AWS Marketplace’s AI agent adoption accelerates

Since launching a dedicated directory in July 2025, AWS Marketplace has experienced a meteoric rise in AI agent adoption, driven by technological advances and strategic enhancements that are transforming enterprise automation on a global scale.

AWS Marketplace has witnessed an extraordinary surge in AI agent adoption since launching a dedicated directory for these autonomous software entities in July 2025. Originally aiming to unveil 50 AI agents to customers at launch, the platform exceeded expectations dramatically, unveiling over 800 agents by the official announcement and expanding to more than 2,100 by early December 2025. Such explosive growth reflects an accelerating appetite across enterprises for AI-driven solutions that automate complex tasks and enhance operational efficiency.

Matt Yanchyshyn, Vice President of AWS Marketplace and Partner Services, describes this rapid expansion as “pretty exciting,” highlighting the enthusiastic market traction. To further catalyse this momentum, AWS announced two major enhancements at its re:Invent conference: Agent mode and Express private offers. Agent mode leverages generative AI to streamline the discovery and deployment of AI agents, enabling customers to use natural language queries, upload internal documents, and perform side-by-side comparisons of agent options, an innovation designed to simplify decision-making and ease financial approval processes. Express private offers provide automated custom pricing to suit different enterprise needs, allowing sellers to swiftly present personalised discounts while freeing their sales teams to focus on more complex deals.

AWS Marketplace also facilitates global transactions, supporting local currencies, tax treatments, invoicing, and bank accounts. This internationalisation empowers sellers worldwide to reach new customers effortlessly, while buyers benefit from reduced currency fluctuation risks and smoother local transactions. Yanchyshyn notes the marketplace’s role in enabling companies outside the US to connect with customers they might previously have struggled to reach.

The marketplace’s growth is bolstered by partnerships with leading AI developers and vendors, reflecting a diverse range of use cases. IBM’s watsonx Orchestrate, now available in the ‘AI Agents & Tools’ category, exemplifies this trend by offering enterprises scalable AI automation with trusted infrastructure, enabling organisations to offload repetitive work without overhauling existing workflows. Similarly, ASAPP’s GenerativeAgent Platform, designed for AI-powered contact centre solutions, is accessible via AWS Marketplace to help enterprises manage complex multi-turn conversations with enhanced safety and control.

Additional prominent vendors have contributed solutions enriching the AI agent ecosystem. Automation Anywhere brings its Agentic Process Automation offerings, targeting knowledge task automation to boost customer experience and operational agility. Demandbase introduced Agentbase, a system of connected go-to-market AI agents aimed at improving productivity and campaign precision in B2B enterprises. Meanwhile, Ascendion launched AVA+, an AI-powered platform focusing on software engineering acceleration by automating key development tasks to streamline the software lifecycle.

These developments dovetail with AWS’s broader AI strategy, as evidenced by announcements such as Amazon Bedrock AgentCore, a suite of services designed to deploy and operate AI agents securely at scale, reinforcing AWS’s leadership in enterprise AI enablement.

Despite the rapid expansion and technological advances, pricing models and customer payment preferences for AI agents remain an evolving area. Yanchyshyn acknowledges that the industry is still experimenting with commercial approaches and that norms will likely settle over time, driven by ongoing innovation and early successes in AI deployments.

In summary, AWS Marketplace has transformed into a dynamic global hub for AI agents, accelerating their adoption across diverse sectors through technological innovation, global commerce support, and strategic partnerships. Enterprises and SMBs alike are racing to explore and implement AI-driven automation, signalling a future where agentic AI plays a central role in digital transformation strategies.

📌 Reference Map:

• ^[1] (ZDNet) – Paragraphs 1, 2, 3, 4, 5, 8, 9
• ^[2] (About Amazon) – Paragraph 7
• ^[3] (IBM) – Paragraph 6
• ^[4] (GlobeNewswire ASAPP) – Paragraph 6
• ^[5] (PR Newswire Automation Anywhere) – Paragraph 6
• ^[6] (GlobeNewswire Demandbase) – Paragraph 6
• ^[7] (PR Newswire Ascendion) – Paragraph 6

Source: Fuse Wire