Securing the multicloud advantage: AWS to Azure security model comparison
This post is part of a series on replicating apps from AWS to Azure. View all posts in this series. As an Independent Software Vendor (ISV), extending your Marketplace presence beyond AWS Marketplace by also offering on Azure Marketplace can unlock new opportunities to expand your customer base. With Azure's extensive network and diverse user base, it provides a vibrant platform to increase your application's visibility and capabilities. To streamline your app replication, understanding how AWS and Azure treat Identity and Access Management, data protection, threat detection and monitoring, compliance and certifications, and network security can help you map and adjust the security components of your app more quickly as you replicate, and ensure your app and your customer's security are protected. You can also join ISV Success to get access to over $126K USD in cloud credits, AI services, developer tools, and 1:1 technical consults to help you replicate your app and publish to Azure Marketplace. Overview of cloud security models When moving your app from AWS Marketplace to Azure Marketplace, it's important to understand the key differences between AWS and Azure security models to ensure a smooth transition. Here are the main points you should keep in mind: AWS: In AWS’s shared responsibility model, AWS handles infrastructure security (like physical security and network controls), while you are responsible for securing your applications, data, and access controls. This includes managing network security, identity and access management (IAM), and data encryption. AWS uses services like Amazon GuardDuty and Amazon Inspector for threat protection and threat detection and vulnerability monitoring. Azure: Azure’s shared responsibility model focuses on compliance and regulatory requirements. It offers integrated services to secure data, applications, and infrastructure, simplifying compliance. Azure natively integrates with third-party security tools like Palo Alto Networks, Check Point, CrowdStrike and McAfee via services like Microsoft Defender for Cloud and Microsoft Sentinel for centralized security and threat detection. Microsoft Entra ID works with third-party identity providers such as Okta and Ping Identity for flexible authentication and access management without being locked into a single vendor. The Azure Marketplace also offers pre-configured security solutions, simplifying deployment and integration of security tools while maintaining flexibility. Understanding these differences can significantly ease the process and enhance the security of your cloud solutions, setting you up for success on both platforms. Figure 1https://learn.microsoft.com/en-us/azure/architecture/guide/security/security-start-here Identity and Access Management (IAM) IAM ensures that only authorized users and services can access cloud resources. AWS and Azure differ in how they manage user identities and permissions. Understanding these differences will help you map your AWS app to Azure by leveraging Azure’s IAM services. AWS: AWS uses IAM to centrally manage user identities and access permissions, with roles and policies defined in JSON for granular control. It also offers AWS Cognito for user identity management in custom applications and AWS SSO to simplify authentication across AWS accounts. While AWS IAM provides flexibility, it requires more manual configuration for complex use cases. Azure: Azure uses Microsoft Entra ID (formerly Azure AD), a cloud-based identity and access management service that provides more integrated security, especially for enterprise environments. It supports Role-Based Access Control (RBAC), which simplifies permission management by assigning predefined roles to users or groups, and integrates seamlessly with Microsoft products like Office 365, Microsoft Entra ID Connect, and third-party applications. It also offers advanced features like multi-factor authentication (MFA) and conditional access policies for context-based authentication. For ISVs migrating from AWS to Azure, Entra ID offers a more unified, scalable solution, particularly for hybrid environments and organizations with existing Microsoft infrastructure. Feature AWS IAM Azure Entra ID Core Access Model RBAC RBAC Default Access Implicit Deny Implicit Deny Policy Granularity Fine-grained IAM policies Granular access through Azure RBAC MFA Included for basic features Basic MFA included; advanced with Microsoft Entra ID Premium Conditional Access Limited support Advanced with Microsoft Entra ID Premium Audit Logging CloudTrail, CloudWatch Sign-In Logs, Azure Monitor Cross-Account Access IAM roles between AWS accounts Microsoft Entra ID B2B across tenants Federation Supports external identity providers Microsoft Entra External ID B2B/B2C Role Delegation Delegation within/across accounts Delegation across subscriptions Service Role IAM roles for services Managed identities for services Custom Roles Custom IAM policies Custom Azure RBAC roles Access to Resources Fine-grained resource access Resource, subscription, management-group level Compliance AWS Artifact Azure Compliance Manager Risk Detection AWS GuardDuty Microsoft Entra ID Identity Protection through premium licenses Temporary Credentials IAM roles provide temporary credentials Microsoft Entra Id PIM for temporary privileges through premium licenses Cross-Service Permissions IAM policies across services Unified role model across services via Azure RBAC Data protection Understanding the differences in data protection between AWS and Azure is crucial for you as an Independent Software Vendor (ISV) navigating the migration process. Recognizing these distinctions will help you make informed decisions and ensure a smoother transition. AWS: AWS offers key management through KMS, data classification with Macie, and monitoring with CloudTrail. Key features include S3 Object Locking and robust encryption for data both at rest and in transit. Azure: Azure uses Key Vault for key management, Purview for data classification, and provides Blob Storage versioning and immutability. It also offers built-in data retention, comprehensive auditing features, and advanced security via Microsoft Sentinel. Feature AWS Data Protection Azure Data Protection Data Encryption at Rest Encryption by Default on S3, EBS, RDS, etc. Encryption option of other services Encryption by Default on Blob Storage, Azure SQL DB, Azure Managed Disks, etc. Encryption options for other services Data Encryption in Transit SSL/TLS Encryption SSL/TLS Encryption Key Management AWS KMS (encryption key management), CloudHSM: hardware based key management) Azure Key Vault (encryption key management), Dedicated HSM (hardware based key management) Bring Your Own Key (BYOK) Supported Supported BYOK Key Rotation Automatic Automatic Data Classification Amazon Macie Azure Purview Data Masking RDS Column-Level Encryption Azure SQL Database and Azure Synapse Analytics offer Dynamic Data Masking Backup and Recovery AWS backup Azure backup Data Retention Policies AWS Data Lifecycle Manager Azure Blob Storage Lifecycle Management Compliance and Certifications Various Standards Various Standards Data Loss Prevention S3 Versioning Blob Storage Data Integrity and Authenticity S3 Object Locking to enforce WORM protection for data immutability Immutable Blob Storage features WORM Network Data Protection VPC with encryption, security groups, and network ACLs to protect data in transit. AWS Shield and WAF provide additional network-level security VNet with encryption, network security groups (NSG), and private endpoints to secure data in transit. DDoS Protection and WAF for network security End-to-End Encryption KMS or CloudHSM Azure Key Vault, TLS Data Deletion and Wiping S3 Lifecycle Policies Blob Storage Secure Deletion policies File-Level Encryption EFS Encryption including file-level encryption using KMS Azure Files Encryption using Azure Key Vault Data Access Auditing CloudTrail, CloudWatch Azure Monitor, Security Center, Microsoft Sentinel for advanced threat detection and alerting Threat detection and monitoring Both AWS and Azure offer robust tools for threat detection and monitoring, but Azure provides a more integrated approach, especially in hybrid and multi-cloud environments. Azure's services, such as Azure Security Center and Microsoft Sentinel, work seamlessly with third-party solutions like Palo Alto Networks, CrowdStrike, and McAfee, offering centralized management and easier threat detection. AWS: AWS provides Amazon GuardDuty for threat detection and AWS Security Hub for centralized security monitoring. Additionally, CloudTrail logs API activity, and AWS Config monitors resource configurations. Azure: Azure offers Azure Security Center for threat management and Microsoft Sentinel for SIEM and incident response. Microsoft Defender for Cloud protects various workloads across hybrid and multi-cloud environments. Feature AWS Azure Core Threat Detection GuardDuty Security Center Real-Time Monitoring Amazon CloudWatch Azure Monitor Anomaly Detection GuardDuty Security Center & Microsoft Sentinel Advanced Threat Analytics GuardDuty Microsoft Sentinel Threat Intelligence GuardDuty Microsoft Sentinel Malware Detection AWS Maice Microsoft Defender for Cloud Log Management Amazon CloudWatch Logs, AWS CloudTrail Azure Monitor, Azure Log Analytics Incident Response Centralized Security Hub Security Center & Microsoft Sentinel integrated management Compliance Monitoring AWS Config Security Center Vulnerability Scanning AWS Inspector Microsoft Defender for Cloud for Servers Network Threat Detection VPC Flow Logs & AWS Network Firewall Azure Network Watcher & Azure Firewall DDoS Protection AWS Shield Azure DDoS Protection Behavioral Analytics GuardDuty Microsoft Sentinel Cloud & Hybrid Environment Support GuardDuty, AWS Security Hub & CloudWatch Azure Security Center & Microsoft Sentinel Automation & Orchestration AWS Security Hub & Lambda Microsoft Sentinel & Azure Logic Apps External Threat Intelligence Integration GuardDuty Microsoft Sentinel Integrated Endpoint Protection AWS Endpoint Protection (via Amazon Macie, AWS Security Hub, and other services) Microsoft Defender for Cloud for Endpoint (integrated with Microsoft Sentinel) Compliance and certifications Both AWS and Azure are highly compliant with international standards, offering a range of certifications to meet industry-specific requirements. However, they differ in their approach to compliance management. Azure integrates compliance into the platform via tools like Azure Policy, Microsoft Defender for Cloud and Compliance Manager, enabling continuous management and policy enforcement. Azure’s focus on hybrid and multi-cloud environments makes it a strong choice for complex compliance needs. AWS: AWS offers a broad range of global compliance certifications, including ISO 27001, SOC 1/2/3, PCI-DSS, HIPAA, GDPR, and FedRAMP. Compliance is primarily managed via AWS Artifact, offering access to reports and documentation, with an emphasis on self-service tools for compliance across industries. Azure: Azure supports a variety of compliance certifications, including ISO 27001, SOC 1/2/3, PCI-DSS, HIPAA, GDPR, and FedRAMP, and places greater emphasis on proactive compliance management. It integrates compliance into the platform via tools like Azure Policy and Compliance Manager. These tools help you manage compliance and enforce policies. Azure’s focus on hybrid and multi-cloud environments, as well as industry-specific certifications, makes it a compelling choice for organizations with complex compliance needs. Network security Network security is crucial in any cloud environment, and both AWS and Azure provide tools to protect applications and data. While both offer strong security solutions, they differ in how they approach network security and integration. By understanding these differences, you can leverage Azure and its built-in services to build a robust and secure network. AWS: AWS focuses on network isolation and scalable connectivity through VPC (Virtual Private Cloud), allowing you to create isolated virtual networks in the AWS cloud. This gives you complete control over IP address ranges, subnets, and routing, allowing for granular control. AWS provides AWS Shield for DDoS protection, AWS WAF (Web Application Firewall) to protect web applications, and AWS Transit Gateway to facilitate secure connectivity across VPCs and on-premises environments. While these tools offer extensive customization, they require a higher level of setup and integration to ensure robust security across complex environments. Azure: Azure's approach to network security is centered around the Azure Virtual Network (VNet), which serves a similar purpose to Amazon VPC by allowing you to create isolated network environments in the Azure cloud. Azure simplifies network management by providing built-in features for connectivity, including VNet Peering for secure connections between VNets, as well as integration with Azure ExpressRoute for private connections to on-premises infrastructure. Azure also offers Azure DDoS Protection for safeguarding applications from large-scale attacks, Azure Firewall for filtering traffic, and Azure Network Security Groups (NSGs), which provide detailed control over inbound and outbound traffic to resources within a VNet. The integration of these security tools with other Azure management services makes it easier for you to manage and enforce security policies in hybrid cloud and multi-cloud environments. Aspect AWS Azure Virtual Network Setup Amazon VPC for isolated networks with subnets, route tables, and private/public IPs Azure VNet with similar capabilities for isolated networks with segmented subnets and route tables Firewall Services AWS Network Firewall and AWS WAF for web app security Azure Firewall and Azure WAF for web app protection Private Connectivity AWS Direct Connect Azure ExpressRoute Intrusion Detection AWS GuardDuty for threat detection and monitoring Azure Security Center with integrated threat protection and Microsoft Defender for Cloud VPN Support AWS VPN for secure site-to-site IPsec connections Azure VPN Gateway for secure IPsec/IKE site-to-site connections Network Segmentation AWS Security Groups at Instance level. NACLs at subnet level. Azure NSGs for instance traffic filtering and Application Security Groups for segmentation DDoS Protection AWS Shield with Standard and Advanced DDoS protection Azure DDoS Protection with Standard and Basic plans Load Balancing AWS ELB for application and network load balancing Azure Load Balancer and Application Gateway for layer 7 load balancing and WAF Traffic Inspection AWS Traffic Mirroring Azure Network Watcher Private Link AWS PrivateLink Azure Private Link Bastion Hosts AWS EC2 Instance Connect for secure SSH/RDP without public IPs, AWS Systems Manager Session Manager for remote instance connection Azure Bastion for secure RDP/SSH to Azure VMs without public exposure RDP/SSH Access AWS Systems Manager Session Manager for secure, auditable EC2 instance access with no bastion host Azure Bastion for secure, managed RDP/SSH VM access without open ports Key Resources: Publishing to commercial marketplace documentation Pricing Calculator | Microsoft Azure Get over $126K USD in benefits and technical consultations to help you replicate and publish your app with ISV Success Maximize your momentum with step-by-step guidance to publish and grow your app with App Advisor Accelerate your development with cloud ready deployable code through the ISV quick-start development toolkitHarnessing the multicloud advantage: Comparing AWS and Azure network designs
