Best Buy and Amazon expand Fire TV partnership, opening Fire TV ad inventory to Best Buy Ads.
Best Buy and Amazon announced an expanded multiyear Fire TV partnership that will continue bringing the Fire TV experience to Insignia TVs and create more connected TV (CTV) advertising opportunities through Best Buy Ads, powered by Amazon Ads technology. Beginning February 2027, Best Buy Ads will use Amazon Ads’ programmatic technology, including AI-powered tools, to help brands plan, activate, optimize and measure advertising campaigns.
Building on a relationship that has brought televisions with Fire TV to tens of millions of homes since 2018, the expanded agreement combines Amazon’s streaming expertise with Best Buy’s leadership in home theater. As part of the partnership, Fire TV will continue to be the exclusive TV software experience on all Insignia TVs produced by Best Buy. Insignia TVs, ranging in size from 24- to 85-inch models, feature both the latest Fire TV user interface launched earlier this year, and Alexa+ now integrated across the majority of models. Best Buy will continue to be the exclusive retailer for these devices in store and on Amazon.com, sold by Best Buy.
Best Buy Ads will also now offer brands access to Fire TV advertising inventory on all new and existing Insignia TVs. The partnership provides brands and partners a new way to extend their campaigns to better reach relevant audiences through Fire TV, one of the most widely used streaming experiences.
Best Buy and Amazon first entered into a partnership in 2018, when the companies teamed up to introduce Insignia and Toshiba smart TVs with Fire TV built in. Since the launch of the first TVs, Best Buy and Amazon have introduced more than 100 TV models that have earned hundreds of thousands of 4-star ratings from customers. These TVs are available through the Best Buy App, BestBuy.com, in stores and on Amazon.com, sold by Best Buy.
Share this article:
