Amazon and Best Buy just doubled down on Fire TV

Fire TV gets a bigger stage

Amazon and Best Buy are back in the collab machine, announcing an expanded multiyear Fire TV partnership on Wednesday. The headline perk: Fire TV will now show up on Insignia TVs, giving Amazon another lane into the living room without having to build the whole TV itself.

Why Wall Street should care

This isn’t just about making another TV menu look shinier. The deal also opens up more connected TV advertising opportunities through Best Buy Ads, which is basically the modern version of putting a billboard in the middle of prime time — only it’s smarter, more targeted, and a lot harder to ignore.

The bigger picture

For Amazon, it’s another way to keep Fire TV sticky and expand its ad ecosystem. For Best Buy, it’s a way to make its private-label TV business and ad platform more valuable without needing to invent a brand-new growth engine from scratch.

Big picture: the living room keeps turning into an ad-tech battleground, and these two are showing up with bigger bags of chips than most of the competition.