AMD has seen that there are a lot of ageing servers out in the market because there has not been a compelling reason to upgrade them.
AMD's worldwide server channel manager Jerry Gadbois said EPYC was a product that ticked partner boxes.
"We have momentum in the channel and we have been listening to our partners. We have sat down with them to understand what they are looking for from a hardware vendor."
AMD partners were told to emphasise the security vulnerabilities from Spectre, Meltdown and Foreshadow as an opportunity to upgrade.
Gadbois said that IDC had put the size of the prize at 6.5m two-socket servers that are ready to be refreshed in the next 12 months and that resellers were reporting back confirming the opportunity was widespread.
"The time is now because there is a security issue and there is ageing equipment, which has gone from 3.5 to 5 years, with that performance is decreasing, and the cost is increasing. This is a $44bn opportunity and that is huge."
AMD is providing partners with the tools that will unlock some of that revenue can provide customers with quotes and TCO calculators. There have also been plenty of customers concerned about the highly publicised Spectre and Meltdown issues and more the firm is making sure that resellers have the answers on that front.