AWS Summit NYC 2026 | Matt Yanchyshyn, AWS

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Matt Yanchyshyn

Vice President of Marketplace & Partner Services

AWS

play_circle_outline AI-driven Partner Central automation and scoring, AgentCore and Bedrock enhancements, and AWS Marketplace AI listing experience

play_circle_outline Marketplace enables small companies like DataMasque to reach global enterprise customers

play_circle_outline Business application partners (Salesforce, Workday, Adobe) are fastest-growing Marketplace category

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Matt Yanchyshyn, AWS

Matt Yanchyshyn

Vice President of Marketplace & Partner Services AWS

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Gemma Allen

>> Welcome back to theCUBE coverage here at AWS Summit 2026. We are live at the Javits Center, bringing you all the action from AWS on this phenomenal ecosystem. Joining me now is a man who is central to that ecosystem. Matt Yanchyshyn, Vice President of Marketplace and Partner Services at AWS. Welcome, Matt.

Matt Yanchyshyn

>> Thanks for having me.

Gemma Allen

>> So there is so much I could talk to you about, Matt, because there's so much happening here today. So many announcements. The buzz is incredible, but we all know AWS is really all about the ecosystem, right? Talk to me about what's really critical to you. What announcements and excitement has you most energized from this morning's...

Matt Yanchyshyn

>> Yeah. Well, one of the best things about my job is that I'm a customer a lot of these services. I build the AWS Marketplace and Partner Central and we use Bedrock and AgentCore and we support Transform. And so a lot of the announcements for AgentCore, for Bedrock today are things that my team are actually going to use for building our services. So I'm kind of like a kid in the candy store, like a customer too. Specific to what we're building though for partners and for the ecosystem out there, yeah, I mean the story is agents obviously and AI. For AWS Marketplace, we announced a new AI listing experience. Partners really want to not only draw eyeballs to their listings on the marketplace so they can convert them and make those sales, but they want to optimize it for SEO. And where it's getting really interesting is that buyers are not just human anymore. People are using agents to do research and we're getting pretty close to a world where agents are starting to make purchases. So our AI listing experience will help them optimize for agent discovery and human discovery. So that's one of the fun things we launched. And then same on Partners Central. Our partners want to operate more efficiently and use AI in how they do business with AWS. So we launched some AI powered experiences to help them auto progress opportunities. They get like an automated score to tell them how they're doing so they can tune using all of our data and all of our AI, how they go to market with us, how they sell with us, how they reach customers. So it's really about kind of refining that co-sell and refining how they go to market and using AI for it. So it's fun.

Gemma Allen

>> Wow. Well, it's certainly exciting. And I think AWS has always been such an enabler for a small business, for all size business. It creates a gateway, a way in which you can spin up a business model in quite a short space of time. And we know AI and the world of agentic in particular is probably changing the expectations and the demand for that quite significantly.

Matt Yanchyshyn

>> Oh, yeah.

Gemma Allen

>> I'm very interested in what you said about AI agents because we hear about this all the time. Maybe talk us through some examples, like some customers or partners that you've worked with who have really seen that shift actually realize value for them.

Matt Yanchyshyn

>> Yeah. I mean, actually at this event last year, I launched the AI agents and tools category in our marketplace. And at the time we thought we were going to have 50 partners and we ended up having 900 launch partners. And then today I think it's over 3,400. And so that just speaks to kind of the growth of that category in under a year. And we're making a lot of sales and it's been really interesting watching it kind of evolve. And we have partners like Zscaler or other partners like TrendAI who are not only selling their SaaS solutions through the marketplace, but increasingly selling their sort of copilots, their companions. TrendAI's is literally called the Companion and they're these MCP enabled agents that sort of compliment their SaaS. So that's kind of the pattern that we've seen emerge with all of these companies lately is whether it's Salesforce selling through Marketplace or Workday or Zscaler or Trend AI or even smaller ones. They're still selling their core software, but increasingly they're selling agents to sort of complement and improve and they could be third party agents with their own ecosystem that they're selling or their own first party agents to complement their offerings. So that's kind of what we've seen in the last year and what is going to continue to get better with the announcements today with Bedrock and AgentCore.

Gemma Allen

>> So talk to us about the demand. We know there has been huge growth, like you said, and AWS as well. I mean, there's been huge revenue growth for AWS too this quarter even alone. So we know that there is a huge appetite in the market for more of this. What sorts of areas are you seeing growth in? Are we seeing growth across the board? Are there many kind of longer tail opportunities three years ago that are now suddenly being realized? Who profile some of the kind of less well-known folks that are being able to take advantage of AWS in this moment we're in?

