Best Buy and Amazon Forge Deeper Alliance in Connected TV Advertising Space

TLDR

• Amazon and Best Buy are broadening their Fire TV collaboration with a new advertising component.
• Insignia television ad inventory through Fire TV will become available to Best Buy Ads.
• Campaign execution, planning, and analytics will run on Amazon Ads infrastructure beginning February 2027.
• Insignia televisions from Best Buy will continue using Fire TV as their sole operating system.
• This arrangement strengthens Best Buy’s retail media ambitions while extending Amazon’s reach in the CTV advertising sector.

Amazon and Best Buy are taking their Fire TV partnership to the next level, introducing an advertising component that will allow marketers to tap into connected TV ad space on Insignia television sets.

The extended multiyear agreement will enable Best Buy Ads to leverage Amazon Ads infrastructure for campaign development, execution, optimization, and performance tracking. Implementation is slated for February 2027.

Best Buy Ads Expands Into CTV Territory

Marketing teams will gain the ability to purchase video and display advertising across both new and legacy Insignia TV models equipped with Fire TV. Amazon’s programmatic platform will deliver AI-driven campaign management capabilities alongside comprehensive analytics.

This development provides Best Buy with an additional revenue stream for its advertising division beyond traditional in-store and e-commerce channels. The company has been aggressively building out Best Buy Ads as a key pillar of its media and monetization strategy.

Amazon benefits by expanding the reach of its Fire TV advertising ecosystem, offering brands additional touchpoints to engage audiences through internet-connected television devices.

According to Best Buy Chief Ads and Media Officer Lisa Valentino, the collaboration unlocks fresh possibilities for advertisers to connect with consumers while maintaining Amazon’s Fire TV interface within the Insignia product line.

Fire TV Maintains Exclusive Position on Insignia Television Line

Fire TV will continue serving as the sole software platform for all Insignia televisions manufactured by Best Buy. The current product range spans from 24-inch models up to 85-inch displays, with Alexa voice assistant functionality built into the majority of units.

Best Buy will also maintain its position as the only brick-and-mortar and online retailer offering Insignia TVs through its physical locations and via Amazon.com, where Best Buy serves as the seller.

The partnership between these retail powerhouses originated in 2018, when Amazon and Best Buy initially unveiled Fire TV Edition sets under the Insignia and Toshiba brands.

Since that time, the alliance has produced over 100 television models, establishing Fire TV as a cornerstone of Best Buy’s private-label television approach.

For Best Buy, this latest evolution generates an additional monetization channel through advertising while maintaining its existing hardware collaboration with Amazon. For Amazon, the deal brings more connected TV ad inventory into an advertising operation that continues to expand well beyond its e-commerce foundation.

With the agreement taking effect in February 2027, the financial impact will hinge on how quickly advertisers embrace the platform and the volume of demand Best Buy Ads can generate for this Fire TV inventory.

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