At G2, we're always looking for ways to make the software buying experience smarter, faster, and more transparent.
That's why I'm excited to share a significant step forward: our renewed and expanded four-year strategic collaboration with Amazon Web Services (AWS). This isn't just about continuing what we've done; it's about deepening our integration of authentic peer reviews and powering enriched generative AI product comparison insights directly across AWS Marketplace listings.
This collaboration means customers can now use AWS Marketplace to easily discover, buy, and deploy AI agent solutions, leveraging their AWS accounts to accelerate their AI innovation. Building on the success of AWS syndicating G2 reviews in AWS Marketplace, this next phase introduces AI-powered product comparison content, with G2 as the primary data source behind these insights.
Now, key customer sentiment and product overviews — from over 3 million authentic reviews on G2 – are surfaced and summarized directly in AWS Marketplace for easy side-by-side product comparisons. This innovation allows buyers to quickly grasp a product’s strengths and considerations at a glance, and AWS is expanding this coverage to 2,500 AWS Marketplace listings.
Matt Yanchyshyn, VP of AWS Marketplace and Partner Services, shared his perspective on our partnership, noting, "We're constantly innovating to make AWS Marketplace the best destination for customers to find, procure, and deploy the IT solutions they need." He added:
“Our expanded collaboration with G2 enhances the customer experience by integrating authentic peer reviews with generative AI-powered insights, simplifying the purchase decision-making process. This represents our commitment to creating more intuitive and efficient experiences that help customers accelerate innovation."
Matt Yanchyshyn
VP, AWS Marketplace and Partner Services
Enriching the AWS Marketplace buyer experience
Software buyers increasingly rely on community-driven validation and self-service evaluation. This collaboration provides them with the information needed to decide on the right product and then transact directly in AWS Marketplace.
The G2-powered enhancements in AWS Marketplace include:
- AI-generated, side-by-side product comparisons, which surface key product themes, customer sentiment, and differentiated strengths based on millions of verified reviews.
- Rich, contextual product content powered by G2’s trusted taxonomy and user insights to streamline evaluation and comparison.
- Syndication of G2 Reviews and Ratings to software listings across AWS Marketplace.
- Frictionless buyer journeys, enabling AWS users to move confidently from research to purchase with fewer steps.
With the availability of AI Agents and Tools in AWS Marketplace, customers can significantly accelerate their procurement process to drive AI innovation, reducing the time needed for vendor evaluations and complex negotiations. And, with centralized purchasing using AWS accounts, customers maintain visibility and control over licensing, payments, and access through AWS.
Our G2 Co-Founder and CEO, Godard Abel, weighed in on the value of this partnership, adding:
“We’re proud to deepen our collaboration with AWS, building a more connected and intelligent software buying journey across G2 and AWS Marketplace. By combining trusted peer voices with AI-driven insights, we’re not only accelerating decision-making for buyers, but also laying the groundwork for a future where software discovery is seamless, personalized, and community-powered — in all the places customers are.”
Godard Abel
Co-founder and CEO, G2
Empowering vendors and buyers alike
This collaboration benefits software vendors listed on both G2 and AWS Marketplace through increased visibility, credibility, and accelerated conversion. By extending their reach in AWS Marketplace with validated user insights and generative AI-enriched content, vendors can better differentiate their offerings and guide prospective buyers through the purchasing process.
Our unique review sourcing approach, including conversational voice reviews and direct meeting-to-review conversions, ensures vendors can achieve both review recency and quality.
This deepened relationship reinforces G2’s vision to make software buying smarter, faster, and more transparent — and sets the foundation for further innovation across the digital procurement experience.
Learn more about how to maximize the benefits of this expanded AWS and G2 integration.
by Rachel Gianfredi
by Godard Abel