Amazon is launching a new store section today called Amazon Exclusives that looks to highlight “up-and-coming brands.” The store features products from Kickstarter successes like Jackery phone chargers, Zackees’ clever cycling gloves and Olioclip phone camera lenses. The new store claims to offer “the best prices” on such items, and also includes products not born from crowdfunding. Tower’s inflatable paddle board, for example, came from ABC’s Shark Tank.
Despite the confusing nomenclature, the products on offer aren’t totally exclusive to Amazon. In order to be eligible for placement in the Exclusives store, brands have to agree to partner with Amazon as an exclusive third-party retailer. That means products can still be sold through a brand’s website or physical stores. All products in the store will be shipped by Amazon and are eligible for Prime shipping.