Especially for characters like Ness, Captain Falcon, the Kid Icarus crew, Fire Emblem characters, etc. There's some toys out there for Mario, Zelda, Metroid, and Star Fox but everyone else is basically left in the dust.
This is the only time we'll ever see merchandise in the US for Palutena, Lucina, Mr. Game & Watch, all of those kinds of characters will get an Amiibo and never anything else.
Don't forget Splatoon
Look at how much merch love Splatoon is getting in Japan. What does the rest of the world have?
Jack. Shit.