On October 13, 2025, Atlassian announced a significant change to its Marketplace revenue sharing model for developers of 'Runs on Atlassian' apps. Effective immediately, Marketplace Partners with qualifying applications can retain 100% of their revenue until they reach $1 million in lifetime earnings on the Forge platform. This initiative, which was originally planned for 2026, has been launched early. The incentive applies automatically to existing apps with under $1 million in lifetime Forge revenue and will also be available for new apps launched after this date. To support this change, Atlassian is introducing a new 'LIFETIME_GMV' field in its Marketplace reporting API to help partners track their gross merchandise value. No market reaction analysis is available at this time.