Microsoft Store

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Microsoft's digital distribution platform for Windows applications, PC games, and selected digital content.

Last updated August 26, 2026

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First read: Oct 29, 2026
Latest read: Nov 4, 2026

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Overview

Microsoft Store is Microsoft's digital distribution platform for software and entertainment content across Windows and Xbox-related ecosystems. The service originated as the Windows Store, introduced for Windows 8 as the principal distribution channel for the new class of tightly controlled, sandboxed applications later associated with the Universal Windows Platform. Over time, Microsoft expanded the service beyond Windows applications, combined it with several earlier digital storefronts, and renamed it Microsoft Store. The platform provides a consumer-facing storefront and a developer-facing publishing and analytics system. Users can discover, download, purchase, update, and in some cases subscribe to applications and games. Developers use Microsoft's submission and certification processes, publishing dashboard, ratings tools, quality reports, adoption analytics, and financial reporting. Store certification has historically covered compatibility, security, content, privacy, and technical requirements, although Microsoft has progressively presented the Windows 11 store as more open to different application frameworks, packaging technologies, payment systems, and third-party storefronts. The store's scope changed substantially with Windows 10. Microsoft consolidated the former Windows Marketplace, Windows Phone Store, Xbox Music, Xbox Video, Xbox Store, and related web commerce functions into a more unified distribution system. The resulting storefront could carry Universal Windows Platform applications, traditional desktop software packaged for store distribution, console and PC games, music, films, television programs, themes, and electronic books. Several of these categories were later withdrawn. Digital music sales ended at the close of 2017, ebook sales ended in 2019, and Microsoft announced the closure of the Movies & TV storefront in 2025. The remaining emphasis is on applications and games, while the Xbox app has become an important front end for PC gaming and PC Game Pass content available through Microsoft's ecosystem. Microsoft Store is both a platform product and a strategic control point for Microsoft's operating systems. It supports Microsoft's efforts to make software discovery, installation, updates, identity, licensing, and commerce more consistent across devices. It has also been shaped by competition with Apple, Google, Steam, Epic Games Store, and other distribution channels. Microsoft has reduced some restrictions over time, including allowing more desktop applications, Progressive Web Apps, alternative payment systems for qualifying non-game software, and third-party storefront clients. At the same time, the service remains curated: applications must meet Microsoft's published requirements, and Microsoft retains the ability to reject, remove, or disable software for security, legal, or policy reasons. The brand is therefore best understood not as a conventional retail chain but as a software marketplace and distribution infrastructure operated by Microsoft. Its principal users are Windows consumers, PC gamers, Xbox customers, software developers, publishers, and enterprise or educational organizations that obtain software through Microsoft's ecosystem.

History

Microsoft's modern store strategy developed from several earlier digital commerce initiatives. Windows Marketplace was an earlier online system for purchasing software, tracking product keys, and retrieving licenses. Microsoft discontinued that service in 2008 and subsequently operated a web storefront using the Microsoft Store name. At Microsoft's Build conference in September 2011, the company announced the Windows Store for Windows 8. The service was designed around Microsoft's new Metro-style application model: applications were sandboxed, subject to certification, and intended to provide a consistent installation and update experience. The store became available with the Windows 8 consumer preview in February 2012. Its original role was closely tied to Universal Windows Platform ambitions and to Microsoft's desire to make the store the normal distribution route for the new application model. Windows 8.1 brought a redesigned storefront with more prominent categories, recommendations, rankings, offers, and expanded application information. Automatic application updates were also introduced. Nevertheless, the platform faced criticism over limited software availability, restrictions on application types, and differences between store applications and conventional Windows desktop software. Windows 10 significantly broadened the platform. Microsoft combined the Windows Store with Windows Marketplace, Windows Phone Store, Xbox Music, Xbox Video, Xbox Store, and related web commerce functions. The unified service offered applications, games, music, films, television programs, themes, fonts, and ebooks. Traditional desktop software could also be packaged for store delivery, while Microsoft's PC game strategy for a period emphasized Microsoft Store distribution and Universal Windows Platform technology. The Windows Store name began changing to Microsoft Store in 2017. This rebrand accompanied the integration of Xbox commerce and reflected Microsoft's effort to present its Windows and Xbox marketplaces as parts of a wider platform. The content strategy subsequently narrowed. Music sales ended in 2017, ebook sales ended in 2019, and Microsoft's later announcement concerning the Movies & TV storefront further reduced the role of media commerce. Games also became less dependent on the store client as Microsoft promoted the Xbox application as a principal interface for PC gaming and PC Game Pass. Microsoft progressively adjusted its developer policies. In 2018 it added Progressive Web Apps. In 2020 it published principles promising greater transparency, reasonable fees, developer access, payment flexibility, and interoperability. For Windows 11, Microsoft stated that applications could use a wider range of frameworks and packaging technologies. Non-game software could use third-party payment systems under the announced policy, and third-party storefronts could distribute their clients through Microsoft Store. These changes responded partly to wider disputes over digital-store commissions and platform control involving Apple, Google, Epic Games, and other technology companies. The platform has used different commercial terms over time. Earlier app economics included a 30 percent commission, with a temporary reduced rate after a specified sales threshold. The threshold-based reduction was removed in 2015. Microsoft later announced a 12 percent share for qualifying app sales from August 2021, while third-party payment transactions could be permitted without Microsoft taking a share. Xbox game economics and non-game application policies have not always followed identical terms. Microsoft Store remains integrated into supported Windows releases and continues to function as a marketplace for applications and games. Its historical importance lies in Microsoft's repeated attempt to unify software distribution across personal computers, phones, consoles, and digital media, while its current identity is centered primarily on Windows software and gaming rather than a broad all-purpose media store.

