It started with IDW's launch of the Godzilla comic. DC Comics recently adopted it for the launch of Dark Knight III. And Image banned it for any of their single issues.

But the retailer exclusive cover, where a store or a show or a subscription box pay for hundreds or thousands of comics with their own store-specific cove has proved rather popular. Initially at least.

Well, Marvel are now launching Black Panther #1 with a series of retailer exclusive variant covers. By Ta-Nehisi Coates and Brian Stelfreeze, A Nation Under Our Feet is a story about dramatic upheaval in Wakanda and the Black Panther's struggle to do right by his people as their ruler.

And now each retailer can put their logo over a cover of their choice for it.

This is a prestigious moment from Marvel. The last Marvel issue to get the honour was the upcoming C-3PO Special…