This post is part of a series on replicating apps from AWS to Azure. View all posts in this series. To simplify your app replication, understanding how AWS and Azure approach networking—such as routing, connectivity, private access, and hybrid integration—can help you quickly align infrastructure components across clouds. This ensures consistent performance, security, and connectivity for your customers as you extend your offer to Azure. You can also join ISV Success to get access to over $126K USD in cloud credits, AI services, developer tools, and 1:1 technical consults to help you replicate your app and publish to Azure Marketplace. To replicate your app faster get cloud-ready reference code to replicate AWS apps to Azure. Software development companies looking to migrate or replicate their applications from AWS to Azure need to understand how networking services in both platforms compare. While AWS and Azure offer similar networking capabilities, key differences in architecture and service offerings can impact the overall solution design. This article provides a comparative overview of the networking services in AWS and Azure, focusing on their unique features and distinctions. By understanding these differences, software companies can make more informed decisions when architecting cloud-native solutions on either platform. The article explores networking services at a high level, with a deeper dive into critical areas such as peering, routing, and elastic load balancing, where the platforms diverge most significantly. Networking services overview Virtual networks & subnets AWS uses Virtual Private Cloud (VPC) to create isolated networks, spanning all Availability Zones within a region. VPCs support public and private subnets, with VPC peering routing traffic between VPCs using private IPv4 or IPv6 addresses. Azure uses Virtual Networks (VNets), which provide isolation within a region and can span multiple Availability Zones. Azure's VNet peering connects multiple VNets, making them appear as one for connectivity purposes, routing traffic through Microsoft's private network. In AWS, subnets are confined to a specific AZ, while Azure subnets are not tied to a specific Availability Zone. This allows zonal resources to retain their private IPs even when placed in different zones within a region. Peering In AWS and Azure, transitive peering is not natively supported with standard VPC Peering connections. For example, VPC-A and VPC-C cannot communicate directly if they are only peered through VPC-B. To enable transitive routing, AWS offers Transit Gateway, which connects multiple VPCs, allowing traffic between VPC-A and VPC-C. Azure provides Azure Virtual WAN, a centralized hub-and-spoke architecture that simplifies global network connections with built-in transitive routing. VNet Peering uses static routing without BGP, while Azure Virtual WAN supports BGP for branch and ExpressRoute connectivity. Additionally, Azure Virtual WAN now supports BGP for inter-regional hub-to-hub routing, enabling dynamic route propagation across hubs, similar to AWS Transit Gateway peering across regions. See Azure Virtual WAN Pricing for cost considerations. Below is an example of Azure VNet Peering. Traffic management services AWS features Elastic Load Balancing (ELB) with Classic, Application, and Network Load Balancers. Azure has Azure Load Balancer, Azure Application Gateway, and Traffic Manager for load distribution and traffic management. Below is an application of Multi-region load balancing with Traffic Manager, Azure Firewall, and Application Gateway. AWS provides a suite of load balancers including Application Load Balancer (ALB) for Layer 7 traffic, Network Load Balancer (NLB) for high-performance Layer 4 workloads, and Classic Load Balancer (CLB) as a legacy option. These services integrate with a broad set of AWS offerings such as EC2, ECS, and Lambda, and are complemented by Global Accelerator for improving global traffic performance. Azure’s approach to traffic management is more modular. Azure Load Balancer handles Layer 4 traffic and comes in Basic and Standard SKUs for varying scale and resiliency. For Layer 7 scenarios, Azure offers Application Gateway with features like SSL termination and integrated WAF. Azure Front Door adds global Layer 7 load balancing with content acceleration, while Azure Traffic Manager enables DNS-based routing with geo-failover. These services are often used in combination to build resilient architectures, rather than mirroring AWS's load balancer offerings one-to-one. Content delivery and optimization Both AWS and Azure provide robust content delivery network (CDN) services to accelerate the global delivery of content, applications, and APIs. AWS offers CloudFront, a globally distributed CDN service that integrates seamlessly with AWS services, enabling the fast delivery of web content, videos, and APIs to end users. On the Azure side, Azure Front Door acts as a modern, high-performance CDN that also includes advanced load balancing, security features, and seamless integration with Azure services. While both services focus on enhancing global content delivery, Azure Front Door goes a step further by offering enhanced scalability and secure user experiences for content-heavy applications and APIs. Routing & gateways AWS uses route tables associated with subnets in a VPC to direct traffic within and outside the network—for example, toward Internet Gateways, NAT Gateways, or VPN/Transit Gateways. Azure uses User-Defined Routes (UDRs), which can be applied to subnets in a Virtual Network (VNet) and managed centrally via Azure Network Manager. The diagram shows a spoke network group of two VNets accessing a DNS service through a Firewall, where UDRs created by Network Manager make this routing possible. AWS relies on explicit route configurations and services like Transit Gateway for transitive routing across VPCs. Azure creates system routes by default and allows UDRs to customize traffic flow to resources like VPN Gateways, NAT Gateways, or Network Virtual Appliances (NVAs). For internet egress, Azure currently allows implicit SNAT via Standard Public IPs or Load Balancers without outbound rules, but this behavior will be retired on September 30, 2025. After that, outbound access will require explicit configuration using a NAT Gateway, Load Balancer outbound rule, or Azure Firewall. Both platforms provide VPN solutions for hybrid connectivity. AWS supports Site-to-Site VPN for linking on-premises data centers with VPCs, and Client VPN for individual users. Azure offers Site-to-Site (S2S) and Point-to-Site (P2S) VPNs, as well as VNet-to-VNet connections for secure inter-region communication. These VPN services work with their respective routing infrastructures to support secure hybrid and multi-region deployments. DNS services DNS plays a foundational role in service discovery and network communication across both AWS and Azure environments. AWS offers Route 53, a scalable DNS service that supports both public and private hosted zones. It provides features like health checks, weighted routing, and integration with AWS services for domain resolution. Azure delivers similar functionality through Azure DNS for public DNS hosting and Azure Private DNS for internal name resolution within VNets. Azure Private DNS zones can be linked to one or more VNets, enabling seamless name resolution without custom DNS servers. These services are often used alongside load balancers and private endpoints to ensure consistent, secure access to application components. Private connectivity Both AWS and Azure offer dedicated, high-performance private connections to enhance security and reduce latency for hybrid and multi-cloud architectures. AWS provides Direct Connect, which establishes a dedicated network connection from an on-premises data center to AWS. This ensures a more consistent network experience, particularly for workloads requiring low latency or high throughput. Similarly, Azure offers ExpressRoute, a private, dedicated connection from on-premises infrastructure to Azure, bypassing the public internet. These private links typically use technologies like MPLS or Ethernet, depending on the provider and partner, offering better performance and reliability than traditional VPNs. ExpressRoute connections are often used for mission-critical workloads, offering greater reliability, faster speeds, and enhanced security. Security groups and network ACLs Network-level security AWS offers Security Groups (stateful) and Network ACLs (stateless) for network-level security. Security Groups are applied at the instance level, while NACLs work at the subnet boundary, adding an extra layer of filtering. Azure uses Network Security Groups (NSGs) and Application Security Groups (ASGs), which are fully stateful and simplify rule management. NSGs can be applied at both the subnet and network interface level. While Azure lacks a direct equivalent to stateless NACLs, NSGs typically offer enough granularity for most use cases. Azure also offers more granular traffic control with User-Defined Routes (UDRs) and the option to disable "Allow forwarded traffic" in virtual network peering settings. This ensures tight control or blocking of traffic even between peered VNets. Web Application Firewall (WAF) When it comes to Web Application Firewalls, AWS and Azure differ in design and deployment models. AWS WAF can be deployed as a standalone resource and attached to services like CloudFront, API Gateway, or the Application Load Balancer. This offers a high degree of flexibility but may require more hands-on setup and configuration. In contrast, Azure WAF is designed to work in close integration with services such as Application Gateway and Azure Front Door. While not standalone, central WAF policies allow consistent policy reuse across deployments. From a performance perspective, AWS WAF is recognized for its robust application-layer controls and ability to handle high traffic loads efficiently. Azure WAF is often noted for its ease of setup and the depth of its reporting and diagnostics. Private access to PaaS services and Private Endpoints As cloud-native applications increasingly depend on managed services like storage, databases, and messaging queues, securely connecting to these services without exposing traffic to the public internet becomes a critical design consideration. In AWS, VPC Endpoints—available as Interface or Gateway types—allow private connectivity to supported services from within a VPC. Azure provides a similar capability through Private Link, leveraging Private endpoints enabling private access to Azure services such as Azure Storage, SQL Database, or even custom services behind a Load Balancer. Azure Private Link also supports private access to customer or partner services published via Azure Private Link Service. Both approaches improve security posture by keeping traffic on the cloud provider's internal backbone, reducing exposure to external threats. For software development companies building multi-tiered cloud-native applications, these features offer a straightforward way to lock down service-to-service communication without relying on public endpoints. Endpoint policy management In AWS, endpoint management is handled via VPC Endpoint Policies, API Gateway, and AWS PrivateLink. These resource-specific policies are applied to services like S3, DynamoDB, or API Gateway, offering granular control, but requiring more configuration. In contrast, Azure’s endpoint management is more centralized. Services like Azure Application Gateway, Front Door, and Private Endpoint are governed through Network Security Groups (NSGs), Azure Firewall, and WAF policies. Azure's centralized policy enforcement, particularly for Private Endpoints, provides simplified access control and reduces the need for per-service configurations. AWS offers granular control at the cost of additional configuration complexity. Service mesh for Microservices For applications composed of many microservices, managing east-west traffic, enforcing security policies, and gaining observability into service communication can become complex. A service mesh addresses these challenges by abstracting service-to-service communication into a dedicated infrastructure layer. AWS offers App Mesh, which integrates with ECS, EKS, and Fargate, providing features like traffic shifting, retries, circuit breaking, and mTLS encryption. Azure supports service meshes primarily through open-source solutions like Istio and Linkerd, facilitated by managed integrations via the AKs service mesh add-on, simplifying operations on AKS. Additionally, Azure provides Dapr, which complements service mesh by offering higher-level application concerns such as state management, pub/sub messaging and simplified service invocation. For cloud-native software development companies adopting Kubernetes or containerized architectures, a service mesh brings consistency, security, and fine-grained control to internal traffic management. Monitoring and observability Azure Network Watcher provides tools for monitoring, diagnosing, and logging network performance across IaaS resources in Azure. Key features include topology visualization, connection monitoring, and various diagnostic tools like IP flow verification, NSG diagnostics, and packet capture. Additionally, Traffic Analytics provides insights into network traffic patterns. These tools support both hybrid and fully cloud-based network infrastructures, enabling efficient troubleshooting and performance optimization. On the AWS side, VPC Flow Logs and Reachability Analyzer provide comparable visibility and connectivity diagnostics. Key Resources: Microsoft Azure Migration Hub | Microsoft Learn Azure networking documentation Compare AWS and Azure Networking Options - Azure Architecture Center | Microsoft Learn SaaS Workloads - Microsoft Azure Well-Architected Framework | Microsoft Learn Microsoft commercial marketplace documentation Metered billing for SaaS offers in Partner Center Create plans for a SaaS offer in Azure Marketplace Metered billing with Azure Managed Applications Set plan pricing and availability for an Azure Container offer in Microsoft commercial marketplace - Marketplace publisher Configure pricing and availability for a virtual machine offer in Partner Center - Marketplace publisher Get cloud-ready reference code to replicate AWS apps to Azure Get over $126K USD in benefits and technical consultations to help you replicate and publish your app with ISV Success Maximize your momentum with step-by-step guidance to publish and grow your app with App AdvisorUnlocking the multicloud advantage: AWS to Azure service comparisons
