Customers can a shop selection of items ranging from recognizable brands like Samsung, Jawbone and GoPro, to emerging brands like Basis, Misfit, Narrative and Bionym.
The store features a "Learning Center" full of product videos and detailed buying guides, which Amazon hopes will woo on-the-fence shoppers into making a purchase. There's also an "Editor's Corner" said to contain wearable technology industry news, device reviews and more.
John Nemeth, director of Wireless and Mobile Electronics at Amazon, said in the announcement:
Wearable technology is an exciting category with rapid innovation and our customers are increasingly coming to Amazon to shop and learn about these devices. We're thrilled to bring our customers a store with the largest selection and great prices that helps eliminate the guesswork when deciding which wearable devices best fit their needs — whether that is tracking activity, staying connected through smart watches or capturing their next adventure with wearable cameras.
Wearable devices have remained a niche technology, with stigma surrounding Google Glass helping to bring attention to the area, but doing little good to boost its acceptance. Tune into ZDNet later today for a live debate on whether wearable technology can be saved or if its fatally flawed.