An electronic marketplace for service images permits users to browse descriptions of service images implementing desired functionalities of a virtual machine image. The described service images may contain one or more software applications and may be further offered for purchase through an electronic service image marketplace. The electronic marketplace can further provide uniform control objects that are associated with multiple service images and multiple instruction sets. Following an interaction with a particular uniform control object, the electronic marketplace can perform an action on a particular service image based on an association between the particular uniform control object and a particular instruction set associated with the particular service image.