This post is part of a series on replicating apps from AWS to Azure. View all posts in this series. As an Independent Software Vendor (ISV), expanding your Marketplace offer's reach beyond AWS Marketplace by replicating to Azure Marketplace offers exciting opportunities to grow your customer base. With millions of customers across a global network of businesses and industries, Azure presents a thriving platform to enhance your app’s visibility and functionality. To ensure a seamless app replication, start by reviewing the marketplace listing requirements. Understanding the key differences between AWS and Azure will help you transition and optimize performance on Azure while benefiting from its unique advantages. This guide will outline these differences, highlight similar services, and offer steps for a seamless replication or migration. You can also join ISV Success to get access to over $126K USD in cloud credits, AI services, developer tools, and 1:1 technical consults to help you replicate your app and publish to Azure Marketplace. The benefits of replicating or migrating to Azure Marketplace Migrating to Azure Marketplace unlocks a wealth of opportunities for ISVs. The Azure ecosystem offers several advantages, including: Global reach: Azure’s vast global network of data centers ensures high availability and low-latency access to your application for customers worldwide. Cost efficiency: Azure’s flexible pricing models and cost management tools allow ISVs to optimize their cloud spending. Scalability: With Azure’s powerful compute and storage options, you can scale your application effortlessly to accommodate growing demand. Security and compliance: Azure’s comprehensive security tools and certifications help you meet industry-specific compliance standards, ensuring that your application is secure and trusted. Meet where your customers are: Deploy into customer subscriptions, making your solution more integrated to customer workload. AWS vs. Azure AWS and Azure are the top cloud platforms with diverse services for developers and businesses. Below, we will highlight key areas where AWS and Azure differ—and how to leverage Azure services—when moving your Marketplace offer from AWS to Azure Marketplace. Azure Marketplace capabilities In Azure, ISVs can leverage metered billing to charge customers based on actual usage, similar to AWS's pay-as-you-go model. This flexible pricing model is ideal for SaaS solutions. Partner Center offers tools for setting pricing models, tracking usage, and adjusting billing. It also provides anomaly detection to help partners identify unexpected usage and ensure transparent billing. When creating SaaS offers in the Azure Marketplace, ISVs can define plans with various pricing strategies, such as usage-based or flat-rate billing. These plans, or SKUs, can be customized through free trials, BYOL (Bring Your Own License), or vCPU-based pricing for virtual machines. Both Azure and AWS allow flexible, metered billing based on usage. Azure also provides the ability to set customer discounts or negotiated pricing. Using Partner Center, you can configure and manage these offerings, providing flexibility for customers and partners to scale as needed. Like AWS Control Tower, Azure Lighthouse enables service providers to manage multiple customer Azure environments securely and at scale, offering enhanced visibility, control, and automation. For usage-based monthly billing, you can choose from predefined or custom pricing options (using metered billing APIs). Predefined options like per core, per node, or per pod let Microsoft bill customers based on hourly usage, billing them monthly. Learn more about usage-based pricing here: Setting Plan Pricing. Mapping AWS services to Azure services Your Marketplace offer may use multiple AWS services, and you can build the same offer using Azure services. However, this requires careful mapping to ensure your application functions seamlessly in the Azure environment. Here’s a quick overview of how popular AWS services map to Azure:: Networking: AWS VPC → Azure Virtual Networks (VNets) Compute Services: AWS EC2 → Azure Virtual Machines (VMs), Azure App Services (for web apps) Storage: Amazon S3 → Azure Blob Storage, Azure Data Lake Storage (for big data) Identity Management: AWS IAM → Entra ID Containers: EKS and Elastic Beanstalk → AKS and Azure App Services Serverless: AWS Lambda → Azure Functions Databases: Amazon RDS → Azure SQL Database, Azure Cosmos DB (for NoSQL) Azure for AWS professionals provides you with a more comprehensive mapping of different services. Let's take a deeper look into each of these areas. Cloud architecture and networking One of the primary differences between AWS and Azure lies in their cloud architecture and networking models. AWS uses Virtual Private Clouds (VPCs) to create isolated networks, while Azure employs Virtual Networks (VNets). Both services perform similar functions, but they have different terminologies and setups. For instance, in Azure, you'll be working with VNet Peering, Network Security Groups (NSGs), and Azure VPNs for secure networking. The goal is to map your AWS VPC setup to Azure VNets with ease. AWS needs a Nat Gateway for egress access whereas Azure does not need a Nat Gateway for default egress. AWS Subnets are pinned to Availability Zones (AZs) whereas Azure Subnets span across the AZs. Compute services: EC2 vs. Virtual Machines (VMs) AWS EC2 instances are one of the most widely used compute services, allowing you to run applications on virtual servers. In Azure, the equivalent service is Azure Virtual Machines (VMs). While both offer scalable compute resources, the key differences are in the range of VM sizes, configurations, and the management interface. When migrating from AWS EC2 to Azure VMs, it's important to assess the appropriate Azure VM sizes and configurations that match the performance of your EC2 instances. Additionally, Azure VMs support Azure Resource Manager (ARM) templates, which provide more automation for resource management. For those who have utilized EC2's Auto Scaling feature, Azure provides similar functionality through Azure Scale Sets. Storage: S3 vs. Blob Storage For object storage, AWS uses Amazon S3, while Azure uses Azure Blob Storage. Both services serve the same purpose — storing large amounts of unstructured data — but the underlying configurations, security features, and cost structures differ. While migrating from S3 to Blob Storage, it’s important to review your storage needs and adjust your application accordingly. Azure Blob Storage offers Cool and Archive tiers, which can be a great way to optimize storage costs for infrequently accessed data, and Azure's data redundancy options ensure high availability and durability. The Azure Storage Explorer tool also makes it easier for ISVs to manage their data after migration. Identity and Access Management (IAM) & billing: IAM vs. Entra ID IAM services on AWS and Azure differ in how they manage roles and permissions. AWS uses IAM for users, roles, and policies, while Azure uses Entra ID for IAM across cloud services. AWS organizes accounts through AWS Organizations, with IAM used for role-based access control (RBAC) and policies for service access. Azure’s structure involves Subscriptions and Management Groups, with Entra ID managing identity and access. Azure uses RBAC to assign roles at various levels (Subscription, Resource Group, Resource) and Azure Policies for governance and compliance. Azure Entra ID integrates with Microsoft services, like Office 365, SharePoint, and Teams, supporting identity federation, multi-factor authentication, and RBAC for granular permissions. It enhances governance and security across platforms. Azure handles billing management via subscriptions providing access to resources and can be reassigned to new owners. It offers three classic subscription administrator roles for resource access and management for billing and resource access. Container management: Elastic Beanstalk vs. Azure App Services and EKS vs. AKS For containerized applications, AWS offers Elastic Beanstalk for easy application deployment and management. Azure’s equivalent services include Azure App Services for simple web application hosting and Azure Kubernetes Service (AKS) for container orchestration. While Azure App Services is more suitable for traditional web applications, AKS provides a robust and scalable solution for microservices and containerized applications, similar to AWS’s Elastic Kubernetes Service (EKS). ISVs who are accustomed to Elastic Beanstalk for deploying containerized applications will find Azure App Services or AKS a seamless alternative, with Azure offering rich integrations with DevOps pipelines, CI/CD workflows, and container registries. Serverless: AWS Lambda vs. Azure Functions Both AWS and Azure support serverless computing, which allows developers to run code without managing servers. AWS offers Lambda, while Azure offers Azure Functions. Both services allow you to trigger code in response to events, such as file uploads or API calls. The key difference is that Azure Functions integrates deeply with other Azure services, such as Azure Logic Apps and Azure Event Grid. If your application leverages AWS Lambda, you will find that Azure Functions can serve as an excellent equivalent. Azure also provides Durable Functions, which extend Azure Functions for stateful workflows. Migrating from AWS Lambda to Azure Functions typically requires mapping your event-driven functions and configuring their triggers in the Azure ecosystem. Databases: RDS vs. Azure SQL and Cosmos DB When it comes to databases, AWS offers Amazon RDS for relational databases, and Amazon DynamoDB for NoSQL. Azure provides several alternatives, including Azure SQL Database for relational storage and Azure Cosmos DB for NoSQL storage. Both platforms support database scalability, automated backups, and high availability. If you are using Amazon RDS with services like MySQL or PostgreSQL, you can migrate to Azure Database for MySQL or Azure Database for PostgreSQL. Similarly, if you are using AWS DynamoDB, Azure’s Cosmos DB offers a global, scalable NoSQL database with low-latency access. Messaging: AWS SQS vs. Azure Service Bus Messaging services are crucial when your application handles high-throughput, asynchronous communication between different components. AWS offers Simple Queue Service (SQS) for messaging and SNS for pub/sub notifications while Azure offers Azure Service Bus and Azure Event Grid. Azure Service Bus provides similar functionality to SQS but offers additional capabilities like advanced message routing, dead-lettering, and sessions for handling ordered messages. If your application relies on a queuing mechanism for inter-service communication, you’ll want to map AWS SQS to Azure Service Bus. For event-driven architectures, Azure Event Grid can connect different services and trigger actions across Azure services. Security: Protecting your application on Azure When migrating from AWS to Azure, security is paramount. Both platforms offer strong frameworks to protect data, apps, and infrastructure. Azure provides a suite of integrated security services to maintain high security while enabling cloud scalability. AWS offers AWS Shield and WAF for DDoS and web application firewalls, while Azure offers Azure DDoS Protection and Azure Firewall for similar threat prevention. Azure Security Center monitors your security posture, and Azure Sentinel provides cloud-native SIEM (Security Information and Event Management) for threat detection and response. Microsoft Defender for Identity and Azure Entra ID Identity Protection integrate with Entra ID, ensuring your app security is tightly linked to user identity and governance. Compliance: Meeting regulatory standards on Azure Ensuring compliance with industry standards and regulations is crucial for many ISVs. Azure provides a robust compliance framework that aligns with global standards to meet the most stringent requirements. Whether your application deals with sensitive data or operates in highly regulated industries, Azure’s comprehensive compliance offerings can help you achieve the necessary certifications. Azure complies with key standards such as: GDPR HIPAA SOC 1, 2, and 3 ISO 27001 and other ISO standards FedRAMP Azure provides tools like Azure Policy for governance and Azure Blueprints for complex regulatory requirements. It offers a similar set of compliance certifications to AWS, with a stronger integration into Microsoft enterprise tools, easing compliance for businesses in regulated sectors. For apps handling sensitive data, use Azure Security and Compliance Blueprint to ensure regulatory adherence. Azure’s Compliance Manager helps track and manage compliance, simplifying the process of meeting industry standards. Key resources SaaS Workloads - Microsoft Azure Well-Architected Framework | Microsoft Learn Metered billing for SaaS offers in Partner Center Create plans for a SaaS offer in Azure Marketplace Metered billing with Azure Managed Applications Set plan pricing and availability for an Azure Container offer in Microsoft commercial marketplace - Marketplace publisher Configure pricing and availability for a virtual machine offer in Partner Center - Marketplace publisher Overview - CSP marketplace - Partner Center Azure for AWS professionals - Azure Architecture Center Azure networking documentation Microsoft Entra ID documentation - Microsoft Entra ID Azure security documentation Azure compliance documentation Azure Storage Documentation Hub Microsoft Azure container services documentation Azure serverless - Azure Logic Apps Migration examples Get over $126K USD in benefits and technical consultations to help you replicate and publish your app with ISV Success Maximize your momentum with step-by-step guidance to publish and grow your app with App AdvisorUnleashing the multicloud advantage: Identity and Access Management (IAM)
