Okta Passes $1 Billion in Sales in AWS Marketplace

Rhea-AI Summary

Okta (NASDAQ: OKTA) has reached a significant milestone of $1 billion in aggregate sales through AWS Marketplace over the past four years. The company, which first listed its secure identity solutions on AWS Marketplace in December 2020, achieved this milestone in January 2025.

The company has announced an expanded Strategic Collaboration Agreement with AWS focusing on two key areas: Global Acceleration and AI Innovation. The global initiative includes enhanced disaster recovery, elevated scalability, and additional compliance certifications for government sectors. For AI innovation, Okta is leveraging Amazon Bedrock for its Auth0 platform and serves as an Identity Provider for Amazon Q.

AWS recognized Okta as the 2024 Global Marketplace Partner of the Year and Global Non-Profit Organization Technology Partner of the Year. The companies have developed over 25 product integrations for secure identity and authentication.

Positive

• $1B in aggregate sales achieved through AWS Marketplace
• Strategic collaboration expansion with AWS for global market reach
• Integration with Amazon Bedrock for AI capabilities
• Recognition as AWS Global Marketplace Partner of the Year 2024
• 25+ product integrations with AWS

Negative

• None.

Insights

Financial Analyst

Okta's $1 billion milestone in AWS Marketplace sales over four years represents a strategic distribution channel success that investors should note. With enterprise software sales via cloud marketplaces projected to reach $85 billion by 2028 (Canalys), Okta has established a strong position in this high-growth procurement channel.

The new Strategic Collaboration Agreement with AWS carries significant business implications beyond the headline figure. This partnership enables Okta to accelerate global market penetration with reduced sales friction, particularly valuable for international expansion. The agreement leverages AWS's extensive infrastructure for disaster recovery and compliance certifications, potentially accelerating Okta's penetration in highly regulated and government sectors without proportional infrastructure investment.

For revenue analysis, the AWS Marketplace has become a material sales channel since Okta's 2020 listing, generating thousands of transactions. The marketplace model typically improves sales efficiency metrics by leveraging AWS's customer base and simplified procurement processes that allow customers to utilize existing AWS commitments.

The AI integration aspects shouldn't be overlooked as they position Okta's identity solutions within the rapidly expanding AI security ecosystem. The integration with Amazon Bedrock for Okta's Auth0 platform and designation as an Identity Provider for Amazon Q creates differentiated offerings in the competitive identity management landscape.

Enterprise Technology Strategist

This AWS partnership expansion substantially strengthens Okta's enterprise platform strategy beyond mere sales channel dynamics. With 25+ product integrations already implemented, this relationship creates significant technical interdependencies that increase customer stickiness and expand Okta's footprint within enterprise environments.

The collaboration's focus on disaster recovery enhancements, platform scalability, and additional compliance certifications directly addresses critical enterprise requirements for mission-critical identity infrastructure. These capabilities are particularly valuable for government and regulated sectors where compliance barriers often limit adoption.

Strategically, Okta's integration with AWS's AI capabilities (including Amazon Bedrock for Auth0) positions them at the intersection of two critical enterprise priorities: identity security and AI implementation. By embedding AI capabilities into their identity platforms through Tenant Security Manager and Guide with Okta AI, the company creates technical differentiation in a maturing market.

The recognition as AWS's 2024 Global Marketplace Partner of the Year validates the strategic importance of this relationship from AWS's perspective. This partnership alignment matters significantly as enterprises increasingly consolidate their technology partnerships and procurement approaches, with cloud marketplace spending becoming a standard practice for optimizing cloud commitments and simplifying vendor management.

Independent Identity Leader Collaborates with AWS to Accelerate Global Adoption and Fuel AI Innovation

SAN FRANCISCO--(BUSINESS WIRE)-- Okta, Inc. (NASDAQ: OKTA), the leading independent Identity partner, has achieved a significant milestone of reaching $1 billion in aggregate sales over the past four years in AWS Marketplace, a digital catalog with thousands of software listings from independent software vendors that make it easy to find, test, buy, and deploy software that runs on Amazon Web Services (AWS).

"When Okta set out to redefine Identity in the cloud, we turned to AWS to build the foundation—and the results have been game-changing," said Todd McKinnon, CEO and Co-Founder of Okta. “Reaching $1 billion in AWS Marketplace sales marks a milestone in our collaboration. Together, we’re accelerating secure identity adoption worldwide."

According to Canalys, enterprise software sales via hyperscaler cloud marketplaces are projected to soar to $85 billion by 2028. Okta first listed its secure identity solutions in AWS Marketplace in December 2020 and passed $1 billion in aggregate total contract value in January 2025.

Accelerating Secure Identity Globally

Okta and AWS are also expanding their collaboration. The new Strategic Collaboration Agreement is designed to bring enhanced secure identity technology to new markets globally.

• Global Acceleration—Okta and AWS will work to accelerate the adoption of secure identity solutions globally. Initiatives will include enhanced disaster recovery in key markets, elevated scalability of identity platforms, and additional compliance certifications to better serve government and public sector entities. Additionally, the companies will educate and inform customers globally with demand-generation campaigns, event marketing, and field enablement.
• AI Innovation— Artificial intelligence (AI) is changing how Okta detects and responds to Identity threats. With Okta AI, the company embeds AI into its products to help organizations build better experiences and protect against cyberattacks. AWS is one of Okta’s key AI integrations. Okta’s Auth0 platform for customer identity uses Amazon Bedrock to power tools for developers and security teams, including Tenent Security Manager with Okta AI and Guide with Okta AI. Okta is also an Identity Provider (IDP) of choice for Amazon Q, the company’s generative AI-powered assistant for developers and businesses.

Catalyst for Growth

AWS Marketplace has emerged as a key sales channel for Okta, including:

• Okta first listed its secure identity services in AWS Marketplace in December 2020. Since then it has generated thousands of customer transactions.
• In December 2024, AWS recognized Okta as the 2024 Global Marketplace Partner of the Year and Global Non-Profit Organization Technology Partner of the Year. It was also a finalist for the North America Region Marketplace Partner of the Year.
• Okta and AWS have collaborated on over 25 product integrations to streamline secure identity and authentication. They also regularly work together on new product introductions, such as AWS AppFabric, AWS Amplify, and Amazon Security Lake.

About Okta

Okta, Inc. is The World’s Identity Company™. We secure Identity, so everyone is free to safely use any technology. Our customer and workforce solutions empower businesses and developers to use the power of Identity to drive security, efficiencies, and success — all while protecting their users, employees, and partners. Learn why the world’s leading brands trust Okta for authentication, authorization, and more at okta.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250303853376/en/

Media Contact:

Gareth Pettigrew

Director, International & Partner PR

+1 250 240-0638

gareth.pettigrew@okta.com

Source: Okta, Inc.

FAQ

How much revenue has Okta generated through AWS Marketplace since 2020?

Okta has generated $1 billion in aggregate sales through AWS Marketplace over the past four years, reaching this milestone in January 2025.

What are the key components of Okta's new Strategic Collaboration Agreement with AWS?

The agreement focuses on Global Acceleration (including disaster recovery and compliance certifications) and AI Innovation, leveraging Amazon Bedrock for Auth0 platform and serving as Identity Provider for Amazon Q.

What awards did Okta receive from AWS in 2024?

Okta was named 2024 Global Marketplace Partner of the Year and Global Non-Profit Organization Technology Partner of the Year.

How many product integrations have Okta and AWS developed together?

Okta and AWS have collaborated on over 25 product integrations for secure identity and authentication.