Amazon, Best Buy partner to sell Fire smart TVs

Alicia Cross
April 21, 2018

Notably, this announcement also implies that Insignia TVs (Best Buy's house brand) may drop software from Roku in favor of Amazon's, though Roku TVs from other manufacturers will surely still be sold.

The Richfield-based retailer will roll out almost a dozen 4K and HD Fire TV Edition models from Toshiba and Insignia, the latter of which is one of Best Buy's private-label brands, starting this summer. It also will become a third-party seller on as part of the deal. This will be the first time Best Buy sells products on Amazon.

"Amazon and Best Buy have a long history of working together, and today we take our partnership to a new level", Amazon founder and CEO Jeff Bezos said in a statement, adding that Amazon "could not have a better partner".

"Our goal is to enrich the lives of our customers by offering them the very best products and services, whether they come to us online, visit our stores, or invite us into their homes", said Hubert Joly, Best Buy chairman and CEO. "People do want to come in and see the TV, they want to experiment with the TV, try it out".

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The partnership with Amazon is an example of Best Buy's role in working with technology companies, helping to commercialize their innovations.

"This is not the beginning of a handsome friendship, to quote Casablanca", he said. Don't tell that to Best Buy.

Fire TV Edition provides a smart TV experience that seamlessly integrates your favorite streaming and live over-the-air content on a unified home screen. Buy it with Alexa. It can also be paired with any Echo device, allowing customers to easily use their voice to control their TV experience hands-free with Alexa, according to a press release. Later in the year, these TVs will make their way to Canada as well. While Apple TV has not yet been directly integrated into a TV, Roku has done it as has Sony, Samsung and LG.

The new arrangement is an exclusive partnership for multiple years, and should yield more exciting products in the future.

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