This post is part of a series on replicating apps from AWS to Azure. View all posts in this series. As a software development company, expanding your marketplace presence beyond AWS Marketplace to include Azure Marketplace can open new doors to grow your customer base. Azure’s broad ecosystem and diverse user base offer a dynamic platform to enhance your application’s reach and potential. To ensure a smooth app replication, start by understanding the key differences between AWS IAM and Microsoft Entra ID. A clear grasp of these distinctions will help you transition identity management effectively while optimizing security and performance on Azure. This guide will highlight these differences, map comparable services, and provide actionable steps for a seamless IAM replication. You can also join ISV Success to get access to over $126K USD in cloud credits, AI services, developer tools, and 1:1 technical consults to help you replicate your app and publish to Azure Marketplace. This article addresses Identity and Access Management (IAM) and select Identity Services: Amazon Cognito vs. Microsoft Entra ID. Identity and Access management (IAM) Identity and Access Management (IAM) is essential for securing and managing who can access resources, under what conditions, and with what specific permissions. AWS and Azure both offer robust IAM solutions to manage identities, roles, and policies, but they differ significantly in architecture, integration capabilities, and ease of use, particularly for software companies building SaaS solutions migrating from AWS to Azure. Users, Groups, and Roles AWS IAM creates users within an AWS account, grouping them into IAM User Groups, while Azure IAM manages users as directory objects in Microsoft Entra ID, assigning permissions via Azure RBAC. Both support MFA and identity federation through SAML, Azure enforcing Conditional Access based on location, device state, and user risk. AWS IAM grants permissions using JSON-based policies, allowing roles to be assumed by users, AWS services, or external identities without permanent credentials. Azure IAM assigns permissions via RBAC to users, groups, and service principals, offering predefined and customizable roles. Azure supports federated identity for hybrid environments, while Azure integrates with on-premises Microsoft Entra ID. Permissions and Policies AWS IAM employs JSON-based policies for granular permissions across AWS services. Policies can be identity-based, directly attached to users or roles, or resource-based, applied directly to resources such as S3 buckets or DynamoDB tables. AWS supports temporary credentials via roles, which can be assumed by users, AWS services, or external federated identities. Azure RBAC leverages predefined roles (e.g., Global Administrator, Contributor, Reader) or custom roles, offering clear hierarchical permissions management across resource, resource group, subscription, or management group levels. AWS also allows conditional permissions through advanced policy conditions (e.g., IP address, MFA status, tags). Azure IAM employs Conditional Access Policies, adjusting access based on location, device state, and user risk. AWS IAM grants access only when explicitly allowed, whereas Azure IAM evaluates role assignments and conditions before permitting actions. For multi-account and cross-tenant access, AWS IAM enables secure cross-account roles, while Azure IAM supports External Identities for inter-tenant collaboration. AWS IAM delegates administrative rights using roles and policies, whereas Azure IAM assigns administrative roles within organizations for delegated management. AWS IAM enables controlled, temporary access to S3 objects using pre-signed URLs, which grant time-limited access to specific resources without modifying IAM policies. These URLs are often used for secure file sharing and API integrations. In Azure, a similar concept exists with Shared Access Signatures (SAS) Keys, which provide scoped and time-limited access to Azure Storage resources like Blob Storage, Table Storage, and Queues. Unlike pre-signed URLs, SAS keys allow granular control over permissions, such as read, write, delete, or list operations, making them more flexible for temporary access Integration with External Identities Both platforms provide Single Sign-On (SSO). AWS IAM uses AWS SSO. Microsoft Entra ID also supports SSO with SAML, OAuth, and OIDC. For federated identities, AWS IAM allows external users to assume roles, while Microsoft Entra ID assigns roles based on its access model. Hybrid environments are supported through on-premises directory integration. AWS IAM connects to Active Directory via AWS Directory Service, while Microsoft Entra ID integrates with on-prem AD using Microsoft Entra ID Connect, enabling hybrid identity management and SSO for cloud and on-prem resources. Both support automated user provisioning: AWS IAM utilizes AWS SSO and federation services, while Microsoft Entra ID supports SCIM 2.0 for third-party applications and syncs on-prem AD via Entra ID Connect. AWS IAM enables ECS, EKS, and Lambda workloads to pull container images from Amazon Elastic Container Registry (ECR) using IAM roles. These roles grant temporary permissions to fetch container images without requiring long-term credentials. In Azure, Azure Container Registry (ACR) authentication is managed through Service Principals and Managed Identities. Instead of IAM roles, Azure applications authenticate using Entra ID, allowing containers to securely pull images from ACR without embedding credentials. Access Control Models AWS IAM uses a policy-based access model, where permissions are defined in JSON policies attached to users, groups, or roles. In contrast, Azure separate's identity management via Microsoft Entra ID from access management via Azure RBAC, which assigns roles to users, groups, service principals, or managed identities to control access to Azure resources. Both provide fine-grained access control. AWS IAM sets permissions at the resource level (e.g., EC2, S3), while Azure uses Azure RBAC to assign Microsoft Entra ID identities roles that apply hierarchically at the resource, subscription, or management group levels. Both follow a default "deny" model, granting access only when explicitly allowed. For multi-account and multi-tenant support, AWS IAM enables cross-account roles. Microsoft Entra organizations can use External ID cross-tenant access settings to manage collaboration with other Microsoft Entra organizations and Microsoft Azure clouds through B2B collaboration and B2B direct connect. Delegation is managed through IAM roles in AWS and RBAC role assignments in Azure. Conditional access is supported—AWS uses policy-based conditions (e.g., time-based, IP restrictions), while Microsoft Entra ID relies on Conditional Access Policies (e.g., location, device health, risk level). AWS allows cross-account policy sharing, while Microsoft Entra ID enables role-based delegation at different organizational levels. Both support cross-service permissions, AWS IAM policies can define access across multiple AWS services, while Azure uses Azure RBAC to assign Microsoft Entra ID identities permissions across Azure services such as Blob Storage, SQL Database, and Key Vault. For workload authentication, AWS IAM roles provide temporary credentials for EC2, Lambda, and ECS, eliminating hardcoded secrets. In Azure, Microsoft Entra ID enables Managed Identities, allowing applications running on Azure services to authenticate securely to other Azure resources without managing credentials. Additionally, Microsoft Entra Workload Identities allow Kubernetes workloads—especially on AKS—to authenticate using Entra ID via OpenID Connect (OIDC), streamlining access to Azure services in containerized and multi-tenant environments. In AWS, containerized workloads such as ECS, EKS, and Lambda use IAM roles to securely authenticate and pull images from Amazon ECR, avoiding hardcoded credentials. In Azure, containerized applications authenticate to Azure Container Registry (ACR) using Microsoft Entra ID identities—either Managed Identities or Service Principals. Permissions such as AcrPull are granted via Azure RBAC, enabling secure image access. Azure’s model supports cross-tenant authentication, making it particularly useful for ISVs with multi-tenant containerized SaaS deployments. Cross-account storage access in AWS uses IAM roles and bucket policies for Amazon S3, allowing external AWS accounts to securely share data. In Azure, Microsoft Entra ID B2B and RBAC assignments. This model avoids the need to share credentials or manage access via SAS tokens, streamlining collaborations in multi-tenant environments. Audit and Monitoring AWS IAM and Microsoft Entra ID both provide robust audit logging and monitoring. AWS CloudTrail logs IAM and AWS API calls for 90 days by default, with extended retention via CloudTrail Lake or Amazon S3. Microsoft Entra ID logs sign-ins, including failed attempts, retaining data for 7 days in the free tier and up to 30 to 90 days in Premium tiers. For longer retention, Log Analytics or Sentinel should be used. For real-time monitoring, AWS CloudWatch tracks IAM activities like logins and policy changes, while Microsoft Entra ID Premium does so via Azure AD Identity Protection. AWS uses CloudWatch Alarms for alerts on permission changes, whereas Microsoft Entra ID alerts on suspicious sign-ins and risky users. AWS GuardDuty detects IAM threats like unusual API calls or credential misuse, while Microsoft Entra ID’s Identity Protection identifies risky sign-ins (Premium P2 required). AWS Security Hub aggregates findings from CloudTrail and GuardDuty, while Microsoft Entra ID integrates with Azure Sentinel for advanced security analytics. For IAM configuration tracking, AWS Config monitors policies and permissions, while Microsoft Entra ID’s Audit Log track's role, group, and user changes. AWS Artifact provides downloadable compliance reports. Microsoft Purview Compliance Manager enables customers to assess and manage their compliance across services like Entra ID and Azure using built-in control assessments. AWS CloudTrail logs IAM activity across AWS Organizations, and Microsoft Entra ID Premium supports cross-tenant access monitoring. Azure Lighthouse enables cross-tenant management for service providers, integrating with Microsoft Entra ID for delegated access without guest accounts. It applies RBAC across tenants and manages shared resources like Azure Blob Storage and virtual machines, streamlining ISV operations in marketplace scenarios. Pricing AWS IAM and Microsoft Entra ID provide core IAM services for free, with advanced features available in paid tiers. Both platforms support unlimited users for basic IAM functions, with AWS offering free user, role, and policy creation, while Microsoft Entra ID allows up to 500,000 objects (users/groups) at no cost. Additional users can be added for free, though advanced features require a paid plan. MFA is free on both platforms, but Microsoft Entra ID includes advanced MFA options in Premium tiers. AWS does not have risk based Conditional Access for free. Microsoft Entra ID includes it in Premium P1/P2 tiers (starting at $6 per user/month) Custom policies for fine-grained access control are free in AWS and Azure. Identity federation is free in AWS IAM, while Microsoft Entra ID requires a Premium P1/P2 plan. Microsoft Entra ID includes Self-Service Password Reset (SSPR) in Premium P1/P2, whereas AWS IAM does not offer it for free. Both platforms support RBAC at no extra cost. Directory synchronization is available via Microsoft Entra ID Premium P1/P2. AWS Directory Service is a paid managed AD service, not part of IAM. AWS IAM doesn’t have a direct “guest user” concept; instead, you configure federated access or cross-account roles, but Microsoft Entra ID requires a Premium tier for Azure AD External Identities. Full API and CLI access for user, policy, and role management is free on both platforms. Advanced security monitoring is available through AWS GuardDuty and Security Hub at an extra cost. Microsoft Entra ID provides advanced security monitoring, such as risk-based conditional access, within Premium P1/P2 tiers. Both platforms offer free support for service principals, enabling secure application access and role assignments. Amazon Cognito vs. Microsoft Entra ID Amazon Cognito provides identity and access management for applications in AWS, while Azure offers this through Microsoft Entra ID, centralizing IAM tools for ISVs. Both differ in authentication, integration, and target audiences. User management Amazon Cognito uses User Pools for authentication and Identity Pools for federated identities. Microsoft Entra ID serves as a central identity directory for Azure, Microsoft 365, and third-party apps, integrating with on-prem AD. Authentication methods Both support password-based login, MFA, passwordless authentication, and social sign-in. Amazon Cognito can be extended to support passwordless authentication with magic links, OTPs, and FIDO2 using AWS Lambda. Microsoft Entra ID supports native passwordless options like FIDO2, Windows Hello, and OTPs, plus risk-based conditional authentication. Identity Federation & SSO Amazon Cognito supports SAML, OAuth 2.0, and OIDC. Microsoft Entra ID offers enterprise SSO with SAML, OAuth, and WS-Federation, plus cross-tenant federation via Entra ID B2B. Access Control & Security Policies AWS relies on AWS IAM and custom logic for built-in RBAC or Attribute Based Access Control (ABAC). Microsoft Entra ID includes RBAC, ABAC, and Conditional Access Policies for granular security control. Self-Service & User Management Amazon Cognito allows self-registration and password resets, with workflow customization via AWS Lambda. Microsoft Entra ID offers SSPR, access reviews, and an enterprise portal for account management. Security & Compliance Amazon Cognito provides monitoring via AWS CloudTrail and GuardDuty, compliant with HIPAA, GDPR, and ISO 27001. Microsoft Entra ID integrates with Microsoft Defender for Identity for threat detection, with compliance for HIPAA, GDPR, ISO 27001, and FedRAMP, plus risk-based authentication in premium tiers. Migration best practices tips When migrating IAM from AWS to Azure, organizations should: Assess existing AWS IAM policies and roles, mapping them carefully to Azure RBAC roles. Leverage Microsoft Entra Connect for seamless integration with existing on-premises Active Directory environments. Use Azure's Managed Identities and SAS tokens strategically to minimize credential management complexity. Implement Conditional Access Policies in Azure to dynamically secure and simplify access management. Key Resources: Microsoft Azure Migration Hub | Microsoft Learn Publishing to commercial marketplace documentation Pricing Calculator | Microsoft Azure Azure IAM best practices Configure SAML/WS-Fed identity provider - Microsoft Entra External ID Maximize your momentum with step-by-step guidance to publish and grow your app with App Advisor Accelerate your development with cloud ready deployable code through the Quick-start Development ToolkitEmbracing the multicloud advantage: a guide to replicating your app from AWS to Azure
