Best Buy, Amazon Expand Fire TV, Advertising Deal

07:35 AM EDT, 09/23/2026 (MT Newswires) -- Best Buy (BBY) and Amazon (AMZN) said Wednesday that they have expanded their multi-year partnership to include Amazon's Fire TV software on Best Buy's Insignia television line. Under the deal, Fire TV will remain the exclusive operating system for Insignia models ranging from 24 to 85 inches. Beginning in February 2027, Best Buy Ads will use Amazon Ads' programmatic technology to sell and manage advertising space on the devices. Best Buy retains exclusive rights to sell the Insignia Fire TV models through its retail stores and as a third-party seller on Amazon.com. Financial terms were not disclosed.