Plot Synopsis

Hosted by JB Smoove, BUY IT NOW gives entrepreneurs the opportunity to pitch their products for a chance to be featured in the Buy It Now store. Contestants 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 also wins $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. Two Amazon judges are joined by a different celebrity judge in each episode, including actress/entrepreneur Gwyneth Paltrow, designer Christian Siriano, actor/comedian Anthony Anderson, legendary skateboarder Tony Hawk, and actor/social media personality Tabitha Brown. BUY IT NOW debuted on Wednesday, October 30, 2024 on Prime Video, which released the first three episodes. A new installment premieres weekly on Wednesdays through January 8, 2025.