diff --git a/src/main/java/com/mccprogrammer/extpulse/publicpage/Badge.java b/src/main/java/com/mccprogrammer/extpulse/publicpage/Badge.java
index b88efcd..5b5f341 100644
--- a/src/main/java/com/mccprogrammer/extpulse/publicpage/Badge.java
+++ b/src/main/java/com/mccprogrammer/extpulse/publicpage/Badge.java
@@ -10,6 +10,9 @@ final class Badge {
 
 	private static final int PADDING = 6;
 
+	/** The value's color, also given to shields.io for its badges. */
+	static final String COLOR = "256abf";
+
 	private Badge() {
 	}
 
@@ -24,10 +27,11 @@ static String svg(String label, String value) {
 				<title>%2$s</title>\
 				<clipPath id="r"><rect width="%1$d" height="20" rx="3"/></clipPath>\
 				<g clip-path="url(#r)"><rect width="%3$d" height="20" fill="#555"/>\
-				<rect x="%3$d" width="%4$d" height="20" fill="#256abf"/></g>\
+				<rect x="%3$d" width="%4$d" height="20" fill="#%9$s"/></g>\
 				<g fill="#fff" text-anchor="middle" font-family="Verdana,Geneva,DejaVu Sans,sans-serif" font-size="11">\
 				<text x="%5$.1f" y="14">%6$s</text><text x="%7$.1f" y="14">%8$s</text></g></svg>""", width, text,
-				labelWidth, valueWidth, labelWidth / 2.0, escape(label), labelWidth + valueWidth / 2.0, escape(value));
+				labelWidth, valueWidth, labelWidth / 2.0, escape(label), labelWidth + valueWidth / 2.0, escape(value),
+				COLOR);
 	}
 
 	/** 950, 12.3k, 4.5M: the size of a number at a glance. */
diff --git a/src/main/java/com/mccprogrammer/extpulse/publicpage/PublicPages.java b/src/main/java/com/mccprogrammer/extpulse/publicpage/PublicPages.java
index 41d7d2d..0cc65ab 100644
--- a/src/main/java/com/mccprogrammer/extpulse/publicpage/PublicPages.java
+++ b/src/main/java/com/mccprogrammer/extpulse/publicpage/PublicPages.java
@@ -21,13 +21,20 @@
  * What anyone can see without signing in: the home page, and for accounts that chose an
  * address, a portfolio page and installs badges. Numbers change once a day, so badges may
  * be cached for an hour (GitHub's image proxy does).
+ * <p>
+ * Each badge also comes as JSON for shields.io's endpoint badges
+ * ({@code https://img.shields.io/endpoint?url=...}). The VS Code Marketplace only shows
+ * badges from services it knows, shields.io among them, so that is the one to put in an
+ * extension's README.
  */
 @Controller
 class PublicPages {
 
 	private static final MediaType SVG = MediaType.valueOf("image/svg+xml");
 
-	private static final CacheControl CACHE = CacheControl.maxAge(Duration.ofHours(1)).cachePublic();
+	private static final Duration CACHE_SECONDS = Duration.ofHours(1);
+
+	private static final CacheControl CACHE = CacheControl.maxAge(CACHE_SECONDS).cachePublic();
 
 	private final PublicProfiles profiles;
 
@@ -62,12 +69,29 @@ ResponseEntity<String> totalBadge(@PathVariable String slug) {
 	/** Installs of one extension, across the stores it is on. */
 	@GetMapping("/p/{slug}/extensions/{id}/badge.svg")
 	ResponseEntity<String> extensionBadge(@PathVariable String slug, @PathVariable long id) {
-		ExtensionOverview extension = this.stats.overview(owner(slug))
+		return badge(extensionInstalls(slug, id));
+	}
+
+	/** {@link #totalBadge} for shields.io. */
+	@GetMapping("/p/{slug}/badge.json")
+	ResponseEntity<ShieldsBadge> totalShieldsBadge(@PathVariable String slug) {
+		long installs = this.stats.overview(owner(slug)).stream().mapToLong(ExtensionOverview::installs).sum();
+		return shieldsBadge(installs);
+	}
+
+	/** {@link #extensionBadge} for shields.io. */
+	@GetMapping("/p/{slug}/extensions/{id}/badge.json")
+	ResponseEntity<ShieldsBadge> extensionShieldsBadge(@PathVariable String slug, @PathVariable long id) {
+		return shieldsBadge(extensionInstalls(slug, id));
+	}
+
+	private long extensionInstalls(String slug, long id) {
+		return this.stats.overview(owner(slug))
 			.stream()
 			.filter((candidate) -> candidate.id() == id)
 			.findFirst()
-			.orElseThrow(() -> new ResponseStatusException(HttpStatus.NOT_FOUND));
-		return badge(extension.installs());
+			.orElseThrow(() -> new ResponseStatusException(HttpStatus.NOT_FOUND))
+			.installs();
 	}
 
 	private long owner(String slug) {
@@ -81,4 +105,19 @@ private static ResponseEntity<String> badge(long installs) {
 			.body(Badge.svg("installs", Badge.compact(installs)));
 	}
 
+	private static ResponseEntity<ShieldsBadge> shieldsBadge(long installs) {
+		return ResponseEntity.ok()
+			.contentType(MediaType.APPLICATION_JSON)
+			.cacheControl(CACHE)
+			.body(new ShieldsBadge(1, "installs", Badge.compact(installs), Badge.COLOR,
+					(int) CACHE_SECONDS.toSeconds()));
+	}
+
+	/**
+	 * shields.io's endpoint schema. {@code cacheSeconds} asks shields.io to keep it as
+	 * long as this site lets anyone cache it.
+	 */
+	record ShieldsBadge(int schemaVersion, String label, String message, String color, int cacheSeconds) {
+	}
+
 }
diff --git a/src/main/resources/templates/stats/extension.html b/src/main/resources/templates/stats/extension.html
index 3a59565..68f56c4 100644
--- a/src/main/resources/templates/stats/extension.html
+++ b/src/main/resources/templates/stats/extension.html
@@ -146,6 +146,10 @@ <h2>Badge</h2>
 					<img th:src="@{/p/{slug}/extensions/{id}/badge.svg(slug=${slug},id=${series.extensionId()})}" alt="Installs badge">
 					<code th:text="'![Installs](' + ${baseUrl} + '/p/' + ${slug} + '/extensions/' + ${series.extensionId()} + '/badge.svg)'">markdown</code>
 				</div>
+				<p class="muted">For a README published on the VS Code Marketplace, which only shows badges from services it
+					knows, the same badge through shields.io:</p>
+				<code
+					th:text="'![Installs](https://img.shields.io/endpoint?url=' + ${#uris.escapeQueryParam(baseUrl + '/p/' + slug + '/extensions/' + series.extensionId() + '/badge.json')} + ')'">markdown</code>
 			</th:block>
 			<p th:if="${slug == null}">Badges need a public page. <a href="/app/settings">Choose its address in Settings.</a></p>
 		</div>
diff --git a/src/test/java/com/mccprogrammer/extpulse/publicpage/PublicPagesTests.java b/src/test/java/com/mccprogrammer/extpulse/publicpage/PublicPagesTests.java
index fb4b349..03b1970 100644
--- a/src/test/java/com/mccprogrammer/extpulse/publicpage/PublicPagesTests.java
+++ b/src/test/java/com/mccprogrammer/extpulse/publicpage/PublicPagesTests.java
@@ -25,6 +25,7 @@
 import static org.springframework.test.web.servlet.result.MockMvcResultMatchers.content;
 import static org.springframework.test.web.servlet.result.MockMvcResultMatchers.flash;
 import static org.springframework.test.web.servlet.result.MockMvcResultMatchers.header;
+import static org.springframework.test.web.servlet.result.MockMvcResultMatchers.jsonPath;
 import static org.springframework.test.web.servlet.result.MockMvcResultMatchers.status;
 
 /**
@@ -101,6 +102,26 @@ void badgesAreSvgThatMayBeCachedForAnHour() throws Exception {
 			.andExpect(content().string(containsString(">12.3k<")));
 	}
 
+	@Test
+	void badgesAlsoComeAsJsonForShieldsIo() throws Exception {
+		choose("mccprogrammer");
+
+		this.mvc.perform(get("/p/mccprogrammer/badge.json"))
+			.andExpect(status().isOk())
+			.andExpect(header().string("Content-Type", "application/json"))
+			.andExpect(header().string("Cache-Control", "max-age=3600, public"))
+			.andExpect(jsonPath("$.schemaVersion").value(1))
+			.andExpect(jsonPath("$.label").value("installs"))
+			.andExpect(jsonPath("$.message").value("12.3k"))
+			.andExpect(jsonPath("$.color").value("256abf"))
+			.andExpect(jsonPath("$.cacheSeconds").value(3600));
+		this.mvc.perform(get("/p/mccprogrammer/extensions/{id}/badge.json", this.extension))
+			.andExpect(jsonPath("$.message").value("12.3k"));
+		this.mvc.perform(get("/p/mccprogrammer/extensions/{id}/badge.json", this.extension + 1000))
+			.andExpect(status().isNotFound());
+		this.mvc.perform(get("/p/nobody/badge.json")).andExpect(status().isNotFound());
+	}
+
 	@Test
 	void anotherAccountsExtensionHasNoBadgeOnThisPage() throws Exception {
 		choose("mccprogrammer");
diff --git a/src/test/java/com/mccprogrammer/extpulse/stats/DashboardPagesTests.java b/src/test/java/com/mccprogrammer/extpulse/stats/DashboardPagesTests.java
index bc13c95..b1a5b0e 100644
--- a/src/test/java/com/mccprogrammer/extpulse/stats/DashboardPagesTests.java
+++ b/src/test/java/com/mccprogrammer/extpulse/stats/DashboardPagesTests.java
@@ -88,6 +88,18 @@ void theExtensionPageDrawsBothCharts() throws Exception {
 					containsString(": 1,100 installs (+10)"), containsString("Choose its address in Settings"))));
 	}
 
+	@Test
+	void withAPublicPageTheExtensionPageGivesBothBadgeLines() throws Exception {
+		this.jdbc.sql("UPDATE users SET public_slug = 'mccprogrammer'").update();
+
+		this.mvc.perform(get("/app/extensions/{id}", this.extension).session(this.session))
+			.andExpect(content()
+				.string(allOf(containsString("/p/mccprogrammer/extensions/" + this.extension + "/badge.svg)"),
+						containsString(
+								"https://img.shields.io/endpoint?url=http://localhost/p/mccprogrammer/extensions/"
+										+ this.extension + "/badge.json)"))));
+	}
+
 	@Test
 	void onlyTheOfferedRangesAreUsed() throws Exception {
 		this.mvc.perform(get("/app/extensions/{id}", this.extension).param("days", "90").session(this.session))