A guide for AWS ISVs replicating or migrating to Azure Marketplace As an Independent Software Vendor (ISV), listing your application on Azure Marketplace can significantly boost visibility and growth. For ISVs already on AWS Marketplace, replicating to Azure provides an exciting opportunity to reach a broader and more diverse customer base. We previously discussed the business advantages of replicating your app from AWS to Azure, which you can read here. Either replicating or migrating from AWS to Azure is simpler when you understand the strengths and key architectural differences of each platform. This guide will cover the key phases of this type of project while highlighting differences to help you navigate a smooth transition. You can also join ISV Success to get access to over $126K USD in cloud credits, AI services, developer tools and 1:1 technical consults to help you replicate your app and publish to Azure Marketplace. Discovery and assessment phase: Laying the groundwork The first phase of replicating or migrating your application from AWS Marketplace to Azure Marketplace is the discovery and assessment phase. This step allows you to thoroughly evaluate your current infrastructure and applications, identifying dependencies and opportunities to prepare you for a smooth and successful transition from AWS to Azure. Key activities: Infrastructure and services evaluation: Understand the components that make up your current AWS environment. This includes: Regions: When replicating from AWS to Azure Marketplace, choosing the right Azure region is key for performance, availability, and cost optimization. Azure offers 60+ regions, compared to AWS’s 30+. Ensure your selected region supports the services you need by checking product availability by region. Pick a region close to your customers to minimize latency and use Azure Traffic Manager for traffic optimization across regions. Also, consider compliance standards like GDPR, HIPAA, or PCI-DSS, as some regions are designed to meet specific regulatory requirements. Finally, use the Azure Pricing Calculator to compare regional costs and ensure a cost-effective replication. Selecting the right region will ensure a smooth transition that meets performance and compliance needs. Ensure that the services you plan to use from Azure Marketplace are available. Servers: Assess the virtual machines (VMs) running your AWS Marketplace (EC2 instances) and map them to Azure Virtual Machines. While the names are similar, the underlying architecture, performance characteristics, price and region-specific availability may differ. Storage: Replicating from Amazon S3 to Azure Blob Storage requires evaluating storage classes, data transfer rates, and costs. Azure Blob Storage integrates with various Marketplace solutions for big data, analytics, and AI. It's important to assess how your AWS solutions handle data and explore equivalent services or optimized transfer tools in Azure. Networking: Networking is crucial when migrating from AWS Marketplace to Azure Marketplace. AWS uses VPCs, while Azure uses VNets. You'll need VNet Peering for internal communication, particularly across regions or environments. Configuring NSGs to manage traffic at the subnet or network interface level is essential for security. Secure connectivity via VPNs or ExpressRoute will ensure smooth interaction between on-premises and Azure, or across cloud environments, without compromising security. Latency requirements: Evaluate the latency-sensitive components of your AWS application to ensure their Azure equivalents meet or exceed these requirements. Azure Marketplace solutions, such as edge computing or CDNs, can optimize latency and improve user experience during the transition. Service mapping: Some AWS services don’t have direct Azure equivalents, offering an opportunity to explore more flexible solutions. For example, AWS Lambda maps to Azure Functions, with some configuration and capability differences that you can easily adapt to. EKS workloads can be migrated to AKS or ACA, depending on the workload type. Data and compliance assessment: Both platforms offer strong compliance frameworks, making this a great time to align your application with Azure’s security standards. While security protocols, encryption, and Identity Access Management (IAM) systems differ, Azure provides tools to help ensure a smooth and secure transition. Cost analysis: Both AWS and Azure offer flexible pricing models, and comparing their service offerings and resource allocations can help optimize costs. A detailed cost comparison will guide your financial decisions for a smooth, cost-effective migration. Consider costs for data transfer, storage, and networking, as these may differ from AWS Marketplace. Customers with specific consumption commitments may get the app for a lower price. Pricing Models: Understanding different commercial marketplace pricing models that ISVs can offer to their customers is important for a sustainable business model. Azure supports various pricing offer types including recurring subscriptions, usage-based pricing and bring your own license (BYOL). Publishing to the Azure Marketplace storefront happens through the Microsoft commercial marketplace. Design & planning phase: Creating a roadmap to replicate to Azure Once you have completed the discovery phase, the design & planning phase follows. This phase focuses on creating a comprehensive replication or migration strategy, selecting the appropriate Azure services, and designing the architecture that will best support your application in Azure Marketplace. Key activities: Service selection and architecture design: Mapping your AWS architecture to Azure requires careful consideration to select the right Azure services and marketplace solutions. For example, you can migrate from AWS ELB to Azure Load Balancer or Application Gateway, and from AWS RDS to Azure SQL Database or Azure Database for MySQL/PostgreSQL. Explore third-party solutions on Azure Marketplace for specialized needs. Choosing the right strategy: Based on your marketplace application needs, decide whether to employ a Lift & Shift (Rehost) or Re-platform (App Modernization) approach. Lift & shift: Moving your application "as-is" can be the quickest method to replicate your app to Azure but may not fully optimize your application for Azure’s capabilities. Re-platforming: This approach involves re-architecting parts of your application to fully leverage Azure’s powerful offerings, like AKS or Azure App Services, to enhance scalability, performance, and cost efficiency. While it may take a bit more time and resources, the long-term benefits are well worth it, offering exciting opportunities to delight your customers and boost your revenue. Service customization: Azure and AWS offer unique approaches to advanced services like serverless computing and container orchestration. For instance, while AWS uses Elastic Beanstalk for managed app deployments, Azure provides Azure App Services for web apps and APIs, along with AKS for containerized applications. By mapping these services to your app, you’ll ensure optimal performance and leverage Azure’s scalability and flexibility. Security and compliance: Azure offers unique security features, including Azure Security Center and Microsoft Entra ID for identity management. As you move to Azure Marketplace, you can integrate these services with your existing security solutions and adapt your IAM policies to leverage Azure’s RBAC. These tools will enhance protection and ensure a secure migration. Selecting pricing offers: In the design and planning phase, selecting the right pricing model is key to aligning with your business and customer needs. Azure supports recurring subscriptions, usage-based pricing, and BYOL. The ideal model depends on your app’s value and customer preferences—recurring subscriptions work for steady usage, while usage-based suits scalable apps. Understanding your audience helps choose a pricing structure that ensures satisfaction and business sustainability. Environment set-up: Building your Azure landing zone The environment set-up phase involves creating a landing zone in Azure that serves as the foundation for your replicated or migrated applications. This is a crucial step to ensure a smooth and secure migration. Key activities: Network and connectivity configuration: Azure offers its own set of powerful network services that provide great flexibility, including VNet Peering, which is similar to AWS's VPC Peering for seamless inter-network connectivity. As you transition, you'll have the opportunity to fine-tune your setup by configuring subnets, firewall rules, and private link connections to ensure your Azure network performs optimally and securely, just as it did on AWS. This will help you maintain a smooth, high-performance experience in the Azure environment. Identity management: In AWS, IAM manages user access and permissions, while Azure uses Microsoft Entra ID for identity management. As you transition to Azure, you can integrate Entra ID with your existing setup, including third-party or federated identities, ensuring a smooth transition. Azure’s identity solutions help maintain secure and efficient user access management. Governance and compliance: Azure combines Azure Policy and Management Groups to manage governance and ensure compliance with internal and external standards. While AWS uses AWS Organizations and Service Control Policies (SCPs), Azure's approach offers flexibility and control in designing governance strategies. With careful planning, monitoring, and audits, you can confidently ensure compliance with industry standards, especially in sectors like government and healthcare, where regional and industry-specific compliance is crucial. Replication/migration phase: Moving to Azure The actual replication or migration of your application to Azure requires careful coordination. During this phase, you’ll use various tools and strategies to ensure that your services and data are securely and efficiently transferred. Key activities: Data transfer: Migrating large datasets between AWS and Azure can be complicated, especially when moving data from S3 to Azure Blob Storage. The process involves using tools like AzCopy, Azure Data Box, or Azure Storage Migration Service, but data consistency and transfer speed can be issues, especially for large volumes of data or applications with stringent uptime requirements. Compute migration: Moving applications that run on AWS EC2 instances to Azure Virtual Machines (VMs) requires consideration of VM sizes, underlying OS support, and the region-specific availability of services. In some cases, you may encounter differences in the types of VMs available on Azure compared to AWS, which could lead to performance adjustments. Using Microsoft & third-party tools: Azure provides Azure Migrate and Azure Site Recovery, while third-party tools like CloudEndure can offer continuous replication of data for minimal downtime. These tools are essential for minimizing the risk of downtime and maintaining data integrity during migration. Pricing Set-up: Additionally, during the replication/migration phase, it’s important to set up your pricing plans in Azure Marketplace. You can use Partner Center to configure and manage your pricing structure, ensuring it aligns with the new environment and meets your customers' needs. This step is crucial for ensuring a seamless transition and continued revenue generation throughout the process. Testing and cutover phase: Ensuring seamless transition Once your application is replicated or migrated to Azure Marketplace, you must validate its functionality, performance, and security during the testing and cutover Phase. Key activities: Functionality and performance testing: After replication/migration, conduct smoke tests to validate core functions like user authentication, network connectivity, and data integrity. Use Azure’s Application Insights and Azure Monitor to track post-migration performance. Addressing latency and performance issues: Differences in infrastructure between AWS and Azure, such as service provisioning and region-specific features, may cause latency or performance issues. It's crucial to conduct load testing and optimize Azure services to meet operational requirements. Security audits: Post-replication/migration, review your Azure security settings to ensure they align with your framework. Azure offers tools like Azure Security Center and flexible IAM approaches, making it easy to validate and adjust security for a smooth transition and continued protection. Post-replication/migration optimization and support The final step after completing the replication or migration involves optimizing and supporting the application on Azure. This is an ongoing process that requires monitoring, scaling, and addressing any issues that arise in the Azure environment. Key activities: Monitoring: Azure offers tools like Azure Monitor and Azure Application Insights to help you keep track of your app’s performance. While similar to AWS CloudWatch, these tools are configured differently and may require adaptation to your monitoring setup. Cost management: With different pricing models, monitor your Azure usage post-migration in Azure Portal to stay within budget and adjust resources as needed. Partner Center offers anomaly detection to monitor your customers’ usage and ensure they are not overbilled. User support and documentation: Offer customer support to address any issues users face with the new Azure environment, and provide documentation tailored to Azure’s services and infrastructure. Key resources: ISV Development Toolkit: Get cloud-ready reference code to replicate from AWS to Azure AWS to Azure - Service Mapping Azure Well-Architected Framework Get over $126K USD in benefits and technical consultations to help you replicate and publish your app with ISV Success. Conclusion Replication or migrating from AWS Marketplace to Azure Marketplace is an exciting opportunity for growth. With careful planning, execution, and support, ISVs can navigate differences in architecture, services, and operations between AWS and Azure. By embracing the discovery, design, replication/migration, and testing phases with clear strategies and informed decisions, ISVs ensure a smooth transition, unlocking Azure's full potential and expanding their reach on a globally recognized platform.Expanding the multicloud advantage: Picking the right Azure regions for AWS developers
