Best Buy, Amazon team up to sell smart Fire TVs

Amazon CEO Jeff Bezos with Best Buy

"What's new in this partnership is the depths of the physical integration between the software and the hardware", notes Best Buy CEO Hubert Joly.

This is all great news for Best Buy. In a joint announcement, Amazon and Best Buy unveiled plans for an Amazon Fire TV Edition. And Best Buy, which operates 1, o00 stores, will showcase TVs running on the Fire system at those locations and on its website.

Fire TV also comes with a voice remote with Alexa and also can be paired with any Amazon Echo device, so the television also can be controlled there.

Roku sank more than 8% Wednesday, reversing its gains from earlier in the week, after Best Buy announced a deal with Amazon that will drastically shrink Roku's presence in the chain's stores. For the first time ever, Best Buy will become an official Amazon seller.

The ecommerce giant has revealed that more than 10 Fire TV Edition models from Toshiba and Best Buy's own-brand Insignia will launch from this summer, and will be made available to purchase exclusively through Best Buy's own store, its Amazon.com store, and - crucially - its brick-and-mortar stores. Customers might be more apt to grasp the benefits of an Alexa-powered set if they can try one out.

The partnership with Amazon is an example of Best Buy's unique role in working with the world's foremost technology companies, helping to commercialize their innovations and bring them to life for the consumer. "It's only possible because we trust each other".

By selling the new televisions through Best Buy, Amazon is expanding its Alexa footprint. Built-in apps will give you access to popular services including Prime Video (of course), Netflix, Hulu, HBO, and PlayStation Vue (among others). "Clearly, Amazon has been a leader in the bolt-on business with the Fire TV sticks and boxes, but they were behind a little bit in getting out to televisions".

At present, there are seemingly no plans to release Fire TV Edition smart tellies outside of the USA or Canada. "The two companies are retailers but they're also product companies".

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