Borrowing a page from Shark Tank, Amazon will premiere its new Buy It Now game show on Prime Video on Oct. 30, 2024. Entrepreneurs will have 90 seconds to pitch their product to The 100, an audience of potential customers. If this group likes the product and the price, contestants make their pitch to a rotating panel of celebrities/entrepreneurs, including Gwyneth Paltrow, Tony Hawk and Christian Siriano. Winners get a spot in Amazon’s exclusive Buy It Now Store, also opening on Oct. 30, with one entrepreneur per show winning $20,000.
The show, hosted by JB Smoove, debuts with three episodes on Oct. 30, followed by weekly episodes through Jan. 8, 2025. Viewers can discover the winning products as well as items from the celebrity judges’ companies, including Paltrow’s Goop, Anthony Anderson’s AC Barbeque and Tabitha Brown’s Donna’s Recipe, by scanning a QR code featured in each episode.
A companion podcast, This is Small Business: Behind the Buy, will premiere on Oct. 31, with a new episode dropping every Thursday following the show. Hosted by Andrea Marquez and featuring Jamie Siminoff, creator of Ring, the podcast will give a behind-the-scenes look at what it takes to pitch, win and grow a thriving business. Buy It Now winners will reveal how they plan to invest their prize money and will provide guidance to help other founders on their entrepreneurial journey.
Panelists on the Buy It Now show will include Amazon executives Jenny Freshwater, Tanner Elton, Carmen Nestares and Michelle Rothman, as well as Siminoff serving as resident judge and entrepreneurial panelist. The show is produced by Studio Lambert and Amazon MGM Studios.
Advertisement
Amazon has been enhancing its content offerings in recent months, including partnering with GroupM to co-develop content for the new Amazon Live channel and introducing new shopping formats in May 2024.
