The Galaxy Nexus smartphone is now available to purchase directly from the Google Play web store, placing the Samsung/Google joint venture right alongside the Android app store.

Currently, the new 'Devices' section of Google Play is only open to US browsers, who can order an unlocked, contract-free Nexus for $399.

Overseas

In a post on the Google Mobile Blog, SVP of mobile and digital content Andy Rubin described the online destination as a way for consumers to "quickly and easily purchase an unlocked version of the phone."

Rubin explained, "We want to give you a place to purchase Nexus devices that work really well with your digital entertainment."

"We hope to bring it to more countries soon," Rubin concluded.

Ironically, though, Google dropped this approach for its original Nexus One device in 2010, saying it preferred to work with carriers. 

[source: Google Mobile Blog]