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amiibo is the brand of NFC figures created by Nintendo for their games (basically, it's Nintendo's answer to Skylanders... is what people who don't know that the NFC technology has been in development before Skylanders took off would say). There is going to be an amiibo figure for every Smash character, including DLC. That's right, we're getting official Mother 3 merch. In America. Holy shit. It's also the only way you'll ever get official merchandise for Earthbound, Fire Emblem, Xenoblade, Game & Watch and Duck Hunt. Well, if you can find it since most of them are impossible really hard to find, especially at MSRP (manufacturer's suggested retail price).
As a note, all supposedly (as in, it varies from location to location, but this is the general consensus) rare amiibo will be bolded because shut up, that's why.