Creating an AppExchange listing means building your app's marketplace page in the Salesforce Partner Console — title, description, pricing, visuals, and the package link — then passing listing approval to publish it.
It's a separate step from the security review, and it goes live about 30 minutes after you click Publish. Below is the full process and the exact asset specs.
A note on naming: in April 2026 Salesforce unified the AppExchange, Slack Marketplace, and Agentforce ecosystem into a single marketplace called AgentExchange. The listing flow below is unchanged, and most of the ecosystem still says "AppExchange," so that's the term used here.
Before you can build a listing
Three things have to be in place first:
- Join the Salesforce Partner Program and get a Partner Business Org (PBO) — your environment for packaging, listings, and license management.
- Package your solution as a managed package (2GP is the modern standard).
- Pass the security review before the listing can go public. You can build and save the listing in draft beforehand, but it won't publish until the package clears review.
Where you work: the Partner Console
The Listing Builder: 5 sections
| Section | What you enter | Required for |
|---|---|---|
| Basics | Title, short description, supported Salesforce products/editions | All types |
| Pricing | Pricing model, AppExchange Checkout vs off-platform billing, business plan for approval | Solution listings |
| Details | Full description, Highlights, categories/industries/business needs, T&C, visual assets | All types |
| Link Solution | Package version + install methods (URL, lead-gated, test drive, free trial) | Solution listings |
| Grow Business | Lead collection triggers, marketing/analytics settings | All types |
After the sections, a Status & Summary view flags anything incomplete, runs Listing Approval, and lets you publish.
The asset specs (current official numbers)
This is what trips people up — and what no competing guide lists in one place. Use the current AppExchange specs; older blogs cite deprecated sizes (128×128 logos, 1500×1000 screenshots) that no longer match.
| Asset | Format / dimensions | Limit |
|---|---|---|
| Small logo | PNG, 60 × 60 px | ≤ 100 KB |
| Tile logo | PNG, 280 × 205 px | ≤ 300 KB |
| High-res logo | PNG, transparent background | ≤ 10 MB |
| Banner | PNG, 1200 × 300 px | ≤ 1 MB |
| Screenshots | PNG | up to 8, ≤ 1 MB each |
| Video | External URL or YouTube embed | ≤ 3 min recommended |
| Resources | PDF (whitepapers, case studies) | up to 6, ≤ 10 MB each |
Field character limits (title, tagline, description) aren't published as fixed numbers — Salesforce shows them contextually in the Listing Builder as you type.
Listing approval is not the security review
These are two different gates, and conflating them is the most common confusion:
| Gate | What's reviewed | Timeline |
|---|---|---|
| Listing Approval | Listing content: brand guidelines, policy compliance, business/pricing plan | Fast (content check) |
| Security Review | The package itself: code security, data handling, secret storage | 6–9 weeks, ~50% first-attempt fail |
You need both. The security review clears the package; listing approval clears the page. Once both pass and you hit Publish, the listing typically goes live in about 30 minutes.
Frequently Asked Questions
What is a Salesforce AppExchange listing?
It's your app's page in the Salesforce marketplace, built in the Partner Console — covering the title, description, pricing, visuals, package link, and lead capture that customers see and act on.
How do you create a listing on the AppExchange, step by step?
Join the Partner Program and get a PBO, package your app, then in the Partner Console open Publishing Console → New Listing, pick a listing type, complete the five Listing Builder sections (Basics, Pricing, Details, Link Solution, Grow Business), pass listing approval, and publish.
What assets and images do I need for an AppExchange listing?
A small logo (60×60 PNG ≤100 KB), tile logo (280×205 ≤300 KB), banner (1200×300 ≤1 MB), up to 8 screenshots (PNG ≤1 MB each), an optional demo video (≤3 min recommended), and up to 6 PDF resources (≤10 MB each).
What's the difference between listing approval and the security review?
Listing approval checks the content of your listing page (brand, policy, pricing plan) and is fast. The security review is a 6–9 week technical assessment of the package itself, with roughly a 50% first-attempt fail rate. You need both.
Do I have to pass the security review before I publish?
Yes. You can build and save the listing in draft beforehand, but it can't go public until the package passes the security review.
How long does it take for a listing to go live after I publish?
Typically about 30 minutes after you click Publish, once both approvals are in place.
Can I create a listing without a managed package?
Yes — API, Bolt/Flow, and Consultant listings don't require a packaged solution. Packaged Solution listings do.
How do I update a listing after it's published?
Edit it in the Partner Console; significant changes can trigger re-approval before the updates go live.
Key Takeaway
To create an AppExchange listing, join the Salesforce Partner Program, get a Partner Business Org, package your app, and build the listing in the Partner Console's Listing Builder across five sections (Basics, Pricing, Details, Link Solution, Grow Business). Required assets include a 60×60 small logo, 280×205 tile logo, 1200×300 banner, up to 8 screenshots, and up to 6 PDFs. Listing approval (content/brand) is separate from the security review (6–9 weeks, ~50% first-attempt fail). After both pass and you publish, the listing goes live in about 30 minutes.
Related Articles
- How to list your app on the Salesforce AppExchange
- Should you list your B2B app on the AppExchange
- Salesforce security review guide
