Best Buy and Amazon announced an expanded multiyear Fire TV partnership focused on connected TV advertising and media tools. The agreement keeps Fire TV as the exclusive operating system on all Insignia branded televisions sold through Best Buy. Brands using Best Buy Ads and Amazon Ads gain access to new programmatic and AI powered tools to plan and optimize Fire TV campaigns, with Best Buy Ads connecting to Amazon Ads' programmatic and AI tools starting in February 2027. The deal gives Best Buy Ads direct access to Fire TV ad inventory across all Insignia TVs, allowing store traffic, BestBuy.com browsing and streaming behavior to be linked for deeper ad targeting and measurement. The partnership supports Best Buy's existing aim of deriving a larger share of higher margin revenue from retail media and marketplace activity rather than only hardware sales.
Best Buy Co. IncBest Buy Ads gains direct access to Fire TV ad inventory across Insignia TVs, supporting its push for higher-margin retail media revenue.
Amazon.com IncExpanded Fire TV ad partnership gives Amazon Ads new programmatic/AI tools and access to Best Buy's retail media inventory, growing its advertising business.
