The Microsoft Store in Windows 10 was just updated with a new Devices tab by which you can buy Surface and third-party PCs, Xbox consoles, Mixed Reality headsets, and various other hardware peripherals.
I don’t see an announcement about this change, and I’m not even seeing it on all of my PCs for some reason. But this change impacts the current, shipping version of Windows 10 (version 1709). It’s not coming in a future release only.
From what I can tell, the actual product pages are pulled directly from Microsoft’s web-based store. For example, here is the Surface Laptop page.
We knew that the Windows Store was becoming the Microsoft Store I guess that includes hardware.