Understanding the Restructured AMD Partner Advantage Network

For years, AMD has delivered cutting-edge CPUs, GPUs, and AI accelerators that empower everything from compact business PCs to hyperscale data centers. As important as these solutions are, however, they represent only half the equation resellers and partners need to succeed. Modern computing is built on cooperation between hardware providers like AMD, OEMs, and the trusted channel partners who deploy innovative solutions across customer networks and within businesses.

To further its collaborative efforts, AMD is updating and enhancing its global channel partner program, now called the AMD Partner Network (APN). The APN will address the full range of sales training, go-to-market resources, and incentives that participants need to understand and communicate the value of AMD products across every market where its products are sold. Whether you build PCs, integrate servers, or advise mid-market businesses, you’ll now find comprehensive resources centralized in a single repository, no guesswork required.

The Building Blocks of an Optimized, Value-Added Ecosystem

The APN will draw on the unique benefits AMD, OEMs, and value-added resellers bring to the table. AMD will provide training, enablement, marketing, and operations information in a single location, along with incentive monitoring / management tools and dashboards.

OEM partners will have the option to build or integrate these resources into their own messaging and communication, while value-added resellers, distributors, and national solution providers leverage their own deep customer relationships and custom software to deploy hardware across corporations and server farms alike. Training and education resources from the AMD Arena training program, the AMD Meet the Experts webinar program, regular partner newsletters, and an AMD seller toolkit with advanced resources for understanding and communicating with various potential buyers will all be available, to better connect our partners with their commercial customers at every stage of the evaluation and purchase process.

Membership will be available in multiple tiers. All members will receive foundational resources and support, while Silver, Gold, and Platinum members enjoy access to enhanced benefits, co-marketing opportunities, and exclusive access to AMD strategic initiatives, as discussed here. Participants will have the option to earn APN Training Certification on-demand, with curated learning paths available across multiple course curricula. Learners who complete the curricula associated with a given program will receive a certificate and badge they can share on Linkedin, to publicly demonstrate their mastery of the associated content.

Overall, AMD has committed to a 40% year-on-year increase in channel investment through new programs and engaged 520 partners across its client, cloud, and server portfolios. This expanded investment in our mutual success is designed to pay dividends no matter what role a partner plays within the AMD ecosystem.

Building Beyond Hardware:                                 

AMD has enjoyed rapid market share and revenue growth since AMD Ryzen™, EPYC™ and Threadripper™ CPUs debuted in 2017, and the APN will ensure our partners can harness more of that momentum for their own products and services, helping them to better communicate the value of AMD technologies, platforms, and solutions.

This type of collaborative sales and marketing partnership mirrors the broader emergence of co-development that has defined the last decade of computing advances. The early computing market was defined by vertical integration controlled by just a handful of vendors, with expensive, custom system architectures that were often incompatible with previous hardware generations. By the 1990s, the market had shifted towards a standard-based model in which hardware manufacturers and operating system developers emphasized the development of standards like x86 (for CPUs) and Windows as a means of deploying software to as many customers as possible, while enabling those customers to choose vendors whose products best served their interest. Over the past 15 years, there’s been a greater emphasis on co-development between software and hardware, ensuring that applications are well-optimized from the start and that operating systems can take full advantage of the power-saving and performance-enhancing capabilities of the platforms they run on.

The goal of the AMD Partner Network is to extend the advantages of co-development out of the realm of hardware and software and directly to the companies that align the advantages of AMD products with the needs of their customers, advancing the wider computing industry in the process. This program is more than just a set of benefits; it’s a renewed promise to foster a more engaged, cooperative, and successful ecosystem. We invite you to visit the AMD Partner Network, your central destination for all program assets and information. Let’s build the future together.