TLDR
- Best Buy and Amazon are expanding their multiyear Fire TV partnership.
- Best Buy Ads will gain access to Fire TV ad inventory across Insignia televisions.
- Amazon Ads technology will power campaign planning, buying and measurement from February 2027.
- Fire TV will remain the exclusive TV software on Best Buy’s Insignia televisions.
- The deal deepens Best Buy’s push into retail media and Amazon’s connected TV advertising business.
Best Buy and Amazon are expanding their long-running Fire TV partnership, adding a new advertising agreement that will give brands access to connected TV inventory across Insignia televisions.
$BBY AND $AMZN EXTEND FIRE TV DEAL INTO THE AD BUSINESS
House-brand TVs now come with a side of inventory.
🔹 Multiyear Fire TV partnership expanded. Best Buy Ads will sell Fire TV ad slots on Insignia sets
🔹 Insignia is $BBY’s private label. Fire OS is $AMZN’s living-room… pic.twitter.com/f7OtvebK8q— CHItrader (@CHItrader) September 23, 2026
Under the multiyear deal, Best Buy Ads will use Amazon Ads technology to help brands plan, run, optimize and measure campaigns. The new arrangement is scheduled to begin in February 2027.
Best Buy Ads Moves Further Into Connected TV
Advertisers will be able to buy video and display ads across new and existing Insignia TVs using Fire TV. Amazon’s programmatic advertising technology will also provide AI-powered campaign tools and performance measurement.
The agreement gives Best Buy another way to grow its advertising business beyond its stores and website. The retailer has been expanding Best Buy Ads as part of a broader strategy to build its media and advertising operations.
Amazon, meanwhile, gains another route for extending its Fire TV advertising platform and helping brands reach viewers through connected televisions.
Best Buy Chief Ads and Media Officer Lisa Valentino said the partnership could create new opportunities for brands to reach viewers while keeping Amazon’s Fire TV experience inside Insignia televisions.
Fire TV Remains Central to Insignia TVs
Fire TV will remain the exclusive operating system across Insignia TVs produced by Best Buy. Current models range from 24 inches to 85 inches, while Alexa is integrated into most of the lineup.
Best Buy will also remain the exclusive retailer for Insignia TVs in its stores and through Amazon.com, where the televisions are sold by Best Buy.
The relationship between the two companies dates back to 2018, when Amazon and Best Buy first announced Fire TV Edition televisions from Insignia and Toshiba.
The companies have since introduced more than 100 television models through the partnership, making Fire TV a central part of Best Buy’s private-label television strategy.
For Best Buy, the latest expansion creates another revenue opportunity around advertising without changing its core hardware relationship with Amazon. For Amazon, it adds more connected TV inventory to an advertising business that increasingly stretches beyond its own retail platform.
The agreement starts in February 2027, meaning its financial effect will depend on advertiser adoption and how much demand Best Buy Ads can attract to the new Fire TV inventory.
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