Amazon shipments in the packet and parcel section of the Royal Mail's Swan Valley mail centre on December 18, 2013 in Northampton, England.
Matthew Lloyd—Getty Images
By Sam Frizell
March 11, 2015

Amazon on Wednesday announced a new online store that will highlight up-and-coming brands including Kickstarter successes like Jackery phone chargers and Zackees turn signal gloves.

Named “Amazon Exclusives,” the store features sellers that have decided to only feature products through Amazon, their own websites, and physical retailers.

Amazon’s goal is to bring attention to new brands that are outside of the mainstream. “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,” said Peter Faricy, VP of Amazon Marketplace.

Those “hot new items” appear to include stand-up paddle boards and a pair of paisley-printed shoes with a zombie girl, both of which are among the few brands featured prominently on Amazon Exclusives.

Amazon says it will continue to add new items from startup companies as the marketplace grows.

Read next: You’re Not Going to Believe How Amazon Is Going to Speed Up Delivery

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