Best Buy and Amazon Expand Fire TV Partnership, Opening Fire TV Ad Inventory to Best Buy Ads

Expanded partnership continues to bring Fire TV to the full Insignia television lineup while creating new connected TV advertising opportunities through Best Buy Ads

MINNEAPOLIS & SEATTLE--(BUSINESS WIRE)--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.

“No one knows TVs — or the customers who buy them — better than Best Buy,” said Lisa Valentino, chief ads and media officer at Best Buy. “By combining Amazon’s extraordinary Fire TV experience with our Insignia TVs, we can both put a great product in more customers’ homes and create new premium opportunities for brands to reach engaged viewers. It’s a combination of expertise, scale and advertising value that only Best Buy and Amazon can deliver.”

“By extending our relationship into advertising, Best Buy Ads and Amazon Ads will help brands reach relevant audiences with video and display Fire TV ads on the tens of millions of televisions we’ve together delivered to customers' homes,” said Charlotte Maines, vice president of devices, content, and advertising at Amazon. “Brands will also have access to insights on how their campaigns perform on Fire TV to measure the business outcomes they care about most.”

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.

About Best Buy

Best Buy (NYSE: BBY) is the world’s largest specialty consumer electronics retailer. Our purpose is to enrich lives through technology, which we do by providing our customers a unique mix of advice, products and services in our stores, online, and in homes. Our expert associates advise customers on our curated assortment of the latest, name-brand technology, while our highly trained services teams help with designs, consultations, delivery, installation, tech support and repair. We are a leader in corporate responsibility and sustainability issues, including through the Best Buy Foundation’s nationwide Best Buy Teen Tech Center^® network and the significant role we play in the circular economy through repair, trade-in and recycling programs. We generated more than $41.6 billion of revenue in fiscal 2026, operate more than 1,000 retail stores in North America, and have more than 80,000 employees. For more information, visit corporate.bestbuy.com and investors.bestbuy.com.