Matt Yanchyshyn

>> Yeah. I mean, listen, I was just with my good friends at DataMasque and they're this relatively small company from New Zealand and they specialize in data security and they're really well positioned. I see this book here on the table. The data foundation and getting your data right, your data governance, your data security is so important if you're going to kind of reinvent yourself as a software company in the agentic age or if you're going to launch new solutions. And so DataMasque is a good example. I mean, they use Marketplace to go to market from New Zealand and reach a global audience. They've landed some massive enterprise logos in the US and even they were telling me one in LATAM through Marketplace without even having salespeople on the ground. And so that kind of enabling the next generation of whether it's agentic companies or companies that are so critical to kind of this agentic wave like a data security company like DataMasque is really great to see. It's really to help to see them grow. And then for the larger software companies, I mentioned TrendAI, I was talking about in my keynote yesterday, they've really rebranded themselves from the old Trend Micro to a trend AI and they've been building these agentic capabilities, these AI capabilities and helping those companies sort of continuously reinvent themselves for this kind of agentic era is exciting too. It's fun to be kind of part of that and help them grow and help them reinvent themselves.

Gemma Allen

>> Well, let's talk about this book if we can for a second, because there's a lot of faces and a lot of brands here too. But what this really signifies too is the power of an ecosystem. It's about there's a collegiality to this, to creating this. Talk me through, I guess the background to this and what you really hope people would benefit from reading it.

Matt Yanchyshyn

>> Yeah. Well, like I said, I not only help the partners through the services I build like Marketplace and Partner Central, but I'm also a customer. And so this is actually near and dear my heart. If you're going to build agentic capabilities and AI capabilities, having a strong data foundation and strong data security, data governance is table stakes. It's so important. And so it was really fun getting together with these big customers and hearing how they're implementing these strategies, putting in place their own data foundations. Because I get asked this all the time like, "Matt, how are you doing it for your own services like Marketplace?" And it was great to hear these stories from all these big customers of how they're using AWS with sort of data security services and just data services in general alongside the AI services to kind of realize their outcomes. Everyone's saying, "This is great. I want to use Anthropic Claude. I want to use new OpenAI through Bedrock, but how do I make sure my data's secure and that I have the right foundation to make those tools useful?" And that's what this book is all about. How do I sort of derive value, reach my outcomes? It's not just about the tools, it's what you kind of make available to them.

Gemma Allen

>> And I think the opportunity for data to leverage data, to harness it in a powerful way to drive outcomes has been promised for a long time in the world of tech, but there's always been certain challenges in place and now we're in a space where suddenly it feels as though to those of us watching on, there's somewhat of a magic formula at play here. What has so fundamentally shifted, do you think, in the data space specifically that has suddenly kind of opened up this gateway for so much opportunity for partners and clients of yours? Talk us through the then and the now.

Matt Yanchyshyn

>> Yeah. Well, a lot of companies are moving to a model where they're adopting data sources, APIs, and MCP servers and then making those available to their teams. We have a Quick desktop that we launched recently and we recently demoed yesterday how you can use Partner Central, which is the service that all of our partners use to do business with us, you can use our MCP server and our APIs from within Quick desktop to manage your partner business. That's fine, but you also be very careful about what information you expose to whom and in what context. And having the right data governance in place is so critical. So I think that's why people are gravitating towards solutions like Bedrock because you can launch LLMs, but you don't leak information outside of your VPC. You can kind of lock down. So the combination, you're seeing this combination of data security, data governance and AI services to unlock outcomes kind of walk hand in hand because they all need to be true. And if you're a partner running your business and you don't want the wrong opportunity data going out to competitive opportunity on another cloud, for example, flowing to AWS. And so using our MCP server and the right sort of guardrails in place ensures that never happens. So I think that's the trend we're seeing, why there's the adoption of the tools like Quick desktop, but the security systems like Bedrock's VPC preventing that data exfiltration so you can use LLMs with confidence, that's kind of the meta trend that we're seeing.

Gemma Allen

>> And it's the power too of like this full suite of integration. We had a great example earlier. We had a guy from Moody's on Dennis Climent, who was talking about how they're using Quick desktop in Moody's, which is a 150-year-old company. And it's not a company that necessarily comes front to mind when you think about the world of AWS.

