The company said that the new design features larger images to better illustrate content. Google is also proactively showing more recommendations and simplified the purchasing process.
Phones and tablets running Android version 2.2 Froyo or later will begin seeing the changes roll out today. According to Google's Android statistics, less than 2% of users are running versions older than 2.2, so the vast majority of the Android user base will benefit from the changes.
Last year, mobile rival Apple similarly revamped its App Store interface with iOS 6 in order to focus more on app discovery. As mobile app repositories continue to grow in size, with iOS and Android both boasting the highest app counts, finding quality content has become increasingly difficult, which is why both Google and Apple have been focusing on recommendations and discovery.