Bait on Amazon Prime Review: It’s the Best Use of James Bond in Years

There were concerns about the James Bond brand losing its essence once it landed in the hands of Jeff Bezos, the billionaire often likened to a real-life Blofeld due to his ruthless nature and bald head. Amazon Prime’s initial attempt at using the 007 IP didn’t instill much confidence either.

Despite the efforts of Brian Cox, the global challenge 007: Road to a Million, a complicated mix of Race Across the World and a generic pub quiz loosely tied to the iconic secret agent, failed to impress. However, Amazon’s second 007-related project, Bait, proves to be a significant improvement. In fact, Bait might be the best Bond-related content since Skyfall.

The eight-episode dramedy revolves around Shah Latif (portrayed by Riz Ahmed), a British-Pakistani actor who, despite his fading career, lands an audition for the coveted role of James Bond.

While he can certainly rock a tuxedo, Shah’s memory fails him during a crucial screen test, leading to a series of embarrassing events that put his Bond aspirations in jeopardy.

Fortunately, a paparazzo captures Shah’s exit from the audition room, sparking chaos and propelling him into the spotlight as a frontrunner for the Bond role.

Social media buzzes with excitement over the prospect of a Bond who breaks away from the traditional white male mold of previous actors like Sean Connery and Roger Moore. The producers, who initially dismissed Shah, now reconsider their decision.

This meta narrative cleverly plays on the hype and speculation surrounding Bond casting, a topic Ahmed – who also wrote the show – is familiar with after being touted as a potential Bond successor following his Oscar-nominated performance in The Sound of Metal.

Ahmed delivers a captivating performance as Shah, a man thrust into the national conversation and the culture wars discourse that accompanies such moments.

While the younger generation supports Shah, critics from the anti-woke camp resist the change, leading to online trolling and even physical threats against Shah and his family.

Despite the seemingly light premise, Bait delves into challenging themes such as toxic masculinity, cultural identity, and racism, both overt and subtle.

Ahmed avoids portraying Shah as a flawless hero, showcasing his character’s flaws and insecurities, making his journey all the more compelling to watch.

While Bait tackles serious issues, it also provides ample humor, especially through the well-written family dynamics and memorable characters like Zulfi (played by Guz Khan).

Parents Tahira (Sheeba Chaddha) and Parvez (Sajid Hasan) add to the comedic element with their contrasting reactions to Shah’s newfound fame.

As the last Bond-themed project for the foreseeable future, Bait stands out as a sharp showbiz satire and a poignant exploration of identity in 2026. Fans of Bond, Riz Ahmed, or engaging dramedies should definitely give Bait a watch.

All eight episodes of Bait are available for streaming on Prime Video starting March 25, 2026.