HP Supports Dealers Through Amplify Partner Program

The HP Amplify dealer program is designed to provide integrators with the tools they need to meet the demands of an evolving workplace.


The global electronics company HP has launched its new channel partner program called Amplify.

HP states its new channel partner program is designed to drive partner growth, and improve the end-user consumer experience. The program officially launches on Nov. 1, 2020, for commercial dealers, and the second half of 2021 for retail partners.

“Today’s buyer expects streamlined, automated and personalized experiences. To thrive in this changing environment—with data as the new currency—requires a combined shift to relate to our customers as individuals, not markets,” notes Christoph School, chief commercial officer, HP.

“HP Amplify not only makes it easier for partners to do business with HP—it provides partners with a clear path to ready their business and succeed in today’s environment and beyond—to capitalize on emerging trends and play a central role in the evolving customer buying journey.”

Amplify Emphasizes New Economy

Tracking the way users purchase these days, HP explains that its new dealer program takes into consideration that end-users research products and increasingly purchase products online.

Helping to protect its partners, while growing its revenues in today’s online-centric marketplace, Amplify will enable dealers to better take advantage of digital technologies to improve their sales.

“HP and its partners have an enormous and exciting opportunity to reinvent the way we do business and our route-to-market,” says Luciana Broggi, global head of HP route-to-market, HP.

“Yet addressing these opportunities requires overcoming system inadequacies, legacy habits and embracing new business models. We’re making this leap together, embracing and investing in important changes to our ecosystem and our shared capabilities.”

The company says its new Amplify go-to-market strategies are built around three principles:

  • Performance
  • Capabilities
  • Collaboration

Elaborating on these points, HP says that because the traditional sales model is no longer relevant, including channel compensation, Amplify includes a measurement and reward system that factors a number of market variables.

Beyond revenues, the company states that it measures rewards based on new capabilities that includes the investment and improvement of digital skills such as e-commerce and secure data collaboration.

Capabilities will also be customized to take into account what markets dealers operate in, and elements such as secure data collection, routes to market, and services and specializations.

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According to the company, it will also work with its partners through the Amplify program to collaborate with them on several aspects of their businesses. Some of the ways HP will do this include helping dealers to improve their digital skills such as automated quotes and product ordering.

HP says other components of collaboration initiative that dealers that can take advantage include its opt-in customer intelligence that will enable grow the amount of positive customer experiences dealers produce.

Other benefits of the Amplify program HP adds is its ongoing commitment towards a low-carbon economy; the respect of human rights that allow its partners to grow their businesses, and opportunities to support their respective local communities.

About the Author

Robert Archer
Robert Archer:

Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob has also served as the technology editor for CE Pro's sister publication Commercial Integrator. In his personal time beyond his family, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons and Brazilian jiu-jitsu at Binda Brazilian Jiu Jitsu. Both martial arts schools are located in Haverhill, Mass.