For B2B SaaS vendors

SaaS Marketplace and Software Marketplace Fees for B2B SaaS Vendors

The three cloud marketplaces, AWS, Microsoft and Google, keep 3% of a public SaaS sale. Salesforce AppExchange keeps 15% plus a $999 security review, Atlassian up to 25%, and AppSumo usually far more on a discounted lifetime deal. HubSpot charges nothing, but you bill the customer yourself.

Compare marketplace fees List your SaaS for $49 a month

Fees read from each marketplace's own seller documentation where it is published, and labeled as reported where it is not.

3%

AWS, Microsoft, Google on public SaaS offers

15%

Salesforce AppExchange, ISVforce

757

products compared in this directory

$49

a month, flat, no revenue share

Software marketplace fees side by side

The column that matters most is the last one. A 3% cloud marketplace fee is cheap if the buyer was going to pay through AWS anyway. A 15% app store cut is fair if the platform is where your customers live. A deal site split is a marketing cost, not a sales channel, because the buyer pays once at a discount.

Marketplace What it keeps You keep of $10,000 Bills the buyer Best for Source
AWS Marketplace 3% on public SaaS offers; private offers 3% under $1M, 2% to $10M, 1.5% above; renewals 1.5% $9,700 Yes, on the buyer's AWS invoice Selling to companies with committed AWS spend AWS fee update, January 2024
Microsoft Marketplace 3% standard store service fee; qualifying private offer renewals 1.5% $9,700 Yes, on the buyer's Microsoft invoice Security, data and Microsoft 365 adjacent tools Microsoft Partner Center docs
Google Cloud Marketplace 3% on public offers, tiered down to 1.5% on large private offers $9,700 Yes, on the buyer's Google Cloud invoice Data, AI and analytics products running near GCP Google Cloud announcement, 2021
Salesforce AppExchange 15% of net revenue (ISVforce) or 25% (OEM), plus a $999 security review per paid app submission $8,500 Optional, through Salesforce checkout Apps built on or around Salesforce Salesforce partner terms as reported
Atlassian Marketplace Forge apps 0% on the first $1M of lifetime Forge revenue, then 17%; Connect apps 25% from July 2026 $8,300 Yes, Atlassian bills and pays out Jira and Confluence add ons Atlassian revenue share update, 2026
Shopify App Store 0% on the first $1M of lifetime app revenue, 15% above that $10,000 Yes, through Shopify billing Ecommerce tools sold to merchants shopify.dev revenue share docs
HubSpot App Marketplace No listing fee, no certification fee, no revenue share $10,000 No, you bill the customer yourself Integrations that sync with HubSpot CRM HubSpot developer docs
AppSumo Nothing upfront; revenue share negotiated per deal, founders commonly report AppSumo keeping 60% to 70% on deals it drives $3,500 Yes, as a discounted lifetime deal Cash and early users, not recurring revenue sell.appsumo.com; split as reported
SaaS Reviews (this site) No revenue share. Priority listing $49 a month or $288 a year $10,000 No, buyers go to your site Being found and compared before any marketplace deal Our own price list

"You keep" uses the standard public rate after any free threshold is used up: Atlassian at the Forge rate of 17%, Shopify at 15% above $1M, AWS on a public offer. AppSumo at the midpoint of the commonly reported split. Payment processing on your own billing is not included. Marketplace terms change, so read the seller agreement before you sign.

Three kinds of SaaS marketplace platform, three different jobs

Vendors lose money here by treating every marketplace as the same channel. They are not. Each one solves a different problem in the sale.

Cloud procurement marketplaces

AWS, Microsoft and Google. They solve procurement, not discovery. An enterprise buyer with a committed cloud budget can buy your product on the invoice they already pay, often without a new vendor review. Fee 3%. Traffic from browsing is close to zero; deals come from your own sales team.

Platform app stores

AppExchange, Atlassian, HubSpot, Shopify. They do bring discovery, but only if your product plugs into the platform. Fees run from 0% at HubSpot to 25% for Atlassian Connect apps. You need an actual integration that passes their review before you can list.

Discovery marketplaces

Review sites and directories such as G2, Capterra and this one. They do not process the payment. They put your product in front of a buyer who is comparing options, then send that buyer to your trial. Pricing is a flat fee or pay per click, never a cut of your revenue.

AWS Marketplace SaaS listing, what it really takes

AWS Marketplace is the cloud marketplace most B2B founders look at first, and the fee is the easy part. The work is the integration: your signup flow has to accept the AWS customer token, and your billing has to report usage or contract entitlements back to AWS. Seller tools and listing services exist because that plumbing takes most teams a few sprints.

It pays when a buyer says "can we buy this through AWS?" in the middle of a deal. It does not pay as a way to get found. Hardly anyone browses AWS Marketplace for a new project management tool. They search Google, ask an AI assistant, or read a review site, which is why a software review site profile usually comes first.

