Best Buy Expanded Partnership with Amazon

The retailer has bolstered its alliance with Amazon to integrate programmatic advertising technology into its TV lineup.

Updated on Sept. 23, 2026 in Public Companies

A row of dark-screened flat-panel televisions mounted on a retail showroom wall, professional editorial photography. — Best Buy has expanded its partnership with Amazon to integrate programmatic advertising technology into its Insignia television brand lineup. AI Illustration. Upload story photo >

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Best Buy has expanded its longstanding Fire TV partnership with Amazon to include new programmatic advertising capabilities for its Insignia television brand. The move coincides with the retailer raising its financial guidance for the 2027 fiscal year.

Why it matters

By integrating Amazon Ads technology into its existing hardware ecosystem, Best Buy aims to enhance its advertising reach across millions of devices. This operational update reflects a broader strategy to leverage digital inventory for revenue growth as the company navigates its current fiscal targets.

Best Buy reported second-quarter revenue of $9.78 billion and now projects annual sales ranging between $42.3 billion and $42.8 billion. Shares were trading at $95.00 on September 23, 2026, slightly below the company's 52-week high of $95.85.

The players

Best Buy

Best Buy is a multinational retailer of consumer electronics and the exclusive seller of Insignia televisions.

Amazon

Amazon is a global technology and e-commerce company that provides the Fire TV software and advertising platform.

The details

Starting in February 2027, Best Buy Ads will utilize Amazon Ads programmatic technology to manage advertising inventory on Fire TV-powered Insignia televisions. The companies have collaborated on more than 100 TV models since the partnership began in 2018, with Best Buy serving as the exclusive retailer for the brand.

The partnership between Best Buy and Amazon began in 2018.
Best Buy reported second-quarter financial results in August 2026.
Best Buy announced the expanded partnership on September 23, 2026.
The programmatic advertising integration is scheduled to begin in February 2027.

Market Landscape

Best Buy's integration follows the wider industry trend of retailers aggressively building internal retail media networks to capture digital advertising revenue. By aligning closer with Amazon, the company is competing more directly with other major platforms for digital ad spend.

Consumers who own Insignia Fire TV models may see new types of personalized advertising content served through their device interface. The expansion aims to maintain competitive pricing for the company's private-label electronics.

The takeaway

This partnership highlights how legacy retailers are pivoting to monetize hardware through digital services to offset retail market pressures. Shoppers should expect more sophisticated, data-driven advertising experiences as traditional commerce becomes increasingly intertwined with digital ad ecosystems.