Submit your app to Microsoft Store

Every app in the Microsoft Store must have a unique name. Reserving an app name ensures that the name you want to use for your app is locked down for you, so no one else can claim it while you finish developing your app. You can reserve a name even before your app is ready – up to three months in advance of publishing.

To reserve a name:

• Go to your Apps & games section in Partner Center and select “New product.”
• Choose the type of app (e.g., MSIX/PWA or EXE/MSI).
• Enter the app title and click Check availability.
• If available, click Reserve product name to hold the name for 3 months.

This is important because it guarantees your branding and prevents naming conflicts.

After reserving a name, start a new submission. The process involves:

• Pricing and Availability: Choose free/paid, markets, trials.
• Properties: Set category and capabilities.
• Age Ratings: Complete content questionnaire for regional ratings.
• Packages: Upload your MSIX or EXE/MSI packages.
• Store Listings: Add descriptions, features, images, logos.
• Submission Options: (Optional) Add notes for certification or schedule publish date.

Fill out all required fields, then click Submit for certification. Partner Center will validate inputs and flag any missing items before submission. Your app status will show as "in Certification" while being reviewed.

Store allows both app types.

MSIX Benefits are:

• Free Microsoft code signing and CDN hosting.
• Easier updates, better integration with Windows features.
• Enables advanced capabilities like flighting and commerce.

MSI/EXE Submission:

• Allowed since June 2021.
• You must provide a URL or upload the installer in submission.
• Requirements:
  • Must be .exe or .msi only.
  • Offline installer – no downloads during setup.
  • Installer must not change after submission or bundle unrelated software.

Both app types can be submitted in Store depending on developer's needs.

Required metadata typically includes:

• App name
• App description
• Category
• At least one screenshot per device family
• A Store logo
• A privacy policy URL (especially if your app collects personal data)

Optional but recommended fields include:

• Feature list
• Promotional images and trailers
• Additional languages and localized metadata
• Search terms for discoverability
• Website or support contact information

Providing rich, complete metadata helps Microsoft validate your app more efficiently and improves the user’s understanding of what your app offers.

A good app description should:

• Be clear, concise, and engaging
• Highlight the main value proposition of the app
• Use bullet points to list features for easy readability
• Avoid technical jargon unless it's a developer tool
• Use keywords naturally to help with search discoverability

Also, localize your descriptions for all languages you support to better connect with global users.

While only one screenshot per device family is required, Microsoft recommends including 5–8 high-quality screenshots for each supported device type (PC, tablet, Xbox, etc.).

These screenshots should:

• Showcase the app’s key features and UI
• Highlight different user scenarios or workflows
• Be localized when possible to match the listing language

Good visuals can significantly impact the user’s first impression and increase conversions.

A Store logo is mandatory for submission and is used throughout the Store’s interface (search results, listing, recommendations).

Additionally:

• Upload logos at multiple resolutions for different displays if possible
• Include a trailer video to demonstrate the app’s functionality and value — this is optional but highly recommended, as it increases engagement and conversion rates
• Keep trailers short (30–90 seconds), visually compelling, and captioned if possible for accessibility

You may define up to 7 search terms, each up to 30 characters. These are used by the Microsoft Store’s internal search engine to improve discoverability.

Tips for effective search terms:

• Focus on words users would actually search for
• Reflect the app’s core features or use cases
• Avoid brand names (unless they’re your own) and generic terms like “free” or “best”
• Don’t use misleading or unrelated keywords — this may violate Store policy

Search terms are not shown to users but play a crucial role in helping your app surface in search results.

After publishing an app, the owner of your developer account is always notified about the publishing status and required actions via email and through the Action Center in Partner Center.

To ensure delivery of these critical notifications, the owner must verify their email address via My Preferences in Action Center.

You can also add other team members to receive the same submission notifications by assigning them either the Developer or Manager role. This is useful for keeping co-developers or managers informed of updates or required actions.

To add or remove members from the notification list:

1. On the Submission options page, find the field labeled “Submission notification audience.”
2. Click the “Click here” link to open the Notification audience overview page.
3. On the overview page, add or remove users as needed.

Choosing a compelling name is crucial to attracting customers and making your app easily discoverable. Here are some best practices:

• Keep it short. Although your app's name can have up to 256 characters, display space is limited, and longer names may be truncated depending on the user's screen and settings. Shorter names are more memorable and easier to display clearly.

  Tip

  Windows uses variable-width fonts. This means the number of visible characters depends on their width (e.g., 30 'i' characters fit in the same space as 10 'w' characters). Test your app name across different devices and languages to ensure it's always clearly visible.

• Be original. Choose a distinctive name that clearly differentiates your app from others. An original name reduces confusion and enhances your brand identity.

• Do not use trademarked names. Ensure you have the rights to use the app name. Using a trademarked name could lead to your app being removed from the Store, forcing you to rename and re-submit your app.

• Avoid trailing differentiators. Don't include differentiating information (such as version numbers or dates) at the end of your app's title. Such details may be cut off in some views, causing confusion. If necessary, differentiate your apps using distinct logos or images.

• Avoid emojis and special characters. The Microsoft Store does not allow emojis or other unsupported special characters in app names.

A great description helps your app stand out, clearly communicating value and encouraging downloads. Follow these guidelines:

• Grab attention early. The first sentences are crucial. Clearly state your app’s unique benefits and why it’s valuable to the user.

• Make it user-friendly. Clearly describe key features, benefits, and available in-app purchases. Include any necessary legal disclosures relevant to the markets you serve.

• Use short paragraphs and lists. Keep your description easy to scan by using short paragraphs, bullet points, and clear headings.

  Note

  A concise, bulleted list of product features displayed under your description can quickly inform potential users about your app’s capabilities.

• Write engagingly. Avoid overly technical or dry language. Use a conversational tone that clearly and enthusiastically conveys your app's purpose.

• Be concise but comprehensive. A good length is generally between 200 and 3,000 words—long enough to provide clarity, short enough to maintain interest.

• Clarify free trials and add-ons. Clearly describe the details of any free trials or additional features offered via in-app purchases, ensuring users understand exactly what they're getting.

• Standard capitalization and punctuation. Avoid all-caps or irregular punctuation, which are difficult to read.

• Check spelling and grammar. Mistakes reflect poorly on your app’s perceived quality. Review thoroughly or have someone proofread your description.

• Avoid URLs and misplaced info. The description field doesn’t support clickable links. Include URLs and support information in designated areas of your app submission.

• Plain text only. HTML or other formatting code is not supported and will not display correctly.

• Learn from others. Review descriptions of similar apps in the Store for inspiration on effectively highlighting unique features and benefits.