Atlassian Marketplace Listing Requirements: 2026 Guide to Images and Video

Atlassian spreads its listing rules over several pages written years apart. The sizes are on one page, the current advice on another, and the review rules on a third.

This guide reads six of Atlassian's developer pages for Marketplace partners as they stood on 28 October 2026: Build your presence on Marketplace, Marketplace app listing principles, Create your Marketplace listing, App approval guidelines, the brand guidelines for Marketplace partners, and the onboarding step on branding. Everything below is from those pages unless it says otherwise.

We are a small studio that makes short product films for software and apps, including listing videos. The last section says how we work; everything before it stands on its own.

The short answer

Atlassian's pages and their dates

The pages carry very different dates, and that matters for what they can be trusted on. Atlassian requires marks a line Atlassian words as a requirement; Atlassian recommends marks one it words as advice.

• Build your presence on Marketplace, last updated 5 June 2020. The only page with the image sizes and text limits in tables.
• Marketplace app listing principles, last updated 24 August 2026. The current advice on visuals, video and copy; it repeats the main sizes.
• Create your Marketplace listing, last updated 9 April 2026. The submission steps and what makes a demo video work.
• App approval guidelines, last updated 15 May 2026. What the review team checks.
• Atlassian brand guidelines for Marketplace partners, last updated 18 July 2025.

Where the 2020 page and the 2026 principles agree, the number is safe. Where they differ, this guide says so (see the last section before the checklist).

Every image size

Atlassian requires From Build your presence on Marketplace, as read on 28 October 2026. The page says: "The Marketplace requires branding materials to list your Marketplace app on the site, whether your app is free or paid."

On the logo, Atlassian asks you to "Upload a crisp logo at 144 x 144px. Use transparent or bounded, chiclet-style backgrounds." On the banner: "Include your app name, your partner name, and brief text about your app's functionality." The cropped screenshot matters more than its size suggests: "This image is displayed prominently on the app details page."

Every text limit

Atlassian requires From the same page; the 2026 principles repeat the name, tagline, summary, highlight and caption limits.

The name has its own rules. From the principles: "Do not start with an Atlassian product name." The words Atlassian, plugin, beta, add-on and app are not allowed in it, and the 2020 page gives the pattern: "Jira App X would be rejected, but App X for Jira would be approved."

The listing video

Atlassian recommends The video is optional but encouraged. The 2026 principles: "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."

How it is supplied comes from the 2020 page: "Provide a YouTube link to a short video about your app. Users like short videos (30 seconds or less), and videos that show how your app is used. Marketplace displays your video as 800 x 600px." It adds: "In the hero version of the listing, you have the option to include a video."

Create your Marketplace listing describes what a strong demo video does. It:

• Starts with a specific problem
• Shows a specific solution
• Includes humans
• Shows the features last
• Walks through the experience
• Doesn't overwhelm the viewer

Two practical points follow, both our reading rather than Atlassian's words. First, 800 x 600 is a 4:3 space and most product videos are 16:9, so a 16:9 video will not fill it edge to edge; keep words and the product away from the edges of the frame, and check the result on the live listing. Second, the brand guidelines ask you to "show the most recent versions of our products in your screenshots, demo videos, etc.", so a video recorded before a Jira or Confluence redesign should be remade, not kept.

The same job on Shopify follows different numbers: our Shopify App Store listing video guide covers Shopify's feature media and its much longer suggested video length.

Screenshots and highlights

Atlassian requires Three highlights, no more and no fewer. The 2020 page explains why: "In usability testing, customers express preferences for multiple small screenshots, shorter text elements, and easy-to-digest highlights. For this reason, we require three highlights for every Marketplace app in the Marketplace." The 2026 principles say "Provide exactly 3 highlights." Each has a title, a summary, a screenshot and a cropped screenshot, and the gallery takes "Up to 5 additional screenshots per highlight".

Atlassian recommends From the principles:

• "Blurry or generic marketing slides erode trust." Screenshots should "Show the app in action within the Atlassian UI", not a standalone marketing graphic.
• "Every screenshot must have a caption (max 220 characters) that explains the specific feature shown."
• "Maintain consistent visual identity across icons, screenshots, and videos."
• "Ensure high color contrast for text and use legible font sizes in all screenshots and diagrams."
• Give every informative image alt text that says what it shows, not the file name.

For the 1840 x 900 screenshot the 2020 page adds: "High-definition display screenshots encouraged." A screenshot of a 920 x 450 area taken on a screen with two pixels per point is exactly 1840 x 900 pixels (our arithmetic).

What the brand rules forbid

Atlassian requires From the brand guidelines for Marketplace partners: logos for your company and apps "must not incorporate any elements of our brand, or modify them." And: "Do not use Atlassian logos or assets (illustrations, icons, fonts, wordmarks, etc.)" on their own or combined with your own branding. Other companies' logos need "express written consent from the owner of the trademark", with the evidence sent in with the submission.

Atlassian's products may appear in screenshots and videos, since the app is shown working inside them; what is ruled out is building your own mark from Atlassian's. The principles give the example to avoid: "Using the official Jira logo as your app icon."

Create your Marketplace listing lists branding among the five things the review checks: "Marketplace app listing follows the Atlassian branding requirements". It says a review usually takes "5-10 business days" to start.

Where Atlassian's pages disagree

When we researched this topic, Atlassian's developer pages held the first five results, so there is no third-party guide to compare. The gaps worth knowing are between Atlassian's own pages:

• Video length. The 2020 size table gives the video's dimension as "No limit" and says users like 30 seconds or less. The 2026 principles say "Keep it under 30 seconds". Follow the newer page.
• Required or not, for free apps. The 2020 page says branding materials are required "whether your app is free or paid." The 2026 approval guidelines say of the logo, banner and screenshots: "This is recommended but not required for free apps." A free app can pass review without them, but the listing will look empty beside the others.
• Screenshot sizes. The 2020 page accepts 1840 x 900 or 920 x 450. The principles say to use 1840 x 900 for primary highlights. Use the larger.
• The 800 x 600 video space. Only the 2020 page gives it, and the principles do not repeat it. Treat it as the last stated size, and check on a live listing.

The checklist

Before you design

• Pick three distinct benefits for the three highlights.
• Name the app as App X for Jira, never Jira App X, in 60 characters or fewer.
• Make your own logo with no Atlassian marks, icons, fonts or colours.

Making the assets

• Logo 144 x 144, banner 1120 x 548, three screenshots at 1840 x 900 and three crops at 580 x 330.
• Screenshots from the current Atlassian interface, with the app in use.
• A caption for every screenshot, 220 characters or fewer, and alt text that says what it shows.
• A video under 30 seconds that starts with a problem, on YouTube.

Before you submit

• Check every text field against its limit.
• Keep written consent for any other company's logo with the submission.
• Allow 5 to 10 business days for the review to start.

Sources

Every page below was read in full on 28 October 2026. The dates in brackets are the pages' own.

• Atlassian Developer, Build your presence on Marketplace (last updated 5 June 2020)
• Atlassian Developer, Marketplace app listing principles (last updated 24 August 2026)
• Atlassian Developer, Create your Marketplace listing (last updated 9 April 2026)
• Atlassian Developer, App approval guidelines (last updated 15 May 2026)
• Atlassian Developer, Atlassian brand guidelines for Marketplace partners (last updated 18 July 2025)
• Atlassian Developer, Prepare branding, support, privacy, and security basics (last updated 19 May 2026)