Marketplace apps now have new, prettier URLs

New today: App URLs now contain the app name

In the spirit of our previous introduction of more readable vendor URLs, starting today, Marketplace app URLs have been updated to a new, more readable format that contains the app name itself.

You don’t need to take any action - this change and all related redirects are automatic.

Why change? Search engines (and humans) will be happier

The previous format for app URLs included the app key, a value you specify when you create your app. This value might not have been meaningful to the app itself, and it couldn’t be changed. As a result, your app URL might not have even referred to the name of your app, and you were stuck with it forever.

With the the change we released today, the name of your app is included in its URL, making it much more readable for humans. This is also desirable from an SEO standpoint, since search engines like when the URL echoes the page content. And now, if you change the name of your app, the URL automatically changes along with it.

Anatomy of the new URL format

This is what app URLs used to look like:

And here’s how they look now:


The new URL format contains three elements - the word “apps”, the app ID, and the app name.

  1. The word “plugins” has at last been banished from the URL, in favor of our new terminology, “apps”.
  2. The app ID is an auto-generated value that uniquely identifies the app. It’s what tells us how to route the visitor.
  3. Finally, the app name is lower cased, with spaces and non-alphanumeric characters rendered as hyphens. For routing purposes the name is purely cosmetic, but it’s included in the canonical URL.

The hosting model (cloud or server) is no longer part of the canonical URL. Instead, it has moved to the query string, along with the tab name, e.g.:

Redirects are taken care of

We’ll automatically redirect any requests for your old URL (including all variations with the hosting and tab name) to their new equivalents. These are handled as 301 redirects, which means search engines will eventually pick up the new URL in their index.

If you happen to change your app name in the future, we automatically update the name part of the URL, and we’ll make sure visitors are properly redirected to it.

In fact, we’ll redirect anything that starts with the app ID. So for example, if your new URL is:

Then any of the following will redirect to your URL:

*Some of you old-timers will remember that the app ID used to be part of the URL:

And yes - that still redirects as well. :slight_smile:

You still have an app key

You’ll still specify an app key (or “plugin key” as we used to call it) when you create your app, and this value remains important behind the scenes. For example, you’ll continue to use the app key when referring to your app in the Marketplace REST API, e.g.:


A huge word of appreciation goes to @rtalusan, who took on this complicated change in 20% time and saw it through to completion. Nice work Ryan!

Also, thanks to @edave from Easy Agile for making this improvement request in AMKT-15982.


Please let us know if you have any questions about this change.


This is great! Thanks @rtalusan for going over and above to make this improvement happen :slight_smile:


Thanks for the great work, @rtalusan and @dparrish! The new URLs are great! :+1:


This is great awesome! Thank you for the update and especially for the very thorough redirect plan! :smile:

Quick question… if we launch a new app, can it be assigned an old URL (/plugins/APPKEY/HOSTING/overview) and redirected to the new URL as well? We have a bit of infrastructure around the old format in place, and we’d love it if we could continue using that — even with new products.


Hi @Holly - Yes, when you launch a new app, it will have an appkey and the form /plugins/APPKEY/HOSTING/overview will redirect to its canonical URL.

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Fantastic! Thank you @dparrish! :grin:

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Great Improvement! + Migration was performed seamlessly :slight_smile: ++

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Great news for Marketplace vendors :grinning:

These look fantastic, and what a smooth migration. Well done! It’s wonderful to see the continued improvements coming from my favorite old team! :blue_heart:


I totally love this change. I always had this ugly plugin key in the URL (which was the first app I created 4 years ago so I didn’t give it much of a thought back then until it was too late). Now everything looks smooth!


Thanks for doing this work, it will certainly help with SEO.

One question: What will happen with subsequent app name changes? I presume going forward there will be no redirect ability from old names (in the new url structure) to new names?

The reason I ask is that previously we were able to experiment (a little) with app name changes to see what effect they had on search results within the marketplace.

Hi @simonh,
In fact, experimenting with name changes should be fine. For example, if your app has id 9999999 and is currently called “My app name”, then its URL would be

If you were to then change your app name to “My better app name”, then any requests we got to the above URL would be redirected to

And then if you were to subsequently rename your app again to “My app which has a name incomparable”, then we would redirect requests to any of the above URLs to

The reason we’re able to do this is that we really only pay attention to the first part of the URL:

So a visitor could request something like

And they would always be redirected to the current canonical URL for app #9999999.



Postscript: Now there’s a prettier URL for managing your app, too

In case anyone is looking for their AppKey or {addonKey} as it is referred to in the marketplace API documentation, it can be found by:

  1. Log into the Marketplace
  2. Goto Manage Vendor Account
  3. Click on the App Name
  4. Click on Details
  5. It will be listed at the top of the page as App Key
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In case anyone is looking for their AppKey or {addonKey} as it is referred to in the marketplace API documentation, it can be found by:

Log into the Marketplace
Goto Manage Vendor Account
Click on the App Name
Click on Details
It will be listed at the top of the page as App Key
1 Like