Observed Signal · Sep 23, 2026 · Partnership · Source: Adweek · Impact: 4/5 · Sentiment: Positive
Retail Media Market: Best Buy to Sell Amazon Fire TV Ads
Best Buy is partnering with Amazon to sell and measure retail media on Amazon Fire TV inventory. The consumer electronics retailer will sell ad inventory on all existing and new Insignia Fire TVs, its private label brand, which operate on Fire TV OS. Advertisers can purchase this inventory through Amazon's demand-side platform. This partnership enables advertisers to target and measure Best Buy shoppers on the streaming platform. The announcement was made by Lisa Valentino, chief ads and media officer at Best Buy. The deal expands Best Buy's retail media network and deepens its ties with Amazon's advertising ecosystem.
Major retail media partnership between Best Buy and Amazon, expanding CTV advertising opportunities and reinforcing retail media's growth.
Key Takeaways & Evidence Grounding
- Best Buy will sell Amazon Fire TV inventory to advertisers.
- The partnership covers all existing and new Insignia Fire TVs, Best Buy's private label brand.
- Advertisers can buy the inventory through Amazon's demand-side platform.
- The deal allows targeting and measurement of Best Buy shoppers on Fire TV.
- Announced by Lisa Valentino, chief ads and media officer at Best Buy.
Connected Companies & Entities
2 Entities mappedAmazon
Global commerce, cloud, advertising and subscription platform company.
“The consumer electronics retailer announced that it will sell some of Amazon’s Fire TV inventory....”
Best Buy
North American consumer electronics retailer with stores and e-commerce.
“Best Buy is linking up with Amazon to sell and measure more retail media....”
Ontology Mapping & Concepts
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