I know it's just a mockup box, but...
The Shovel Knight amiibo has a "Nintendo Seal of Quality" logo, rather than an actual Nintendo logo. It also has the Yacht Club Games logo on it.
To me, this implies that it's actually a third party product (like the Skylander Amiibos), rather than Nintendo themselves licensing the rights to create a figure of a 3rd party character (like Sonic or Mega Man).
It'd be really interesting if Nintendo was opening up the amiibo format to allow third parties to license the tech and publish their own figures. (Presumably while adhering to some set of manufacturing standards.)