Amazon has a number of sectioned-off digital storefronts it uses to curate collections of products (smart home, 3D printing) to make shopping and discovering new gear even easier. Today, the online retail giant announced its new Amazon Exclusives store which offers customers “access to innovative new products from popular up-and-coming brands.” It will feature a specially selected list of products and companies that only sell gear on Amazon Marketplace and through their own websites/stores.

Head below for a quick rundown of the currently highlighted products including those from Olloclip, Jackery and more:

Luxury Book iPhone 7 Plus Case

Amazon Exclusives-new-01

We have a collection of exciting new technologies and innovative brands to suit any customer, like premium but affordable mobile chargers for iPhone, Android, and other mobile devices from Jackery; portable and durable standup paddleboards from Tower Paddle Boards; a design brand, Hot Chocolate Design, which flees away from the uniformity and creative rigidity of mass produced brands; Olloclip, an advanced optic lenses for iPhone 6; and Zackees, a LED-turn signal gloves for cycling, running, or skateboarding.

All products available in the new Exclusives store receive the same Prime treatment as usual with order fulfillment by Amazon. Expect more companies and products to be added to the new store moving forward and be sure to keep an eye on our daily New Toys for the most interesting new gadgets around.

Amazon Exclusives store features innovative items, including products featured on the TV program Shark Tank

Many of the products in the Amazon Exclusives store have won innovation awards from industry associations

SEATTLE–(BUSINESS WIRE)–Mar. 11, 2015– Amazon (NASDAQ: AMZN) announced today the launch of Amazon Exclusives (www.amazon.com/exclusives), a new store that gives customers direct access to innovative new products from popular up-and-coming brands. Customers can explore a unique range of electronics accessories, toys, sporting equipment and much more. The new store will feature brands from new product inventors including some products featured on the TV program Shark Tank.

“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, VP 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.”

To provide customers convenient access to new products, Amazon built the Amazon Exclusives store and worked with select brands to help bring their innovative items to Amazon. Many of these items have won innovation awards from industry associations. Products in the Amazon Exclusives store are only available on Amazon or directly from the brand’s website or its physical stores. Items are fulfilled by Amazon which means they are eligible for Free Two-Day Shipping for current Prime members in the U.S.

“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, based in the San Diego area. “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.”

The new Amazon Exclusives store allows every customer the chance to enjoy the experience of discovering new products. Customers can browse a Jackery Mini Portable Charger that helps provide power on the go, Hot Chocolate Design’s Chocolaticas Mariquita Women Mary Jane Flats that are a fusion of fashion and design, or even Zackees LED Turn Signal Gloves for cycling that allow cyclists to communicate with others sharing the road. The new store features a unique selection to suit any customer, from the early adopter to fashion enthusiasts.

“Consumers shopping through the Amazon Exclusives store will have confidence knowing that they are receiving the best price available for innovative new items,” said Michael Hsu, CFO for PERI, Inc., headquartered in Irvine, Calif. “From a business perspective, the new store is nirvana for a new brand, and the end result is Amazon’s customers will have access sooner to cooler products like the PERI Duo at affordable prices.”

For more information about the Amazon Exclusives store, visit: http://www.amazon.com/exclusives.

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