Best Buy to integrate Best Buy Ads & Amazon Ads; expanding Fire TV collab
Best Buy Co Inc. will leverage Amazon technology for its retail media network and build on its partnership with the Amazon Fire TV platform.
Beginning February 2027, the consumer electronics retailer’s Best Buy Ads retail media network will use the Amazon Ads online advertising platform’s programmatic technology, including artificial intelligence tools, to help participating brands plan, activate, optimize and measure advertising campaigns.
Best Buy and Amazon are also embarking on an expanded multiyear partnership based around Amazon’s Fire TV smart TV offering. Building on a joint effort that began in 2018, Fire TV will continue to be the exclusive TV software experience on all TVs produced under Best Buy’s Insignia private label brand.
[Read more: Amazon introduces Fire TV]
Best Buy Ads will also now offer brands access to Fire TV advertising inventory on all new and existing Insignia TVs.
“No one knows TVs — or the customers who buy them — better than Best Buy,” said Lisa Valentino, chief ads and media officer at Best Buy. “By combining Amazon’s extraordinary Fire TV experience with our Insignia TVs, we can both put a great product in more customers’ homes and create new premium opportunities for brands to reach engaged viewers. It’s a combination of expertise, scale and advertising value that only Best Buy and Amazon can deliver.”
Most Insignia TV models also now have the next-gen Alexa+ voice model integrated. Best Buy will continue to be the exclusive retailer for these devices in store and on Amazon.com, sold by Best Buy.
“By extending our relationship into advertising, Best Buy Ads and Amazon Ads will help brands reach relevant audiences with video and display Fire TV ads on the tens of millions of televisions we’ve together delivered to customers' homes,” said Charlotte Maines, VP of devices, content, and advertising at Amazon. “Brands will also have access to insights on how their campaigns perform on Fire TV to measure the business outcomes they care about most.”
Based in Minneapolis, Best Buy operates more than 1,000 retail stores in North America.
