Updates emphasize solutions-led growth, deeper enablement, and data-centric services for partners in 2026 and beyond
Pure Storage has announced significant updates to its global reseller, managed services, and distributor partner programs, introducing new tiers, enhanced enablement, and a stronger focus on solutions and services. The refreshed program is designed to help partners differentiate in a rapidly evolving market while aligning more closely with customer demand for AI, cyber resilience, and cloud modernization.
Building on foundational changes introduced last year, the updated partner program prioritizes verified technical expertise, solution specialization, and operational impact rather than volume-based participation. A major highlight is the launch of the Ambassador tier, a new top-level designation within the reseller program. This tier is reserved for a select group of highly skilled partners with deep understanding of the Pure Storage platform and proven ability to deliver outcomes across multiple solution domains.
“Our evolved program is designed to help partners scale faster, simplify engagement, and deliver real customer outcomes.” Geoff Greenlaw, Pure Storage
In parallel, Pure Storage has introduced Solution Practice Designations to formally recognize reseller partners with advanced capabilities in four strategic areas: AI and Analytics, Cyber Resilience, Cloud, and Application Modernization. These designations aim to signal partner credibility in delivering complex, outcome-driven solutions built on the Pure platform.
“The introduction of the Ambassador tier is a key step in helping our partners embed Pure into their solutions, while reinforcing our commitment to an indirect-first business model.”
— Amy Fowler, General Manager, Commercial Line of Business, Pure Storage
The company has also sharpened its focus on data-centric services within its Managed Services Provider (MSP) program. Updated priorities include private and sovereign cloud, Storage-as-a-Service, and backup and disaster recovery areas where storage and data management are foundational. Pure Storage said it will deepen collaboration with MSPs that standardize on its platform to deliver these services at scale.
Distributors will play an expanded role under the new framework, with enhanced responsibility for partner enablement. Program enhancements include new growth incentives, increased marketing investment, and a broader mandate for distributors to deliver training and readiness programs for reseller partners, accelerating time-to-productivity.
Pure Storage executives said the evolved program creates clearer paths to margin and more predictable growth engines for partners, while enabling customers to adopt integrated solutions rather than standalone products. Industry partners echoed this view, highlighting the importance of solution-led ecosystems as enterprises accelerate investments in AI, hybrid cloud, and cyber resilience.
With these updates, Pure Storage aims to strengthen its partner ecosystem as a core growth lever empowering partners to embed the Pure platform into scalable, resilient architectures that deliver measurable business value in 2026 and beyond.
