That's the idea, at least. I got limited results in my own testing. "Shazam Download" produced the expected result, but searching for Twitterrific didn't. I tried adding "download," "app," "iPhone," and other qualifiers to no avail. Likewise, searching "Bank of America App" worked, but variations on "Gowalla" did not. Google notes that "The mobile app results will only be returned when relevant, well-rated apps are found," but who knows what that actually means.
This feature is limited to the USA for now, but Google promises that it's in the works for other countries.