AWS SMB Competency: New Benefits Fueling Partner & SMB Expansion

The Amazon Web Services (AWS) Partner Network (APN), launched in 2012, has been instrumental in AWS’s success since its inception in 2006. This vibrant ecosystem fosters collaboration and the development of innovative solutions for customers globally. Recognizing the significant role of small and medium-sized businesses (SMBs) in the global economy, AWS introduced the SMB Competency Program in January 2024 as a strategic initiative tailored to empower partners serving this crucial segment. This program, the first AWS go-to-market specialization explicitly for partners serving SMBs, was developed after extensive discussions with partners to understand their unique requirements deeply. Now, AWS is doubling down on its commitment by introducing a suite of enhanced benefits designed to accelerate the growth of these partners further and enable them to deliver even greater value to their SMB customers.

The AWS SMB Competency recognizes partners with a proven track record of helping SMBs thrive in the cloud by offering rigorously vetted solutions in areas such as migration, modernization, security, data storage, disaster recovery, AI/ML, and SaaS solutions. The inaugural cohort of 30 partners unanimously endorsed the program. This is crucial as 55% of customers view, as per Techaisle data, partner competencies as “absolutely essential” when assessing partner capabilities. The SMB market presents a substantial opportunity, with SMBs and midmarket firms projected to spend over $650 billion on cloud solutions in 2025 – Techaisle data. Notably, AWS is actively focusing on both the "middle" and previously "overlooked" SMB segments, recognizing the evolving channel dynamics and the pivotal role SMBs now play.

The new benefits amplify the existing advantages of the competency, reinforcing AWS's dedication to a thriving ecosystem focused on the unique needs of SMBs. These enhanced offerings include:

1. Deepening Expertise and Connections Through the SMB Summit

One of the significant new benefits is the SMB Summit, an exclusive in-person event series held at AWS offices and designed specifically for SMB Competency Partners. These engaging sessions aim to help partners in several key ways:

• Deepen expertise in serving SMB customers through exclusive sessions with AWS team members. This direct interaction with AWS experts will enable partners to gain invaluable insights into the specific challenges and opportunities SMBs face during their cloud journey. They can learn about best practices, emerging trends, and AWS services tailored to this segment, ultimately enhancing their ability to provide informed and practical solutions.
• Master AWS signature benefits to deliver more value to their organization and drive SMB growth. Understanding and leveraging AWS's core offerings is crucial for partners. The roadshow will likely provide in-depth training and guidance on maximizing these benefits, enabling partners to optimize their operations and, in turn, offer more compelling and cost-effective solutions to their SMB clients.
• Learn about AWS programs to accelerate SMB growth efforts. AWS offers a range of programs designed to support partner growth and development. The roadshow will serve as a platform to educate partners on these initiatives, helping them identify and leverage resources that can fuel their expansion within the SMB market.
• Network with other successful SMB Competency Partners. Peer-to-peer learning and collaboration are vital in any dynamic ecosystem. The roadshow offers a valuable opportunity for partners to connect, share experiences, discuss best practices, and potentially form new alliances that can lead to joint opportunities and enhanced service offerings for SMB customers.
• Build valuable relationships with AWS Sales team members. Establishing strong connections with the AWS Sales team can open doors for partners, providing insights into customer needs, potential leads, and collaborative opportunities to benefit their SMB clients.

Advantages for Partners: The SMB Competency Roadshow equips partners with deeper knowledge, an enhanced understanding of AWS benefits and programs, a stronger professional network, and valuable relationships with AWS, all contributing to their business growth and ability to better serve SMBs.

Advantages for SMB Customers: As partners deepen their expertise and understanding of SMB needs through the summit, they become better equipped to provide tailored and effective AWS solutions. The knowledge gained about AWS programs can translate into partners offering more cost-efficient and value-driven services. Furthermore, the strengthened relationships with AWS and other partners can lead to a more robust and innovative service ecosystem for SMBs to draw upon.