Matt Yanchyshyn

>> I know, but they're doing great things.

Gemma Allen

>> What other industries and verticals have you guys seen, I guess, opened up in the last while that perhaps some of us, again, who are just looking in on this, might not be so familiar or expect to hear a partnership with AWS?

Matt Yanchyshyn

>> Well, you think of AWS Marketplace outside of AI, the fastest growing category of partners that we have on Marketplace is actually business application partners. And what that means is partners like Salesforce, Workday, Adobe. And I think when people think of AWS and they think of Marketplace, they think of the CrowdStrikes and the Databricks and kind of the more infrastructure partners. But it's been really interesting, like ServiceNow is another one, these business partners doing massive business in the marketplace running on AWS and also in many cases agentifying their solutions and that's been really interesting to watch and really exciting to kind of see their journey.

Gemma Allen

>> Let's talk lastly about agentifying their solutions and what's ahead. We're at a very interesting moment right now in tech. There has been so much excitement and I think 2026 too is a year where a lot of folks are looking to see receipts. They're looking to see outcomes, value add, money saved, customers gained, et cetera. What are you and your team and organization really honing in on? What does the rest of this year look like for you from a priority perspective, Matt?

Matt Yanchyshyn

>> Yeah. Well, I think the next frontier when it comes to agents and something that... And we saw the announcement with Web Application Firewall this week about how they're allowing data providers to take micropayments to pay for data, announcements today with AgentCore, how agents pay or get paid is really the next frontier. We spent a lot of the last year talking about how do I monetize? How do I charge? How do I charge for value or outcomes? Is that token based? And we're still kind of figuring it out, but a lot of people have implemented a system now and now how do you actually pay and get paid? That's really the next frontier and we're starting to see with the announcements this week, sort of the first inklings, but it's still like, it reminds me of the early days of SaaS or early days of the cloud. We're trying a lot of different things and trying to see what works best for customers and then yeah, we'll see where we are a year from now at next summit.

Gemma Allen

>> And have a lot of fun doing it, I hope.

Matt Yanchyshyn

>> Yeah, it definitely is always fun. Yeah.

Gemma Allen

>> Well, listen, Matt, thank you so much for joining us on theCUBE.

Matt Yanchyshyn

>> Yeah, thanks a lot .

Gemma Allen

>> I'm Gemma Allen coming to you from theCUBE here at AWS Summer 2026. We are bringing you all the action from the Javits Center, talking to some of the folks leading this next wave innovation at AWS. Stay tuned.

Matt Yanchyshyn, AWS

search

Gemma Allen

>> Welcome back to theCUBE coverage here at AWS Summit 2026. We are live at the Javits Center, bringing you all the action from AWS on this phenomenal ecosystem. Joining me now is a man who is central to that ecosystem. Matt Yanchyshyn, Vice President of Marketplace and Partner Services at AWS. Welcome, Matt.

Matt Yanchyshyn

>> Thanks for having me.

Gemma Allen

>> So there is so much I could talk to you about, Matt, because there's so much happening here today. So many announcements. The buzz is incredible, but we all know AWS is really all about the ecosystem, right? Talk to me about what's really critical to you. What announcements and excitement has you most energized from this morning's...

Matt Yanchyshyn

>> Yeah. Well, one of the best things about my job is that I'm a customer a lot of these services. I build the AWS Marketplace and Partner Central and we use Bedrock and AgentCore and we support Transform. And so a lot of the announcements for AgentCore, for Bedrock today are things that my team are actually going to use for building our services. So I'm kind of like a kid in the candy store, like a customer too. Specific to what we're building though for partners and for the ecosystem out there, yeah, I mean the story is agents obviously and AI. For AWS Marketplace, we announced a new AI listing experience. Partners really want to not only draw eyeballs to their listings on the marketplace so they can convert them and make those sales, but they want to optimize it for SEO. And where it's getting really interesting is that buyers are not just human anymore. People are using agents to do research and we're getting pretty close to a world where agents are starting to make purchases. So our AI listing experience will help them optimize for agent discovery and human discovery. So that's one of the fun things we launched. And then same on Partners Central. Our partners want to operate more efficiently and use AI in how they do business with AWS. So we launched some AI powered experiences to help them auto progress opportunities. They get like an automated score to tell them how they're doing so they can tune using all of our data and all of our AI, how they go to market with us, how they sell with us, how they reach customers. So it's really about kind of refining that co-sell and refining how they go to market and using AI for it. So it's fun.

