Amazon’s New ‘Shark Tank’-Style Show Gives Winners Top Billing in Its Store

Coming soon: Amazon sellers duking it out on TV to get their wares prime placement at the world’s largest online retailer. Think “Shark Tank” meets Home Shopping Network. From a report: The e-commerce giant plans to introduce a new competition show next month in which entrepreneurs pitch their products to a studio audience as well as to judges including Amazon executives and celebrities like Goop founder Gwyneth Paltrow and designer Christian Siriano. Finalists will have their inventions sold in a new Amazon “Buy It Now” online store, and the winner of each episode will earn $20,000.

The show is the retailer’s latest attempt to marry content and commerce. Persuading consumers to shop through Internet-enabled televisions has long been a goal of traditional entertainment companies, but getting viewers to scan the QR code can be difficult. By creating shows that highlight its sellers and their products, Amazon has a better shot at getting viewers to shop — especially younger audiences who are already doing this on apps like TikTok, said Bernstein analyst Mark Shmulik. “This feels more elegant than QR codes,” Shmulik said of Amazon’s new game show. Over the past few years, Amazon has introduced ads with QR codes in about 100 shows and movies, including “The Summer I Turned Pretty,” “The Boys” and, more recently, NFL football games.