Best Buy Expands Fire TV Partnership with Amazon

Best Buy has expanded its long-term partnership with Amazon, focusing on Fire TV advertising opportunities. The agreement, announced on September 23, 2026, will integrate Amazon’s programmatic advertising technology into Best Buy Ads starting in February 2027. This collaboration aims to enhance campaign planning, activation, optimization, and measurement for brands on Fire TV.

Additionally, Fire TV will continue to be the exclusive television software experience on all Insignia TVs produced by Best Buy. These televisions range from 24-inch to 85-inch models and will be sold exclusively through Best Buy stores and Amazon.com, with Best Buy as the retailer.

On October 4, 2026, Best Buy’s stock was trading at EUR 78.21 during weekend trading on Lang & Schwarz. This price remained unchanged from the EUR 78.21 close on October 2, 2026. The bid price was EUR 77.98, and the ask was EUR 78.44 at 5:30 p.m. CEST.

The next Xetra trading session is scheduled for October 5, 2026, with the weekend price indication from Lang & Schwarz remaining separate from the company’s partnership announcement.