AMD has redefined its global channel strategy through the AMD Partner Network (APN), focusing on partner tiers, training, incentives, and AMD’s 40 percent boost in channel investment.
AMD’s Partner Network is an enhanced global channel partner program designed to empower resellers, OEMs, distributors, and solution providers. The initiative strengthens AMD’s collaboration ecosystem with improved training, marketing resources, and business incentives, Jason Mooneyham, Corporate VP, Head of Americas Sales, said in a blog post.
In 2024, AMD generated $25.8 billion in total revenue, up ~14 percent over 2023. AMD does not publish breakdown attributing a percentage of total revenue to direct vs. indirect or channel sales.
Below are 10 key facts about the new APN and how it is redefining AMD’s partner engagement worldwide.
1. Rebranded Program
AMD’s channel partner initiative now operates under the AMD Partner Network (APN) brand. This updated global framework aligns AMD’s reseller, OEM, and integrator collaborations under one cohesive strategy.
2. Comprehensive Partner Support
The APN centralizes sales enablement tools, marketing resources, and incentive management systems, ensuring partners can easily access AMD’s growing library of assets and sales support materials.
3. Multiple Membership Tiers
Partners can join the program under Base, Silver, Gold, or Platinum tiers, with each level offering progressively enhanced benefits such as co-marketing opportunities, strategic engagement, and exclusive access to AMD initiatives.
4. Training and Certification
The APN Training Certification program offers curated learning paths and on-demand courses. Upon completion, participants receive a certificate and digital badge — ideal for professional recognition on LinkedIn and other business platforms.
5. Educational Resources
Members gain access to AMD Arena training modules, Meet the Experts webinars, partner newsletters, and the AMD Seller Toolkit. These resources help partners deepen technical expertise and enhance customer engagement.
6. Increased Channel Investment
AMD has pledged a 40 percent increase in channel investment, demonstrating its long-term commitment to partner enablement and ecosystem growth through funding, incentives, and marketing collaboration.
7. Expanding Partner Base
The APN now connects with over 520 global partners across AMD’s client, cloud, and server portfolios, expanding its collaborative network across enterprise and consumer markets.
8. OEM and Reseller Integration
OEMs can embed AMD’s tools and messaging into their own communications, while value-added resellers (VARs) and distributors leverage APN resources to better align AMD technologies with customer needs and deployment goals.
9. Focus on Co-Development
The APN extends AMD’s tradition of co-development beyond hardware and software to include business collaboration. This approach strengthens joint go-to-market strategies, ensuring optimized solutions for customers worldwide.
10. Strategic Objective
At its core, the AMD Partner Network aims to empower partners to leverage AMD’s products — from Ryzen CPUs to EPYC and Instinct accelerators — driving innovation, customer satisfaction, and mutual success.
Key Complaints by AMD Channel Partners
Supply Shortages / Allocation Issues
Channel partners have complained that AMD prioritizes large OEMs over smaller system builders or resellers, leading to frequent shortages in the channel. This means smaller partners cannot reliably get stock, or are left with older or less in-demand parts, Information Week reports.
Inconsistent or Poor Communication
Channel partners say they aren’t always kept properly informed about product delays, defects, inventory constraints, or changes in programs. When something goes wrong (e.g. shipment delays or chip errors), transparency and communication are cited as weak.
Delay in Shipments / Defective Product Issues
There have been issues around new product launches where bugs or errata forced AMD to delay shipments. Partners report delays in getting defective or sub-par inventory replaced or being told about issues only after customers notice them.
Margins and Incentive Problems
Some partners feel the margin structure (discounts, incentives, special promotions) is not favorable enough, or that incentive programs are not delivered or settled in a timely manner. There have been complaints that incentives/promotions are changed last minute, extended, or the terms shift, which hurts planning.
Over-Distribution / Channel Saturation
In some markets, partners accuse AMD (or its distributors) of appointing too many distributors, which leads to aggressive competition, channel conflict, and piling up of unsold inventory. This reduces reseller differentiation and hurts those who invested heavily.
Warranty / RMA / Replacement Process Challenges
Dead on Arrival (DoA) units or defective parts are often difficult to replace or claim for, due to strict or loosely enforced policies. Sometimes vendors or distributors require full packaging or paperwork that end customers no longer have, making replacement harder.
Tiering and Partner Program Changes Without Enough Lead Time
Partner programs have been adjusted or restructured (tiers, benefits, tracks), and some partners feel caught unprepared. They complain about lack of clarity on criteria for moving tiers, or sudden shifts in program rules, CRN reports.
System builders or VARs sometimes feel that AMD’s strategy gives more priority to OEMs or direct customers or big partners, leaving smaller partners in less favorable positions.
Staff Turnover / Account Management Gaps
Partners have complained about high turnover among AMD’s channel executives or account managers, especially in certain regions (e.g. North America), which leads to relationship disruptions and inconsistent support.
Program Complexity / Lack of Transparency
Some partners say that certification requirements, specializations, or benefit criteria are complex, unclear, or opaque. They want more transparency about how to qualify for benefits, how performance is evaluated, and what resources are available.
The AMD Partner Network represents a major leap forward in AMD’s channel partner engagement strategy. With expanded resources, deeper training, and a growing ecosystem of over 500 partners, APN positions AMD and its collaborators to thrive in a rapidly evolving AI and data-driven market.
Rajani Baburajan
