Best Buy Expanded Fire TV Partnership With Amazon
The electronics retailer will integrate Amazon's programmatic advertising technology into its own ad platform next year.
Updated on Sept. 23, 2026 in Public Companies
Live Poll
Do you trust the recent financial growth forecasts provided by major retail companies?
Best Buy has deepened its long-standing collaboration with Amazon, announcing that it will incorporate Amazon's programmatic advertising technology into its Best Buy Ads platform starting in February 2027. This move follows the retailer's second-quarter earnings report, which prompted the company to raise its fiscal 2027 outlook.
Why it matters
The integration allows Best Buy to monetize its proprietary television software inventory more effectively by leveraging Amazon's established advertising infrastructure. As the company tightens its fiscal projections, this pivot to high-margin programmatic ad revenue serves as a strategic lever for maintaining profitability.
Best Buy reported $9.78 billion in second-quarter revenue and adjusted earnings of $1.47 per share, while lifting its full-year sales forecast to a range of $42.3 billion to $42.8 billion. The firm's shares closed at $95.00 on September 23, 2026, remaining near its 52-week high of $95.85.
The players
Best Buy
A major multinational electronics retailer operating a broad network of physical stores and a significant e-commerce presence.
Amazon
A dominant global e-commerce and cloud computing corporation that manages an extensive digital advertising marketplace.
The details
The partnership leverages Best Buy's exclusive role as the retailer for Insignia televisions, which utilize Fire TV as their exclusive software. By integrating Amazon Ads' programmatic technology, Best Buy Ads can provide advertisers with more automated access to television inventory. This shift transitions Best Buy's internal ad business toward a more scalable programmatic model rather than relying solely on manual sales channels.
Timeline
The partnership between Best Buy and Amazon originally began in 2018.
Best Buy reported its second-quarter financial results in August 2026.
Best Buy announced the expanded partnership on September 23, 2026.
The programmatic advertising technology integration begins in February 2027.
Market Landscape
Best Buy's latest integration mirrors the industry-wide pivot among major retailers to monetize customer touchpoints through dedicated retail media networks. This move follows a established trend where physical retailers leverage their digital ad inventory to offset margin pressure from hardware sales.
Operators should monitor whether this programmatic shift increases ad inventory competition and costs for third-party sellers on the platform. Review your current marketing mix if your brand relies on the Best Buy and Amazon ecosystem for hardware or peripheral sales.
The takeaway
Retailers are increasingly turning to programmatic ad tech to squeeze higher margins from legacy hardware partnerships. Consider reviewing how your own digital ad inventory or retail platform partnerships could be optimized through similar programmatic automation in the coming year.
Further reading
For more on industry shifts within major firms, see our coverage of Public Companies.
Live Poll
Do you trust the recent financial growth forecasts provided by major retail companies?
