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Amazon just launched a new marketplace

Inflatable paddle boards, detachable cellphone camera lenses and turn-signal gloves for cyclists—Amazon's vast offerings just became a little quirkier.

The e-commerce giant on Wednesday launched its Amazon Exclusives. The new marketplace gives customers a "first look" at products from what Amazon called "up-and-coming brands"' that have appeared on "Shark Tank" and crowd-funding campaigns.

The site will offer select items funded by Kickstarter campaigns, according to Engadget, as well as other inventions sold on companies' own websites and their brick-and-mortar stores. Amazon has the exclusive third-party rights to the items on new store, the company said.

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An employee stacks items to be shipped at the Amazon fulfillment center in Phoenix.
David Paul Morris | Bloomberg | Getty Images
An employee stacks items to be shipped at the Amazon fulfillment center in Phoenix.

"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." Peter Faricy, vice president of Amazon Marketplace, said in a statement.

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Those products must stand out for consumers to want to buy them. Michael Andronico, associate editor at gadget review site Tom's Guide, told CNBC that the Pebble smartwatch was one example of a "massively successful" invention that started with a Kickstarter campaign.

"If nothing else, it gives consumers confidence that Amazon is not just the site that sells major goods. … They're willing to go out there and find unusual and cool things for their shoppers," Andronico said.