Google announced a new redesign for Google Play on Android smartphones and tablets. It starts rolling out today.

Google says the design is “simple, clean and – most importantly – helps you find great entertainment, fast.”

“The new design focuses on bigger images that jump off the page,” says group product manager Michael Siliski. “Similarly themed content is grouped together so you can hone in on a magazine to read or an app to try. As you move down the page, new recommendations continue to appear so there is always more to see and explore. We’ve also simplified purchasing so you can breeze through checkout and get to enjoying your movie rental or other content.”

Here’s a look:

For developers, the new interface also comes with a new purchase flow. Google’s Purnima Kochikar explains:

Most important for apps that sell in-app products, the new UI offers a dramatically simplified, dialog-based purchase flow lets users buy your products without leaving the context of your app. Your app remains active and visible behind the purchase dialogs. When the purchase is complete, users return directly to the place they left, without your app having to reconstruct its state. It’s especially powerful when combined with In-app Billing v3, providing a faster and more reliable purchase flow.

The redesigned app is coming to devices running Android 2.2 and above. You can expect to see it over the next few weeks.