Amazon is reviving its acclaimed 5-Star Theatre initiative with a surprising star turn: Benedict Cumberbatch. The iconic British actor, celebrated for his dramatic range on stage and screen, steps back into theatrical performance to deliver Amazon customer reviews as intense, humorous monologues—bringing new life to the retailer’s holiday gift guide.
The campaign marks a playful continuation of the Cannes-winning concept launched last year, in which professional actors performed real customer reviews with exaggerated gravitas. Among the flood of positive reactions, one fan specifically asked for Cumberbatch to take on the challenge. Amazon, leaning into its customer-first philosophy, quickly turned that suggestion into reality.
After nearly a decade away from theatre, Cumberbatch agreed to join the project. He recorded more than a dozen dramatic interpretations of five-star reviews covering some of Amazon’s best-selling holiday products, from the Bissell portable carpet cleaner to the Toto bidet and the SharkNinja blender. The result is a one-man show blending dry humour, theatrical intensity, and genuine customer insights—proving that Amazon’s assortment truly caters to every type of gift-giver.
This year’s rollout expands far beyond last season’s version. Amazon is amplifying the campaign through major media partnerships, including integrations with popular podcasts such as Not Gonna Lie with Kylie Kelce and A Very Merry Iconic Podcast by Danny Pellegrino. The actor’s monologues will also appear in a late-night segment with Jimmy Fallon and across high-impact placements on TikTok and Snapchat.
“We are really excited to share this year’s 5-Star Theatre, with Benedict Cumberbatch bringing his own spin to the performance,” said Jo Shoesmith, Amazon’s vice president and global chief creative officer. “We think our customers will be surprised and delighted by his take on the concept.”
By merging theatrical performance with consumer culture, Amazon aims to inspire holiday shoppers while offering entertainment—a reminder that even the most ordinary online reviews can become extraordinary stories in the right hands.
