Do API consumers necessarily have to hire them through the AWS market?

I know that TIBCO Mashery has partnered with AWS to provide a new distribution channel for its APIs. Mashery provides the API key, quota application, traffic reports, and AWS provides the market, billing and payments.

But my question is:

Do API consumers necessarily have to hire them through the AWS market? Or can they have a private scenario, what I mean by this is that AWS allows to set the price and manage the payment, through a private portal (developer portal, maybe) could the APIS be exposed and bought?

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