Amazon has launched a new program that allows consumers to weigh in on what devices it will build. Build It evolved out of its Day 1 Editions program designed to receive early feedback on products from consumers.

The intent of the Build It program is to gain intelligence on consumer interest by making them feel as if they are part of the innovation process while simultaneously pre-selling the product. The process is similar to Kickstarter in that if the product meets its pre-order goal within 30 days it will be built and shipped—if it doesn’t, consumers aren’t charged.

While crowdfunding platforms offer the feel-good vibe of supporting the passion and ideas of entrepreneurs, Amazon’s take with Built It is a progress bar for pre-orders. Consumers get to scratch the FOMO itch, locking in a special pre-order price and the chance to be the first to have the latest gadget. Amazon’s program might minimize some of the risk associated with new product launches, but it feels like these products would have launched without the program, and it’s more about creating marketing hype and selling more.

Currently, Build-It features three Alexa-enabled smart products: a Smart Nutrition Scale, a Smart Cuckoo Clock, and a Smart Sticky Notes printer.