Best Buy and Amazon are expanding their Fire TV relationship beyond connected television hardware and into advertising. Beginning February 2027, Best Buy Ads will use Amazon Ads’ programmatic technology and AI-powered tools to help brands plan, activate, optimize and measure campaigns across Fire TV inventory on Insignia televisions.
Best Buy Ads to Tap Amazon’s Programmatic CTV Infrastructure
The expanded multiyear partnership gives Best Buy Ads access to Fire TV advertising inventory across new and existing Insignia TVs, creating another route for advertisers to reach streaming audiences through connected television.
The arrangement builds on a relationship that began in 2018, when Best Buy and Amazon introduced Insignia and Toshiba smart TVs with Fire TV built in. Under the new agreement, Fire TV will remain the exclusive TV software experience on Best Buy’s Insignia television lineup, which spans 24- to 85-inch models.
The more significant AdTech development is the addition of Amazon Ads’ programmatic infrastructure. Starting in February 2027, Best Buy Ads plans to use Amazon’s technology to support campaign planning, activation, optimization and measurement. Amazon says the platform will also provide advertisers with campaign insights tied to business outcomes.
For media buyers, the deal creates a connection between retail media and CTV advertising. Best Buy already has direct relationships with consumers purchasing televisions and other electronics, while Amazon brings Fire TV’s streaming environment and programmatic advertising infrastructure. Combining those assets gives Best Buy Ads a way to extend its advertising proposition from retail and commerce signals into premium video inventory.
Retail Media Moves Deeper Into Connected TV
The development reflects a broader shift in retail media. Retailers are increasingly looking beyond sponsored product placements and onsite advertising toward off-site media, streaming video and other channels where first-party commerce signals can potentially inform audience activation.
Best Buy’s position is particularly relevant because its retail business is directly connected to home entertainment hardware. Insignia televisions provide an installed device base, while Fire TV supplies the operating system, streaming experience and advertising environment.
The companies said their partnership has brought Fire TV televisions to tens of millions of homes, giving Best Buy Ads a substantial potential CTV footprint. The actual addressable advertising audience, however, will depend on factors including active device usage, inventory availability, consent, targeting eligibility and campaign requirements.
Amazon’s involvement also places Best Buy Ads within a competitive CTV landscape that includes advertising ecosystems operated by Amazon, Google, Roku, Walmart and major streaming platforms. The differentiator will increasingly be how effectively retail media networks connect audience data, media inventory and measurable commerce outcomes.
For advertisers, the key question is therefore not simply access to another CTV inventory source. It is whether Best Buy Ads can use Amazon’s programmatic infrastructure to turn its retail relationship and Insignia device footprint into a measurable extension of existing media campaigns.
Market Landscape
Retail media and CTV are increasingly converging as retailers seek to monetize first-party customer relationships across off-site channels. Best Buy’s move adds a hardware and streaming layer to that strategy.
Amazon already operates one of the largest connected-TV advertising ecosystems through Fire TV, while retailers such as Walmart have expanded into streaming through their own media and entertainment assets. The Best Buy arrangement differs by combining a retailer’s advertising business with an established streaming operating system rather than requiring the retailer to build a standalone CTV platform.
The partnership also illustrates why programmatic CTV infrastructure is becoming strategically important for retail media networks. Automated buying, audience activation, optimization and outcome measurement can allow retail advertisers to move beyond retail-site placements and coordinate campaigns across broader media environments.
Top Insights
- Best Buy Ads will gain Fire TV inventory, expanding its retail media proposition into CTV video and display advertising across Insignia televisions.
- Amazon Ads technology becomes the programmatic layer, supporting campaign planning, activation, optimization and measurement beginning February 2027.
- Retail media and CTV are converging, giving advertisers another pathway to connect commerce-oriented audiences with streaming video campaigns.
- Insignia’s installed TV footprint matters, potentially giving Best Buy Ads access to a substantial connected-device audience within consumers’ homes.
- Measurement will remain central, as advertisers increasingly expect CTV campaigns to connect media exposure with business and commerce outcomes.
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