AWS Marketplace Engagement Score vs Quality Score

The AWS Marketplace engagement score is AWS’s High, Medium or Low prediction of how likely a customer is to buy through AWS Marketplace, and AWS calls it a prioritization tool. Whether an AWS seller joins the deal is set by the co-sell motion, which AWS assigns from the Opportunity Quality Score and the deal’s strategic importance.

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Acme’s alliances lead opens an AWS opportunity for Umbrella and finds two numbers that seem to disagree: an AWS Marketplace engagement score of High and an Opportunity Quality Score of 35 out of 100. In Partner Analytics, a co-sell recommendation score sits on the same page as a Solution Matching Engine section that AWS added on October 17, 2026. The team wants to know which of them decides whether AWS brings Acme deals, and what to change.

They measure different things, and AWS names only two inputs to the co-sell motion that decides whether an AWS seller is assigned: the quality score, and a strategic importance that reflects “context that AWS holds.” This guide decodes each number from AWS’s own pages, sets out what AWS says moves it, and shows which ones Fours displays.

Engagement score or quality score: which decides how AWS engages?

The Opportunity Quality Score, read with the deal’s strategic importance; AWS doesn’t list the engagement score as an input. Since agentic co-selling launched on June 16, 2026, AWS assigns every opportunity a co-sell motion “based on the Opportunity Quality Score and the strategic importance of the opportunity,” and the motion “determines who leads it,” including whether an AWS seller is assigned at all.

Strategic importance “is determined based on the partner, the associated AWS customer, and the products and services involved,” so two opportunities with the same quality score “can land in different motions.” A higher score “increases the likelihood of AWS Field engagement but does not guarantee it,” and AWS sellers “prioritize by motion first, then by score within the motion.” How the score is built, and what each motion means, is covered in how AWS scores an opportunity and assigns its co-sell motion.

The engagement score isn’t part of AWS’s description of that assignment. AWS’s Partner Analytics FAQ describes it as “a prioritization tool for identifying opportunities aligned with marketplace procurement preferences” that “does not guarantee transaction outcomes through AWS Marketplace.” So Acme should work on the 35: the quality score is “the input the AWS Partner controls,” and AWS says “Raising the Opportunity Quality Score is the right action in every case.” The High engagement score is a reason to plan a Marketplace purchase with Umbrella; AWS doesn’t present it as a route to an AWS seller.

What does each AWS co-sell number measure?

Four scores and one report, each measuring something different: two describe the customer, one grades your submission, one rates you as a co-sell partner, and one reports what AWS’s matching engine has done for you. Read across a row for one number:

AWS number	What it predicts or measures	Scale	Who gets it	How often it changes	What moves it	Where you read it
Opportunity Quality Score	The quality and completeness of your submission	0–100, with a trend	Every opportunity	On submission, then on each edit to a scored field	Your edits to those fields	ACE; in Fours, the AWS Opportunity Quality panel
AWS Marketplace engagement score	The customer’s likelihood to buy through AWS Marketplace	High, Medium, Low or ”-“	ISVs and Software path partners with Marketplace listings	Not stated	No lever AWS names	ACE and Partner Analytics; in Fours, the AWS referral
AWS Marketplace solution engagement score	The customer’s likelihood to buy from your listing	High, Medium, Low or ”-“	ISVs and Software path partners with Marketplace listings	Monthly	No lever AWS names	Partner Analytics
AWS Co-Sell Recommendation Score	Your likelihood of co-sell success with AWS	High, Medium or Low; none without enough data	ACE-eligible partners in AWS Specialization programs	Model re-trained weekly	Listings, launched deals, opportunity detail	Partner Analytics
Solution Matching Engine performance	What AWS’s seller-side matching does for you and your listings	Five metrics	All ACE-eligible partners	Not stated	Listings, verified capabilities, ACE records	Partner Analytics

“Not stated” means AWS’s pages give no cadence for that number; the Partner Analytics dashboards refresh ACE data daily.

Two names collide on one page. AWS’s guide to the Partner Analytics Opportunities dashboard describes the co-sell recommendation score under the heading “AWS Engagement Scores,” while the same dashboard’s Opportunities summary data table carries the AWS Marketplace engagement and solution engagement scores. Check which score a column holds before you compare two of them.

Through the Partner Central API, GetAwsOpportunitySummary returns the motion as CosellMotion, which is “Null before scoring,” and an Insights object with the quality score under OpportunityQuality and an engagement score of High, Medium or Low as EngagementScore.

What is the AWS Marketplace engagement score?

