Best Buy will be the exclusive retailer for Amazon’s next generation of Fire TV Edition smart TVs in the United States and Canada, under a new multiyear partnership the firms. Best Buy will carry more than 10 4K and HD Fire TV Edition models from Insignia and Toshiba starting this summer. The new smart TVs will feature the Fire TV experience built-in, allowing viewers to enjoy live over-the-air TV programming as well as streaming content from a variety of sources including Amazon Prime Video, Netflix, HBO, PlayStation Vue and Hulu.
These Fire Edition smart TVs by Insignia and Toshiba deliver beautiful visuals. All the movies and TV shows you love, with an experience that gets better every day with Alexa. Amazon has become the go-to retailer for everything from books to groceries. Among them consumer electronics are the strongest categories. TVs are still something many consumers want to see before making a purchase. It makes sense that Amazon would want products with its Fire TV functionality to be displayed in a large brick-and-mortar retailer such as Best Buy.
The Best Buy deal allows Amazon to get its products into more TVs that potential buyers will see on the showroom floors. Smart TV’s currently account for more than 70 percent of TV sales in North America. It is a way to increase visibility for the Fire OS brand. Roku was the No. 2 operating system platform for Smart TV’s in North America in 2017. Amazon needs to be on TV’s that customers recognize and trust, and Best Buy’s Insignia and Toshiba fit that well.