Abstract: In an online marketplace, merchants are rewarded when they contribute successful goods or services, or otherwise contribute to the overall value of the marketplace to purchasers and to the marketplace provider. In particular, a dynamic rating rule is provided that allows revenue sharing to vary dynamically depending on factors such as item price, item volume and transaction type. The dynamic rating rule applied to a transaction can include a primary rule and one or more secondary rules. For example, a primary rule can define a percentage share based on price of an item, and a secondary rule can define an additional percentage share based on total sales of that item for the merchant. Thus different rating rules can apply to different items at different price points and at different sales volumes. As a result, a merchant can receive a higher percentage share of revenue with items with higher prices or higher volumes.