When content meets commerce… Amazon is set to launch a new competition show, “Buy It Now,” this October.
“Buy It Now”
The show will feature aspiring entrepreneurs pitching their innovative products to a live studio audience and a panel of celebrity judges, including Goop founder Gwyneth Paltrow, former skateboarder Tony Hawk and “Black-ish” star Anthony Anderson.
The format of the show, which is scheduled to debut Oct. 30 and is hosted by comedian J.B. Smoove of “Curb Your Enthusiasm,” is simple yet engaging. In each episode, contestants have just 90 seconds to convince the audience and judges that their product is worthy of a spot in Amazon’s exclusive “Buy It Now” online store.
The winner of each episode will not only see their product featured on the platform and get invaluable support in determining how to describe their products to attract customer attention but will also receive a $20,000 cash prize.
Blend of entertainment and commerce
With a show that highlights its sellers and their products, Amazon is tapping into a growing trend of shopping through entertainment content. Younger audiences, who are already accustomed to discovering and purchasing products on platforms like TikTok, are particularly receptive to this model.
Amazon’s previous efforts to incorporate commerce into its programming have yielded mixed results. Its 2017 QVC-style show, “Style Code Live,” was discontinued after less than a year. However, other shows, such as the fashion competition “Making the Cut,” have proven more successful. Winners of “Making the Cut” had the opportunity to collaborate with Amazon Fashion and expand their product lines on the platform.
If “Buy It Now” proves to be a long-term success, Amazon could redefine the way we discover and purchase products by effectively engaging viewers and driving sales.
