Restrict AWS Marketplace offerings with private Marketplace

People are constantly stumbling over the AWS Marketplace and their more than 30,000 public offerings. Restricting such a massive amount of products is mainly done with the necessary internal AWS Marketplace policy that you find in a document in document management systems like AWS WorkDocs. What would you say about better restricting the public AWS Marketplace with a private Marketplace?

The private Marketplace is an excellent possibility for every company that wants to restrict access to new AWS Marketplace purchases, even when those are at no cost. When enabled, it redirects every logged-in user to the private Marketplace when opening the regular AWS Marketplace. It can also be adjusted in minor ways, like giving the Marketplace its name and adding a description and a logo. Look what I did in 10 minutes of playing around with it.

Private Marketplace Overview

Before going into details, let’s see how we get access to it.

How to access?

The first idea was to search for “Marketplace” in the search bar at the top of the AWS Management Console. The options offered never mentioned anything about a private Marketplace. So let’s first look into AWS Marketplace Subscriptions-service.

Marketplace Subscriptions

You might see your subscriptions as I have with CentOS when the service is accessed. You can manage them, launch new EC2 instances from that subscription, and more.

Opening up the left side handed menu, we will find a menu entry named Private Marketplace, an external link to the Marketplace.

Marketplace Subscriptions

Following the link, we will get great information about the private Marketplace. Feel free to read a bit more about it. But let’s enable and test it out. I am using a standalone AWS Account without any Organization settings available.

Welcome …

… to the private AWS Marketplace Administration!

Private Marketplace Administration

I was stunned by the tremendous clean look of the private Marketplace administration. It looks great, and if you take a glimpse into the menu on the left, you will see only four options to choose from:

  • Dashboard: See the current pending requests for accessing new products and approved/declined/blocked/all products
  • Bulk add/remove products: Add multiple products chosen with a filter to one or more of your private Marketplaces
  • Experiences: Another word for private Marketplaces
  • Account Groups: An Account group represents a 1:1 association between a single AWS Account to a single private Marketplace

Start with our first private Marketplace

INFO! When saving anything within the Marketplace administration, please make a note of my experience:

  • Saving will need some time (sometimes several minutes)
  • Try to click only once on a Save button
  • The private Marketplace administration works with frames, so that you might have two or more scrolling bars
  • Most problems that might occur are placed in the top part of the frames. So scroll as high as possible. It will also bring you the in Progress information

Private Marketplace Administration Progress bar

Create an Experience (private Marketplace)

When accessing the Experience menu, you should already have an existing one available.

Private Marketplace Experiences

Initially, there is already an Experience available. So open it, and you will see three different tabs:

  • Associated AWS Accounts: This could be one of more Account Groups
  • Products: The same information which you can see in the Dashboard just filtered only for the current opened Experience
  • Settings
    • Set the Experience to Live or Not Live, select if the Experience should be archived, Allow or Deny requests for Accessing new products
    • Experience: Change the name and description (this is only for the administration)
    • Public Profile: Change the name, and description and add a logo for your private Marketplace

To see what the settings are changing, I have changed different settings:

Private Marketplace Experience Settings

The cool thing about the Public Profile settings is the live preview of everything you do. So whenever the Experience is live, you will get the same view.

When you are ready with your changes, move on by clicking on Save. As mentioned, this will need some minutes. So move on with the Account Group when the Experience has been updated.

Create an Account Group (associate AWS Account with a private Marketplace)

You now have your Experience configured, but we still need to tell which account we want to roll out this Experience.

Private Marketplace Account Groups

For this, we create an Account Group. I use the same AWS Account where the private Marketplace has been enabled. Please enter a Title (which I’d give the AWS Account name) and add the ID of your current AWS Account.

Private Marketplace Account Groups Create

Your private Marketplace is ready to be used when the creation process has finished.

