Amazon and Best Buy Unveil Expanded Fire TV Partnership with Advertising Opportunities

Best Buy and Amazon announced an expanded partnership that will bring Fire TV to more Insignia televisions and create new connected TV advertising opportunities for brands. Starting in February 2027, Best Buy Ads will use Amazon's programmatic technology to help brands plan and execute their ad campaigns on Fire TV.

The expanded agreement continues the relationship between the two companies that has brought Fire TV TVs to tens of millions of homes since 2018. Insignia TVs will feature the latest Fire TV user interface, and Alexa+ will be integrated across most models. Best Buy will remain the exclusive retailer for these devices in-store and on Amazon.com.

Best Buy Ads will now offer brands access to Fire TV advertising inventory on all new and existing Insignia TVs, providing a new way for them to reach relevant audiences through one of the most widely used streaming experiences. By combining their expertise and scale, Best Buy and Amazon aim to deliver premium opportunities for brands to engage with viewers.