G2 & AWS Expand AI Partnership for Smarter Software Buying
G2 and Amazon Web Services (AWS) have announced an expanded four-year strategic partnership to enhance the software buying experience within AWS Marketplace. This collaboration will significantly deepen the integration of G2’s extensive content, powering new AI-driven features, including generative AI-powered insights for product comparisons across AWS Marketplace listings.
The partnership builds upon an existing integration that already incorporates over 20,000 user reviews for products available in AWS Marketplace. Under the new agreement, G2’s content will serve as a primary data source for generating advanced product insights within AWS Marketplace. These new generative AI capabilities, built using Amazon Bedrock, will simplify the software selection process by summarizing key customer sentiment from G2’s vast database of over 3 million authentic reviews. This allows buyers to easily view side-by-side product comparisons, quickly understanding a product’s strengths and considerations at a glance.
Matt Yanchyshyn, VP of AWS Marketplace and Partner Services at AWS, emphasized the company’s commitment to innovation. “We’re constantly innovating to make AWS Marketplace the best destination for customers to find, procure, and deploy the IT solutions they need,” he stated. “Our expanded collaboration with G2 enhances the customer experience by integrating authentic peer reviews with generative AI-powered insights, simplifying the purchase decision-making process. This represents our commitment to creating more intuitive and efficient experiences that help customers accelerate innovation.”
As software buyers increasingly rely on community-driven validation and self-service evaluation, this collaboration aims to provide them with the comprehensive information needed to make informed decisions and transact directly within AWS Marketplace.
Key enhancements powered by G2 in AWS Marketplace include:
AI-generated, Side-by-Side Product Comparisons: These features will surface key product themes, customer sentiment, and differentiating strengths, all derived from millions of verified reviews.
Rich, Contextual Product Content: Leveraging G2’s trusted taxonomy and user insights, this content will streamline product evaluation and comparison.
Syndication of G2 Reviews and Ratings: Authentic reviews and ratings will be directly integrated into software listings across AWS Marketplace.
Frictionless Buyer Journeys: AWS users will experience a more confident and streamlined path from research to purchase, with fewer steps involved.
Godard Abel, Co-Founder and CEO of G2, expressed enthusiasm for the deepened collaboration. “We’re proud to deepen our collaboration with AWS, building a more connected and intelligent software buying journey across G2 and AWS Marketplace,” he said. “By combining trusted peer voices with AI-driven insights, we’re not only accelerating decision-making for buyers, but also laying the groundwork for a future where software discovery is seamless, personalized, and community-powered — in all the places customers are.”
Beyond benefiting buyers, the expanded partnership empowers software vendors listed on both G2 and AWS Marketplace with increased visibility, credibility, and accelerated conversion rates. By extending their reach within AWS Marketplace with validated user insights and generative AI-enriched content, vendors can better differentiate their offerings and guide prospective buyers through the purchasing process. G2’s unique review sourcing approach, which includes conversational voice reviews and direct meeting-to-review conversions, ensures vendors can maintain both recency and quality in their reviews.
This deepened relationship reinforces G2’s vision to make software buying smarter, faster, and more transparent, setting the foundation for further innovation across the digital procurement experience.