Include optional "Request a Demo" and private offers

Hello, On the marketplace, some offerings like Kubecost (see here: https://aws.amazon.com/marketplace/pp/prodview-asiz4x22pm2n2) include options on the top right, such as "Request demo" and "Request private offer". I didn't find on my dashboard how to create such options. I found ways to create special offerings for specified customer ids, but nothing general like on the page of Kubecost for example. Does someone know how to add these sort of options?