"Tap amiibo figures to the Wii U GamePad controller to interact with compatible games-no portal required!" reads the official website constructed by Nintendo.
Retailers are all looking for a slice of the pie, with Target gaining Nintendo's Rosalina aiimbo (with her Luma buddy) as a sole exclusive before her Febuary 2015 release. This information follows various other exclusives announced for retailers.
There isn't much word from the public as to which aiimbo will be more popular than the other, but generally in retail once one part of a product line starts becoming exclusive, everyone wants a hand in on the project.
Following this news, Nintendo has confirmed that some figures may not make it back to the market after the initial shipment has been sold out, stating "other [less popular] figures likely will not return to the market once they have sold through their initial shipment."