Marketplace app listing principles

Customers visit the Atlassian Marketplace for solutions they can trust and evaluate quickly. A clear, complete, and customer-focused listing helps them see what your app does, why it matters, and whether it is the right fit for their needs.

When a listing clearly explains value, shows the product in action, and provides the information customers need, it naturally stands out — these are the signals customers look for when deciding whether to evaluate or purchase an app.

Following these principles is not just about meeting a standard. It is a step toward a quality-first Marketplace where every listing earns attention on merit. For partners, it is a practical way to close content gaps, present your app more effectively, and increase discovery, engagement, and purchases. For customers, it means a fairer experience where it is easier to compare apps with confidence.

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Core principles

1. Optimize for discovery

Your name and tagline are the first things a customer sees. They should focus on brand identity and core value, not search engine manipulation. Clear naming and natural keywords can help customers understand and find your app in search and browse experiences.

• App name (max 60 characters): Use a unique, distinctive name.
  • Avoid keyword stuffing: Don't repeat "Jira" or "Confluence" multiple times.
  • Prohibited words: Do not use "Atlassian," "plugin," "beta," "add-on," or "app."
  • Branding: Do not start with an Atlassian product name. Use "Time Tracker for Jira," not "Jira Time Tracker."
• Tagline (max 130 characters): A punchy, scannable phrase summarizing the app's purpose.
• Summary (max 250 characters): Used in search results to provide deeper context than the tagline.
• Keywords: Think about the terms your ideal customer would search for. Incorporate them naturally into your name, tagline, and summary — don't force them.

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2. Use high-impact visuals

Visuals should be self-explanatory and high-resolution. Blurry or generic marketing slides erode trust. Focus on key features and use cases. Contextual screenshots and videos drive higher engagement.

• Video (highly recommended): Keep it under 30 seconds. Show the app solving a real problem, not a marketing montage. Users rely on live videos that demonstrate how features work.
• Screenshots:
  • Use 1840×900 px (hi-res) for primary highlights.
  • Show the app in action within the Atlassian UI — not as a standalone marketing graphic.
  • Every screenshot must have a caption (max 220 characters) that explains the specific feature shown.
• The "Rule of 3" highlights: Provide exactly 3 highlights. Each requires:
  • Highlight title (max 50 characters): Name the specific outcome.
  • Highlight summary (max 220 characters): Explain the benefit.
  • Cropped screenshot (580×330 px): A focused view of the feature.

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3. Write for customer outcomes

The More Details section is where you move from "what it is" to "why it matters." Tell users how the app is useful to them and provide resources that guide them in using it effectively. Outcome-focused content shortens evaluation time so customers can purchase with confidence.

• Lead with outcomes: Instead of listing buttons, explain what the user achieves (for example, "Save 5 hours a week on reporting").
• Connect features to results: Every feature you mention should answer the question "so what?" for the buyer.
• Format for scanning: Use bullet points and line breaks to avoid walls of text.
• Social proof: Include substantiated testimonials or awards where possible.

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4. Lead with trust and security

Trust is one of the strongest drivers of app evaluation and installation. Customers need to feel confident that your app is safe, compliant, and transparent before they commit. Surfacing privacy and security details builds trust. Incomplete or missing trust information creates hesitation and often leads to drop-off.

Be explicit about where data is stored. Ambiguity is a disqualifier for enterprise admins.

• Badges: Enroll in Atlassian trust programs, such as Runs on Atlassian or Bug Bounty, to display trust badges on your listing. These badges signal a strong security posture and help customers evaluate your app with confidence.
• Privacy & Security (P&S) tab: Complete every section and keep the content up to date. An incomplete P&S tab signals risk.

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5. Provide reliable support

A reachable support channel is often the deciding factor for buyers evaluating similar apps. It assures customers that help will be available when they need it.

• Provide a working support URL when you create your partner profile, and include clear response-time expectations (e.g. ‘24-hour initial response’)
• Link to documentation, onboarding resources, and community spaces.
• Engage with reviews professionally and promptly.

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6. Create a cohesive brand

A consistent, professional visual identity builds recognition and signals quality. Users prefer apps that present themselves with consistent content.

• Invest in a distinctive, high-quality app icon — it is your storefront at browse scale.
• Maintain consistent visual identity across icons, screenshots, and videos.
• Respect Marketplace branding policies for Atlassian logos and trademarks.

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7. Ensure inclusive design

Make your listing usable for everyone by following core accessibility standards for visual assets. Accessible listings reach a wider audience and meet enterprise procurement requirements.

• Provide descriptive alt text: Every informative image needs alt text so people using screen readers can understand the content.
• Don't rely on color alone: Use text labels or icons alongside color to convey meaning, such as status or required fields.
• Maintain legibility: Ensure high color contrast for text and use legible font sizes in all screenshots and diagrams.

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Consider your Marketplace listing a living asset, not a one-time submission. Keep it up to date as your app evolves by refreshing screenshots, copy, videos, trust details, and compatibility information so the listing always reflects the latest version of your app.