Amazon deepens retail partnership to drive connected TV ad sales through Insignia

Amazon and Best Buy have reinforced their long-standing collaboration on Insignia televisions, securing Fire TV as the permanent operating system across the retailer's TV lineup while unlocking new revenue through integrated advertising. From February 2027 onward, marketers will be able to reach Insignia viewers through Best Buy Ads using Amazon's programmatic tools and AI-driven optimization capabilities. This expansion of their 2018 agreement, announced on September 23, 2026, reflects the growing importance of smart TV platforms as advertising channels and underscores Amazon's strategy to monetize its presence in living rooms worldwide.

1. Best Buy and Amazon expanded their multiyear Fire TV partnership announced on September 23, 2026
2. Fire TV will remain the exclusive TV operating system for Best Buy's Insignia television brand
3. Insignia TVs will continue to feature Fire TV's latest user interface and have Alexa+ integrated across most models
4. From February 2027, Best Buy Ads will deploy Amazon Ads' programmatic technology with AI-powered planning and optimization tools
5. Advertisers will be able to purchase Fire TV inventory across both current and future Insignia television models via Best Buy Ads
6. The partnership originated in 2018
7. Over 100 distinct Fire TV models have shipped since the initial 2018 agreement took effect
8. Insignia televisions are distributed through Best Buy retail locations, Best Buy's website, Best Buy's app, and on Amazon.com