Comedian and actor JB Smoove, known for his sharp wit and iconic role as Leon on HBO’s Curb Your Enthusiasm, is taking on a new role as the host of Amazon Prime Video’s competition series Buy It Now. The show, which premiered on Oct. 30, offers a platform for aspiring entrepreneurs to pitch their products to a live audience and a panel of celebrity business minds. In an exclusive interview with What’s Trending, Smoove shared his thoughts on the show, the entrepreneurial spirit, and the importance of helping others succeed.
Smoove’s career has been marked by versatility, transitioning from stand-up comedy to acting and now to entrepreneurship. But the chance to host Buy It Now was something that, in Smoove’s mind, was part of a larger journey. “I think everything’s preexisting,” Smoove said, reflecting on how his path led to the opportunity. “You chart a path, and different things happen along the way. People have to see you in order to see you.”
His approach to success has always been grounded in hard work and the ability to show up for others. “I show up early, stay late, and do all the things that help people gauge your character,” he explained. “And that’s what this show is about—helping entrepreneurs grow in something they believe in.”
A Platform for Real Entrepreneurs
Unlike traditional business competition shows like Shark Tank, where contestants pitch ideas in hopes of securing funding, Buy It Now focuses on entrepreneurs who already have products that are being sold but need a platform to reach more customers. Entrepreneurs pitch their self-made products to The 100—an audience of real Amazon shoppers who signal their interest with green and red lights. If they secure more than ten green lights, they are then sent to pitch a panel of celebrity investors, which includes business moguls like Gwyneth Paltrow, Ring creator Jamie Siminoff, and Amazon executives.
As the host, Smoove acts as the “captain of the ship,” guiding the contestants through their pitches while helping them navigate the feedback they receive from both the audience and the panel. “It’s all about helping them get through their pitch and understanding what the audience thinks,” Smoove said. “You have to get your product out there, and you have to sell yourself. It’s a chance to get real feedback from real consumers.”
Smoove emphasized that Buy It Now is about more than just the products. It’s about people—and how their stories and passion for their businesses resonate with others. “This show gives people the opportunity to show who they are, to present themselves and their product in the best possible light,” he said.
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Behind the Show: Real Entrepreneurs Offering Guidance
One of the key elements that sets Buy It Now apart from other business competition shows is the expertise of its celebrity judges. Entrepreneurs like Gwyneth Paltrow, Tony Hawk, and Jamie Siminoff have made their mark in the business world, and now they’re offering advice to the next generation of innovators. For Smoove, working alongside these successful entrepreneurs was an eye-opening experience.
“These people have a passion and a vision, and they’ve made it happen,” Smoove said. “They didn’t get there overnight, but they kept moving forward, even when things didn’t go as planned.” He pointed to Jamie Siminoff’s journey as particularly inspiring. Siminoff famously appeared on Shark Tank with the Ring Doorbell but didn’t secure a deal. However, he went on to build a thriving business, eventually selling Ring to Amazon for over a billion dollars. “If you have a vision, you just have to keep pushing,” Smoove said. “You have to make other people see your vision.”
For Smoove, Buy It Now isn’t just about selling products. It’s about providing examples of perseverance and success. “What people need is not just advice but examples of people who didn’t give up,” he said. “These judges provide that.”
The Process: Feedback, Green Lights, and $20K
The process on Buy It Now is unique. Each contestant begins by pitching their product to The 100, an audience of Amazon customers. If they receive ten or more green lights, they move on to the next stage: a panel discussion with celebrity investors. If the panel is impressed with the pitch, the product could end up in the Buy It Now store, a special digital storefront on Amazon. The panel also awards a $20,000 prize to the entrepreneur with the most promising product.
While it may seem like a straightforward process, Smoove described the decision-making as intense. “It’s not an easy choice. These entrepreneurs have put a lot of work into their products,” he said. “Sometimes, the panel has to have a debate about who is ready for the next level. It’s all about deciding who has the potential to make it big.”
This makes Buy It Now not just another business competition show. It’s a genuine opportunity for entrepreneurs to gain exposure and take their business to the next level. “You have to get that product in front of people, and you have to learn from the feedback you get,” Smoove said. “It’s a part of the journey, and it helps entrepreneurs grow.”
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The Show’s Broader Impact
Beyond the products that make it to the Buy It Now store, Smoove believes the show offers valuable exposure for all the entrepreneurs involved. Even if their products don’t make it into the store, they still benefit from the visibility provided by the show. “It’s a chance for these entrepreneurs to show the world what they’ve created,” he said. “Even the products that don’t get in the store can still be found on Amazon, and that’s a win for them.”
The show’s panel, including Paltrow, Siminoff, and Amazon executives, bring years of experience and expertise to the table. Their investment in the entrepreneurs’ success is clear, and it provides valuable insights for the contestants. “This show gives entrepreneurs a chance to prove that their product can succeed in the real world, and it gives customers the opportunity to be part of that journey,” said Lauren Anderson, head of brand and content innovation at Amazon MGM Studios.
