Amazon aims to bring exclusive new products to customers.

Amazon has launched a new online store called Amazon Exclusives (www.amazon.com/exclusives). It’s aimed to give 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: Exclusives