyshyn said. 

“When agents work together, they eliminate the undifferentiated heavy lifting in early-stage co-sell opportunities, letting sales teams on both sides focus on strategic activity instead of manual data entry.”

Early partner testing has produced positive feedback, AWS said. Beta users highlighted the agent’s funding recommendations—reducing back-and-forth with partner development managers—and its ability to detect stage mismatches in opportunities before deals stall.

For AWS, the broader goal is to improve partner productivity while creating a more data-driven co-selling process that helps partners position themselves as a natural extension of AWS’s sales organization.