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Amazon launches Exclusives to surface 'up-and-coming brands'

It's yet another niche for the e-commerce titan: Amazon Exclusives are available only via Amazon or the product makers' own pages.

Amazon Exclusives is now online for 'up-and-coming' products. Screenshot by Don Reisinger/CNET

Amazon is giving its customers a new way to get a "first look" at some fledgling brands and products.

The e-commerce titan on Wednesday launched a digital marketplace it's calling Exclusives. The branded store within the standard Amazon marketplace provides customers with a wide range of accessories, toys, sporting equipment, and other products, from companies that Amazon calls "up-and-coming." Some of the products featured on Amazon Exclusives were featured on the popular venture-funding show starring Mark Cuban, "Shark Tank."

The Amazon Exclusives marketplace is the latest in a string of stores the e-retail giant has opened within its own digital storefront. Over the last few of years, Amazon has opened a grocery store, an auto store, and even an art marketplace where people can buy professional pieces.

The company also launched last year an "Essentials" brand of products made by Amazon that included diapers and wipes. The diapers have since been taken out of the store so Amazon can work on improvements.

The Amazon Exclusives store includes an interesting mashup of products. Amazon is currently promoting Standup Paddleboards, which were featured on "Shark Tank," as well as "stylish" device chargers from Jackery and Zackees LED Turn Signal Gloves.

The focus in Amazon Exclusives is on small companies providing interesting products that the average consumer might not know about, Amazon said.

It's unclear how Amazon curates the list of products it offers through the service, but the "Exclusives" moniker means something. All of the products sold through Exclusives are sold only at Amazon and on the individual company's website; no other third-party retailers can carry the products.

"We will add many more up-and-coming products and brands in the coming months," a company spokesman said. "The new store is a great showcase for small-business brands that have innovative products, and a fun destination for early-adopter customers looking to browse and purchase the latest items."

Update, 10:50 a.m. PT: Adds Amazon's statement.