Gemma Allen

>> Wow. Well, it's certainly exciting. And I think AWS has always been such an enabler for a small business, for all size business. It creates a gateway, a way in which you can spin up a business model in quite a short space of time. And we know AI and the world of agentic in particular is probably changing the expectations and the demand for that quite significantly.

Matt Yanchyshyn

>> Oh, yeah.

Gemma Allen

>> I'm very interested in what you said about AI agents because we hear about this all the time. Maybe talk us through some examples, like some customers or partners that you've worked with who have really seen that shift actually realize value for them.

Matt Yanchyshyn

>> Yeah. I mean, actually at this event last year, I launched the AI agents and tools category in our marketplace. And at the time we thought we were going to have 50 partners and we ended up having 900 launch partners. And then today I think it's over 3,400. And so that just speaks to kind of the growth of that category in under a year. And we're making a lot of sales and it's been really interesting watching it kind of evolve. And we have partners like Zscaler or other partners like TrendAI who are not only selling their SaaS solutions through the marketplace, but increasingly selling their sort of copilots, their companions. TrendAI's is literally called the Companion and they're these MCP enabled agents that sort of compliment their SaaS. So that's kind of the pattern that we've seen emerge with all of these companies lately is whether it's Salesforce selling through Marketplace or Workday or Zscaler or Trend AI or even smaller ones. They're still selling their core software, but increasingly they're selling agents to sort of complement and improve and they could be third party agents with their own ecosystem that they're selling or their own first party agents to complement their offerings. So that's kind of what we've seen in the last year and what is going to continue to get better with the announcements today with Bedrock and AgentCore.

Gemma Allen

>> So talk to us about the demand. We know there has been huge growth, like you said, and AWS as well. I mean, there's been huge revenue growth for AWS too this quarter even alone. So we know that there is a huge appetite in the market for more of this. What sorts of areas are you seeing growth in? Are we seeing growth across the board? Are there many kind of longer tail opportunities three years ago that are now suddenly being realized? Who profile some of the kind of less well-known folks that are being able to take advantage of AWS in this moment we're in?

Matt Yanchyshyn

>> Yeah. I mean, listen, I was just with my good friends at DataMasque and they're this relatively small company from New Zealand and they specialize in data security and they're really well positioned. I see this book here on the table. The data foundation and getting your data right, your data governance, your data security is so important if you're going to kind of reinvent yourself as a software company in the agentic age or if you're going to launch new solutions. And so DataMasque is a good example. I mean, they use Marketplace to go to market from New Zealand and reach a global audience. They've landed some massive enterprise logos in the US and even they were telling me one in LATAM through Marketplace without even having salespeople on the ground. And so that kind of enabling the next generation of whether it's agentic companies or companies that are so critical to kind of this agentic wave like a data security company like DataMasque is really great to see. It's really to help to see them grow. And then for the larger software companies, I mentioned TrendAI, I was talking about in my keynote yesterday, they've really rebranded themselves from the old Trend Micro to a trend AI and they've been building these agentic capabilities, these AI capabilities and helping those companies sort of continuously reinvent themselves for this kind of agentic era is exciting too. It's fun to be kind of part of that and help them grow and help them reinvent themselves.

Gemma Allen

>> Well, let's talk about this book if we can for a second, because there's a lot of faces and a lot of brands here too. But what this really signifies too is the power of an ecosystem. It's about there's a collegiality to this, to creating this. Talk me through, I guess the background to this and what you really hope people would benefit from reading it.

Matt Yanchyshyn

>> Yeah. Well, like I said, I not only help the partners through the services I build like Marketplace and Partner Central, but I'm also a customer. And so this is actually near and dear my heart. If you're going to build agentic capabilities and AI capabilities, having a strong data foundation and strong data security, data governance is table stakes. It's so important. And so it was really fun getting together with these big customers and hearing how they're implementing these strategies, putting in place their own data foundations. Because I get asked this all the time like, "Matt, how are you doing it for your own services like Marketplace?" And it was great to hear these stories from all these big customers of how they're using AWS with sort of data security services and just data services in general alongside the AI services to kind of realize their outcomes. Everyone's saying, "This is great. I want to use Anthropic Claude. I want to use new OpenAI through Bedrock, but how do I make sure my data's secure and that I have the right foundation to make those tools useful?" And that's what this book is all about. How do I sort of derive value, reach my outcomes? It's not just about the tools, it's what you kind of make available to them.

