Pokemon Center US, Canada, and UK implementing an early access program for newsletter subscribers
Probably an attempt to combat resale bots. They will select “Customers subscribed to the Pokémon Center newsletter and who meet specific criteria.” Customers will receive an invitation email with a link to purchase selected products early. You can’t create multiple emails to try to get multiple invites. This is probably for TCG products, but I wonder if some of the rare plush collections will see this implemented too.
https://support.pokemoncenter.com/hc/en-us/articles/35134190572564-Pokémon-Center-Early-Access-FAQ