diff --git a/_pytest/assertion/__init__.py b/_pytest/assertion/__init__.py
index 746c810ee..271a2e7d5 100644
--- a/_pytest/assertion/__init__.py
+++ b/_pytest/assertion/__init__.py
@@ -7,6 +7,7 @@ import sys
 
 from _pytest.monkeypatch import monkeypatch
 from _pytest.assertion import util
+from _pytest.assertion import rewrite
 
 
 def pytest_addoption(parser):
@@ -26,6 +27,34 @@ def pytest_addoption(parser):
                             provide assert expression information. """)
 
 
+def pytest_namespace():
+    return {'register_assert_rewrite': register_assert_rewrite}
+
+
+def register_assert_rewrite(*names):
+    """Register a module name to be rewritten on import.
+
+    This function will make sure that the module will get it's assert
+    statements rewritten when it is imported.  Thus you should make
+    sure to call this before the module is actually imported, usually
+    in your __init__.py if you are a plugin using a package.
+    """
+    for hook in sys.meta_path:
+        if isinstance(hook, rewrite.AssertionRewritingHook):
+            importhook = hook
+            break
+    else:
+        importhook = DummyRewriteHook()
+    importhook.mark_rewrite(*names)
+
+
+class DummyRewriteHook(object):
+    """A no-op import hook for when rewriting is disabled."""
+
+    def mark_rewrite(self, *names):
+        pass
+
+
 class AssertionState:
     """State for the assertion plugin."""
 
diff --git a/_pytest/assertion/rewrite.py b/_pytest/assertion/rewrite.py
index aa33f1352..50d8062ae 100644
--- a/_pytest/assertion/rewrite.py
+++ b/_pytest/assertion/rewrite.py
@@ -163,9 +163,9 @@ class AssertionRewritingHook(object):
                     self.session = session
                     del session
         else:
-            toplevel_name = name.split('.', 1)[0]
-            if toplevel_name in self._must_rewrite:
-                return True
+            for marked in self._must_rewrite:
+                if marked.startswith(name):
+                    return True
         return False
 
     def mark_rewrite(self, *names):
diff --git a/_pytest/config.py b/_pytest/config.py
index 5ac120ab3..536c2fb34 100644
--- a/_pytest/config.py
+++ b/_pytest/config.py
@@ -11,6 +11,7 @@ import py
 import sys, os
 import _pytest._code
 import _pytest.hookspec  # the extension point definitions
+import _pytest.assertion
 from _pytest._pluggy import PluginManager, HookimplMarker, HookspecMarker
 
 hookimpl = HookimplMarker("pytest")
@@ -154,6 +155,9 @@ class PytestPluginManager(PluginManager):
             self.trace.root.setwriter(err.write)
             self.enable_tracing()
 
+        # Config._consider_importhook will set a real object if required.
+        self.rewrite_hook = _pytest.assertion.DummyRewriteHook()
+
     def addhooks(self, module_or_class):
         """
         .. deprecated:: 2.8
@@ -362,7 +366,9 @@ class PytestPluginManager(PluginManager):
         self._import_plugin_specs(os.environ.get("PYTEST_PLUGINS"))
 
     def consider_module(self, mod):
-        self._import_plugin_specs(getattr(mod, "pytest_plugins", None))
+        plugins = getattr(mod, 'pytest_plugins', [])
+        self.rewrite_hook.mark_rewrite(*plugins)
+        self._import_plugin_specs(plugins)
 
     def _import_plugin_specs(self, spec):
         if spec:
@@ -926,15 +932,13 @@ class Config(object):
         and find all the installed plugins to mark them for re-writing
         by the importhook.
         """
-        import _pytest.assertion
         ns, unknown_args = self._parser.parse_known_and_unknown_args(args)
         mode = ns.assertmode
-        if ns.noassert or ns.nomagic:
-            mode = "plain"
         self._warn_about_missing_assertion(mode)
         if mode != 'plain':
             hook = _pytest.assertion.install_importhook(self, mode)
             if hook:
+                self.pluginmanager.rewrite_hook = hook
                 for entrypoint in pkg_resources.iter_entry_points('pytest11'):
                     for entry in entrypoint.dist._get_metadata('RECORD'):
                         fn = entry.split(',')[0]
diff --git a/testing/test_assertion.py b/testing/test_assertion.py
index 0346cb9a9..215d3e419 100644
--- a/testing/test_assertion.py
+++ b/testing/test_assertion.py
@@ -63,22 +63,53 @@ class TestImportHookInstallation:
             assert 0
         result.stdout.fnmatch_lines([expected])
 
