‘We have these agents that are trained by AWS to recommend funding opportunities, identify deals that need more attention, flag deadlines and sales opportunities, sort through the documentation and automate a bunch of other time-consuming and somewhat tedious tasks,’ says AWS’ Julia Chen, vice president of Partner Core.
AWS partners can now leverage AI agents to speed up their funding eligibility, administration efficiency and to better guide actions across co-selling opportunities via new agentic AI innovation inside AWS’ revamped Partner Central hub.
“We have these agents that are trained by AWS to recommend funding opportunities, identify deals that need more attention, flag deadlines and sales opportunities, sort through the documentation and automate a bunch of other time-consuming and somewhat tedious tasks,” Julia Chen, vice president of Partner Core at AWS, told CRN.
The revamped AWS Partner Central hub is now powered by Amazon Bedrock AgentCore, which offers AI agents that automate administrative tasks and streamline opportunity management, which Chen said can reduce administrative time by upward of 40 percent.
“These agents can initiate workflows on your behalf. They can prepopulate available data so that your team can spend more time on decisions and selling as opposed to doing the searching and coordinating,” Chen said.
[Related: Microsoft VP Of Copilot Security And AI Joins AWS To Lead Agentic AI Charge At ‘Crucial Moment’]
AWS’ hub is now connected with MCP servers so partners can connect into Partner Central with their existing IT tools and systems.
“This allows for personalization at scale,” she said. “You get the information that you need when you need it. This is going to help a lot with the co-sell.”
Partner Central Agentic Funding Benefits For AWS Partners
The revamped AWS Partner Central hub is a platform for partners that automates opportunity management, surfaces real-time funding eligibility, and eliminates administrative friction that slows deals.
One key agentic feature inside the hub is how instead of a partner spending hours researching funding benefits, comparing opportunity fields with offline eligibility requirements, or digging through documentation to find answers, AWS AI agents now identify opportunities in a partner’s pipeline that show if the partner qualifies for benefits, surfaces real-time funding eligibility and flags gaps for funding qualifications.
“This means we can close more deals, faster,” said Justin Copie, CEO of AWS partner Innovative Solutions. “This makes funding part of how deals get closed, not a step that happens after.”
Copie said the new Partner Central agents can instantly create fund requests prepopulated with relevant data that eliminates manual entry time and speeds up the ability for Innovative Solutions to receive funding.
“We looked at where we were operationalizing [agentic AI] and it was like, ‘How do you get beyond just a chat assistant? Where can the system actually respond and reason and plan and act in an automated way that helps us move faster for customers?’” said Copie. “That’s what AWS is doing and so are we.”
Partners Get AWS ‘Expertise On-Demand’
The AWS Partner Central platform consolidated what was previously fragmented systems and separate portals for co-sell, AWS Marketplace, channel funding and support into one platform.
Another key agentic feature is agents enhancing sales pipeline visibility by providing conversational intelligence directly in Partner Central.
Partners can ask the agent to identify deals that need attention, flag opportunities approaching key deadlines, or summarize where a company’s pipeline stands, Chen said.
“The result of it is that you actually get our expertise on-demand. Your teams get the guidance they need—they get sales plays, customer pipeline insight, funding recommendations, all of that,” said Chen.
The Seattle-based cloud giant recently reported record quarterly sales of $37.6 billion, up 28 percent year over year.
