Thanks for this! We have an appx package (not msix due to older versions of Win10) that contains 2 exe's in the manifest. We manually call for updates when one is detected by the app (also to support older win10) and need to know which exe to restart after the update is complete. Since we already have aliases registered, adding the query string above was trivial.
One thing to note, in our case we do not actually need to pass any arguments other then the alias but you still need to include the ending semicolon. For example, this did NOT work:
ms-appinstaller:?source=\\some\file\path\someapp.appinstaller&activationUri=myapp2alias
but this DID work (note the trailing ":"):
ms-appinstaller:?source=\\some\file\path\someapp.appinstaller&activationUri=myapp2alias:
Ernie