Add some products to our Experience

The Experience (private Marketplace) is enabled and ready to be used. Now we need some products we want to approve initially. To do so, go to your created Experience, go to the Products tab, scroll down to the Approved Products section and select All AWS Marketplace products.

I am searching for NetApp as we partner with them and want to allow others to use their Marketplace products. Select all of the first 10 results and click on Add. This will take some minutes again to finish.

Your approved products are now available in the private Marketplace.

Access the private Marketplace from a user (non-admin) perspective

To access the private Marketplace, I am using a regular user with no admin permissions (just with the managed policy AWSPrivateMarketplaceRequests - we will need this soon). With this user logged in, I am opening the public AWS Marketplace. The user is immediately redirected to the private Marketplace and can click on Explore your private Marketplace. Next, you will see the private Marketplace and a predefined filter for Approved Products.

This is the first time you are accessing your private Supermarket from a user perspective.

Some might say: Remove the filter! Yes, let’s do it!

Requesting new products

Removing the filter will bring back all products of the public AWS Marketplace. Searching for a product like Chef Professional Service Consulting will return you a result. When clicking on the product, you will get a big red banner on top of the page.

private Marketplace request banner

Within this banner, you can request product approval.

private Marketplace request product

The request will then show up in the private Marketplace administration.

private Marketplace request product admin

You can now get more details about the request and can approve or decline it. When approved, it will be published within some minutes.

The usage of the private Marketplace is from now on the same like the regular marketplace.


Every organization should use the AWS Marketplace. Implementing the private Marketplace does not only bring an excellent addition to the existing company-wide policies. It also brings a considerable security measure to your environment. It is easy to create, administrate and use.

When you have any questions about it, give me a ping.

— Patrick

Thanks to

Photo by Julia Fiander on Unsplash

Similar Posts You Might Enjoy

Place free AMI product on the AWS Marketplace

The last time I showed the registration as a seller for the AWS Marketplace. Let’s move on with adding a new free AMI to it. I will bring you into a position to publish your first AMI into the AWS Marketplace as a free version and give you the necessary information on what this means. - by Patrick Schaumburg

Place products on the AWS Marketplace - Seller registration

Let’s go and shop for something. I bet almost everyone of us has heard that sentence in the past. But where do we go then? A Supermarket, shopping center, or marketplace could be one of the answers. For this blog article, I’d like to give you some insights about how to publish your products within the AWS Marketplace. - by Patrick Schaumburg

Streamlined Kafka Schema Evolution in AWS using MSK and the Glue Schema Registry

In today’s data-driven world, effective data management is crucial for organizations aiming to make well-informed, data-driven decisions. As the importance of data continues to grow, so does the significance of robust data management practices. This includes the processes of ingesting, storing, organizing, and maintaining the data generated and collected by an organization. Within the realm of data management, schema evolution stands out as one of the most critical aspects. Businesses evolve over time, leading to changes in data and, consequently, changes in corresponding schemas. Even though a schema may be initially defined for your data, evolving business requirements inevitably demand schema modifications. Yet, modifying data structures is no straightforward task, especially when dealing with distributed systems and teams. It’s essential that downstream consumers of the data can seamlessly adapt to new schemas. Coordinating these changes becomes a critical challenge to minimize downtime and prevent production issues. Neglecting robust data management and schema evolution strategies can result in service disruptions, breaking data pipelines, and incurring significant future costs. In the context of Apache Kafka, schema evolution is managed through a schema registry. As producers share data with consumers via Kafka, the schema is stored in this registry. The Schema Registry enhances the reliability, flexibility, and scalability of systems and applications by providing a standardized approach to manage and validate schemas used by both producers and consumers. This blog post will walk you through the steps of utilizing Amazon MSK in combination with AWS Glue Schema Registry and Terraform to build a cross-account streaming pipeline for Kafka, complete with built-in schema evolution. This approach provides a comprehensive solution to address your dynamic and evolving data requirements. - by Hendrik Hagen