AWS Marketplace Buyer Notifications: What to Change

AWS Marketplace buyer notifications are the emails AWS sends a customer’s AWS account about its marketplace purchases, from a private offer published to it to an agreement nearing its end date. Until the buyer opts in to AWS User Notifications they go only to the account’s root user email address, and by January 2027 AWS moves every account to category-based notifications sent from marketplace@aws.com.

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Acme’s account executive has agreed terms with Umbrella’s head of platform engineering, and Acme publishes the private offer to the AWS account ID she supplied. AWS emails that account automatically, by default to its root user email address, and nobody at Umbrella has told Acme whose inbox that is. If it isn’t the procurement lead who has to accept the offer, the email that should start the purchase starts nothing.

AWS’s own announcement describes the gap: with buyer email “limited to the AWS account root email,” teams “responsible for procurement, renewals, or cost management either missed critical notifications or had to rely on email forwarding.” Its fix, which buyers can switch on now and AWS switches on for every account in January 2027, routes nothing to procurement by itself. Someone at the buyer has to subscribe the right people, and the seller waiting on the acceptance is the one who most needs that done.

What a buyer sees once the offer reaches the account is covered in what buyers see when you send a private offer. This guide covers the notifications around it, and the handoff checklist to send your champion.

What is changing in AWS Marketplace buyer notifications?

AWS Marketplace is moving buyer notifications to AWS User Notifications, where the buyer chooses categories, recipients and channels, and the email comes from marketplace@aws.com instead of no-reply@marketplace.aws. AWS announced the change on August 10, 2026, for all AWS Commercial Regions where AWS Marketplace is available, and buyers can opt in now. The automatic switch has a month but no day: the announcement says AWS will enable the controls for all customers in January 2027, and the buyer guide says all accounts are enrolled “by January 2027.”

	Before the buyer opts in	After opting in, and for every account from January 2027
Sent from	no-reply@marketplace.aws	marketplace@aws.com
Sent to	The account’s root user email address	The root user email by default, plus any account contacts, email addresses, distribution lists, Slack or Microsoft Teams channels and mobile devices the buyer adds
Categories	No choice	Four, chosen per recipient and all on by default: Products and Solutions, Agreements and Subscriptions, Private Offers, and Pricing Changes
Getting it to another team	Forwarding from the root inbox	Subscribing that team directly

AWS’s two descriptions of the cutover pull in different directions. The announcement says: “Your existing notifications will continue unchanged.” The buyer guide calls the root-only experience “being retired.” Read together, the emails and the default recipient carry over, because every category starts on and goes to the root user email. What changes for every account is the sender, and the guide spells out who that affects: “If you filter, forward, or allowlist AWS Marketplace email, update your rules to allow marketplace@aws.com so you don’t miss notifications.”

This is the buyer’s side only. Your own AWS Marketplace email as a seller is a separate setting in your seller account, sent from partner-central@aws.com once you enable AWS User Notifications there; what to alert on in marketplace operations covers that side.

Which emails does AWS send the buyer, and when?

AWS emails the buyer’s account automatically about eight kinds of event, from a private offer being published to it to an agreement nearing its end; for a contract-model agreement, expiry reminders go out 180, 120, 90, 60 and 30 days before the end date. The left column is AWS’s list, word for word. The right column is our reading of who on the buyer’s side needs each email.

AWS emails the buyer when	Who on the buyer’s side needs it
”A seller publishes a private offer set to your account”	Whoever accepts the offer, and procurement
”You accept an offer”	Procurement, and whoever raises the purchase order
”A seller publishes a new private offer related to a private offer you accepted previously”	The renewal owner and procurement
”A seller publishes an update to a previously accepted offer”	Procurement
”An agreement is expiring, sent 180, 120, 90, 60, and 30 days before the agreement end date (contract model)“	The renewal owner
”A seller submits an agreement cancellation request for your review”	The agreement’s owner in procurement
”An agreement cancellation request is approved (or auto-approved), denied, or withdrawn”	The same owner
”A billing adjustment (refund) is processed for one of your agreements”	Finance

An agreement created from a private offer with auto-renewal terms gets more: its expiry emails state the auto-renewal status, and AWS adds Agreement amended, Renewal upcoming and Agreement renewed, plus Renewal terms confirmed when the renewal price is set as a percentage range. Renewal upcoming says auto-renewal “can no longer be turned off once the opt-out period has ended,” and Agreement renewed carries the new agreement ID and, where the original agreement had a purchase order, “a reminder to map a PO to the new agreement.” Both belong with the renewal owner; the decisions behind them are in the AWS Marketplace renewals playbook.