2025
Movies & TV storefront closure announced
[1]Microsoft Storeen.wikipedia.org
Microsoft announced the closure of its Movies & TV storefront, leaving applications and games as the principal store categories.
2021
Windows 11 store policy changes
[3]A new Microsoft Store for Windowsblogs.windows.com
Microsoft announced broader framework support, alternative payment options for qualifying applications, and third-party storefront integration.
2020
Developer fairness principles are published
[2]Microsoft's App Store Principlesblogs.microsoft.com
Microsoft announced operating principles addressing transparency, fees, access, payments, interoperability, and treatment of competing software.
2019
Ebook sales end
[1]Microsoft Storeen.wikipedia.org
Microsoft ended ebook sales and refunded customers after purchased books became unavailable when digital-rights licenses expired.
2018
Progressive Web App support is announced
[1]Microsoft Storeen.wikipedia.org
Microsoft added Progressive Web Apps as a supported category for store distribution.
2017
Windows Store is rebranded Microsoft Store
[1]Microsoft Storeen.wikipedia.org
Microsoft introduced the Microsoft Store name and integrated Xbox Store branding.
2015
Commission threshold reduction is removed
[1]Microsoft Storeen.wikipedia.org
Microsoft ended the earlier sales-threshold mechanism that reduced its app commission after a developer reached a specified revenue level.
2013
Windows 8.1 redesign
[1]Microsoft Storeen.wikipedia.org
The storefront received a redesigned home page, improved categories and recommendations, and automatic app updates.
2012
Windows Store launches in Windows 8 preview
[1]Microsoft Storeen.wikipedia.org
The service became available with the Windows 8 consumer preview.
2011
Windows Store is announced
[1]Microsoft Storeen.wikipedia.org
Microsoft announced a dedicated Windows 8 application storefront at its Build developer conference.
2008
Windows Marketplace is discontinued
[1]Microsoft Storeen.wikipedia.org
Microsoft discontinued an earlier software-commerce service that handled purchases, product keys, and license retrieval.

Products and positioning

A curated but increasingly open digital marketplace integrated into Windows and Microsoft's gaming ecosystem.

Software marketplace · 2012
Windows applications
The store's core offering is software for Windows, including Universal Windows Platform applications, packaged desktop programs, utilities, education products, entertainment applications, and Progressive Web Apps. Applications are reviewed through Microsoft's certification process and can support installation, updating, licensing, ratings, and regional distribution through the store.
Video games · 2012
PC games
Microsoft Store distributes PC games from Microsoft and third-party publishers. It has been used for individual purchases, free-to-play products, and games associated with Microsoft's subscription ecosystem. The Xbox app increasingly serves as the primary discovery and management interface for PC games and PC Game Pass, while the store remains part of the underlying Windows distribution environment.
Console video games
Xbox games
Xbox commerce was incorporated into the broader Microsoft Store branding during Microsoft's platform-convergence efforts. The Xbox-related catalog supports digital game commerce across Microsoft's gaming ecosystem, although console discovery and account management are also handled through Xbox-specific interfaces.
Developer services · 2012
Microsoft Store developer portal
The developer portal supports application submission, certification, publishing, ratings review, quality monitoring, adoption analysis, regional reporting, downloads data, and transaction reporting. It gives publishers operational tools in addition to the consumer storefront.
Digital media
Digital music
Digital music was formerly sold through Microsoft's broader store ecosystem. Microsoft discontinued music sales after ending Groove Music Pass, and users were given an opportunity to transfer eligible collections to Spotify.
Digital media
Ebooks
The store formerly sold ebooks that could be read through Microsoft's Edge-based reading experience. Microsoft ended sales in 2019, and digital-rights licensing changes made purchased books inaccessible, followed by automatic refunds.
Digital media
Movies & TV
Microsoft formerly offered movie rentals, movie purchases, and television content in selected markets through its Movies & TV ecosystem. In 2025 Microsoft announced the closure of the storefront, while previously purchased content availability depended on market and platform arrangements.

