Amazon’s New Buy It Now Show Debuts Trailer

Amazon Prime has introduced a new show inspired by the “Shark Tank” concept, titled “Buy It Now.” Hosted by JB Smoove, the show involves participants presenting their product ideas to a panel of investors and an audience dubbed “The 100,” described by Amazon as potential customers. If their products are selected, they will be sold on Amazon in a designated store section.

The show, announced earlier in the year, now has a released trailer showcasing its format. Contestants pitch their ideas to the audience, and those who receive favorable votes from the crowd will have their products chosen by panelists for inclusion in Amazon’s Buy It Now Store. This new storefront, launching concurrently with the show, will be accessible through a QR code displayed during episodes. Additionally, one presenter per episode will receive a $20,000 prize.

The panel for the show will include a rotating group of celebrity panelists such as Gwyneth Paltrow, Anthony Anderson, Tabitha Brown, Tony Hawk, and Christian Siriano, along with three Amazon executives. Jamie Siminoff, the founder of Ring and current CEO of Door.com (formerly Latch), will serve as the resident judge and entrepreneurial panelist.

Notably, these panelists will also be selling their own products through the Buy It Now Store. For example, some of Paltrow’s Goop products will be available for purchase through links provided during the show.

“Buy It Now” clearly aims to drive more purchases on Amazon. However, it offers the advantage of providing consumers with discernible products and known origins. The first three episodes of “Buy It Now” will premiere on Amazon Prime on October 30th, running for 13 episodes until January 8th, 2025. A complementary weekly behind-the-scenes podcast, “This is Small Business: Behind the Buy,” will launch the following day.

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