AWS’s email list doesn’t name a category for each email, but its category descriptions point to two. Private Offers covers “new private offers and acceptance confirmations,” and Agreements and Subscriptions covers “agreement lifecycle events including starts, cancellations, renewals, and payment failures.” The other two, Products and Solutions and Pricing Changes, cover product updates and price increases. Subscribe the people on your deal to the first two.

Why can’t a seller rely on AWS’s email alone?

Because AWS sends it to the buyer account’s contacts, not to the people on your deal, and you can neither see nor change who those contacts are. The settings sit in the buyer’s own AWS account, in the AWS User Notifications console. Three gaps follow:

• The person who accepts may never get the offer email. It reaches whoever reads the root user’s inbox, which may be a cloud team rather than procurement.
• The renewal owner may never get the expiry reminders. For a contract, the first goes out 180 days before the end date. If it lands where nobody on the renewal reads it, the first reminder the renewal owner sees may be yours, or none.
• A forwarding workaround can stop matching. A buyer who forwards root-inbox mail to procurement by sender address has to add marketplace@aws.com to the rule.

January 2027 closes none of these by itself, because an account AWS enrolls automatically keeps the defaults: every category on, delivered to the root user email. So ask for the change, and send the offer yourself as well.

What should you ask the buyer to change?

Ask your champion’s AWS administrator to let marketplace@aws.com through, opt in now, and subscribe the people who accept and renew to the Private Offers and Agreements and Subscriptions categories. The checklist runs in the order a deal does: before you publish the offer, in your handoff email, and on your own side afterwards.

Before you publish the offer

• Confirm the AWS account ID the offer goes to, and who can sign in to it.
• Ask whose inbox the account’s root user email address is. If it isn’t someone on the deal, AWS’s offer email won’t reach the deal.
• Name three people: who accepts the offer, who approves the spend, and who owns the renewal.
• If the offer goes to several AWS accounts, ask about each one: AWS emails the account the offer is set to, and every account has its own root user.

In your handoff email, for the buyer’s AWS administrator

• Allow marketplace@aws.com in mail filters, forwarding rules and allowlists. AWS’s User Notifications guide suggests adding the whole @aws.com domain to an allowlist. Keep no-reply@marketplace.aws allowed until the account has moved.
• Opt in now rather than waiting for January 2027: on the Managed notifications page of the AWS User Notifications console, or through AWS managed notifications subscriptions on the AWS Marketplace Notifications page.
• Subscribe whoever accepts offers to the Private Offers category, and procurement and the renewal owner to Agreements and Subscriptions. Account contacts are switched on per category, and an alternate contact, such as the billing contact, can be a distribution list.
• Add a procurement distribution list as an email delivery channel. AWS sends each new address a verification email that someone signed in to that AWS account has to complete, so the list needs a member with console access. After that, its members can change without another verification.
• If procurement works in Slack or Microsoft Teams, add its channel through Amazon Q Developer in chat applications.
• For renewals, consider a notification configuration of its own: AWS’s example sends the Purchase Agreement Ending - Acceptor event, from the AWS Marketplace Agreement Service, to a procurement distribution list.

On your side, once the offer is published

• Send the offer URL to the person who accepts. In AWS Partner Central, choose Private offers, select the offer, then Actions and Copy Offer URL.
• Email the offer’s contacts from Fours as well (next section), so the buyer hears from you and not only from AWS.
• Put the renewal on your own calendar ahead of AWS’s 180-day reminder, instead of waiting for the buyer to forward it.

