A voice from Las Vegas
We attended AWS re:Invent 2025 in Las Vegas, surrounded by over 60,000 cloud professionals, partners, and AWS enthusiasts from around the globe. The energy in the Venetian and surrounding venues was electric – hallways buzzing with conversations about AI agents, modernization strategies, and the future of cloud computing.
We came to re:Invent with a goal: understand how AWS’s latest innovations will help us deliver even better outcomes for our customers. The Partner Advantage keynote delivered by Dr. Ruba Borno, VP of Global Specialists and Partners at AWS, didn’t disappoint.
The Agentic Era is here, and it’s time to act
As we sat in the Partner Advantage keynote listening to Dr. Ruba Borno, one thing became crystal clear: the era of AI experimentation is over. We’re now in the production phase, and AWS is giving partners like Tehma Cloud unprecedented tools to help customers transform their businesses.
What caught our attention
1. AWS Marketplace is now a revenue powerhouse
The numbers speak for themselves. Individual partners are generating over $1 billion annually through AWS Marketplace, with DataDog crossing $2B and Snowflake and Salesforce each surpassing $3B. For a partner like Tehma Cloud, this validates what we’ve been seeing: customers want streamlined procurement and integrated solutions.
Key launches that matter to AWS Partners:
- Express private offers (GA): AI-powered custom pricing in minutes instead of weeks. This is huge for accelerating deal cycles.
- Multi-product solutions: We can now package our professional services with multiple ISV products in a single offer. This changes how we deliver end-to-end solutions.
- Agent mode: Conversational discovery that helps customers find the right solutions using AI. This will drive more qualified leads.
- Expanded localization: Support for local currencies (EUR, JPY) and true local invoicing makes global expansion realistic for partners.
2. The $7.13 multiplier effect
Matt Garman shared a compelling stat: for every $1 of AWS services a partner deploys, they realize $7.13 in revenue. If AWS is building toward a $400 billion business, that’s a $2-3 trillion opportunity for the partner ecosystem. This validates our investment in AWS specialization.
3. Agentic AI Competency – three new categories
AWS launched three new Agentic AI competency categories: Applications, Tools, and Consulting Services. Partners who earn these get 50% more MDF and marketplace badges. For Tehma Cloud, this is a clear signal to double down on our AI capabilities and pursue this validation.
The data backs it up: customers working with AI competency partners are 30% more likely to deploy AI to production and do it 25% faster.
4. AWS Transform Custom with composability (GA)
This is a game-changer for modernization projects. AWS Transform can now:
- Modernize any code, APIs, frameworks, and languages
- Integrate partner tools and agents through composability
- Save massive amounts of manual effort (800,000+ hours already saved)
The Western Union case study showed 2.4M lines of mainframe code analyzed with a 2X speed increase. For our customers still running legacy systems, this removes a major barrier.
5. Experience-based acceleration (EBA) certification
AWS codified their winning migration approach from working with thousands of customers (BMW, SAP, Boeing, Samsung) and made it available to partners. Over 70 partners are now certified. This addresses the people and process challenges that often stall migrations – not just the technology.
6. Amazon Bedrock Agent Core security
Three capabilities stood out for production AI deployments:
- Agent Core Runtime: Isolated micro-VMs for each session, preventing cross-contamination
- Agent Core Observability: OpenTelemetry-compatible monitoring that works with partner tools
- Agent Core Identity: Seamless IAM integration with existing identity providers (Okta, Entra ID)
The Genpact case study processing 1.8M daily trades shows this is production-ready.
7. IAM temporary delegation
This simplifies customer onboarding dramatically. Partners can now perform deployments, maintenance, and upgrades on behalf of customers with delegated access – while customers maintain full control. Vercel, Databricks, and SentinelOne are already using it.
Real customer outcomes that inspire
The keynote showcased several transformations that resonate with our work:
Condé Nast: 115-year-old publisher transformed to 70% digital revenue, saved $10M in operational costs, unified 66 properties on AWS with a data-first strategy.
Materdey (via A3 Data): 517% ROI using 12 autonomous AI agents across their revenue cycle. Reduced procedure authorizations from 2 days to 40 minutes.
Toyota: $1B in business value, 60% inventory reduction, 40% reduction in manual effort, 15% increase in customer satisfaction – all by integrating AI into their supply chain with McKinsey and Deloitte.
What this means for AWS Partners
- Marketplace first: AWS Partners are encouraged to accelerate the AWS Marketplace presence. The self-service features (free trials, demos, private offers) and now multi-product solutions make this highest-leverage go-to-market channel.
- Agentic AI competency: This should be a priority certification target for many partners. The 50% MDF increase and customer preference data make this a no-brainer.
- Data strategy is everything: Every successful case study started with unified, governed data.
- Partner ecosystem plays: The Toyota example showed multiple partners (AWS, McKinsey, Deloitte) working together.
- Security as differentiator: Agent Core’s security capabilities and IAM delegation show AWS is serious about production-grade AI.
Summary
Ruba’s keynote wasn’t about future possibilities – it was about current reality. Customers are moving AI to production now, and they need partners who can help them do it securely, at scale, with real business outcomes.
The tools AWS announced this week remove friction from every part of the partner journey: finding customers (Agent Mode), closing deals (Express private offers), delivering solutions (Multi-product solutions), and ensuring security (Agent Core, IAM delegation).
For AWS Partners, the message is clear: solutions we’ve built is the foundation customers need for their AI transformation.
The agentic era isn’t coming – it’s here. And AWS just gave us the toolkit to help our customers succeed in it.
Interested in exploring how agentic AI and AWS’s latest innovations can transform your infrastructure? Contact us to discuss your cloud-native journey.