Frontier Firms, organizations at the leading edge of digital transformation, are redefining how innovation is scaled and how value is created. To empower emerging and established Frontier Firms, we are excited to launch the reimagined Microsoft Marketplace, your trusted source for cloud solutions, AI apps, and agents.
The new Marketplace brings together AppSource and Azure Marketplace to accelerate business transformation for customers and unlock new growth opportunities for partners. It is a seamless extension of the Microsoft Cloud, making partner solutions discoverable directly within the Microsoft products where customers work every day. Solutions, apps, and agents are provisioned with the same governance and security controls that customers rely upon in the Microsoft Cloud.
Every month, more than six million people visit Microsoft Marketplace. With solutions, AI apps, and agents for every use case, a comprehensive catalog across industries, and an integrated experience from discovery to deployment, Marketplace connects customers to partner innovation at scale.
To see the broader set of announcements, read the blog from Alysa Taylor, Microsoft Chief Marketing Officer, Commercial Cloud & AI.
What’s new for partners
This launch expands the ways our partner ecosystem can reach customers and grow your business, while also giving you new opportunities to develop AI-enabled apps and agents that customers can use alongside their own AI investments.
- New AI apps and agents category: A new category, with more than 3,000 AI apps and agents, is designed to meet customer demand and spotlight partner innovation. Your AI apps and agents can extend and enhance how customers use products such as Microsoft 365 Copilot and Azure AI Foundry, enabling customers to make the most of their existing investments. For partners building agents, simplified publishing guidance accelerates time-to-market.
- Expanded discoverability and improved co-sell opportunities: Unifying the storefronts to Microsoft Marketplace simplifies the buying journey, creating new ways for you to reach customers of all sizes, in every industry, geography, and line of business.
- Channel-led opportunities with resale enabled offers, now in private preview: Create a scalable and repeatable way to expand reach by authorizing channel partners to resell your solutions by geography, with the flexibility to adjust or remove authorization at any time.
- Distributor ecosystem integration: Distributors can now bring Marketplace solutions into their platforms, delivering trusted apps and agents faster, bundled with services, software, and hardware for added customer value.
Within the Microsoft AI Cloud Partner Program, Marketplace is where we co-sell, co-innovate, and address customer opportunities together. Based on your feedback, we’ve accelerated growth motions through features such as CSP private offers and multiparty private offers, with strong alignment between co-sell and Marketplace.
This empowers transformative customer deals, especially those backed by pre-committed Azure budgets. For years, Marketplace has complemented our Azure consumption commitment with a dollar-for-dollar match when customers purchase Azure IP co-sell eligible solutions through Marketplace. This model rewards customers for choosing partner solutions while enabling them to maximize the value of their Azure investments.
Microsoft Marketplace is at the center of our partner strategy and is a critical driver of business growth, enabling partners to transact at scale while supporting customers in meeting their cloud commitments.
Scale AI apps and agents
Agents are quickly becoming the future of technology. IDC projects that by 2028, more than 1.3 billion AI agents will be in operation.¹ As customers define their strategies, they’ll rely on our partner ecosystem more than ever to compose multi-agent, multi-tool solutions that accelerate their path to becoming Frontier.
The new AI apps and agents category in Marketplace is designed to highlight your innovation and enable you to compose multi-agent and multi-tool solutions. These solutions integrate with customer investments in Microsoft 365 Copilot and Azure AI Foundry, and fuel Frontier transformation. For developers, simplified publishing guidance makes it easier to scale solutions and bring them to market faster.
“We're entering an era where AI agents will fundamentally transform enterprise business. At Kore.ai, we enable businesses to reimagine Work, Service and Process through our AI Agent Platform with speed, control, and flexibility. Launching in Microsoft Marketplace represents a pivotal moment for Kore.ai, giving enterprises seamless interoperability with their other Microsoft solutions while maintaining complete control of their AI transformation. This is the future of enterprise, ‘re:imagined.’”
- Raj Koneru, CEO
Kore.ai
This fiscal year, we’ve already seen a 2x growth in customers purchasing AI products through Marketplace. To meet demand, over 3,000 AI-focused solutions are now listed as part of this launch.
Extending reach through our channel ecosystem
Marketplace is also expanding through our channel ecosystem. Distributors including Arrow, Crayon, Ingram Micro, Pax8, and TD SYNNEX have integrated our catalog into their marketplaces, enabling them to best support their customers with solutions pre-configured to work with Microsoft Cloud. Marketplace solutions are vetted for compatibility with Microsoft products, which streamlines implementation and accelerates impact.
For software companies building cloud solutions, AI apps, and agents, this opens new routes to market by publishing once and reaching customers at scale through Marketplace, Microsoft products, and partner marketplaces.
“Nearly 75% of partners consider AI to be mission-critical to their businesses, according to the TD SYNNEX Direction of Technology report, which is why these partners rely on us more than ever as they navigate their AI journeys. The addition of the Microsoft Marketplace catalog to StreamOne®, our marketplace platform, helps deliver on these needs through a diverse set of agents and solutions that address both broad IT needs and specific industry scenarios. This approach, combined with our industry-leading Destination AITM program, strengthens our ability to advise, while helping customers move faster with trusted, ready-to-deploy technology.”
- Sergio Farache
EVP, Strategy and Global Technology Business
TD SYNNEX
Driving greater partner collaboration
We’re also introducing a new feature, resale enabled offers, currently in private preview and expected to be broadly available later in 2025, designed to unlock more global opportunities for channel-led business. With resale enabled offers, partners with cloud solutions, AI apps, and agents can authorize their channel to sell on their behalf by geography. This authorization streamlines scale and repeatability and can be adjusted or removed at any time.
For channel partners, resale enabled offers open access to differentiated Marketplace solutions. When a solution is Azure benefit eligible, sales also count toward customer cloud commitments, allowing customers to unlock competitive pricing on Azure infrastructure and opening doors to larger, long-term deals that can span up to five years.
To prepare for this channel-led opportunity, companies with an AI app, tool, or agent should get listed in Microsoft Marketplace. Channel partners are encouraged to enroll in Marketplace to obtain their seller ID.
“Resale enabled offers are a game-changer for how we scale. They allow us to extend our reach without adding sales overhead—while giving our channel partners access to the solutions we have listed in Marketplace nearly instantly to help them differentiate. It’s a win-win.”
- Amy Bahlo
Global Partner Leader
Cisco
Building the future together
The reimagined Microsoft Marketplace is more than a storefront, it’s a global scale engine for Frontier Firms. Marketplace enables partners to reach customers of every size, in every geography, and across every line of business and industry. It creates a single destination where organizations can find trusted solutions that address their most pressing business and industry-specific needs, while giving partners the reach and routes to market to grow faster.
Whether you’re developing cloud solutions, AI apps, or agents, Marketplace connects your innovation to customer demand at scale.
We’re just getting started. With a unified experience, simplified publishing for agents, and new channel-led capabilities like resale enabled offers, we’re investing in your ability to expand reach, differentiate solutions, and deliver trusted outcomes. Through the Microsoft AI Cloud Partner Program, you’ll find the tools, resources, and benefits you need to succeed.
- Do you already have a solution? Learn how to publish it today.
- If you’re building apps, AI tools, or agents, ISV Success can accelerate Microsoft Marketplace growth.
- Channel partners, prepare for resale enabled offers by enrolling in Marketplace to drive new growth opportunities.
Together with our partner ecosystem, we are leading, innovating, and transforming what’s possible with AI.
1IDC Info Snapshot, sponsored by Microsoft, 1.3 Billion AI Agents by 2028, #US53361825 and May 2025