Amazon is launching “Amazon Credit Builder,” which is a program that will lend to customers who have no credit or bad credit history.

Amazon is partnering with Synchrony Financial, and the CEO of the retail card operation gave some insight into the new situation, saying “There’s always going to be people that we can’t give credit to — this is a large population that we weren’t able to reach. It’s a new segment of the market.” The card, much like Amazon’s store card, will give 5% cash back on purchases. The cared will be a “secured” one, meaning shoppers can put down a deposit and get that same amount of credit limit. According to the company, the APR on the card is 28.24%.