Best Buy (NYSE:BBY) and Amazon (NASDAQ:AMZN) have expanded their multiyear Fire TV partnership to include connected television advertising, extending an existing agreement covering Best Buy’s Insignia TVs.
Under the agreement, Fire TV will remain the exclusive software experience across all Insignia televisions produced by Best Buy, with models ranging from 24 to 85 inches.
The televisions feature the latest Fire TV interface, while the majority of models include Alexa+ integration. Best Buy will remain the exclusive retailer for the devices, which are available through its stores and website as well as Amazon.com.
Beginning in February 2027, Best Buy Ads will gain access to Fire TV advertising inventory across new and existing Insignia televisions.
Best Buy Ads will use Amazon Ads’ programmatic advertising technology, including AI-based tools, for the planning, activation, optimisation and measurement of advertising campaigns.
The expanded arrangement will allow brands using Best Buy Ads to place video and display advertising through Fire TV on Insignia televisions.
“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.
Best Buy and Amazon began working together on televisions in 2018, when they introduced Insignia and Toshiba smart TVs with Fire TV integrated into the devices.
The companies said they have since released more than 100 television models under the partnership.
The latest agreement adds advertising inventory to the companies’ existing relationship while retaining the Fire TV software arrangement for Best Buy’s Insignia television range.
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