2. Collaborating and Influencing the Future in the SMB Solution Community

Another exciting addition is the SMB Solution Community, an exclusive forum for AWS Solution Leaders where SMB Competency partners can collaborate to shape the future of cloud solutions for SMBs. This engaging platform offers several key advantages:

• Accelerate growth through peer-to-peer knowledge sharing with fellow SMB Competency Partners. The community will focus on fostering an environment of collaboration where partners can freely exchange insights, discuss successful strategies, and learn from each other's experiences in serving the SMB market. This collective intelligence can help partners overcome challenges and identify new opportunities for growth and development.
• Directly influence AWS solution roadmaps with expert insights. By providing feedback and sharing their understanding of SMB customer needs directly with AWS solutions leaders, partners will likely gain a unique opportunity to shape the development of future AWS services and features relevant to the SMB segment. This ensures that AWS offerings remain aligned with the evolving requirements of small and medium-sized businesses.
• Exchange proven best practices with fellow AWS industry leaders. Interacting with other leading partners in the AWS ecosystem will enable sharing successful methodologies, tools, and strategies that can be adopted and adapted better to serve SMBs. This cross-pollination of ideas can drive innovation and improve service quality.
• Explore joint development opportunities with other SMB-focused partners and the AWS solutions team. The community can be a fertile ground for identifying potential collaborations on new solutions and services tailored to the SMB market, leveraging the combined expertise and resources of multiple partners and the AWS team.

The community also aims to connect successful AWS partners who share a focus on serving SMBs while helping drive innovation in the AWS ecosystem. This broader networking aspect further enhances the value proposition for participating partners.

Advantages for Partners: The SMB Solution Community will empower partners through collaborative learning, direct influence on AWS offerings, access to best practices, and opportunities for joint innovation. This collaborative environment fosters growth, enhances their ability to develop cutting-edge solutions, and strengthens their position as leaders in the SMB cloud space.

Advantages for SMB Customers: Partners' direct influence on AWS solution roadmaps ensures that future AWS services align better with SMBs' specific needs. Partner exchange of best practices results in higher-quality and more effective solutions for SMB customers. Furthermore, joint development efforts will likely yield innovative and tailored solutions that address the distinct challenges and opportunities SMBs face.

3. Fast-Tracking Sales Cycles with GTM Enablement & Data Analyst Insights

Recognizing the importance of efficient go-to-market (GTM) strategies, AWS provides GTM Enablement & Data Analyst Insights as a new benefit to help partners fast-track their SMB sales cycles with proven resources and research. This offering includes:

• Build and/or optimize SMB solutions with pre-packaged starter solution kits. These readily available kits can significantly reduce the time and effort required for partners to develop and deploy solutions tailored to SMBs, allowing them to address customer needs and accelerate sales quickly.
• Drive faster conversions with segment-specific value propositions. Access to data analyst insights and guidance on crafting value propositions targeted explicitly to different SMB segments enables partners to communicate the benefits of their solutions more effectively, leading to higher conversion rates.
• Cut seller ramp time with ready-to-execute GTM playbooks and battlecards. Providing sales teams with pre-built playbooks and battlecards equips them with the necessary knowledge, talking points, and competitive intelligence to engage with SMB prospects effectively and reduces the time it takes for new sales personnel to become productive.
• Subscribe to a newsletter that shares the latest SMB news and highlights AWS resources that can help accelerate deal velocity. Staying informed about the latest trends in the SMB market and having direct access to relevant AWS resources empowers partners to make informed decisions and leverage the most effective tools to drive sales.

The underlying principle is that data-backed GTM enablement helps partner teams expedite the time to identify, qualify, and close AWS SMB opportunities.

Advantages for Partners: GTM Enablement & Data Analyst Insights provide partners with tangible resources and data-driven guidance to streamline their sales processes, reduce costs associated with solution development and sales training, and ultimately accelerate their growth within the SMB market.

Advantages for SMB Customers: Faster sales cycles for partners can translate into quicker access to the solutions and services they need. Segment-specific value propositions ensure that SMBs understand the direct benefits of the offered solutions to their operations. The overall efficiency gained by partners can also lead to more competitive pricing and a smoother onboarding experience for SMB customers.

4. Fueling Customer Acquisition with Premier Service for AWS Rapid Ramp Credits

AWS is offering Premier Service for AWS Rapid Ramp Credits to further support customer acquisition and growth. This benefit provides $300 in AWS Rapid Ramp Credits (ARRC) to help partners win new SMB customers and grow existing ones. Importantly, all partner-attached SMB prospects and current customers are eligible for this one-time credit offer.

Beyond the credits themselves, the ARRC team provides SMB Competency Partners with one-on-one onboarding, marketing, and sales tools to support their team in prospecting and qualification calls, as well as industry-tailored materials to demonstrate immediate value to potential customers. This comprehensive support system maximizes the impact of the credits, enabling partners to acquire and expand their SMB customer base effectively.

Advantages for Partners: The AWS Rapid Ramp Credits and the associated white-glove service offer partners a direct incentive to acquire new SMB customers and expand their presence within existing accounts. The onboarding support, marketing materials, and sales tools enhance their ability to effectively engage with prospects and demonstrate the value of their offerings.

