Amazon has launched a new storefront called Amazon Exclusives designed to raise awareness of new products from up-and-coming brands. As the name suggests, featured products can only be found through the creators’ own website, in their physical stores or on Amazon.

Many of the products sold through Amazon Exclusives have won innovation awards from industry associates with some having been features on television. Examples include the olloclip smartphone camera lens system and Zackees LED turn signal gloves of Kickstarter fame as well as Tower Paddle Boards, a company featured and backed on Shark Tank.

Peter Faricy, VP of Amazon Marketplace, said their mission is to make Amazon the destination for brands and innovators to launch and sell their products. Helping brands gain exposure is also beneficial to customers that desire to be the first to have that hot new item, he added.

As of writing, the store is a bit underwhelming as it offers just a few dozen products from only five brands. The company did confirm plans to add additional products to the store moving forward, however.

This isn’t the first time we’ve seen specialized stores pop up under the Amazon banner. In late 2013, Amazon launched a smart home automation storefront to capitalize on what’s expected to be a booming business in the coming years. There’s also a 3D printing store where shoppers can buy customized 3D printed trinkets and the like.