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Best Buy, Amazon expand Fire TV partnership, open ad inventory to Best Buy Ads - BBY News | Rallies

Best Buy, Amazon expand Fire TV partnership, open ad inventory to Best Buy Ads

BBY•2026-09-23

Expanded partnership opens Fire TV ad inventory

Best Buy expanded a multiyear partnership with Amazon to open Fire TV ad inventory on Insignia TVs to Best Buy Ads.

Beginning February 2027, Best Buy Ads will use Amazon Ads programmatic technology, including AI tools, to plan and optimize campaigns.

Fire TV remains exclusive software on Insignia TVs

Fire TV remains the exclusive TV software on all Insignia TVs produced by Best Buy; Best Buy remains the exclusive retailer, including on Amazon.com.

The deal extends the companies’ 2018 tie-up, shifting beyond devices into connected TV advertising and measurement on tens of millions of TVs.

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