Amazon has fast-tracked development of a new reality series, Endorsed. Nope, it’s not about the presidential election cycle — that storyline has become too improbable for reality TV. This show is a behind-the-scenes look at celebrity endorsements, and stars supermodel Cindy Crawford.

Each episode will focus on pairing a celebrity looking for a brand attachment with a budding business. Crawford, who knows a thing or two about choosing such partnerships and lent her image to endorse products and brands, will meet with a team of leading business and branding moguls to evaluate each celebrity’s needs. They’ll narrow the field of options down to two businesses. Then begins the process of coming up with an ideal match.

After the celebrity hears the team’s expert advice, he or she will visit each business on site and meet with the business’ leaders to discuss how an endorsement partnership could be realized. Each business will pitch the celeb not only their product and business model, but also how the company would use the celebrity’s image in an endorsement.

Good Clean Fun, producers of VH1’s Barely Famous and Cooking Channel’s Rev Run’s Sunday Suppers, is producing.