Any experience selling AMIs on AWS Marketplace?

AWS Marketplace allows AWS users to buy AMIs, containers, among other things (SaaS, consulting, etc). Does anyone here have experience selling goods (AMIs or containers)? Not interested in SaaS / service.

It seems like there is potential here for good revenue, but the only small company I can find talking about this is Cloudnaut / Wittix.

Obviously marketing in a large App Store is difficult, but does AMI renting work well for buyers? How do version upgrades work (for both buyers and sellers)?