Gwyneth Paltrow, Anthony Anderson and More Stars Put Entrepreneurs to the Test inBuy It Now: See the Trailer (Exclusive)

Mar. 15, 2025

The stakes are higher than ever on the new reality series,Buy It Now.

On the Prime Video series, competitors will compete to “secure a life-changing spot” in Amazon’s exclusive Buy It Now Store and $20,000 in prize money.

If the group gives their seal of approval to the product and price, then “the entrepreneurs go to a panel of Amazon executives and celebrity entrepreneurs. The panel selects which products join Amazon’s exclusive Buy It Now Store and award one entrepreneur $20,000 each episode,” the description continues.

From left: Gwenyth Paltrow, Anthony Anderson and Tony Hawk.Stephane Cardinale/Corbis via Getty; Roy Rochlin/Getty; Phillip Faraone/Getty

Stephane Cardinale/Corbis via Getty; Roy Rochlin/Getty; Phillip Faraone/Getty

The rotating panel of celebrity panelists includeGwyneth Paltrow,Anthony Anderson,Tabitha Brown,Tony HawkandChristian Sirianoin addition to Amazon executives Jenny Freshwater, Tanner Elton, Carmen Nestares, Michelle Rothman. Jamie Siminoff, the founder of Ring, will be a mainstay on the show as the resident judge and entrepreneurial panelist.

In the trailer for the new series, a contestant declares, “I wouldn’t be chasing it if I didn’t believe the world needs this product.”

Buy It Now.Prime Video

Prime Video

The products feature everything from “the perfect lighted vanity” to a “guilt-free ethnic fusion snack.”

Smoove explains that the panelists are “looking for entrepreneurs whose ideas best fit the criteria of the four Ps: pitch, product, popularity and problem-solving ability.”

“I’m going to give you a yes. I want to see it,” Anderson tells one contestant and Paltrow shares with another, “You are the embodiment of what an American entrepreneur is.”

Michelle Rothman, Jamie Siminoff, and Tabitha Brown on “Buy It Now”.Michael Becker/Prime Video

Michael Becker/Prime Video

In addition to finding the new products on the Buy It Now Store — which launches in tandem with the show’s premiere and can be found using a QR code featured in episode — items from celebrity panelists’ brands, including Paltrow’s Goop, Anderson’s AC Barbeque, and Brown’s Donna’s Recipe, will also be featured.

For fans who can’t get enough ofBuy It Now, Prime Video is launching an official companion podcast,This is Small Business: Behind the Buy, which will revisit the previous night’s episode, on Oct. 31.

“Whether you’re an aspiring entrepreneur or a fan ofBuy It Now, theBehind the Buypodcast gives a behind-the-scenes look at what it takes to pitch, win, and grow a thriving business,” according to an official synopsis. “Hear directly from each winner on how they plan to invest their prize money and apply their insights to your own entrepreneurial journey.”

“You’ll get exclusive insights from those who took the stage, learning about the stories, challenges, and strategies that helped transform their dreams into reality,” the description continues.

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The first three episodes ofBuy It Nowwill be available to stream Oct. 30 on Prime Video in the U.S. with an additional episode available each Wednesday until the finale on Jan. 8, 2025.

source: people.com