Nintendo has jumped the gun by releasing the ten free NES titles for Ambassadors. You can actually download all of the games a day early.
The download process is a bit odd. You won’t find the titles in a special section on the eShop. You’ll have to find the “Settings/Other” tab and then the “Your Downloads” option. All of the NES classics should be in a list (keep scrolling down until you find it) with a “Redownload” link. Simply hit that button to obtain your free games!
Also, it’s worth noting that there have been reports of the downloads going live in North America and Japan. I haven’t heard anything about Europe yet.