In order to respond to the growing operational demands of sales teams, Amazon Web Services (AWS) has announced the launch of a new experience for using AI agents on its AWS Partner Central platform, powered by Amazon Bedrock AgentCore. Although organizations have more data and tools than ever before, information fragmentation, knowledge silos, and manual processes often slow down deals.
To overcome this challenge, new agents automate administrative tasks and streamline opportunity management, offering partners intelligent guidance in key areas such as co-selling and financing.
Agents don’t just speed up current processes; They redefine what is possible:
• Expert knowledge on demand. Teams get the guidance they need—sales strategies, customer and pipeline insights, funding recommendations, and next-step intelligence—just when they need it.
• Automatic coordination. Agents initiate workflows, automatically filling in available data so the team can spend time making decisions rather than entering information. Additionally, using Model Context Protocol (MCP) servers, partners can connect their current systems and tools directly to agents; In this way, they reach the teams through the applications in which they already work on a daily basis.
• Customization at scale. Get tailored guidance directly into your workflows: personalized next steps to advance a specific deal, specific recommendations on financing benefits, and sales strategies tailored to each individual opportunity. What once required hours of manual customization is now accomplished in minutes, shortening sales cycles and speeding up time to close.
AI agent-based capabilities
These AI agent capabilities are integrated directly into AWS Partner Central to accelerate co-selling, helping you:
• Obtain key pipeline and opportunity insights: Agents improve sales pipeline visibility by delivering real-time conversational intelligence directly in Partner Central. Asking the agent to identify deals that require attention, flag opportunities approaching key deadlines, or summarize pipeline status; It will respond instantly with the context needed to act.
• Accelerate deal progress: Accelerate the advancement of opportunities by providing intelligent recommendations on next steps to advance each deal. Upload meeting transcripts, notes, or emails, and have agents fill out relevant opportunity fields. Not only does this reduce the manual effort needed to keep deals moving forward, but agents can generate custom sales plays on demand. This transforms how teams support customers at scale and accelerates deal velocity across the pipeline.
• Optimize funding: Instead of spending hours researching funding benefits, comparing opportunity fields to offline eligibility requirements, or digging through documentation to find answers, agents identify those opportunities in the pipeline that qualify for those benefits. In addition, they show eligibility in real time and alert about missing requirements to achieve qualification. Additionally, they can instantly create auto-populated funding applications with relevant opportunity data. This eliminates manual data entry, increases the utilization of funds and speeds up the time to obtain financing. Ultimately, it means that more deals can be closed and done faster, making financing an integral part of closing sales and not an afterthought.
• Connect agents to current tools: Capabilities placed directly in the hands of the team. By integrating with MCP, you can create custom integrations or leverage third-party automation solutions that bring Amazon Web Services (AWS) intelligence directly to the tools your teams already use every day.
According to Antonio Alonso, Director of Partners EMEA at AWS: “AWS Partner Central agents are helping teams accelerate opportunity management, uncover key funding insights, and move deals forward faster than ever. Early feedback from partners has been very positive.”
From WatchGuard they point out that agents help them perform tasks that previously took days in minutes, while uncovering valuable financing information for relevant deals. “We’ve seen a dramatic acceleration in how quickly we can manage and optimize opportunities in ACE (AWS Customer Agengagement),” said Danny Banks, Technical Business Development at WatchGuard. “Specifically, tasks that took days are now done in minutes thanks to the depth of knowledge and responsiveness of the agent. We are also seeing a greater return on our investment in the APN, as the agent reveals financing information that was previously hidden under extensive training documentation. This is exactly the type of innovation that advances our business.”
For its part, KXC Tecnologia has verified how agents transform sales conversations by revealing intelligence about customers, turning cold contacts into informed interactions. “Instead of facing cold calls with just a name and a LinkedIn profile, our SDR team now has customer pain points, compliance requirements, and budget forecasts identified,” says Alex Assis, CTO at KXC Tecnologia. “That’s no longer a cold call; it’s a warm conversation with a roadmap. Architects come prepared with the architecture defined and frameworks for proofs of concept (PoC), rather than having to start from scratch.”
Integration partners
AWS partners are developing automation solutions as they extend agent capabilities to existing systems and workflows.
Archera has collaborated with AWS partner Labra and its AI agents to automate revenue operations (RevOps) and financing workflows. “Labra AI agents help partners execute their Go-To-Market (GTM) strategy in the cloud by guiding the advancement of opportunities, optimizing transactions in the marketplace and identifying the right AWS financing programs to accelerate deals,” says Jaren Tilley, VP of Alliances and Ecosystems at Archera. “Together, these capabilities help partners move faster.”
AWS Partner Central Agents Are Helping Teams Accelerate Opportunity Management
Hyland, working with AWS partner WorkSpan, is piloting agent capabilities to integrate proactive deal guidance directly into your salespeople’s workflows. “WorkSpan has been instrumental in helping Hyland operationalize our co-selling initiatives with AWS, from transactions in AWS Marketplace to executing financing programs,” said Alecia Hitchman, Alliance Manager at Hyland. “As we’ve scaled, the need for smarter deal guidance has only grown, and the AI Agent pilot is the logical next step. This agent represents an exciting evolution, offering our sellers proactive guidance on program eligibility, incentive amounts, and SCA budget availability, all directly within their workflow.”
Agents are now available for partners who have migrated to the new AWS Partner Central experience in the AWS console.
