Prime Video's Buy It Now: What to know about competition show hosted by JB Smoove

Entrepreneur and medical professional Felicia Jackson didn’t set out to make Gwyneth Paltrow cry. But when the contestant on Prime Video’s new retail competition show, Buy It Now, explained that she created her CPR Wrap, a device that helps people perform CPR, after she had a close call with her child, Paltrow and the two other judges couldn’t contain their misty-eyed empathy.

“You are the embodiment of what an American entrepreneur is and can do,” Paltrow, the Oscar-winning actor behind lifestyle brand Goop told Jackson. “You are solving not only a problem, you are saving lives.”

Jackson’s inspiring story is just one of dozens shared on the show, in which entrepreneurs with innovative products try to win a place in Amazon’s bespoke Buy It Now store, which is featured on both Amazon.com and within the Prime app. The show, which is hosted by JB Smoove, premieres October 30 on Prime Video.

Here’s everything you need to know about Buy It Now.

What is ‘Buy It Now’?

Buy It Now is a new Prime Video show that gives entrepreneurs the opportunity to pitch their products for a chance to be featured in the Buy It Now store. Contestants will have 90 seconds to convince a live studio audience of 100 everyday customers, as well as a panel of esteemed judges, to fall in love with their products. One contestant from each episode will also win $20,000.

Amazon executives Carmen Nestares, Jenny Freshwater, Tanner Elton, and Michelle Rothman tag-team as judges on the panel, which also includes Ring creator Jamie Siminoff as the resident entrepreneurial judge. Amazon acquired Siminoff’s smart-doorbell company in 2018.

Who are the celebrity judges on ‘Buy It Now’?

Guest judges appear on Prime Video's 'Buy It Now'

In addition to the panel of Amazon executives, each episode will feature a rotating celebrity judge.

Aside from Paltrow, other celebrity judges will include designer Christian Siriano, Black-ish star Anthony Anderson, legendary skateboarder Tony Hawk, and actor and social media personality Tabitha Brown.

How does ‘Buy It Now’ work?

In order to appeal to both the studio audience and the judges, entrepreneurs must have goods that showcase Buy It Now’s five Ps: pitch, product, popularity, problem-solving ability, and potential.

But Nestares, Amazon’s vice president of North America Marketing & Prime Tech, said there is one attribute that matters above all else.

“Because we are a customer-obsessed company, the popularity of the product on the show plays a critical role in the decision to get into the Buy It Now store,” Nestares explained. “As a marketer at Amazon, I also thought about the price point and the ability of the product to break through in merchandising.”

Backstories can also strengthen pitches for the judges. Jackson’s CPR Wrap, for example, tapped into the emotions of the audience and the judges. Others, such as the creator behind an unexpected trick golf ball or the former athlete who designed odor-destroying socks, made the judges chuckle.

“The stories of the entrepreneurs and their ability to pitch helped bring the products to life for the judges,” Nestares added. “It was touching to see the passion and work that went into product development.

How can you purchase items seen on ‘Buy It Now’?

The Buy It Now storefront, which is now available to shop, is accessible to customers through a scannable QR code featured in each episode, by searching “Buy It Now” on Amazon.com or clicking on easy-to-discover links from the Buy It Now page in the Prime Video app.

Viewers can also check out products and brands from celebrity judges—including Paltrow’s Goop line, Anderson’s AC Barbeque, and Brown’s Donna’s Recipe—in the Buy It Now storefront.

When does ‘Buy It Now’ premiere?

Buy It Now premieres on Wednesday, October 30, exclusively on Prime Video.

How many episodes are there of ‘Buy It Now’?

Buy It Now will have 13 episodes total. The first three episodes will be available on October 30. Additional episodes will be available each Wednesday until the finale on January 8, 2025.

The show will be a part of Prime Video’s Winning Wednesdays programming block, which includes Are You Smarter Than a Celebrity?,Wish List Games, and Pop Culture Jeopardy!

How to stream ‘Buy It Now’ on Prime Video

You can stream Buy It Now on Prime Video, which is included with an Amazon Prime membership. It’s available for $14.99 a month or $139 annually.

Amazon also offers discounted membership options with the same benefits of a regular Prime membership—including free delivery. Young adults (ages 18-24) and college students can try Prime for Young Adults with a six-month trial, then pay only $7.49 per month, or $69 per year. Qualifying government-assistance recipients can try Prime Access for 30 days before paying $6.99 per month.

Still mulling over that membership? Give it a shot, risk-free: You can try a range of Prime membership promos, including a 30-day free trial for select, eligible customers.

You can watch Prime Video on a wide range of devices, whether it's directly from the web or via the Prime Video app on your smartphone, tablet, set-top box, game console, or select smart TVs.

What else is on Prime Video?

Once you become a Prime member, you'll have access to Buy It Now alongside an ever-growing library of movies, series, and other exclusive content—as well as tons of titles available to rent or buy. Included in a Prime membership are titles like The Lord of the Rings: The Rings of Power, Mr. & Mrs. Smith, Fallout, and The Boys. There are also plenty of selections to rent or buy, like Deadpool & Wolverineor Twisters.

Next, go behind-the-scenes of Thursday Night Football.