Advantages for SMB Customers: The $300 in AWS Rapid Ramp Credits can reduce the initial cost of adopting new AWS services through the partner, making it easier for SMBs to experiment and realize the benefits of the cloud. The support provided to partners also ensures a smoother and more informed onboarding experience for the SMB customers.

5. Gaining a Competitive Edge with Exclusive Access to SMB Pilots and Initiatives

Staying ahead of the curve is crucial in the dynamic cloud landscape. The new benefit of Exclusive access to SMB pilots and initiatives provides SMB Competency Partners with a unique opportunity to be first to test and shape new SMB growth mechanisms through exclusive access to AWS pilot programs and initiatives. This allows partners to directly influence SMB scale tactics while gaining early access to new tools that give their business a competitive edge.

Participating in these pilots allows partners to gain invaluable insights into emerging AWS strategies and technologies for the SMB market. This will enable them to refine their offerings and position themselves as early adopters and leaders.

Advantages for Partners: Early access to SMB pilots and initiatives provides partners a competitive advantage. They can gain firsthand experience with new tools and strategies, influence their development, and be among the first to offer innovative solutions to their SMB customers.

Advantages for SMB Customers: By collaborating with partners who have early access to and influence over new AWS initiatives, SMBs can leverage cutting-edge solutions and strategies tailored to their specific needs. This can translate into improved efficiency, innovation, and a stronger competitive position for the SMB.

6. Recognition and Visibility Through SMB Star Awards

Finally, AWS is introducing SMB Star Awards to recognize and celebrate the achievements of its top-performing SMB Competency Partners. Select SMB Competency Partners will be recognized for actively engaging in the abovementioned SMB Competency signature benefits. The rewards for these top-performing partners include awards, eligibility to participate in testimonial videos, and recognition in external AWS announcements.

This recognition testifies to the partners' dedication and success in serving the SMB market and provides them valuable visibility and credibility within the AWS ecosystem and beyond.

Advantages for Partners: The SMB Star Awards offer significant recognition and enhance the visibility of winning partners. Inclusion in testimonial videos and external AWS announcements can serve as powerful marketing tools, attracting new customers and further solidifying their reputation as leading providers in the SMB cloud space.

Advantages for SMB Customers: Working with an award-winning AWS SMB Competency Partner assures SMBs that they are partnering with a recognized leader with a proven track record of success in serving organizations like theirs. This can instill confidence and ensure a higher level of service and expertise.

Final Techaisle Take: A Mutually Beneficial Ecosystem

These enhanced benefits come at a crucial time as the SMB market is undergoing a significant transformation, driven by AI and the demand for tangible business outcomes. Techaisle research shows that AWS partners should strive to become vertical intelligence specialists and demystify and enable AI adoption for SMBs. Their focus should shift towards outcome-oriented problem-solving, addressing core SMB pain points like cybersecurity, GenAI integration, and cloud optimization. Techaisle research also shows that SMBs are actively investing in areas like cloud optimization (97%), security (96%), and GenAI (94%), and partners should prioritize solutions that enhance customer and employee experiences and strengthen managed service offerings. The evolving deal landscape also necessitates a shift towards "small wins" and continuous engagement, leveraging the modularity and integration capabilities of the AWS platform.

Partners looking to enhance their SMB practice further can also benefit from attending AWS SMB Day on May 19, 2025. This virtual event offers technical and go-to-market sessions focused on AWS solutions for SMBs, providing exclusive content for AWS Specialization Partners and existing SMB Competency Partners. Tracks are available to build and sustain an SMB practice and grow an existing one. Register today

Introducing these new benefits for AWS SMB Competency Partners signifies a continued investment in this vital segment of the AWS Partner Network. By providing enhanced opportunities for learning, collaboration, GTM enablement, customer acquisition, early access to innovation, and recognition, AWS is empowering its partners to reach new heights in serving small and medium-sized businesses' unique needs.

Crucially, these benefits are not just advantageous for the partners themselves. They create a powerful ripple effect, translating into significant advantages for SMB customers. With more knowledgeable and skilled partners, access to cutting-edge solutions, streamlined sales processes, financial incentives for adoption, and a thriving ecosystem of expertise, SMBs are better positioned than ever to leverage the power of the AWS cloud to drive growth, innovation, and success. The enhanced AWS SMB Competency program fosters a mutually beneficial ecosystem where partners and their SMB customers can thrive in the cloud.