Last updated Jul 18, 2023

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About the Atlassian Marketplace

The Atlassian Marketplace helps you distribute and sell your apps for Atlassian products. You gain access to our huge customer base, and sell apps to people who are already using products like Jira and Confluence. Listing your app is free, and comes with many benefits:

Learn more about Atlassian Marketplace, the elements of an app listing, and Atlassian’s app approval criteria in this overview video, part of our Cloud Cafe tutorial series.

Payment models for apps

In the Marketplace, we welcome free apps, open-source apps, or apps sold directly by partners. This means you can offer free apps, or apps that use your own checkout and licensing system. However, using different payment models means you have access to varying perks of the Marketplace:

  • Paid via Atlassian: Customers buy your app in the Marketplace, and you get the perks mentioned above. Your customers use the same EULA language that applies to our own customers. You license your app using the Atlassian Licensing APIs and you must agree to our Atlassian Marketplace Partner Agreement.
  • Paid via vendor: Customers purchase your app through your private, external website. You determine what kind of licensing agreements that apply. You're responsible for all the systems for licensing, collecting, and reporting sales data.
  • Free: Customers can install your app for free. You're responsible for all supporting systems.

Build your app in cloud

Learn how to build your app in cloud.

Note, as we continue to move towards a cloud future together, the end of support for server is coming on Feb 15, 2024.

Partner agreements and terms of use

Listing an app in the Marketplace means you agree to the Marketplace Partner Agreement. This agreement is between Atlassian and you as a partner.

It also means you agree to comply with Atlassian's brand guidelines. These guidelines govern how you should represent your company and your apps in relation to Atlassian.

Customers using paid via Atlassian apps are subject the Marketplace Terms of Use. Similarly, this agreement is between Atlassian and your app customers. Your customers agree to the terms when they purchase or use your app.

Partner profiles

Apps belong to Marketplace Partners (sometimes known as vendors). A partner profile describes the company that "owns" the app. If you're an individual developer without a parent company, then simply create a partner profile using your name (for example, 'Joe Bloggs').

Your user account must be associated with a partner profile before you can modify that partner's app listing.

To create your partner profile on Marketplace:

  1. Create an Atlassian account if you haven't already done so.
  2. Log into the Marketplace using your Atlassian account credentials.
  3. Create your partner account, providing the requested details about your company.

Associate your account with a partner profile

If your account should belong to a particular Marketplace Partner but doesn't, ask somebody on the account to add you.

Here's how they can do this: 

  1. Log in to with your partner account.
  2. Click Manage vendor account from the profile menu in the upper right.
  3. Click Contacts.
  4. Click Add contact.
  5. Enter the email address and click Add.

Note, as a contact, you'll be able to access metrics for Cloud Fortified apps in the developer console.

If there's no other user for your partner profile, then contact the Atlassian Marketplace  and we'll add your information for you.

Adding roles to your contacts

A Marketplace Partner can add contacts to their account, defining who can access specific parts of the app management. An admin can access all app management capabilities, while others have access to specific capabilities, like creating promotions, managing price etc.

When Atlassian reach out to Marketplace Partners, say for processing refunds, or to reach out for security related issues, or to conduct closed beta programs, it's not possible to reach out to all contacts. Therefore you must add roles to your contacts.

Please update the roles whenever there is a change in ownership of a point person, this will help us reach out to the right contact.

How to add roles

  1. Go to Contacts.
  2. Select Manage.
  3. Select an appropriate contact and add a relevant role.

Partner contact roles view

What do these roles mean?

  1. Primary Contact - the go-to person/people/account to contact regarding any of the concerned areas

  2. Support Contact - the senior support figure to be contacted in relation to existing support cases customers have with the partner if escalated to Atlassian

  3. Licensing/Finance Contact - person/people/account who can be contacted for licensing/payment queries or etc

  4. Security - person/people/account who can be reached quickly when security incidents are reported/point of contact for all security-based queries i.e. bug bounty program

  5. Marketing - person/people/account our Marketing team can connect with for joint marketing endeavors

  6. Engineering - person/people/account for informing of upcoming technical changes i.e. API alterations, functionality retirement etc

  7. Migrations - the senior support figure to be contacted in relation to Cloud migration specific support cases

  8. Sales support & approvals - person/people/account who approves sales-centric requests such as pricing questions or discount approvals

Universal Plugin Manager (UPM)

The Universal Plugin Manager (UPM) can install apps automatically into Atlassian products. However, some items in the Atlassian Marketplace may not be suitable for automatic installation.

Automatic app installation with UPM

The Publish a new app form has a Deployable option that indicates whether an app installs with UPM. You should not check the Deployable option if your app consists of multiple JARs. The Atlassian Marketplace and UPM do not support Try, Buy, Install, Upgrade, and Renew buttons for non-deployable apps. Non-deployable apps cannot be sold under the Atlassian Marketplace Partner Agreement as they do not support the UPM licensing API.

Additionally, if your app requires multiple downloads, configuration or license files on the file system, or if your app is not meant to be installed into the host product (like Jira Client, for example), then do not check the Deployable option. Your app is still available for download, but the UPM does not attempt to install it in the host product.

Marketplace support

Partner support

To contact Atlassian directly about an app listing, make a request to the Atlassian Marketplace.

Customer support

If you offer support for your app, the Get support button appears on the Support tab on your app details page. This tab also lists other resources including documentation links, issue trackers, forums, and more. App customers are discouraged from writing reviews to get support, and should instead contact Marketplace partners directly.

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