The Best Buy will expand its retail media operation to Fire TV through an expanded partnership with Amazon. Starting in February 2027, Best Buy Ads will use Amazon Ads' programmatic technology, including artificial intelligence tools, to plan, activate, optimize and measure campaigns on connected TV.
The agreement, announced on Wednesday (23), will also give Best Buy Ads advertisers access to advertising inventory from Fire TV on new and existing Insignia televisions. According to the companies, the partnership between Best Buy and Amazon has brought devices with integrated Fire TV to tens of millions of homes since 2018.
The move expands the retailer's ability to use its relationship with consumers to sell media beyond its own digital channels. Best Buy Ads already offers formats in search, display, social media, video and CTV and says it reaches more than 200 million consumers, supported by billions of interactions with customers.
Fire TV opens new inventory for Best Buy Ads
With the integration, brands will be able to run video and display ads on Fire TV and access information about campaign performance. Amazon Ads technology will also be used to measure results and optimize advertising efforts.
For Best Buy, the agreement brings its retail media operation closer to budgets allocated to streaming and connected TV, combining commercial signals derived from its relationship with shoppers with entertainment inventory. The retailer's own advertising network already positions CTV as part of its top-of-funnel solutions, alongside formats that accompany the consumer through to purchase.
The commercial partnership builds on a relationship that began in 2018, when Amazon and Best Buy began launching Insignia and Toshiba televisions with integrated Fire TV. Since then, the companies have introduced more than 100 models. Fire TV will continue to be the exclusive television system for the entire Insignia line produced by Best Buy.
The devices will continue to be sold by Best Buy in its stores, on BestBuy.com and also on Amazon.com. The advertising expansion begins in February 2027, when Best Buy Ads begins operating its new programmatic capabilities with Amazon Ads technology.
