Amazon wants to work with more startup product brands, and it is leveraging its giant customer base to get exclusive deals from the inventors making them.
The company said on Wednesday that it had launched a new online storefront called Amazon Exclusives featuring a small selection of new products, ranging from portable battery chargers to paddle boards, that are only available through Amazon or the brand’s own site. In January, Re/code broke the news that Amazon was working on such a platform.
The Amazon Exclusive items are laid out in a Pinterest-like format that is not the norm for Amazon. The design seems intended to help shoppers discover new products they might not previously know about rather than searching for exactly what they want. While Amazon is the go-to e-commerce site for shoppers who know exactly what they want to buy, sites like Pinterest and apps like Wanelo, Polyvore, Wish and Keep have resonated with some who are looking to browse and discover. EBay has also been working to attract new customers with new discovery-focused layouts over the past year.
Brands selling through Amazon Exclusives can’t sell through any other third-party websites or stores. They can, however, sell through their own websites or stores in addition to Amazon. Amazon is warehousing some of the items sold through Exclusives, making those eligible for two-day shipping through the Amazon Prime membership program.
This article originally appeared on Recode.net.