The store will be known as Amazon Exclusives, and will be accessible via Amazon.com. This section of the vast online marketplace will feature unique products from both up-and-coming and already established designers. In order to sell their products in the new store, designers and developers have to agree only to offer the product on Amazon Exclusives and on their own website or physical stores, writes Chris O’Brien for Venture Beat.

Amazon Exclusives: Helping You Find Strange Products

A win-win relationship

This means that the products on offer are almost exclusive to Amazon, hence the name, and Amazon is working towards becoming a partner for new and innovative designers.

“Our mission on behalf of customers is to make Amazon the destination for brands and innovators to launch and sell their products, providing our customers early access to new products,” said Peter Faricy, vice president of Amazon Marketplace. “We understand that helping brands gain exposure for their award-winning new products is beneficial to customers that desire to be the first to have the hot new item.”

As well as promoting lesser-known brands, Amazon Exclusives affords consumers the luxury of being able to explore a diverse range of products such as Hot Chocolate Design’s Chocolaticas Mini Chocolaticas Lucy In The Sky.

Amazon partnering with Shark Tank

One existing partner for the new store is TV program Shark Tank. Amazon Exclusives will sell products featured on the show. Those eager to get their hands on some Mini Chocolaticas will be thrilled to discover that all of the featured products are eligible for free 2-day shipping, if you are an Amazon Prime member.

“New brands are popping up everywhere, and it can be difficult for consumers to find and evaluate new items online. The Amazon Exclusives store provides a great environment for customers to explore hot new items,” said Stephan Aarstol, founder and CEO for Tower Paddle Boards, whose products will feature in-store. “For consumers, this new shopping experience is a big win because they get the confidence of shopping on Amazon plus early access to the style and innovation of these rising star brands.”