Brand decisions

2025
Close the Movies & TV storefrontStrategy
Background
Microsoft's store strategy had increasingly focused on applications and games rather than a broad digital-media catalog.
Action taken
Microsoft announced the closure of the Movies & TV storefront and provided market-specific guidance for accessing previously purchased content.
Aftermath
Microsoft Store's remaining strategic emphasis became software and games, with continued limitations on legacy media access depending on region.
Source
2021
Open the Windows 11 Microsoft StoreStrategy
Background
Microsoft sought to increase catalog breadth and reduce technical and commercial barriers for Windows developers.
Action taken
Microsoft announced support for applications using different frameworks and packaging technologies, permitted third-party payment systems for qualifying non-game software, and allowed third-party storefront clients to be offered through the store.
Aftermath
The policy positioned Microsoft Store as a more permissive Windows marketplace while retaining certification and content controls.
Source
2020
Adopt developer fairness principlesStrategy
Background
The announcement came amid public and legal disputes over the rules and commissions of major mobile and desktop application stores.
Action taken
Microsoft committed to principles covering transparent rules, reasonable fees, developer access, payment choice, interoperability, communication with users, and equal treatment of Microsoft's own software.
Aftermath
The principles established the policy direction for the more open Microsoft Store presented with Windows 11.
Source
2019
End ebook salesStrategy
Background
Microsoft determined that ebook digital-rights licenses would not be renewed.
Action taken
Microsoft stopped selling ebooks and later made previously purchased books inaccessible, issuing automatic refunds to affected customers.
Aftermath
The decision removed ebooks from Microsoft Store and reduced the platform's digital-media scope.
Source
2017
Unify Windows and Xbox storefront brandingStrategy
Background
Microsoft was consolidating several software and media distribution services across Windows and Xbox.
Action taken
The company began replacing the Windows Store identity with Microsoft Store branding and incorporated Xbox Store functions into the unified platform.
Aftermath
The store became a broader Microsoft ecosystem brand, although different Windows and Xbox applications continued to provide specialized user experiences.
Source

Recent events

2022.02.15
Reported2022.02.15
Microsoft expands access to Amazon Appstore Preview in Windows 11[5]Microsoft 扩大 Windows 11 中 Amazon Appstore Preview 的使用范围techcrunch.com
Microsoft began rolling out broader U.S. access to the Amazon Appstore Preview through the Microsoft Store, allowing Windows 11 users to access more than 1,000 apps and games. The feature is offered in partnership with Amazon.
2021.09.28
Reported2021.09.28
Microsoft announces third-party storefront integration in Microsoft Store[6]Microsoft 宣布 Microsoft Store 将整合第三方商店theverge.com
Microsoft announced that it would allow third-party app storefronts to integrate into the Microsoft Store. Amazon and Epic Games were named as the first storefronts expected to become discoverable there in the coming months; storefront apps, rather than their separate games and apps, would be listed.
2021.09.28
Reported2021.09.28
Microsoft Store opens to third-party storefront apps[7]Microsoft Store 向第三方应用商店开放geekwire.com
Microsoft announced that the Microsoft Store on Windows is opening to third-party storefront apps, including those from Amazon and Epic Games, which users can find and install through the Store.
2021.08.30
Reported2021.08.31
Reddit app arrives in Microsoft Store[8]Reddit 应用上架 Microsoft Storewindowscentral.com
Reddit's official progressive web app became available in the Microsoft Store for Windows 10 and Windows 11.
2021.08.06
Reported2021.08.05
Microsoft Store receives an update[9]Microsoft Store 获得更新finance.sina.com.cn
Microsoft Store received an update with multiple quality improvements, including support for automatic scrolling under Spotlight.
2021.06.24
Reported2021.06.24
Microsoft announces a new Microsoft Store for Windows 11[10]微软宣布为 Windows 11 推出新版 Microsoft Storewindowscentral.com
Microsoft announced a redesigned Microsoft Store for Windows 11, with support for additional app types and options for developers to use their own commerce platforms. The store was planned to enter preview the following week and roll out officially in the fall.
2021.05.14
Reported2021.05.14
Samsung launches Galaxy Buds app on the Microsoft Store[11]Samsung在Microsoft Store推出Galaxy Buds应用androidcentral.com
Samsung released its Galaxy Buds app on the Microsoft Store; the article says it is currently compatible only with Galaxy Buds Pro.
2021.05.01
Reported2021.05.01
Microsoft announces lower PC game revenue share[12]微软宣布降低PC游戏收入分成比例vgchartz.com
Microsoft announced that the developer share of net revenue from PC game sales on Microsoft Store would rise from 70% to 88%, effective August 1. The change applies to PC, not Xbox consoles.
2021.02.09
Reported2021.02.09
Microsoft announces Lunar New Year game sale[13]微软宣布农历新年游戏促销slashgear.com
Microsoft announced a Lunar New Year sale offering discounts on selected Xbox and PC games, with discounts of up to 55% on Xbox games and up to 75% on PC games. The sale was stated to run through February 15.
2020.12.23
Reported2020.12.23
Microsoft Store offers winter discounts on Surface devices[14]Microsoft Store推出Surface设备冬季折扣digitalspy.com
Microsoft's official store was offering winter-period discounts on Surface laptops and devices, with savings of up to £230; the sale was described as concluding at the end of January.

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