Pure Storage adds Ambassador tier and solution designations for partners

Pure Storage has updated its partner program, adding an Ambassador tier for its most capable resellers and new solution practice designations. The vendor announced the changes on 4 February 2026 and says they build on the rebate overhaul it introduced a year earlier.

The update puts more weight on services, specialist skills and distribution, as partners move from reselling storage toward selling solutions and managed services built on it.

“These updates deliver our most rewarding program to date for partners to build long-term, profitable businesses with the Pure Storage platform,” says Geoff Greenlaw, vice-president of channel for EMEA and Latin America. He adds that partners get “clearer paths to margin, more predictable growth engines, and the support they need to succeed with customers”.

What changes

The Ambassador tier sits above the existing reseller levels. It is for partners that can show deep knowledge of the Pure Storage platform across several solution areas.

Solution practice designations cover four areas: AI and analytics, cyber resilience, cloud, and app modernization. Amy Fowler, general manager of Pure Storage’s commercial line of business, says the vendor is “focusing intensely on services, and simplified engagement, while strengthening our dedication to an indirect-first business model”.

The managed service provider track now centers on data services: private and sovereign cloud, storage-as-a-service, and backup and disaster recovery. Distributors get larger growth incentives, broader marketing support and a bigger role in training resellers.

An indirect-first model

Pure Storage sells through partners, and this is the second program change in a year. The 2025 revamp targeted predictable rebates. This one targets specialization.

What it means for partners

Resellers that can prove depth across several solution areas now have a tier that marks them out, and a clearer case for Pure’s support. Generalists that only resell storage will find the program rewards them less.

MSPs should look closely at the new data services focus. Private and sovereign cloud and storage-as-a-service are where Pure is steering managed service partners, and where the incentives now point.