The new Microsoft Marketplace has arrived and it’s reshaping how Microsoft Partners can reach customers. By bringing AppSource and Azure Marketplace together into one unified destination, Microsoft has made it easier for customers to discover, try and buy trusted cloud and AI solutions directly inside the Microsoft ecosystem.
For partners, this means more visibility, streamlined co-sell opportunities, and a faster route to scaling apps, services and AI agents.
But with more than six million visitors every month, competition on the Microsoft Marketplace is tougher than ever. Success now depends on how effectively you position, present and promote your listings.
Here’s how to make your solutions stand out and perform better in both search and AI discovery.
1. Lead with business outcomes, not technical features
Buyers browsing the Microsoft Marketplace aren’t looking for features — they’re looking for results. They want to understand how your solution makes their job easier, faster or more efficient.
To resonate and rank:
- Start with a clear, benefit-driven statement e.g. “Automate financial reporting and cut time spent on manual tasks by 80%.”
- Keep your message simple, concise and jargon-free.
- Include keywords naturally, such as Microsoft Marketplace app, AI agent, cloud solution, and Azure integration.
- Back up your claims with proof points such as short case studies, testimonials or data-led results.
This approach improves both your Marketplace search visibility and customer engagement.
2. Design for discoverability and readability
Microsoft has improved Marketplace discoverability through a unified search experience across products. But to benefit from this, your listing must still be well structured and easy to read.
Best practices include:
- Using keyword research to identify relevant search terms for your title, subtitle and description.
- Keeping headings short and keyword-rich (e.g. “AI-Powered Workflow Automation for Microsoft 365”).
- Uploading visual assets such as banners, thumbnails, screenshots that clearly communicate the solution’s value.
- Writing short, scannable paragraphs that AI search and Copilot can interpret easily.
Think of your Marketplace listing like a landing page: every word and image should help users understand the benefit quickly and click with confidence.
3. Make your AI credentials clear
The AI apps and agents category is one of the fastest-growing areas within Microsoft Marketplace. With thousands of listings already available, your AI innovation needs to be unmistakable.
To stand out:
- Mention any integration with Microsoft 365 Copilot, Azure AI Foundry, or Azure OpenAI Service early in your listing.
- Use key phrases like AI-powered app, intelligent automation, machine learning agent, and Microsoft AI solution.
- Create supporting content such as short blogs, videos or infographics that show your AI solution in action.
- Drive visitors from social channels or newsletters back to your listing to strengthen relevance and authority signals.
This helps search engines and AI discovery systems connect your app to relevant AI and automation queries.
4. Build trust through ongoing content
A Marketplace listing is just the beginning. Building credibility comes from consistent, value-led communication across multiple channels.
Consider:
- Publishing thought-leadership blogs or LinkedIn posts that explore your customer challenges and how your app solves them.
- Developing case studies that showcase measurable business outcomes.
- Sending regular newsletters with updates, customer insights and new feature releases.
- Keeping your listing fresh with updated descriptions, keywords and visuals.
Remember, consistency builds trust and trust drives conversions. Search engines and AI crawlers reward fresh, relevant, cross-linked content, so keep your storytelling active.
5. Optimise messaging for all audiences
Your Microsoft Marketplace listing isn’t just for end customers. It also needs to resonate with resellers, distributors, and Microsoft sellers who can extend your reach.
Make your message easy for others to amplify:
- Develop clear one-pagers or pitch decks with simple, repeatable messaging.
- Use consistent keywords and phrasing across your web content and Marketplace listing to build semantic strength.
- Create short, shareable content snippets (e.g. social posts or blurbs) that your partners can reuse.
By aligning your tone and terminology, your message becomes easier to share and far more likely to surface in co-sell searches and partner recommendations.
6. Keep the story alive, everywhere
Your listing isn’t a static page it should be a dynamic part of your marketing ecosystem. Keep reinforcing your story across every channel.
- Link to your listing from your website, blogs, and social media profiles as internal links strengthen SEO.
- Run mini campaigns highlighting customer wins or new product updates.
- Track and optimise performance using metrics such as impressions, clicks and engagement.
- Adjust your keywords over time to match trending Marketplace searches and AI discovery queries.
The more you keep your content ecosystem alive, the stronger your Marketplace performance will be.
Frequently Asked Questions
How do I get my app or solution discovered on Microsoft Marketplace?
Use relevant keywords in your title and description, include a clear value statement, and add strong visuals. Keep your listing updated regularly and build external content (blogs, newsletters, social posts) that link back to your Marketplace page.
What makes a good Microsoft Marketplace description?
A strong description is short, clear and benefits-led. It should explain what the app does, who it helps, and what business problem it solves using plain English and relevant search terms.
How can I promote my AI app or agent on the Marketplace?
Highlight integrations with Microsoft 365 Copilot or Azure AI. Publish use case content, videos and customer stories that demonstrate your AI’s value. Use consistent AI-related keywords in your listing and across supporting content.
What’s the best way to drive traffic to a Marketplace listing?
Take advantage of your existing channels, such as your website blogs, newsletters, LinkedIn, and social campaigns. Encourage your partners and resellers to share your listing, and make use of Microsoft’s co-sell opportunities, where available.
How often should I update my Microsoft Marketplace listing?
At least once a quarter. Regular updates signal activity to Microsoft and search engines, helping maintain visibility. Update your visuals, case studies and keywords as your product evolves.
What are the best SEO tips for Microsoft Partners?
Use benefit-led language, strong keywords, short paragraphs, and descriptive headers. Refresh your copy and visuals every few months to stay visible.
Why has Microsoft combined AppSource and Azure Marketplace?
The unified Microsoft Marketplace makes solutions easier for your customers to find and buy, helping partners like you reach new customers while improving co-sell opportunities.
Want to take your Microsoft Marketplace presence to the next level?
If you’d like help crafting your Marketplace listing, refining your SEO and AI strategy, or creating the content ecosystem to promote it, Bright Star Content Marketing Agency can help.
We specialise in working with Microsoft Partners to:
- Write high-performing, search and AI-optimised copy
- Design on-brand visuals and explainers
- Create blogs, case studies and newsletters
- Build campaigns that boost awareness and drive Marketplace traffic
Find out how to get Microsoft Partner funding for content in our recent blog. Need help? Let’s talk.
