Back in August, Microsoft started testing some new changes to the Microsoft Store that primarily focused on a new Downloads section and a tweaked Library section. Yesterday, Microsoft started testing a new product page experience in the Microsoft Store.

If you’re a user of a streaming platform (not pointing any fingers, but Netflix has been a little prolific in this) that has developed a hatred of autoplay ads, Microsoft does thankfully reassure users that you’ll be able to disable video autoplay in the Microsoft Store’s settings.

Microsoft has started testing a new “immersive” experience on the Windows 11 Microsoft Store that lets developers add hero images or auto-playing video trailers at the top of their product pages.

Microsoft Store's new immersive experience makes the platform look professional. It could easily compete with Steam.