Best Buy, Amazon Expand Multi-Year Fire TV Deal for Insignia TVs

Best Buy Co., Inc. (BBY) and Amazon.com, Inc. (AMZN) announced on September 23, 2026, an expanded multi-year Fire TV partnership that will integrate Amazon's Fire TV platform into Best Buy's Insignia-branded televisions. The agreement also creates additional connected TV advertising opportunities through Best Buy Ads, the retailer's advertising business, extending the companies' existing collaboration. Financial terms were not disclosed. Best Buy shares trade under the ticker BBY, while Amazon trades as AMZN.