Amazon US has launched Amazon Storefronts, a new place for customers to shop exclusively from some 20,000 small and medium-sized businesses.

Amazon says the new subsite offers a curated collection of more than 1 million products. Besides looking at products, shoppers can learn more about profiled businesses through featured videos and stories.

Amazon Storefronts features categories including back to school, Halloween, home, kitchen, pet supplies and books.

“We’ve created a custom, one-stop shopping experience for customers looking for interesting, innovative and high quality products from American businesses from all across the country,” said Nicholas Denissen, VP at Amazon.

“Amazon first invited businesses to sell on Amazon nearly two decades ago, and today, small and medium-sized businesses are a vital part of Amazon’s large selection and commitment to customers. We’re championing their success with this new store and a national advertising campaign featuring a successful Michigan business selling on Amazon to customers across the US and worldwide.”

Curated collections

Amazon Storefronts will feature Curated American Collections in more than 25 product categories, featuring US innovators, artisans and entrepreneurs, including products like a Halloween pajama sets, wooden name puzzles and protein-sandwich cookies.

Each week Amazon Storefronts will feature a selected store in a fun video to help introduce the many faces and types of businesses featuring on the subsite.

A rotating exploratory feature will profile US small and medium-sized businesses selling on the platform.

The Amazon Storefronts launch is being promoted in Amazon’s first-ever national TV commercial featuring real business which sell on the site. Here’s the TVC:

Holly Rutt, co-founder of Little Flower Soap Co, the US business owner featured in the commercial, says since she started selling on Amazon in October 2016, sales have nearly doubled.

“Due to our success, we have been able to hire new team members from our community, including full and part time jobs. We believe that customers like to know the story behind what they’re buying. When there is worry about creating jobs, it’s reassuring for customers to know their purchases are helping sustain jobs in the US.”

Earlier this year, Amazon released a Small Business Impact Report, which concluded that small and medium-sized businesses selling on Amazon have created more than 900,000 jobs worldwide. Last year, more than 300,000 US-based small and medium-sized businesses started selling on Amazon.