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Fire TV, but make it a long-term relationship
Best Buy and Amazon are taking their Fire TV romance to the next level. The companies said Wednesday they’re expanding their multiyear deal, which means Fire TV will stay the exclusive software on Insignia TVs — Best Buy’s in-house TV brand — and Best Buy Ads will tap Amazon Ads’ programmatic tech starting in February 2027.
That’s a pretty tidy setup: Amazon gets a bigger pipe into living rooms, while Best Buy gets to keep its TV lineup looking less like a commodity pile and more like a software-enabled, ad-monetized platform. In other words, the humble TV is doing the most.
Why investors should care
This isn’t just a “two companies shook hands and smiled for the camera” story. It extends a partnership that’s already launched more than 100 Fire TV models since 2018 and reached tens of millions of households. More scale means more connected-TV ad inventory, more data-driven targeting, and potentially more sticky revenue for both sides.
The little kicker
Best Buy also gets another way to keep Insignia TVs exclusive through its own stores and Amazon.com, which helps protect the brand from becoming just another panel with a remote. And for Amazon, this is another reminder that Fire TV is less about hardware and more about owning the screen where your attention lives.
Big picture: when your TV starts acting like a storefront, an ad platform, and a software bundle all at once, the boring old appliance category suddenly looks a lot more interesting.