Amazon expands Fire TV and ads partnership with Best Buy

Amazon and Best Buy announced an expanded multiyear partnership on September 23, 2026. The agreement keeps Fire TV as the exclusive software across all Insignia television models and opens Fire TV advertising inventory to Best Buy Ads.

Beginning in February 2027, Best Buy Ads will deploy Amazon Ads programmatic technology, including AI tools, to help brands plan, optimize, and measure campaigns. Brands will gain access to video and display ad inventory across both new and existing Insignia TVs, which range from 24 to 85 inches.

The collaboration builds on an alliance formed in 2018. Since then, the companies have launched more than 100 TV models with built-in Fire TV, reaching tens of millions of homes. Best Buy continues as the exclusive retailer for Insignia Fire TV devices in its stores and through Amazon's online marketplace.

Charlotte Maines, vice president of devices, content, and advertising at Amazon, stated that extending the partnership into advertising will help brands reach viewers with display and video ads while providing performance insights to track business results.