The AWS Marketplace engagement score is AWS’s prediction of “a customer’s likelihood to purchase through the AWS Marketplace,” shown as High, Medium or Low. Each value is a rank against other customers: High means a likelihood that ranks “among the top cohort in comparison with all other customers,” Medium “in the middle of the cohort,” and Low “below the median.”

• A dash. AWS was “Unable to determine” the score “based on currently available information,” or the score is “not applicable for that opportunity.”
• Who gets it. Engagement scores “are only relevant to independent software vendors (ISV) or Software path partners with Marketplace listings.”
• Where it appears. On the opportunity in ACE, and in Partner Analytics. When scores seem missing there, AWS’s first fix is to set the Display AWS Marketplace Engagement Score filter to Yes in the Opportunities Summary Data table, then to contact APN Support.
• How to act on it. AWS’s answer is that “Optimization of co-sell opportunities requires direct engagement with the AWS Partner Development team for strategic prioritization and execution planning.” Our reading: sort opportunities by it to decide where a private offer conversation comes first, then take that list to your Partner Development team.

Leads carry a version of their own. AWS’s lead enrichment returns an AWS Marketplace engagement score, “An estimate of how likely the account is to procure a solution through AWS Marketplace,” beside a solution score for “a category-specific solution.” How those arrive is covered in creating and enriching AWS Partner Central leads from Salesforce.

How is the solution engagement score different?

The AWS Marketplace solution engagement score is AWS’s prediction of “a customer’s likelihood to purchase a solution from the partner’s solution listing.” AWS draws the line in one sentence: “One is about the procurement channel, and the other is about solution procurement.”

It uses the same High, Medium, Low and ”-” groupings, updates “Monthly,” and appears on both AWS-originated and partner-originated opportunities. The two scores can disagree, and AWS expects that: a customer likely to buy through AWS Marketplace “does not mean a customer has a high likelihood to purchase a partner solution and vice versa.” A High isn’t a usage signal either. AWS says it “indicates the customer’s potential alignment with the solution, not their confidential enterprise agreement, current service usage with AWS, or other providers.”

Read together, the pair suggests where to start. This is our reading, not an AWS rule:

Marketplace engagement	Solution engagement	What the pair suggests
High	High	Likely to buy through Marketplace and from your listing: first in line for a private offer conversation
High	Low	Marketplace is a likely channel, but AWS doesn’t rank your listing high for this customer: confirm the need before you lead with an offer
Low	High	Your listing fits, but Marketplace may not be how they buy: ask how they procure before you propose a private offer
Low	Low	Neither score argues for leading with Marketplace, so let the opportunity decide

What is the AWS Co-Sell Recommendation Score?

The AWS Co-Sell Recommendation Score is AWS’s High, Medium or Low assessment of “the likelihood of success in engaging with AWS for co-sell,” and it rates you, not the customer. AWS’s dashboard guide puts it as how well “your solutions are positioned to meet current and forecasted customer needs.”

• Who gets it. “This feature is currently available to ACE-Eligible Partners in AWS Specialization programs,” and scores “will not be displayed where we do not have enough data to provide a match.”
• What the model does. It “currently runs upon all open AWS Originated (AO) opportunities” and, for each, “predicts the partner based on their past success delivering with similar customers and use cases.”
• What it reads. For Services path partners, the opportunity’s “Title, Description, Details, Need, Next Step, and Value” fields, plus AWS Product tags. For Software path partners, “AWS Marketplace Listings is currently the primary source,” supplemented “with ACE opportunity launches.”
• How often. “The machine learning model is re-trained weekly to capture new data on launched opportunities and marketplace offers.”

What raises a low or missing recommendation score?

For Software path partners, a listing outside ProServe and lifetime EC2+GSS over $100; for Services path partners, better-tagged and more specialized opportunities; and for anyone, at least one high-quality launched deal. AWS spreads these across separate FAQ answers, and only the first three rows below come from its answer on low or missing scores:

What AWS asks	Path	The FAQ answer it comes from
”at least 1 Marketplace listing in any category, except for ProServe”	Software	”I am ACE-Eligible and AWS Specialized, but only see ‘Low’ or no scores?"
"lifetime EC2+GSS (private offers or public subscriptions) over $100”	Software	The same answer
”relevant AWS Product tags and/or keywords in the description,” and more opportunities “in areas that are specialized”	Services	The same answer
”A minimum of one high quality launched deal (Partner Originated or AWS Originated)“	Any	”How does win rate, deal size, and solution data impact recommendations?"
"Attach a solution listing to ACE opportunities” and “try to process deals through Marketplace”	Software	”What do I need to do to receive a higher score?”
A public AWS Marketplace listing, “a necessary condition to be evaluated by the model”	Software	”How does AWS Marketplace influence my recommendations?”
Service Validations and AWS Competencies “with corresponding ACE launches,” and validated, published case studies	Any	”How do Service Validations, Competencies, and Programs affect my recommendation score?”