Gemma Allen

>> And I think the opportunity for data to leverage data, to harness it in a powerful way to drive outcomes has been promised for a long time in the world of tech, but there's always been certain challenges in place and now we're in a space where suddenly it feels as though to those of us watching on, there's somewhat of a magic formula at play here. What has so fundamentally shifted, do you think, in the data space specifically that has suddenly kind of opened up this gateway for so much opportunity for partners and clients of yours? Talk us through the then and the now.

Matt Yanchyshyn

>> Yeah. Well, a lot of companies are moving to a model where they're adopting data sources, APIs, and MCP servers and then making those available to their teams. We have a Quick desktop that we launched recently and we recently demoed yesterday how you can use Partner Central, which is the service that all of our partners use to do business with us, you can use our MCP server and our APIs from within Quick desktop to manage your partner business. That's fine, but you also be very careful about what information you expose to whom and in what context. And having the right data governance in place is so critical. So I think that's why people are gravitating towards solutions like Bedrock because you can launch LLMs, but you don't leak information outside of your VPC. You can kind of lock down. So the combination, you're seeing this combination of data security, data governance and AI services to unlock outcomes kind of walk hand in hand because they all need to be true. And if you're a partner running your business and you don't want the wrong opportunity data going out to competitive opportunity on another cloud, for example, flowing to AWS. And so using our MCP server and the right sort of guardrails in place ensures that never happens. So I think that's the trend we're seeing, why there's the adoption of the tools like Quick desktop, but the security systems like Bedrock's VPC preventing that data exfiltration so you can use LLMs with confidence, that's kind of the meta trend that we're seeing.

Gemma Allen

>> And it's the power too of like this full suite of integration. We had a great example earlier. We had a guy from Moody's on Dennis Climent, who was talking about how they're using Quick desktop in Moody's, which is a 150-year-old company. And it's not a company that necessarily comes front to mind when you think about the world of AWS.

Matt Yanchyshyn

>> I know, but they're doing great things.

Gemma Allen

>> What other industries and verticals have you guys seen, I guess, opened up in the last while that perhaps some of us, again, who are just looking in on this, might not be so familiar or expect to hear a partnership with AWS?

Matt Yanchyshyn

>> Well, you think of AWS Marketplace outside of AI, the fastest growing category of partners that we have on Marketplace is actually business application partners. And what that means is partners like Salesforce, Workday, Adobe. And I think when people think of AWS and they think of Marketplace, they think of the CrowdStrikes and the Databricks and kind of the more infrastructure partners. But it's been really interesting, like ServiceNow is another one, these business partners doing massive business in the marketplace running on AWS and also in many cases agentifying their solutions and that's been really interesting to watch and really exciting to kind of see their journey.

Gemma Allen

>> Let's talk lastly about agentifying their solutions and what's ahead. We're at a very interesting moment right now in tech. There has been so much excitement and I think 2026 too is a year where a lot of folks are looking to see receipts. They're looking to see outcomes, value add, money saved, customers gained, et cetera. What are you and your team and organization really honing in on? What does the rest of this year look like for you from a priority perspective, Matt?

Matt Yanchyshyn

>> Yeah. Well, I think the next frontier when it comes to agents and something that... And we saw the announcement with Web Application Firewall this week about how they're allowing data providers to take micropayments to pay for data, announcements today with AgentCore, how agents pay or get paid is really the next frontier. We spent a lot of the last year talking about how do I monetize? How do I charge? How do I charge for value or outcomes? Is that token based? And we're still kind of figuring it out, but a lot of people have implemented a system now and now how do you actually pay and get paid? That's really the next frontier and we're starting to see with the announcements this week, sort of the first inklings, but it's still like, it reminds me of the early days of SaaS or early days of the cloud. We're trying a lot of different things and trying to see what works best for customers and then yeah, we'll see where we are a year from now at next summit.

Gemma Allen

>> And have a lot of fun doing it, I hope.

Matt Yanchyshyn

>> Yeah, it definitely is always fun. Yeah.

Gemma Allen

>> Well, listen, Matt, thank you so much for joining us on theCUBE.

Matt Yanchyshyn

>> Yeah, thanks a lot .

Gemma Allen

>> I'm Gemma Allen coming to you from theCUBE here at AWS Summer 2026. We are bringing you all the action from the Javits Center, talking to some of the folks leading this next wave innovation at AWS. Stay tuned.