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AWS Data Exchange listing strategy — phased rollout

Goal: Stand Husky up on AWS Data Exchange as its first Husky-branded marketplace presence outside Eyeota. Use this channel to validate buyer demand for Husky-branded audiences, starting with the APAC catalog and expanding toward the broader catalog per CEO Q2 + Q4 decisions.

Reference decisions

  • CEO Q2 (Positioning Review 2026-04-20): AWS + Snowflake will list broader Husky-branded catalog, not just 300 APAC
  • CEO Q4: US branded coverage is on roadmap, with channel-segmentation caveat (stay off TTD/Google — see channel-segmentation.md)
  • CEO Q6: Contracts migrate to Husky Technology Pte Limited (Singapore) — all AWS Marketplace seller registration under SG entity
  • AWS account considerations: separate seller AWS account — once registered + listed, account can't change

Three-phase plan

Phase 1 — Foundation (Q2 2026)

Set up everything needed before the first listing. Blocks on operational work, not product.

Blockers to clear (CEO + ops):

  • Create dedicated AWS Marketplace seller account (new AWS account, SG entity contracting)
  • Root email: aws-marketplace@huskydata.io (M365 shared mailbox — created earlier)
  • Legal entity: Husky Technology Pte Limited
  • Display name: Husky Data
  • Tax form: W-8BEN-E (Singapore)
  • Banking: confirm via accountant
  • Complete Marketplace public profile — logo, description, industries, support contact (draft copy available from earlier convo)
  • Complete seller registration — tax + banking
  • Confirm with Eyeota account manager: OK to proceed with Husky-branded AWS DX listing ✓ Q3 answered yes; log communication trail for record

Output of Phase 1: Seller account active, ready to list products. No listings yet.

Phase 2 — Pilot listing (Q2–Q3 2026)

Ship one well-crafted product listing to learn the workflow, buyer reaction, and operational cadence before committing a large catalog.

Product: Husky APAC Travel Audiences — 13 Markets, Mobile-First (or similar ≤72 chars)

  • Why Travel first: largest vertical in the APAC branded catalog (104 segments, 35% of the 300). See segment analysis.
  • Why only one vertical: if mistakes happen in metadata, pricing, or delivery format, blast radius is 104 segments not 300.
  • Why APAC (not US-broader): fastest to ship — data already curated + labeled; doesn't require rebranding unbranded signal into a new Husky-branded US catalog yet.

Deliverables:

  • Product title + short description + long description (300 / 1500 chars)
  • Category tags (Advertising & Marketing · Travel & Hospitality · Asia-Pacific)
  • Sample data — one representative Travel segment as a free preview (e.g., "APAC Travel Intenders — broad")
  • Paid offerings — subscription tiers (monthly / annual) with data delivery cadence (monthly refresh)
  • Schema + format — align with AWS DX data product conventions (Parquet / CSV delivery, documented column schema)
  • Privacy statement — pulled from Trust page
  • Metadata review — IAB Taxonomy 1.1 mappings, Lifetime Days, refresh cadence all consistent with segments.json

Timeline: ~4–6 weeks from seller-registration complete to live listing.

  • T+0: submit pilot listing
  • T+1–3 weeks: AWS Marketplace review + approval
  • T+3–4 weeks: go live, monitor initial views / subscribes
  • T+4–12 weeks: iterate based on feedback + early buyer patterns

Phase 3 — Expand catalog (Q3–Q4 2026)

Once Phase 2 patterns are understood, expand the Husky-branded presence on AWS DX. Decision point for CEO: expansion order depends on market signal.

Candidate expansion waves (pick 2–3 per quarter):

Wave Product Catalog source Justification
W1 Husky APAC Retail Audiences 57 segments (Retail vertical) Second-largest APAC vertical
W1 Husky APAC Real Estate Audiences 36 segments Distinctive; financial services / property buyers
W2 Husky APAC Finance Audiences 14 segments Strong ICP fit for BFSI buyers
W2 Husky APAC Auto Audiences 10 segments Global brand ICP fit
W3 Husky APAC Demographics — Age / Gender / HNWI Pull from 24 Demo segments + select from broader unbranded pool if Eyeota contract allows rebranding Requires contract confirmation with Eyeota (see playbook)
W4 Husky US Mobile Audiences — Demographics + B2B NEW branded catalog — rebrand selected high-revenue Eyeota-branded equivalents to Husky-brand on AWS DX only The big US-branded bet. Requires clearance against Eyeota brand on TTD/Google.

Each wave = 1 new AWS DX product listing, reviewed + launched like Phase 2 pilot.

Phase 4 — Full broader catalog (2027+)

Once the Husky-brand + AWS DX channel has proven commercial viability: - Expand to full unbranded-rebrand catalog on AWS DX (thousands of segments) - Add Husky-branded bundles by buyer use-case (e.g., "Husky APAC Reach Pack", "Husky Global Demographics") - Pricing optimization based on Phase 2–3 learnings

Risks + mitigations

Risk Mitigation
AWS DX review rejects the pilot (data quality, schema, or metadata) Over-prepare Phase 2 pilot; use AWS's own example data products as a template; engage AWS Data Exchange partner-success contact early
Eyeota pushback on US-branded catalog (Phase 3 W4) Early communication with Eyeota account manager before W4 listing goes live; document the channel-segmentation agreement in writing
Low initial traction (few views, few subscriptions) AWS DX is a slow-burn channel — plan for 6-month buyer-discovery horizon, don't panic early. Supplement with AWS Marketplace SEO + partner co-marketing
Legal / tax complications for SG entity selling to US buyers Accountant sign-off on W-8BEN-E; confirm Singapore-US tax treaty rates on data-royalty income
Data sovereignty concerns from specific US buyers (HK involvement) Foreground "Singapore data residency" per Trust page statement (/compliance); have DPA ready

Success metrics (per phase)

Phase 1 — Foundation: - Seller account active - Public profile approved - Tax + banking confirmed

Phase 2 — Pilot (Travel): - Listing published + AWS-reviewed + live - ≥ 50 buyer views in first 30 days - ≥ 1 trial / paid subscription in first 90 days - ≥ 1 qualified inbound inquiry attributable to the listing

Phase 3 — Expand: - 4–6 additional product listings live by end of Q3 2026 - Revenue on AWS DX > $5k net MRR by end of Q4 2026 (aspirational — no current target per CEO Q5) - At least one US-branded listing live by Q4 2026

Phase 4 — Full catalog: - 10+ product listings on AWS DX - Combined AWS DX + Snowflake revenue > 20% of total monthly net

Open questions for CEO

  1. Pricing approach — AWS DX supports one-time + subscription + private offers. Start subscription-first? Pilot with introductory pricing to accelerate early subscriptions?
  2. Data delivery format — CSV / Parquet / S3 snapshot / Snowflake secure sharing. Which aligns with Husky's current export capability?
  3. Hiring — does Phase 2 workload require a dedicated marketplace-ops person, or is CEO + any fractional support sufficient?
  4. Phase 3 W4 US-branded trigger — what green-light signal unlocks us to rebrand unbranded catalog on AWS DX? e.g., "Phase 2 generates ≥ X buyers / revenue" or time-based ("launch by 2026-09-30 regardless")?

Answer these and I can build the Phase 2 prep material (listing copy, sample data selection, pricing structure, schema).