PPlatformAppStores

Microsoft Azure Marketplace

Cloud

Microsoft Corporation · Cloud & infra marketplaces

Best for: Infrastructure and SaaS vendors selling to enterprises standardized on Azure.

Overview

Azure Marketplace is Microsoft's storefront for IT- and developer-oriented software built on or running within Azure — VM images, ARM/Bicep solution templates, container and Kubernetes apps, managed applications, and transactable SaaS. It is deliberately positioned as the infrastructure counterpart to AppSource, which targets business apps for Microsoft 365, Dynamics 365, and Power Platform. Publishers manage everything through Microsoft Partner Center.

For procurement, the key mechanic is transactable offers: Microsoft facilitates the license purchase, billing against the customer's existing Azure/Microsoft agreement, so buyers acquire software on a consolidated invoice. Eligible purchases also count toward the customer's Microsoft Azure Consumption Commitment (MACC), a major adoption driver. Microsoft acts as Merchant of Record and retains a 3% transaction fee, reduced from the historical 20%. Onboarding is enterprise-grade: for transactable SaaS, publishers implement a landing page plus a webhook against Microsoft's SaaS Fulfillment and Metering APIs, and offers pass Microsoft certification before going live.

How to build & ship

  1. 1Enroll as a commercial marketplace publisher in Microsoft Partner Center with tax and payout details
  2. 2Package the offer for the right type (Azure VM/managed application, container, or transactable SaaS)
  3. 3For transactable offers, register the app in Microsoft Entra ID and integrate the SaaS Fulfillment v2 and Metering Service APIs, plus landing page and webhook
  4. 4Author the offer, plans, and pricing in Partner Center and configure technical assets (image/ARM template or SaaS endpoints)
  5. 5Submit for certification/validation, then publish when it passes

Key APIs & SDKs

Microsoft Partner Center (commercial marketplace)
SaaS Fulfillment API v2
Marketplace Metering Service API
Azure Resource Manager (ARM) templates / managed applications
Microsoft Entra ID app registration

Integration types

Embedded app
Connector
Workflow action

Authentication & security

  • Primary auth: OAuth 2.0
  • Also supports: JWT, API key, Webhook
  • Security review: Required
  • Offers go through Microsoft certification and validation (technical and policy review); VM images and transactable SaaS have additional technical validation.
  • Microsoft runs layered certification (eligibility, listing, technical package/security validation); a clean first submission typically takes about 2-4 weeks and goes live within roughly an hour after certification.
  • SaaS Fulfillment and Metering APIs have documented limits; deployed products' runtime is governed by underlying Azure service quotas.
Auth docs Store policies

Monetization

Free
Paid app
Usage-based
Revenue share
Onboarding
No cost to publish
Commission
3% marketplace transaction fee on transactable offers (reduced from the former 20%)
Merchant of Record
Microsoft is MoR for transactable offers

Pros & cons for builders

Pros

  • Deep reach into enterprise Azure buyers with committed-spend (MACC) drawdown
  • Broad offer types: VMs, managed apps, containers, and transactable SaaS
  • Shared Partner Center integration also surfaces business apps in AppSource
  • Strong Microsoft co-sell and Private Offer support

Cons

  • Certification and technical validation can be slow and iterative
  • Transactable offers require substantial fulfillment/metering backend work
  • Publishing rules and package requirements are complex for first-timers

Frequently asked questions

How do I get my app approved on Microsoft Azure Marketplace?

Microsoft runs layered certification (eligibility, listing, technical package/security validation); a clean first submission typically takes about 2-4 weeks and goes live within roughly an hour after certification.

What authentication does Microsoft Azure Marketplace use?

Microsoft Azure Marketplace apps primarily authenticate with OAuth 2.0, also supporting JWT, API key, Webhook.

How is Microsoft Azure Marketplace monetized?

Microsoft Azure Marketplace supports Free, Paid app, Usage-based, Revenue share. Typical commission: 3% marketplace transaction fee on transactable offers (reduced from the former 20%). Onboarding fee: No cost to publish.

Is a security review required to list on Microsoft Azure Marketplace?

Yes, Microsoft Azure Marketplace requires a formal security or listing review before apps go live. Offers go through Microsoft certification and validation (technical and policy review); VM images and transactable SaaS have additional technical validation.