"Amazon Fishbowl with Bill Maher" will feature a variety of guests seeking to promote their books, movies or albums, the Los Angeles Times reported.
A spokesman for Seattle-based Amazon said the company was "setting a high bar" by booking the tops in entertainment.
Author Stephen King, musician Rob Thomas, actress Toni Collette and writer Armistead Maupin will be featured in the first episode, snippets of which will be on the Internet Tuesday as King's book "Cell" hits U.S. store shelves.
The regular schedule will kick in June 1 while HBO's "Real Time with Bill Maher" is on hiatus.
The shows will stream live from a Los Angeles studio on Thursday nights then be archived and available for viewing via Amazon.com's Web site.