Amazon is being selective with the content it carries. It's looking for unique items, and many of the ones already displayed have won innovation awards from industry associations. The products you see can either only be bought on Amazon, or directly from the brand's website or its physical stores. In other words, don't bother looking for Zackees' LED Turn Signal Gloves for cyclists and runners in Walmart, you won't find it there.
"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."
Right now the selection of items is somewhat limited but growing. It includes products from Jackery, Tower Paddle Boards, Hot Chocolate Design, Olloclip, and Zackees. By our count, there are close to 50 items, 20 of which are portable battery chargers or iPhone cases from Jackery.
Amazon fulfills all of the items, so they're eligible for free two-day shipping for Prime members. You can check them out here.