Which B2B SaaS marketplace fits your stage

Pre revenue to $10k MRR

Skip cloud marketplaces. Get findable: a review profile that ranks for your product name, a SaaS directory listing or two, and one app store if you integrate with a platform your buyers use.

Built on a platform

If you are a Jira, Salesforce, HubSpot or Shopify add on, the app store is your main channel. List there first. HubSpot and Shopify's first $1M cost you nothing in fees.

Deals above $25k a year

Now AWS, Microsoft or Google Marketplace earns its 3%. Buyers burn down committed spend and procurement moves faster. List on the cloud your customers use, not all three.

Thinking about AppSumo

Treat it as paid acquisition with lifetime support costs attached. It suits a product with low serving costs and a plan to upsell. If the real goal is launch buzz, compare it with the startup directories that charge a one off fee instead.

How to sell software online before the marketplaces matter

Most B2B SaaS deals still start with a search: the product category, a competitor's name plus "alternatives", or your own name plus "reviews". A listing here puts a profile and an alternatives page behind each of those searches.

Step 1

Submit

Send your product, category and the competitors you are compared with.

Step 2

Editorial check

We confirm the product is live and place it in the right category.

Step 3

Go live

Your profile, alternatives page and category slot are published with a dofollow link.

Step 4

Collect reviews

Point happy customers at the profile. Claim it to answer reviews and see analytics.

Developer Tools software

120 products compared

Finance software

54 products compared

Healthcare software

52 products compared

Consumer Apps software

46 products compared

Productivity software

30 products compared

Robotics and Hardware software

27 products compared

Sales software

26 products compared

Data and Analytics software

26 products compared

Where we fit, honestly

We are a review directory, not a procurement marketplace. Here is the trade.

What a cloud marketplace does that we do not

Bills the buyer on their cloud invoice and counts toward committed spend. If an enterprise procurement team insists on buying through AWS, no directory replaces that.

What we do that a marketplace does not

Rank a page for your product name and your competitors' alternatives searches, for a fixed $49 a month, with zero cut of the deal that follows. 5,688 reviews across 38 categories sit around your profile.

SaaS marketplace FAQ

What is a SaaS marketplace?

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A SaaS marketplace is a catalog where businesses find, compare and often buy cloud software from many vendors in one place. Some, like AWS Marketplace and Microsoft Marketplace, also bill the buyer and pay the vendor after a fee. Others, like review directories, list and compare products but leave billing to the vendor.

How much does AWS Marketplace charge for SaaS?

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AWS Marketplace charges 3% on public SaaS offers. Private offers are tiered by contract value: 3% under $1 million, 2% from $1 million to $10 million and 1.5% above that, with renewals at 1.5%. These rates took effect on January 5, 2024. Listing itself is free; the fee comes out of each sale.

Which SaaS marketplace is best for a B2B startup?

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For most B2B startups the best SaaS marketplace is the one your buyers already pay through. Sell to AWS heavy companies, list on AWS Marketplace. Build on Salesforce, Atlassian or HubSpot, list in their app store. Before you have enterprise buyers, a review profile that ranks for your name usually brings more first customers than a cloud marketplace listing.

What percentage does AppSumo take?

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AppSumo does not publish its split. Its seller page says revenue share is negotiated by category and expected performance, with nothing paid upfront. Founders who have run campaigns commonly report AppSumo keeping 60% to 70% of revenue on sales it drives, on top of a deep lifetime discount, so plan it as a marketing cost.

Is it worth listing on AWS Marketplace?

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Listing on AWS Marketplace is worth it once you sell to companies with AWS spend commitments, because a purchase can count toward that commitment and skip new vendor procurement. For a product under roughly $10,000 a year in deal size, the setup work and co-sell effort rarely pay back in the first year.

How do I sell my SaaS on a marketplace?

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To sell SaaS on a marketplace, register as a seller, connect your product's signup and billing to the marketplace through its SaaS integration, publish a listing with pricing, and pass the review. Cloud marketplaces take two to eight weeks to go live. App stores like HubSpot or Shopify also require an app that installs into their product.

What are examples of SaaS marketplaces?

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Examples of SaaS marketplaces include AWS Marketplace, Microsoft Marketplace, Google Cloud Marketplace, Salesforce AppExchange, Atlassian Marketplace, HubSpot App Marketplace, Shopify App Store and deal sites like AppSumo. Review directories such as G2, Capterra and this site are discovery marketplaces: they compare products and send buyers to the vendor.

Get found before the marketplace deal

A priority listing is $49 a month, or $288 a year. Profile, alternatives page and category placement, with no share of any sale it brings in.

Submit your product See placement options

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