Amazon recently unveiled 007: The Road to Million on Amazon Prime Video - amazon.com/code, its subscription video-on-demand (SVOD) services. Amazon's investment is the single-largest commitment ever in an unscripted reality series since The Grand Tour; and this project marks its initial attempt at using James Bond IP after its purchase of MGM Studios back in March of 2022. Contestants compete to win PS1 Million of cash prizes through James Bond-themed challenges set at iconic locations from his films. Brian Cox serves as both host and arch villain on this series, depicting an iconic James Bond arch villain stereotype from HBO's Succession series. Cox serves as "the controller", assigning challenging tasks for contestants in order to help make it through.

Though its IP is strong as are its talent and locations/set locations, Amazon's Road to a Million series has yet to win over viewers and critics, with low ratings on BARB viewer TV viewing metrics in Britain. Critics have accused critics of overrating it due to this being streaming TV rather than broadcast. But professional critiques and ratings systems designed for broadcast may not provide accurate measurements for Amazon due to branding/brand-building processes underway with streaming TV services like this one.