This post is part of a series on replicating apps from AWS to Azure. View all posts in this series. As a software development company, expanding or replicating your Marketplace offer from AWS to Microsoft Azure, one of the most foundational steps is selecting the right Azure region. While AWS and Azure both offer extensive global infrastructure, the architecture, service availability, and underlying design philosophies differ. For software companies aiming to deliver consistent performance, scale globally, and meet operational expectations, understanding how Azure regions work—and how they compare to AWS—is essential. Choosing the right Azure region is a critical step in successfully replicating your AWS-based app. Understanding how Azure regions differ from AWS—across availability, service coverage, and compliance—can help you make smarter decisions that improve performance, reduce latency, and meet customer expectations. This article will guide you through key regional considerations to help you plan your multicloud expansion with confidence. You can also join ISV Success to get access to over $126K USD in cloud credits, AI services, developer tools, and 1:1 technical consults to help you replicate your app and publish to Azure Marketplace. To replicate your app faster get cloud-ready reference code to replicate AWS apps to Azure. This guide breaks down everything software development companies need to know to make informed region decisions based on your business and operational requirements like availability, reliability, resiliency, performance, security, compliance, and cost. Key factors for region selection 1. Understanding the Region and Availability Zone Models Before you map your AWS architecture to Azure, it's important to understand how the two platforms structure their global infrastructure. Both AWS and Azure use regions and Availability Zones (AZs) to deliver high availability and resilience. AWS regions typically include 3–6 AZs—physically separated data centers that support fault-tolerant architectures. Azure also offers multiple AZs in supported regions (usually three or more) and introduces a unique concept: region pairs—predefined, geographically aligned region combinations designed for disaster recovery and sequential update rollout. While not all Azure regions currently include AZs, Azure’s expansive global footprint—more regions than any other cloud provider—gives software companies exceptional flexibility to deploy close to customers, meet data residency requirements, and scale with confidence. As you plan your region strategy, it’s also essential to consider Azure's broad geographic coverage. Azure offers an extensive and diverse network of regions, including emerging markets, such as South Africa, the Middle East, and parts of Eastern Europe. This expanded reach can help software companies unlock new opportunities in underserved markets. Expanded Market Access: Azure's unique regional presence enables software companies to serve new customer segments and comply with local data regulations. Geographic Flexibility: With over 60 regions worldwide, you can design a global presence tailored to your users' needs. Just be sure to check the Azure Products by Region to confirm that your required services are available in each region you’re considering. 2. Availability Zones and high availability Software companies coming from AWS are accustomed to architecting for resiliency using multi-AZ deployments, which distribute workloads across isolated data centers within a region to avoid a single point of failure. Azure supports a similar model—but with important considerations. Check AZ Support: about half of Azure regions support availability zones. You can verify this on Microsoft’s Azure region availability page. Region Pairs: If your target region doesn’t support AZs, leverage region pairs to implement cross-region redundancy. Example: If you’re used to deploying across us-west-1 and us-west-2 in AWS for failover, you might consider Azure’s West US and West Central US, which are region pairs designed for this purpose. 3. Service availability by region Azure continuously expands its global reach, with advanced and preview services becoming available in select regions first-providing early access and ensuring a phased, reliable rollout across location. Verify service coverage: Use the Azure Products by Region tool to ensure your required services—like Azure Container Apps, Cosmos DB, or Azure OpenAI—are supported in your target region. Verify SKU coverage: When deploying services such as AKS (Azure Kubernetes Service), it’s vital to confirm not only the availability of the service in your chosen region but also the support for the specific VM SKU required for the AKS node pool. When planning your Azure deployment, it’s crucial not only to verify the availability of core services in your chosen region but also to ensure that all required features, SKUs, and dependent services—such as networking, identity, storage, and monitoring—are supported. This comprehensive approach prevents unexpected issues during provisioning and guarantees the full operational functionality of your solution. 4. Disaster recovery and resilience Azure offers parallel capabilities to cross-region replication available in AWS but implements differently. Region Pairs: Azure automatically geo-replicates platform services like Azure Storage and Azure SQL between paired regions. Manual Replication: Use Azure Site Recovery for infrastructure-level disaster recovery between any two regions. Zonal and Regional Redundancy: Zonal and regional redundancy are available to meet your fault tolerance requirements—Zonal redundancy enables automatic failover across zones for services with multi AZ enabled in a single region, protecting against localized datacenter failures while maintaining low-latency access. Regional resiliency provides resiliency against full region outage by replicating services across geographically separate region—ideal for disaster recovery scenarios. Multi-AZ failover protects against localized datacenter issues within a region, offering high availability with low latency. Multi-region failover safeguards against full region outages by replicating services across geographically separate Azure regions. 5. Network latency and performance optimization Latency isn't just about user experience—it's also critical for communication between services and data centers. Optimizing network design ensures your applications perform reliably under real-world conditions. Virtual Network Peering: Azure's VNet peering (similar to AWS VPC Peering) enables private, low-latency communication between virtual networks, both within a region and across regions, without traffic traversing the public internet. Azure ExpressRoute: For scenarios requiring consistent, ultra-low latency between on-premises infrastructure and Azure, ExpressRoute provides a dedicated private connection. This is Azure’s counterpart to AWS Direct Connect. Private Endpoint: Allow access to Azure services via Private Link, over a private IP within your VNet—bypassing the public internet. This reduces exposure to internet congestion and can improve network latency, while also enhancing security. Content Delivery: To speed up access to static assets and media globally, Azure CDN offers a solution comparable to AWS CloudFront, using distributed edge locations to reduce load times. For latency testing, use Azure Speed Test or Network Performance Monitor to evaluate performance across Azure regions. This is similar to how AWS professionals might use CloudWatch or the AWS Network Performance Dashboard to test latency and identify the best-performing regions for their user base. Additional tools are available like Network Watcher and Flow Logs. Latency is critical for real-time applications (e.g., video conferencing, online gaming), financial services and IoT and edge computing solutions. It’s less critical with batch processing, archival and backup storage and internal business applications and admin system. 6. Compliance and data residency Now let’s talk about compliance—something every software company must consider, even if it’s not their primary driver. Azure provides robust options for regulated industries: Examples of Sovereign Clouds: Azure Government: for U.S. federal and state agencies Azure China: operated independently by 21Vianet Azure Germany: for data residency and sovereignty in the EU Azure Australia: supports public sector and regulated industries with regional compliance and data residency Compliance Certifications: Azure supports over 100 compliance offerings, including GDPR, HIPAA, FedRAMP, ISO 27001, and more. Best Practices: Match your AWS GovCloud or other regulated deployment to a comparable Azure region (e.g., Azure Government). Confirm that your selected region supports required certifications by referencing Microsoft’s Compliance Documentation. 7. Cost differences by region Azure pricing varies by region, just like with AWS. Factors include local energy costs, demand, and capacity. Here is a high-level overview of how cost may vary by region Pricing - Bandwidth | Microsoft Azure Azure Pricing Calculator: Use it to compare compute, storage, and bandwidth pricing between regions. TCO Analysis: A slightly more expensive region may be worth the cost if it offers better performance, compliance, or redundancy options. 8. Planning for future growth Your choice of region affects more than just your launch—it sets the stage for growth. Scalability: Choose regions with broad service availability and sufficient capacity. Azure region capacity isn't infinite—some regions may experience temporary resource constraints for specific VM sizes or services due to high demand. Selecting a region with strong infrastructure investment and consistent capacity growth helps ensure your workloads can scale reliably over time. Expansion Strategy: Plan for multi-region deployments as your user base grows. Example of Mapping AWS Regions to Azure: Common Alignments AWS Region Closest Azure Region US East (N. Virginia) East US US West (N. California) West US Europe (Ireland) West Europe Asia Pacific (Singapore) Southeast Asia Asia Pacific (Tokyo) Japan East Here is the list of comprehensive Azure Regions. 9. Key Resources Azure Regions Azure Products by Region Microsoft Azure Migration Hub | Microsoft Learn Publishing to commercial marketplace documentation Pricing Calculator | Microsoft Azure Get over $126K USD in benefits and technical consultations to help you replicate and publish your app with ISV Success Maximize your momentum with step-by-step guidance to publish and grow your app with App Advisor Accelerate your development with cloud ready deployable code through the Quick-start Development ToolkitReplicate your apps to Azure: A multicloud advantage for ISVs
Are you limiting your app’s potential by focusing on a single cloud marketplace? As businesses demand more flexible and scalable solutions, independent software vendors (ISVs) are increasingly turning to multicloud strategies to expand their reach and stay competitive. Microsoft Azure offers a compelling case for growth, combining enterprise-scale infrastructure and security with a commercial marketplace that connects you with millions of customers around the world. With comprehensive multicloud support and technical resources designed to simplify the transition, Azure makes it easy for ISVs to scale their businesses and tap into new revenue streams. Let’s explore why Azure stands out as a strategic multicloud choice for ISVs. The growing importance of a multicloud strategy ISVs are under more pressure than ever to increase their market presence and grow their revenue. As a result, fewer ISVs are relying on a single cloud provider to meet their goals. By replicating your apps to platforms like Azure, you open new market opportunities, boost visibility, and better position your business for long-term success. Reaching new markets by building on Azure Different cloud platforms attract different types of businesses and industries. By bringing your app to Azure, you can access a global customer base that’s already familiar with Microsoft tools. For instance, many large enterprises rely on technologies like Azure and Dynamics 365, so building on Azure can help you connect with established businesses embedded in the Microsoft ecosystem. What’s more, expanding to multiple clouds doesn’t just grow your audience—it improves your credibility, showing customers that your solution is widely available and reliable. The Microsoft commercial marketplace: A growth engine for ISVs Each cloud marketplace has its own strengths, and the Microsoft commercial marketplace offers a powerful way for ISVs to scale to new customers. By publishing your app here, you get: A partner-focused business platform. Sell directly to Microsoft customers, collaborate with Microsoft partners, and expand your enterprise sales. Access to pre-committed cloud budgets. Stand out to the 85% of Microsoft customers with cloud consumption commitments who buy through the marketplace. Promotional opportunities. Microsoft highlights ISV solutions through case studies, events, and featured listings. You can also tap into Marketplace Rewards to maximize your app’s visibility with exclusive marketing and sales benefits, as well as earn Azure sponsorship to help close deals. Built-in Microsoft ecosystem compatibility. Seamless connection with tools like Microsoft 365 and Teams. Publishing your app to multiple marketplaces also means flexibility for your customers. Azure simplifies access for customers who may prefer one cloud over another for compliance or contractual reasons. A multicloud approach ensures your app meets customers where they’re most comfortable, removing barriers to adoption. Technical and performance benefits of Azure The robust infrastructure and scalable architecture of Azure make it an ideal choice for ISVs looking to replicate apps. Here are a few reasons to consider Azure: Unmatched scalability. Whether you’re handling small workloads or massive spikes in traffic, Azure scales with you effortlessly. Deep interoperability. Azure connects with the entire Microsoft ecosystem, including AI and machine learning services, to improve your app’s functionality. High availability. Global data centers help ensure your app stays online even during maintenance or outages. Beyond performance, ISVs also need a cloud provider that balances cost-efficiency and security. Here’s how Azure delivers on both. How Azure keeps costs manageable and data secure For most ISVs, cost and security are always top of mind. Azure has a scalable pricing model that ensures you only pay for what you use, while its enterprise-grade security exceeds industry standards. With features like data encryption, advanced threat detection, and global compliance certifications, Azure safeguards your app and customer data. Now, let’s look at some ways to reduce the complexity of replication. Resources to support your transition Azure is built with multicloud strategies in mind, making it easier to transition without friction. Microsoft provides extensive documentation, resources, and support teams specifically created to help ISVs replicate their apps successfully. We can help support your transition through: Step-by-step tutorials. Detailed guides walk you through every stage of replication. Quick-start ISV development resources. Self-serve resource collections help accelerate your build cycle by providing cloud-ready deployable code for several AWS to Azure development scenarios. ISV Success. Personalized technical support, a free developer sandbox, access to developer tools, best practices, and dedicated migration guidance to simplify app replication. Community and partner ecosystem. Certified partners, forums, and events facilitate knowledge and strategy sharing. Cross-cloud compatibility. Azure works with tools and platforms from other providers, giving your app the flexibility to operate seamlessly across environments. Multicloud cost-management tools. With Azure, you can monitor and optimize costs across various clouds for smarter budgeting decisions. Take your app further with Azure and ISV Success Replicating your app to Azure opens new opportunities for growth and customer engagement. You get access to enterprise organizations through the Microsoft commercial marketplace, and ISV Success provides hands-on replication and migration support as well as other benefits to help you get to market faster. Don’t limit your app’s potential. A multicloud approach can help you scale and future-proof your app in an increasingly diversified cloud market. Visit the ISV Hub to explore resources and start building a stronger multicloud strategy today.Maximizing the multicloud advantage — Publishing and selling through the Microsoft marketplace
