JB Smoove hosts this business competition where entrepreneurs are given 90 seconds to pitch their product to an audience of potential customers known as The 100. If The 100 like the product and price, the entrepreneurs proceed 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.

Celebrity Judges include Gwyneth Paltrow, Tony Hawk, Anthony Anderson, Christian Siriano, and Tabitha Brown.