AI agent usage on AWS Marketplace is accelerating at an unprecedented pace, far surpassing Amazon’s internal expectations and signaling a major shift in how enterprises and SMBs are deploying intelligent automation. AWS confirmed that after initially targeting 50 AI agents for its July 2025 launch, the platform instead debuted with over 800 agents. By December—just ahead of AWS re:Invent 2025—the number had exploded to more than 2,100, a 40x increase over early projections.
This rapid expansion highlights surging enterprise demand for ready-made, cloud-deployable AI agents across operations, customer service, analytics, cybersecurity, and DevOps. Matt Yanchyshyn, VP of AWS Marketplace and Partner Services, called the growth “exciting,” underscoring how quickly organizations are moving from experimentation to full-scale adoption.
At re:Invent 2025, AWS announced two major updates designed to make AI agent discovery, procurement, and deployment dramatically faster:
- Agent Mode: A new generative AI–powered interface that lets customers search for, compare, and deploy agents using natural-language prompts. IT teams can upload internal documents, generate side-by-side comparisons, and streamline decision-making for leadership and finance teams.
- Express Private Offers: A mechanism that lets sellers automate personalized pricing based on predefined discount structures. Customers receive customized offers within minutes, reducing sales friction and accelerating mid-market and enterprise transactions.
AWS also emphasized its role as a global go-to-market engine. The Marketplace now supports end-to-end local currency billing, taxation, invoicing, and bank transfers across regions, enabling vendors—especially non-US companies—to expand internationally without complex financial overhead.
Despite strong adoption, pricing models for AI agents remain an emerging field. Enterprises are actively experimenting with consumption-based, subscription, and value-tiered pricing strategies as use cases mature. AWS says early deployments show momentum across both enterprises and SMBs, with rapid POCs and scaling efforts already underway.
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