Prime Video’s latest reality series Buy It Now brings aspiring entrepreneurs into the spotlight as they compete for a coveted spot in Amazon’s exclusive Buy It Now Store and a chance to win $20,000. Hosted by comedian JB Smoove, the show presents a high-stakes opportunity for innovators to pitch their products to a live audience and a panel of celebrity judges and Amazon executives.
According to the show’s official description, entrepreneurs have just 90 seconds to convince “The 100,” a group of potential customers, of the value of their product and its price. If they gain enough approval, they move on to present their idea to a rotating panel that includes big names like Gwyneth Paltrow, Anthony Anderson, Tabitha Brown, Tony Hawk, and Christian Siriano, alongside Amazon executives and Ring founder Jamie Siminoff, who serves as a resident judge.
The series gives these entrepreneurs a chance to showcase their creativity and business acumen, with products ranging from a lighted vanity to a fusion ethnic snack. The contestants’ goal is to secure a place in Amazon’s Buy It Now Store and take home the $20,000 prize, awarded to one standout entrepreneur each episode.
As JB Smoove explains in the trailer, the judges are seeking products that meet the four critical criteria of pitch, product, popularity, and problem-solving ability. Throughout the season, viewers will get insights into what it takes to succeed as an entrepreneur, with celebrity judges sharing encouraging words and advice.
Fans of the series can also catch the official companion podcast, This is Small Business: Behind the Buy, premiering October 31. The podcast offers behind-the-scenes stories and interviews with the winners, who will share how they plan to invest their prize money and apply their newfound success to their businesses.
The first three episodes of Buy It Now will be available to stream on Prime Video starting October 30 in the U.S., with new episodes dropping each Wednesday until the finale on January 8, 2025.
