Pure Storage unveils Ambassador tier in EMEA revamp

Pure Storage has updated its partner programme across EMEA and other regions, adding a new top-tier reseller level, new solution specialisations, changes to its managed services partner offer and a wider role for distributors in partner training and growth incentives.

The storage supplier positions the changes as a further step in its channel-only approach. In EMEA, the company has increasingly pitched its partner ecosystem as the main route to market as customers review infrastructure plans linked to AI workloads, cloud deployments and cyber resilience.

In a comment on the UK market, Geoff Greenlaw, VP Channel EMEA/LatAm, Pure Storage, said:

"These updates deliver our most rewarding program to date for partners to build long-term, profitable businesses with the Pure Storage platform. By focusing on a more differentiated, solutions-led partner experience - underpinned by deeper enablement and a stronger emphasis on services and outcomes - we're giving partners clearer paths to margin, more predictable growth engines, and the support they need to succeed with customers in 2026 and well into the future."

New top tier

The most visible addition is a new "Ambassador" level at the top of the reseller programme. Pure Storage described it as a tier for a select group of partners with deep knowledge of the Pure Storage platform and experience across multiple solution areas.

The company said Ambassador partners will work closely with Pure Storage on solution competencies and go-to-market offerings. It also framed the tier as a way of recognising technical depth rather than rewarding sales volume alone.

Amy Fowler, General Manager, Commercial Line of Business, Pure Storage, linked the move to earlier changes and to a broader shift in emphasis towards services. "The evolution of our partner program builds on the foundational updates we introduced last year, reflecting Pure's continued investment in enabling partners' success. The introduction of the Ambassador tier is a key step in helping our partners embed Pure into their solutions. We are also focusing intensely on services, and simplified engagement, while strengthening our dedication to an indirect-first business model."

Solution designations

Pure Storage has also introduced Solution Practise Designations for resellers. The designations cover four areas: AI and Analytics, Cyber Resilience, Cloud, and App Modernisation. The company said the badges are intended to recognise partners with proven skills and tools aligned to those customer needs.

The new structure reflects a broader trend among infrastructure suppliers, which increasingly differentiate partners on delivery, integration and lifecycle services. Buyers are also asking suppliers for clearer signals of competence. That is especially the case in areas such as ransomware recovery, hybrid cloud operations and data management for AI.

Pure Storage said the updated programme places more weight on verified technical expertise, solution specialisation and operational impact. The company framed the approach as an alternative to tiering models driven mainly by revenue thresholds.

Managed services focus

Changes also extend to Pure Storage's Managed Services Provider partner programme. The company said it is refocusing on data-centric services where storage and data management are core to the offer.

The areas it highlighted include private and sovereign cloud, Storage-as-a-Service, and backup and disaster recovery. Pure Storage said it will prioritise collaboration with partners that deliver these services using Pure technology as an underlying data platform.

Several partner quotes in the announcement emphasised cyber risk and modernisation, particularly in relation to recovery outcomes. "Partners play a critical role in helping customers navigate modern infrastructure and rising cyber risk. Pure Storage's solutions-focused partner program and specializations create new opportunities for partners to collaborate, differentiate, and deliver integrated solutions that improve resilience and accelerate recovery for customers." said Michelle Graff, SVP, Global Partners and Channels, Commvault.

Bigger distributor role

Pure Storage has also expanded its distributor partner programme with new growth incentives and broader marketing support. The company said distributors will also take a larger role in delivering training to reseller partners.

That shift indicates a push for faster partner onboarding and a more consistent enablement model across the region. It also suggests Pure Storage wants distributors to act as a scaling mechanism for the new tiers and solution designations.

Other partners and technology suppliers cited the importance of integrated solutions and consistent delivery across applications, data and infrastructure. "At Red Hat, we believe partners are the critical multipliers that enable enterprises to modernize their infrastructure using integrated, open solutions that span applications, data, and infrastructure. Pure Storage's evolved partner program reinforces that model by prioritizing technical expertise and solution outcomes. Combined with Red Hat's open hybrid cloud platforms, this approach helps partners build and deliver scalable, resilient architectures that give customers flexibility and confidence as they modernize." said Kevin Kennedy, vice president, Global Partner Ecosystem, Red Hat.

Pure Storage has also drawn attention to demand in EMEA for partners that can package offerings across AI, cloud and cyber resilience. "Across EMEA, customers are accelerating their adoption of AI, cloud and cyber resilience strategies and they expect partners to deliver complete, trusted solutions. Introducing the "Ambassador" Level for Reseller Program aligns with our expertise in these focus areas, as well as our broad knowledge of Pure technology and also with our ability to combine these to create Individual and valuable solutions for our customers." said Sven Kaminski, Head of Business Line Datacenter & Cloud, SVA.

The company said the revised incentives, tools and enablement model will sit alongside the new tiers and designations as it rolls the programme through its channel community.