This post is part of a series on replicating apps from AWS to Azure. View all posts in this series. For AWS-based software companies aiming to broaden their footprint, the marketplace offers a strategic path forward. By publishing your solution, you gain visibility across Microsoft’s digital storefronts—Azure Marketplace and Microsoft AppSource—as well as in-product experiences like the Azure Portal. This presence enables 24/7 global selling and simplifies procurement for enterprise customers, especially those with Azure Consumption Commitments who are motivated to buy Azure-based solutions through the marketplace. Publishing in Azure reduces friction when selling to Azure-centric enterprises, enables consistent branding and offer management across clouds, and allows you to leverage both ecosystems without duplicating engineering investments. You can also join ISV Success to get access to over $126K USD in cloud credits, AI services, developer tools, and 1:1 technical consults to help you replicate your app and publish to the marketplace. To replicate your app faster get cloud-ready reference code to replicate AWS apps to Azure. 1. Introduction Unlock new growth opportunities by tapping into the marketplace and reach enterprise buyers more effectively. Whether you're migrating from AWS or building natively on Azure, the marketplace enables you to expand into new geographies, co-sell with Microsoft’s extensive salesforce, and simplify procurement for customers with pre-committed Azure spend. In this guide, we’ll walk you through the key steps to publishing and selling successfully—from selecting the right offer type to optimizing billing, pricing, and co-sell incentives. Through the marketplace, your business can: Sell to millions of monthly shoppers: Sell 24/7 across 141+ geographies, 17 currencies, and 50+ value-added tax IDs, Maximize your sales reach: Sell directly on marketplace storefronts and in-product experiences used by 95% of Fortune 500 companies. Access pre-committed cloud budgets: Stand out to the more than 85% of Microsoft customers with pre-committed Azure spend using the marketplace. Co-sell with 35,000 Microsoft sellers: Sell even more with collaborative sales through the marketplace, Expand to new markets with recurring revenue: Scale through 500,000 Microsoft partners, who can sell on your behalf or sell jointly to customers. This article walks you through the essentials of publishing and selling through the marketplace, including offer types, billing and pricing models, tools, incentives, and financial programs that can accelerate your success. 2. Selecting the right marketplace offer type When publishing to the marketplace, choosing the right offer type is key. Each type supports different ways customers use and deploy your solution. Common Offer Types and What They’re Best For Software as a Service (SaaS) Best for apps deployed on your Azure infrastructure that customers access through subscriptions. For customers who want a turnkey ready-to-use, hosted solution with minimal set-up. Azure Virtual Machine (VM) Best for software that runs on a pre-configured virtual machine. Similar to Amazon Machine Image (AMI) offers. For customers who want full control over a virtual machine running your software. Azure Container Ideal for containerized apps that customers deploy and run themselves like Amazon Elastic Container Service (ECS) or Elastic Kubernetes Service (EKS). For customers who want to run your app in their own container environment. Azure Application Used to deploy multiple Azure resources like VMs, storage, or networking. This is ideal for customers who want packaged deployments that automate setup in the customer’s environment. Azure also supports other offer types. See the full list at App Advisor – Offer Types. 3. How marketplace billing and pricing work A key advantage of publishing through the marketplace is the seamless integration with Azure’s billing system, which simplifies procurement for customers and streamlines revenue collection for software development companies. Integrated Azure billing When customers purchase through the marketplace, charges are seamlessly applied to their existing Azure account, eliminating separate invoicing and procurement workflows. Purchases can count toward Azure Consumption Commitment, enhancing appeal for enterprise buyers, while customers benefit from consolidated billing and simplified expense tracking. Publisher earnings Microsoft manages billing and collection. After deducting a standard transaction fee, earnings are disbursed on a regular schedule—reducing overhead and ensuring predictable cash flow. Pricing models The marketplace supports a variety of pricing models to align with your business model and customer expectations: Flat-rate: A fixed monthly or annual fee for access to your solution. Per user pricing: Charges based on the number of users accessing the solution. Usage-based (metered): Charges based on actual usage metrics (e.g., API calls, compute hours). After choosing your pricing model, you can configure multiple tiered plans (SKUs) for different service levels or feature sets at varying price. Renewing a private offer with an existing paid customer—whether the original deal was through the marketplace or not— reduces your transaction fee by 50% for the entire renewal term. How to grow sales with negotiated deals For many enterprise customers, closing deals means negotiating pricing and terms. Most co-sell deals also happen through negotiated terms. If co-selling with Microsoft sellers is a path you want to pursue, make sure you learn about these options. Private offers: Depending on the plan you have selected, you can create personalized pricing and terms for specific customers that are only visible to them. Offers can include custom billing schedules, discounts, and contract durations. Multiparty private offers: If you sell through channel partners or need to for a specific deal, then you can use multiparty private offers (MPO) to offer negotiated terms and pricing. MPO is currently available in the United States, United Kingdom and Canada, with support for more geographies coming soon. The Private Offers API allows you to programmatically create and manage custom deals with enterprise customers. These capabilities allow you to maintain pricing flexibility while benefiting from the streamlined procurement and billing experience of the marketplace. Learn more on your options for negotiated deals through marketplace. Transactable professional services In addition to software, you can also list professional services (e.g., onboarding, training, consulting) as transactable items. This allows customers to purchase both your product and value-added services through a single, unified channel—further increasing your Azure Consumption Commitment alignment and revenue potential. These offers are currently not discoverable via storefront search and must be shared via direct link with customers. Transactable services are supported in select markets and must follow specific publishing guidelines. Learn more about selling transactable professional services. 4.Tools to help publish your marketplace offer Microsoft provides a rich set of tools and resources to help ISVs confidently publish, manage, and grow their offers in the marketplace. These assets can streamline your journey and maximize your impact. Joining as a partner to create and publish your marketplace offer To publish and manage your marketplace apps, sign up for the Microsoft AI Cloud Partner Program and set up your Partner Center account. Partner Center is where you configure offers, manage referrals and claim incentives. The best way for software companies to sign up is to join ISV Success, which offers over $126K USD in benefits, including Microsoft products, Azure cloud credits, and technical consultations. See the benefits. You can also enroll as a partner through Partner Center without joining ISV Success. Once your account is set up, assign roles to your team for tasks like publishing, marketing, and managing referrals. This helps streamline the marketplace process. Learn about marketplace-specific roles needed to publish and manage apps, payout and tax settings, and access marketplace insights Step-by-step guidance through App Advisor App Advisor provides curated step-by-step guidance—through replicating your app, publishing it to marketplace, and growing your sales—helping you make informed decisions at every stage. Reference code on transactable webhooks For SaaS publishers, implementing transactable webhooks is essential for provisioning, metering, and managing customer subscriptions. Microsoft offers reference implementations like the SaaS Accelerator, which simplifies webhook integration and accelerates time to market. The Mastering the Marketplace GitHub repo also provides hands-on code samples and walkthroughs to help you build production-ready integrations. You can review Mastering the SaaS Accelerator - Mastering the Marketplace. Marketplace documentation and offer creation guides Microsoft maintains detailed documentation to guide you through the publishing process ensuring your offer is compliant, discoverable and optimized. The marketplace documentation hub organizes all the marketplace documentation for app publishers. The Publishing Guide by Offer Type provides technical and business requirements for each offer type (SaaS, VM, Container, etc.). The marketplace offer listings best practices helps you craft compelling branding and go-to-market strategies. Engaging with Microsoft to go-to-market Microsoft offers multiple programs, incentives, and offerings to help you amplify your reach, earn by selling through marketplace, and differentiate in marketplace: Marketplace Rewards unlock benefits like listing optimization, up to $400K USD in Azure cloud credits, go-to-market support, and co-sell readiness. Transact & Grow financial incentive can pay you up to $20K USD to sell through marketplace. Solutions Partner with certified software designations help you stand out in the marketplace, differentiate with Microsoft sellers, and grants you marketing and sales benefits. Accelerating visibility, credibility, and access Publishing through the Azure gives you access to Microsoft’s extensive sales ecosystem, including: Tip: Enable a free trial period for your paid marketplace plans to get the most customer engagement in marketplace. Microsoft field sellers: who can co-sell your solution to their accounts. Partner Center insights: that help you track performance and optimize your listing. Marketplace rewards tiers: that unlock additional benefits as your offer gains traction. Visit this link to learn more about additional benefits: Transacting on the marketplace - Marketplace publisher | Microsoft Learn 5. Qualifying for Azure IP Co-sell to incentivize Microsoft sellers and help customers with commitments Software companies can leverage Azure IP Co-sell (AZIPCS) to enhance enterprise reach, seller engagement, and deal velocity via the marketplace. Offers that achieve Azure IP co-sell eligibility gain these marketplace benefits: Marked as Azure benefit eligible for eligible customers in the marketplace and Azure Portal. Sales of your offer through the marketplace contribute toward customers' pre-committed cloud budget otherwise known as Azure consumption commitment (MACC). This helps software companies align with enterprise procurement strategies and unlock larger opportunities. Microsoft sellers are highly interested in marketplace offers that can help customers meet their Azure consumption commitment. Co-sell deals are roughly 30% higher than non-co-sell deals Co-sell deals tend to close 2x faster, compared average across all Microsoft-managed customers Requirements for Azure IP co-sell eligible offers To qualify: Your marketplace offer must be configured to transact through the marketplace and have at least one non-$0 pricing plan. You need to create a co-sell solution for your offer You must reach a company-level revenue threshold over the trailing twelve-month (TTM) period of either $100K USD of marketplace billed sales (MBS) OR Azure Consumed Revenue (ACR). Learn how to make the most of co-sell. Key resources: Microsoft Azure Migration Hub | Microsoft Learn Publishing to commercial marketplace documentation Get over $126K USD in benefits and technical consultations to help you replicate and publish your app with ISV Success Maximize your momentum with step-by-step guidance to publish and grow your app with App Advisor Accelerate your development with cloud ready deployable code through the Quick-start Development Toolkit Earn exclusive benefits for your software company business with Marketplace Rewards. Private offers overview - Marketplace customer documentation | Microsoft Learn Marketplace FAQs – Microsoft Tech CommunityAccelerating the multi-cloud advantage: Storage migration paths into Azure storage