How do you email the buyer’s people from Fours?

Add the buyer’s people as contacts on the offer, then add the Offer Notification Contacts rule to the pending-acceptance email in your notification settings. Fours emails an offer’s contacts only through that rule. For a negotiated private offer created in Fours, AWS’s email reaches an account and this one reaches the people you named.

• Add contacts to the offer, when you create it or afterwards.
• Add the rule to the pending-acceptance email. On the Notification settings page, find the row whose code reads PENDING_ACCEPTANCE.OFFER. In its Recipients column, in the To field, click Add roles and select Offer Notification Contacts. Switch the row on and click Save. When the offer is awaiting acceptance, its contacts get a ready-to-accept email with the offer details and a direct acceptance link.
• Add it to Accept Offer too, if the buyer’s people should also hear from you when the offer is accepted.
• Remind them before the offer expires. Open the offer, choose More actions, then Notify Contacts, and notify one contact or all of them. The email carries the offer link and its current status, and it sends only while the Notify offer contacts row is saved switched on.
• Check what can stop it. Enable Email Notification has to be on, and a row sends nothing until it’s saved. Everyone on a row gets the same message, so the buyer’s contacts see anyone else in that row’s To or Cc.
• Send it from your own domain. Each row has a sender: your organization’s Gmail or verified custom domain, or Fours’ default sender.

The setup steps are in emailing an offer’s contacts from Fours, and the reminder in Fours’ Notify Contacts action.

Frequently asked questions

Does AWS Marketplace email the buyer when you send a private offer?

Yes. AWS emails the buyer’s account automatically when a seller publishes a private offer to it. Until the buyer opts in to AWS User Notifications, that email goes only to the account’s root user email address, which may not belong to anyone on your deal.

What email address do AWS Marketplace buyer notifications come from?

From marketplace@aws.com once the buyer’s account uses AWS User Notifications, and from no-reply@marketplace.aws before that. AWS enrolls every account automatically by January 2027, so mail filters, forwarding rules and allowlists should let marketplace@aws.com through.

Will buyers stop getting AWS Marketplace emails in January 2027?

AWS says existing notifications “will continue unchanged.” Every category stays on by default and goes to the root user email. What changes is the sender, so a filter or forwarding rule written for no-reply@marketplace.aws won’t match mail from marketplace@aws.com.

Can a buyer send AWS Marketplace notifications to Slack or Microsoft Teams?

Yes, once the account uses AWS User Notifications. AWS delivers buyer notifications to Slack and Microsoft Teams channels through Amazon Q Developer in chat applications, and also to extra email addresses, distribution lists and the AWS Console Mobile Application.

When does AWS send agreement expiration emails to buyers?

For contract-model agreements, AWS emails the buyer 180, 120, 90, 60 and 30 days before the agreement end date. For an auto-renewing agreement, the email says it will renew automatically on the end date unless the buyer opts out before the renewal decision deadline.

Can a seller change a buyer’s AWS Marketplace notification settings?

No. They’re set in the buyer’s own AWS account, in the AWS User Notifications console. A seller can ask the champion to change them, and can email the buyer’s people directly: in Fours, through the offer’s contacts and the Offer Notification Contacts rule.

Takeaways

• AWS already emails the buyer’s account when you publish a private offer and as the agreement nears its end, by default only to the root user email address.
• Buyers can opt in now to category-based notifications from marketplace@aws.com, and AWS enrolls every account in January 2027 without naming a day. The emails carry over; the sender changes.
• Ask your champion to allow marketplace@aws.com, opt in now, and subscribe the people who accept and renew to Private Offers and Agreements and Subscriptions, through a distribution list a console user can verify.
• Don’t rely on AWS’s email alone. Send the offer URL yourself and, in Fours, add the buyer’s people as offer contacts with the Offer Notification Contacts rule on the pending-acceptance email.

Fours creates and tracks AWS private offers and can email each offer’s contacts from your own domain, from the ready-to-accept message to a reminder before the offer expires. See how offers move from draft to acceptance in Fours’ private offer management.