If a score still doesn’t populate, AWS says “it is also possible that we have not identified current / potential customer use cases that match the partner’s capabilities.” More submissions help, for-visibility-only ones included, but to a partner with hundreds of submissions and no score, AWS answers that “Data quality supersedes quantity.” None of these answers is about the two Marketplace engagement scores, which sit in a separate FAQ section that names no lever.

What does the new Solution Matching Engine section show?

The Solution Matching Engine is “a machine learning system that helps sellers identify the most relevant partners for each account and opportunity,” which AWS introduced in 2025. AWS sellers use it, within “account-planning and co-sell motions,” to “discover, compare, and evaluate relevant partners and listings,” and it draws on your listing details, verified capabilities such as AWS Specializations and Certifications, and “opportunity stages and outcomes.”

In a What’s New post dated October 17, 2026, AWS added a Solution Matching Engine performance section to Partner Analytics, which “helps partners understand how SME performs for their company and AWS Marketplace listings”:

• Metrics: “recommendations, SME-attributed opportunities, their share of AWS-originated opportunities, stall rate, and pipeline attributed to SME.”
• Filters: “by recommendation type or AWS Marketplace listing,” with “top customer profiles by Region, industry, and segment.”
• Who and where: “All partners eligible for APN Customer Engagements (ACE),” on “the Opportunity pipeline analysis page under Partner Analytics.”

AWS’s post doesn’t define “stall rate” or what makes an opportunity “SME-attributed,” so report them under AWS’s labels rather than recomputing them. Two things the section isn’t. It isn’t the Co-Sell Recommendation Score: AWS documents the two separately, with different eligibility, and doesn’t say whether either feeds the other. And it isn’t the Solution Match section of an opportunity’s Opportunity Insights panel, where Partner Central’s agent “matches your registered solutions against each opportunity’s requirements.”

What should alliances ops change first?

The quality score on the deals you want an AWS seller on, then the listing and ACE records that AWS names as inputs to the recommendation score and the Solution Matching Engine. Use the engagement scores to order the work, not as targets. In order:

1. Raise the quality score where you want AWS engagement. It’s the input AWS says you control, and one of the two it uses to set the motion.
2. Sort with the engagement scores. Pair the two, as in the table above, to decide where a Marketplace purchase is likely, and bring that list to your AWS Partner Development team.
3. Make the listing say what you solve. AWS’s guidance for a strong listing starts with “The customer problem it solves and the primary use cases it addresses,” and asks for “consistent language across your AWS Marketplace listings, AWS Partner Central profile, and ACE opportunity records.”
4. Attach the listing and record Marketplace deals. Every opportunity already needs “at least one solution or AWS Marketplace product,” and Software path partners are asked to attach the listing and “try to process deals through Marketplace.”
5. Launch with accurate data. AWS asks you to “Ensure that the information is accurate before moving the PO or AO to ‘Launched’ state,” because the weekly re-training captures launched opportunities.
6. Keep verified capabilities current. AWS names Service Validations, Competencies and validated case studies for the recommendation model, and Specializations, Certifications and case studies for the Solution Matching Engine.
7. Check the display before you file a ticket. If engagement scores seem missing, set Display AWS Marketplace Engagement Score to Yes first.

Where does Fours show AWS’s scores?

On the AWS referral, under AWS’s names, with Fours’ own predictions labelled apart. Fours’ docs list two of AWS’s numbers on an AWS referral, the Opportunity Quality Score and the AWS Marketplace engagement score; read the other three in Partner Analytics. This is Fours behaviour, as Fours’ documentation describes it:

What you see in Fours	Whose number	Where it appears
AWS Opportunity Quality panel: Quality Score, Quality Trend, Co-Sell Motion and AWS Recommendation	AWS’s	The top of the right sidebar on an AWS referral’s detail page, once AWS has returned at least one of them
Engagement Score	AWS’s, for that opportunity	The AWS referral; in Salesforce, also the referral record’s AWS Marketplace Engagement Score field
Not provided by AWS	None yet: AWS hasn’t scored the opportunity	AWS referrals only
Predicted AWS quality score	Fours’ prediction of how AWS is likely to rate the submission	A banner in the ACE submission dialog; Re-analyze scores it again after your edits
A predicted engagement score	Fours’ prediction, from the customer’s marketplace listings and purchases and AI analysis of third-party signals	The Fours widget on Account and Opportunity pages, and the deal’s Insights tab and Co-sell Insights company card in HubSpot; never an AWS referral

The panel’s info icon reads “AWS’s quality score for this opportunity in ACE, as reported by AWS,” so that number is AWS’s, not Fours’ prediction. In Salesforce, only AWS’s engagement score reaches your reports: Fours’ prediction is “calculated for display and stored against the customer’s domain in Fours, not on the referral,” so it’s blank in any report, list view, formula field or automation built on that field. As Fours’ docs put it, “A blank column in a report therefore means one thing: AWS has not scored that opportunity yet.” Fours’ account-level marketplace signals are covered in buyer intent signals for cloud marketplaces.

