Microsoft wants to encourage developers to use the Microsoft Store

With the release of Windows 11 last year, the company redesigned the Microsoft Store from the ground up. It was one of the best new features in Windows 11, and it’s been reimagined to offer support for UWP, PWA, Win32, and even Android apps. Yesterday at the Build 2022 developer conference, Microsoft announced a plethora of new features for the Microsoft Store.

The Microsoft Store will soon have Microsoft Store Ads, which will be powered by Microsoft Advertising. The brand said the upcoming feature will allow developers to market their apps to the right users and highlight new experiences for users. Microsoft said it will soon launch a pilot program for developers to design ad campaigns as part of Microsoft Advertising. Currently, developers can join the Microsoft Store Ads waiting list.

Microsoft also announced that it will introduce the preview from the Amazon Appstore on Windows 11 in five new countries by the end of the year. These are France, Germany, Italy, Japan and the United Kingdom. The expansion will continue to grow Amazon’s app index on Windows 11, which already has thousands, Microsoft noted.

The brand also confirmed the end of the waitlist program for Win32 apps in the Microsoft Store. This will make more apps compatible with the Microsoft Store, including those that run on C++, WinForms, WPF, MAUI, React, Rust, Flutter, and Java — as long as they run on Windows.

Once apps are available on the Microsoft Store, developers also have access to important statistics and data about downloads and user usage.

Towards a more exhaustive catalog?

The Win32 App Waitlist Program is coming to an end shortly after Microsoft added its own Microsoft Teams app as a downloadable app on the Microsoft Store, after five years of mostly manual downloading. Many publications noted that several commonly used apps, such as Google Chrome and Steam, were not allowed on the Microsoft Store. It will be interesting to see which apps will now come to the app store with the restrictions lifted.

The full catalog of Microsoft Build sessions is now publicly available. The Microsoft Build conference is free and can be attended virtually.

New for users

While access to more apps through the Store is a good thing, the best novelty is the “Restore apps” function. As the name suggests, it will allow you to restore apps installed by the Microsoft Store when switching to a new device. “It will also help developers retain customers without having to remind them to re-download their app.“explains Microsoft.

The advantage of this feature is that you will no longer need to remember or write down the names of applications that you used regularly on your old machine. Instead, you can now click a button to set up your new Windows 11 device in a snap.

If you are someone who likes to unlock the Windows 11 experience and unload Windows Search from unnecessary results, you can add another feature to this list. As announced at Build 2022, you will soon start seeing search results from the Microsoft Store. By typing the name of an application in the Windows search bar, its list will appear (if it is available in the store) and you can download it by clicking on the “Get from store” button, without interrupting your flow.

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