+    @pytest.mark.parametrize('mode', ['plain', 'rewrite', 'reinterp'])
+    def test_pytest_plugins_rewrite(self, testdir, mode):
+        contents = {
+            'conftest.py': """
+                pytest_plugins = ['ham']
+            """,
+            'ham.py': """
+                import pytest
+                @pytest.fixture
+                def check_first():
+                    def check(values, value):
+                        assert values.pop(0) == value
+                    return check
+            """,
+            'test_foo.py': """
+                def test_foo(check_first):
+                    check_first([10, 30], 30)
+            """,
+        }
+        testdir.makepyfile(**contents)
+        result = testdir.runpytest_subprocess('--assert=%s' % mode)
+        if mode == 'plain':
+            expected = 'E       AssertionError'
+        elif mode == 'rewrite':
+            expected = '*assert 10 == 30*'
+        elif mode == 'reinterp':
+            expected = '*AssertionError:*was re-run*'
+        else:
+            assert 0
+        result.stdout.fnmatch_lines([expected])
+
     @pytest.mark.parametrize('mode', ['plain', 'rewrite', 'reinterp'])
     def test_installed_plugin_rewrite(self, testdir, mode):
         # Make sure the hook is installed early enough so that plugins
         # installed via setuptools are re-written.
-        ham = testdir.tmpdir.join('hampkg').ensure(dir=1)
-        ham.join('__init__.py').write("""
-import pytest
+        testdir.tmpdir.join('hampkg').ensure(dir=1)
+        contents = {
+            'hampkg/__init__.py': """
+                import pytest
 
-@pytest.fixture
-def check_first2():
-    def check(values, value):
-        assert values.pop(0) == value
-    return check
-        """)
-        testdir.makepyfile(
-            spamplugin="""
+                @pytest.fixture
+                def check_first2():
+                    def check(values, value):
+                        assert values.pop(0) == value
+                    return check
+            """,
+            'spamplugin.py': """
             import pytest
             from hampkg import check_first2
 
@@ -88,7 +119,7 @@ def check_first2():
                     assert values.pop(0) == value
                 return check
             """,
-            mainwrapper="""
+            'mainwrapper.py': """
             import pytest, pkg_resources
 
             class DummyDistInfo:
@@ -116,14 +147,15 @@ def check_first2():
             pkg_resources.iter_entry_points = iter_entry_points
             pytest.main()
             """,
-            test_foo="""
+            'test_foo.py': """
             def test(check_first):
                 check_first([10, 30], 30)
 
             def test2(check_first2):
                 check_first([10, 30], 30)
             """,
-        )
+        }
+        testdir.makepyfile(**contents)
         result = testdir.run(sys.executable, 'mainwrapper.py', '-s', '--assert=%s' % mode)
         if mode == 'plain':
             expected = 'E       AssertionError'
@@ -135,6 +167,47 @@ def check_first2():
             assert 0
         result.stdout.fnmatch_lines([expected])
 
+    def test_rewrite_ast(self, testdir):
+        testdir.tmpdir.join('pkg').ensure(dir=1)
+        contents = {
+            'pkg/__init__.py': """
+                import pytest
+                pytest.register_assert_rewrite('pkg.helper')
+            """,
+            'pkg/helper.py': """
+                def tool():
+                    a, b = 2, 3
+                    assert a == b
+            """,
+            'pkg/plugin.py': """
+                import pytest, pkg.helper
+                @pytest.fixture
+                def tool():
+                    return pkg.helper.tool
+            """,
+            'pkg/other.py': """
+                l = [3, 2]
+                def tool():
+                    assert l.pop() == 3
+            """,
+            'conftest.py': """
+                pytest_plugins = ['pkg.plugin']
+            """,
+            'test_pkg.py': """
+                import pkg.other
+                def test_tool(tool):
+                    tool()
+                def test_other():
+                    pkg.other.tool()
+            """,
+        }
+        testdir.makepyfile(**contents)
+        result = testdir.runpytest_subprocess('--assert=rewrite')
+        result.stdout.fnmatch_lines(['>*assert a == b*',
+                                     'E*assert 2 == 3*',
+                                     '>*assert l.pop() == 3*',
+                                     'E*AssertionError*re-run*'])
+
 
 class TestBinReprIntegration: