Amazon’s Next Big Challenge: Getting You to Buy Stuff You Didn’t Know You Wanted

Amazon wants to be a startup’s best friend. But it may have to make big changes to fulfill that promise.

Late last month, Amazon unveiled a new online storefront dubbed Amazon Launchpad, where new products from startups and Kickstarter and Indiegogo campaigns are for sale. Shoppers will find new twists on familiar items such as home Wi-Fi systems and suitcases that lock themselves and include built-in scales and phone chargers. But there are also new genres of goods altogether, like computer screens designed exclusively to display digital artwork and a line of body care products made out of seaweed.