# AWS Partner Central Launches Partner Lead Prospecting — Did You Know AI Can Write Your Sales Outreach Now?

Hey, it's Shii-chan! Today I've got news about AI helping AWS Partners with their sales work!

## What was announced?

According to AWS What's New, AWS Partner Central now has a feature called "Partner Lead Prospecting." Based on a lead's industry context and a partner's own portfolio of products and solutions, AI generates personalized sales plays, call scripts, and email outreach tailored to each customer.

It's available to ACE (APN Customer Engagements)-eligible AWS Partners globally. You can access it from the Leads page in the AWS Partner Central console, or through the AWS Partner Central MCP server.

## The story so far

AWS had already rolled out lead enrichment capabilities this year — propensity scoring and eligibility checks for AWS programs, funding benefits, and sales motions. But the next step, actually researching leads and drafting outreach content, was still manual work for partners.

## What changes

Partner Lead Prospecting generates sales plays tailored to a customer's industry, incorporating the partner's own product information along the way. That cuts down the manual effort of researching leads and drafting outreach, helping partners reach prospects faster with more relevant messaging.

## Wrap-up

- AWS Partner Central adds "Partner Lead Prospecting," which uses AI to generate sales plays, call scripts, and email outreach
- Available to ACE-eligible AWS Partners worldwide
- Accessible from the Leads page or the AWS Partner Central MCP server
- Great news for partner sales reps whose time gets eaten up by lead research and outreach drafting!