AWS Partner Central introduces Partner Lead Prospecting

AWS Partner Central now offers Partner Lead Prospecting, an AI-powered capability that helps APN Customer Engagements (ACE)-eligible AWS Partners act on and convert their leads faster. Building on the lead enrichment capabilities launched earlier this year — which provide propensity insights and eligibility for select AWS programs, funding benefits, and sales motions — Partner Lead Prospecting generates personalized sales plays, call scripts, and email outreach tailored to the customer's industry context and each partner's unique solutions and offerings.

By incorporating a partner's own portfolio directly into prospecting content, the feature reduces the manual effort of researching leads and drafting outreach, helping partners engage prospective customers with more relevant, ready-to-use messaging.

Partner Lead Prospecting is available to all ACE-eligible AWS Partners globally. Partners can access it through the Leads page in the AWS Partner Central console or via the AWS Partner Central MCP server.

To get started, visit the Leads page in AWS Partner Central, or see the Partner Central agents MCP server guide.