Fours also keeps the ACE record of one thing AWS asks for. AWS asks Software path partners to “try to process deals through Marketplace,” and its model re-trains weekly on new data about “launched opportunities and marketplace offers.” Auto-Link Referrals attaches an accepted AWS Marketplace private offer to the AWS referral for the same deal, “so the ACE opportunity records the offer the deal transacted through”:

• Matching. An offer and a referral belong to the same deal when both carry the same Salesforce opportunity, HubSpot deal or Dynamics 365 opportunity.
• Timing. Fours links them when the buyer accepts the offer, if the referral is already in Fours, and every 4 hours for any accepted offer still unlinked.
• Rules. The referral’s AWS review status must be Approved, at any ACE stage, Launched included. Each offer links to one referral at most, a CPPO resale authorization is never linked, and an ACE opportunity that already has an offer is left as it is.
• Setup. It’s switched on for the whole organization on the AWS ACE integration, and works only on an integration that uses the Partner Central API. You can also link or unlink an offer by hand on the referral’s AWS Marketplace transactions tab, where only accepted AWS contract offers appear.

AWS doesn’t say whether or how a linked offer counts toward the score, so treat Auto-Link as keeping ACE accurate, not as a score lever.

Frequently asked questions

Does the AWS Marketplace engagement score affect the co-sell motion?

AWS doesn’t list it as an input. Its co-sell guide assigns the motion from the Opportunity Quality Score and the opportunity’s strategic importance, and its FAQ calls the engagement score “a prioritization tool” that “does not guarantee transaction outcomes through AWS Marketplace.”

What does a dash mean for an AWS Marketplace engagement score?

AWS couldn’t determine a score from the information it has, or the score doesn’t apply to that opportunity. AWS adds that the flag is only available to partners registered on AWS Marketplace, because it covers AWS Marketplace listings.

How often do AWS’s co-sell scores change?

The Opportunity Quality Score is rescored each time you update a scored field. The solution engagement score updates monthly, and the recommendation model is re-trained weekly. AWS states no cadence for the Marketplace engagement score; Partner Analytics refreshes ACE data daily.

Who can see the AWS Co-Sell Recommendation Score?

ACE-eligible partners in AWS Specialization programs, in Partner Analytics. AWS doesn’t display a score where it lacks the data to make a match, and for a Software path partner it calls a public AWS Marketplace listing “a necessary condition to be evaluated by the model.”

Is the Solution Matching Engine the same as the recommendation score?

AWS doesn’t say so, and it documents them separately. The Solution Matching Engine helps AWS sellers find partners and listings, and its new performance section is open to every ACE-eligible partner. The recommendation score is limited to ACE-eligible partners in AWS Specialization programs.

Does Fours show AWS’s engagement score or its own?

Both, named apart. An AWS referral shows AWS’s own score for that opportunity, or “Not provided by AWS.” Fours’ own prediction appears in the Fours widget and in HubSpot, never on an AWS referral, and isn’t written to the referral record.

Takeaways

• AWS sets the co-sell motion from the Opportunity Quality Score and the deal’s strategic importance, and doesn’t list the Marketplace engagement score as an input.
• The two Marketplace engagement scores rank the customer against other customers, one for buying through AWS Marketplace and one for buying from your listing. Use them to sort, not as targets.
• The Co-Sell Recommendation Score rates you, for ACE-eligible partners in AWS Specialization programs. AWS’s conditions for a low or missing score sit in separate FAQ answers, so read each one.
• The Solution Matching Engine section, added on October 17, 2026, reports what AWS’s seller-side matching does for you. AWS doesn’t tie it to the recommendation score.
• In Fours, AWS’s scores sit on the AWS referral, and in Salesforce only those reach your reports; Fours’ own predictions are labelled apart.

Fours shows AWS’s quality score, co-sell motion and engagement score on each AWS referral once AWS returns them, keeps its own predictions under their own names, and, with Auto-Link on, records the private offer each deal transacted through. See how Fours runs co-sell with AWS, Microsoft, and Google Cloud in Fours’ co-sell automation.