Benchmark Self-Placement — Co-Sell Field Guide

Depth beats breadth: the number that predicts co-sell revenue isn’t how many sellers touch a partner once, it’s how many come back. Place yourself against an anonymized sample of real AWS Marketplace co-sell behavior from the Ground Truth study. Enter four numbers — the last tier (10+) falls out automatically. No form, nothing stored.

Your active sellers

Reps with ≥1 co-sell transaction in the period.

…who did exactly one

One-and-done: transacted once, never returned.

…who did exactly two

Came back once. Not yet the depth signal.

…who did 3–10 transactions

Solid engagement, short of power-seller territory.

→ 10+ transactions (derived): —

This sample: —
Guide headline (Amazon 2025 cohort): ~58% go 3+ deep · ~25% power sellers.

Active sellers only. Every bar below is a % of sellers who transacted at least once — dormant (zero-transaction) sellers aren’t in this dataset and aren’t shown here.

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benchmark —

of your active sellers go 3+ deep

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benchmark —

are one-and-done

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The number that predicts revenue is the sellers who came back a second time.

Model the revenue upside →

Opens the calculator seeded with your active-seller count.

Source: Ground Truth study — WorkSpan telemetry, an anonymized sample of AWS Marketplace co-sell behavior (80 partners, 2022–2025). The full study spans 95 partners across Amazon, Microsoft and Google; its deep cut is the Amazon 2025 cohort (68 partners, 229,002 referrals, 5,709 active sellers). Company identities anonymized. Dormant (zero-transaction) sellers aren’t counted — this measures depth among active sellers. Your inputs stay in your browser.

Where do your sellers fall?