Broaden your customer base and enhance your app’s exposure by bringing your AWS-based solution to Azure and listing it on Microsoft Marketplace. This guide will walk you through how Azure storage services compare to those on AWS—spotlighting important differences in architecture, scalability, and feature sets—so you can make confident choices when replicating your app’s storage layer to Azure. This post is part of a series on replicating apps from AWS to Azure. View all posts in this series For software development companies looking to expand or replicate their marketplace offerings from AWS to Microsoft Azure, one of the most critical steps is selecting the right Azure storage services. While both AWS and Azure provide robust cloud storage options, their architecture, service availability, and design approaches vary. To deliver reliable performance, scale globally, and meet operational requirements, it’s essential to understand how Azure storage works—and how it compares to AWS—before you replicate your app. AWS to Azure storage mapping When replicating your app from AWS to Azure, start by mapping your existing storage services to the closest Azure equivalents. Both clouds offer robust object, file, and block storage, but they differ in architecture, features, and integration points. Choosing the right Azure service helps keep your app performant, secure, and manageable—and aligns with Microsoft Marketplace requirements for an Azure‑native deployment. AWS Service Azure Equivalent Recommended use cases & key differences Amazon S3 Azure Blob Storage (enable ADLS Gen2 for hierarchical namespace + POSIX ACLs) Object storage with strong consistency and tiering (Hot/Cool/Archive). Blob is part of an Azure Storage account; ADLS Gen2 unlocks data‑lake/analytics features. Amazon EFS Azure Files (SMB/NFS) General‑purpose shared file systems and lift‑and‑shift app shares. Azure Files supports full-featured SMB and fully POSIX compatible NFS shared filesystems on Linux. Amazon FSx for Windows File Server Azure Files (SMB) Windows workloads that need full NTFS semantics, ACLs, and directory integration. Use Premium for low‑latency shares. Amazon FSx for NetApp ONTAP Azure NetApp Files Enterprise file storage with predictable throughput/latency, multiprotocol (SMB/NFS), and advanced data management. Amazon EBS Azure Managed Disks (Premium SSD v2 or Ultra Disk for top performance) Low‑latency block storage for VMs/DBs with provisioned IOPS/MBps; choose Premium SSD v2/Ultra for tighter SLOs. Local NVMe on EKS Azure Container Storage Extreme performance for Kubernetes workloads with a familiar cloud-native developer experience Many EBS volumes (fleet scale) Azure Elastic SAN (VMs & AKS only) Pooled, large‑scale block for Azure VMs via iSCSI or AKS via Azure Container Storage; simplifies fleet provisioning and management. Tip: Some AWS services map to multiple Azure options. For example, EFS → Azure Files for straightforward SMB/NFS shares, or → Azure NetApp Files when you need stricter latency SLOs and multiprotocol at scale. Match your use case After mapping AWS services to Azure equivalents, the next step is selecting the right service for your workload. Start by considering the access pattern, object, file, or block, and then factor in performance, protocol, and scale. Object storage & analytics: Use Azure Blob Storage for unstructured data like images, logs, and backups. If you need hierarchical namespace and POSIX ACLs, enable Azure Data Lake Storage Gen2 on top of Blob. General file sharing / SMB apps: Choose Azure Files (SMB) for lift‑and‑shift scenarios and Windows workloads. Integrate with Entra ID for NTFS ACL parity, and select the Premium tier for low‑latency performance. NFS or multiprotocol file workloads: Start with Azure Files (NFS) for basic needs, or move to Azure NetApp Files for predictable throughput, multiprotocol support, and enterprise‑grade SLAs. High‑performance POSIX workloads: For HPC or analytics pipelines requiring massive throughput, use Azure Managed Lustre. Persistent storage for containers: Azure’s CSI drivers brings Kubernetes support for most Azure disk, files, and blob offerings. Azure Container Storage brings Kubernetes support for unique disk backends that are unsupported by the Azure Disks CSI driver, such as local NVMe. Block storage for VMs and databases: Use Azure Managed Disks for most scenarios, with Premium SSD v2 or Ultra Disk for provisioned IOPS and sub‑millisecond latency. For large fleets or shared performance pools, choose Azure Elastic SAN (VMs & AKS only). Quick tip: Start simple—Blob for object, Azure Files for SMB and NFS, Managed Disks for block—and scale up to NetApp Files, Elastic SAN, or Managed Lustre when performance or compliance demands it. Factor in security and compliance Encryption: Confirm default encryption meets your compliance requirements; enable customer‑managed keys (CMK) if needed. Access control: Apply Azure RBAC for role‑based permissions and ACLs for granular control at the container or file share level. Network isolation: Use Private Endpoints to keep traffic off the public internet and connect storage to your VNet. Identity integration: Prefer Managed Identities or SAS tokens over account keys for secure access. Compliance checks: Verify your chosen service meets certifications like GDPR, HIPAA, or industry‑specific standards. Optimize for cost Tiering: Use Hot, Cool, and Archive tiers in Blob Storage based on access frequency; apply Premium tiers only where low latency is critical. Lifecycle management: Automate data movement and deletion with lifecycle policies to avoid paying for stale data. Reserved capacity: Commit to 1–3 years of capacity for predictable workloads to unlock discounts. Right‑sizing: Choose the smallest disk, volume, or file share that meets your needs; scale up only when required. Monitoring: Set up cost alerts and review usage regularly to catch anomalies early; use Azure Cost Management for insights. Avoid hidden costs: Co‑locate compute and storage to prevent cross‑region egress charges. Data migration from AWS to Azure Migrating your data from AWS to Azure is a key step in replicating your app’s storage layer for Marketplace. The goal is a one‑time transfer—after migration, your app runs fully on Azure. Azure Storage Mover: A managed service that automates and orchestrates large‑scale data transfers from AWS S3, EFS, or on‑premises sources to Azure Blob Storage, Azure Files, or Azure NetApp Files. Ideal for bulk migrations with minimal downtime. AzCopy: A command‑line tool for fast, reliable copying of data from AWS S3 to Azure Blob Storage. Great for smaller datasets or scripted migrations. Azure Data Factory: Built‑in connectors to move data from AWS storage services to Azure, with options for scheduling and transformation. Azure Data Box: For very large datasets, provides a physical device to securely transfer data from AWS to Azure offline. Final readiness before marketplace listing Validate performance under load: Benchmark with real data and confirm your chosen SKUs deliver the IOPS and latency your app needs. Lock down security: Ensure RBAC roles are applied correctly, Private Endpoints are in place, and encryption meets compliance requirements. Control costs: Verify lifecycle policies, reserved capacity, and cost alerts are active to prevent surprises. Enable monitoring: Set up dashboards and alerts for throughput, latency, and capacity so you can catch issues before customers do. Key Resources SaaS Workloads - Microsoft Azure Well-Architected Framework | Microsoft Learn Metered billing for SaaS offers in Partner Center Create plans for a SaaS offer in Microsoft Marketplace Get over $126K USD in benefits and technical consultations to help you replicate and publish your app with ISV Success Maximize your momentum with step-by-step guidance to publish and grow your app with App AdvisorSharePoint Embedded security features: A comprehensive Q&A guide
🔐 Authentication & identity management Q: How does SharePoint Embedded integrate with Microsoft Entra ID? A: SharePoint Embedded requires all users to authenticate through Microsoft Entra ID Single sign-on (SSO): Seamless authentication across Microsoft 365 services Multi-factor authentication (MFA): Configurable per-organization security policies Guest access: Secure B2B collaboration using Entra ID B2B guest accounts Key requirement: All users accessing SharePoint Embedded containers must exist as either: Member users in your Entra ID tenant Guest users invited through Entra ID B2B collaboration Q: What's the difference between delegated and application permissions? A: Understanding these permission models is critical for security and auditability: Delegated permissions (recommended): Application acts on behalf of an authenticated user User context preserved in audit logs Users must authenticate before accessing containers Enables file search capabilities within containers Use case: Interactive applications where user identity matters Application-only permissions (restricted Use): Application acts without user context No user tracking in audit logs (shows as application) Search capabilities are limited Use case: Background jobs, system integrations, automated processes Best practice: Use delegated permissions whenever possible to maintain proper audit trails and security accountability. Q: How do we secure service principals and application secrets? A: SharePoint Embedded supports multiple secure authentication methods: Managed identities (Most Secure): No secrets or certificates to manage Identity tied to Azure resources Cannot be used outside your Azure environment Eliminates credential exposure risk Certificate-based authentication: More secure than client secrets Longer validity periods Can be stored in Azure Key Vault Client secrets (use with caution): Store in Azure Key Vault, never in code or config files Enable automatic rotation (recommended: 90-day rotation) Configure expiration alerts Security hardening: Apply Conditional Access policies to service principals Restrict to corporate IP ranges using Named Locations Implement Privileged Identity Management (PIM) for credential access Enable Azure Policy to enforce certificate-based authentication Domain limitations if applicable 🛡️ Container-level security features Q: What security controls are available at the container level? A: SharePoint Embedded provides granular security controls for each container: Sensitivity labels: Enforce encryption and access policies Automatically applied to all content in container Integrated with Microsoft Purview Information Protection Block download policy: View-only access for high-sensitivity content Prevents data exfiltration Supports watermarking in Office web apps Container permissions: Four permission levels available: Owners: Full control including container deletion Managers: Manage content and permissions (cannot delete container) Writers: Add, update, and delete content Readers: View-only access Q: How does SharePoint Embedded handle external user collaboration? A: SharePoint Embedded supports secure external collaboration through multiple mechanisms: Authentication options: Entra ID guest users: External users invited as B2B guests Email-based sharing: Send secure access links with expiration Anonymous links: View-only or edit links without authentication (configurable) Security controls: Container-level sharing policies may supersede tenant default settings; however, they do not impact other configurations within the tenant. Link expiration dates and access revocation Audit trail for all external user activities Integration with Data Loss Prevention (DLP) policies Sharing configuration best practices: Enable guest sharing only for required applications Require email verification for sensitive content Monitor external access through Microsoft Purview audit logs Real-world scenarios: Legal firms: Share case documents with external counsel using time-limited guest access Construction projects: Collaborate with subcontractors while maintaining security boundaries Financial services: Enable secure document exchange with clients using DLP policies 📋 Compliance & data governance Q: What Microsoft Purview features are supported? A: SharePoint Embedded integrates with the full Microsoft Purview compliance suite: Audit logging: All user and admin operations captured in unified audit log Enhanced with ContainerTypeId for filtering Search and export capabilities through Microsoft Purview Retention up to 10 years (with E5 license) eDiscovery: Search across all SharePoint Embedded containers Place legal holds on container content Review content to determine if it should be tagged and included in the case Export content for litigation or investigation Data lifecycle management (DLM): Apply retention policies to containers Automatic deletion after retention period Hold policies for litigation or investigation Label-based retention rules Implementation: Retention policies apply to "All Sites" automatically to include SPE containers Selective enforcement using container URLs Graph API for programmatic label application Data loss prevention (DLP): Identify and protect sensitive information Prevent external sharing of classified content Policy tips and user notifications Automatic encryption and access restrictions DLP policy enforcement: Real-time scanning of uploaded content Block external sharing based on content type Business justification workflows (app-dependent) Integration with sensitivity labels Q: How are DLP policies enforced in SharePoint Embedded? A: DLP works similarly to SharePoint Online with some considerations: Supported scenarios: Automatic detection of sensitive information (PII, financial data, etc.) Policy enforcement on upload, download, and sharing Alert generation for policy violations Integration with Microsoft Purview compliance center Application responsibilities: Since SharePoint Embedded has no built-in UI, applications must: Display policy tips to users when DLP flags content Handle business justification workflows for policy overrides Implement sharing restrictions when DLP blocks external access Use Graph APIs to retrieve DLP policy status Best practice: Test DLP policies on pilot containers before organization-wide deployment. 🔒 Advanced security scenarios Q: How do we implement least-privilege access for SharePoint Embedded? A: Follow these principles for robust security architecture: Q: What are common security misconfigurations to avoid? A: Learn from real customer experiences: ❌ Common Mistake 1: Assigning application permissions to user activities Problem: No audit trail, all actions appear as "application" Solution: Use delegated permissions for interactive scenarios ❌ Common Mistake 2: Storing secrets in application code Problem: Credential exposure in version control Solution: Use Azure Key Vault with managed identities ❌ Common Mistake 3: Ignoring conditional access configuration Problem: Service principals accessible from any network Solution: Configure named locations and conditional access policies ❌ Common Mistake 4: Not testing admin consent flow Problem: Consuming tenant onboarding failures Solution: Use admin consent URL method: https://login.microsoftonline.com/{tenant-id}/v2.0/adminconsent?client_id={client-id}&redirect_uri={redirect-uri} 🏢 Enterprise security best practices Q: What security hardening steps should we implement? A: Follow this layered security approach: Level 1: Basic hardening Access controls: [ ] Implement least privilege principles [ ] Use delegated permissions for user-facing operations [ ] Regular permission audits (quarterly) [ ] Remove unused API permissions Authentication: [ ] Enable certificate-based authentication [ ] Configure MFA for all admin accounts [ ] Implement password-less authentication where possible [ ] Use managed identities for Azure-hosted apps Network security: [ ] Configure Conditional Access policies [ ] Define trusted IP ranges (Named Locations) [ ] Block legacy authentication protocols [ ] Enable sign-in risk policies Level 2: Advanced hardening Monitoring & alerting: [ ] Enable Microsoft Defender for Cloud Apps [ ] Configure alerts for suspicious activities: Unusual download volumes Access from unexpected locations Permission changes Guest user additions [ ] Integrate audit logs with SIEM (Sentinel, Splunk) [ ] Establish baseline for normal activity Compliance: [ ] Apply sensitivity labels to containers [ ] Implement DLP policies for sensitive data [ ] Configure retention policies [ ] Regular compliance assessments Incident response: [ ] Document container emergency access procedures [ ] Define escalation paths for security incidents [ ] Test access revocation processes [ ] Maintain audit log retention for forensics Level 3: Zero trust architecture Continuous verification: [ ] Device compliance requirements [ ] Session-based access controls [ ] Real-time risk assessment [ ] Automated response to anomalies 📚 Additional resources Official documentation Security and Compliance Overview Container Permissions API Microsoft Purview DLP Conditional Access Policies Security best practices SharePoint Embedded Admin Guide Entra ID Application Security Zero Trust Security Model Have more questions or want to talk to the team, contact us: SharePointEmbedded@microsoft.com
