Alexa Invades Best Buy with New Fire TVs

Above Toshiba Fire TV Edition smart TV

Above Toshiba Fire TV Edition smart TV

Starting this summer, Best Buy will sell 11 TV models powered by Amazon, including Toshiba and its in-house brand Insignia. If someone thinks about buying a new pair of shoes, Amazon's goal is to sell them those shoes before they change their mind - basically.

At a launch event Tuesday in Bellevue, Wash., Best Buy and Amazon executives declined to discuss the financial terms of their deal, the Wall Street Journal reported.

"Amazon and Best Buy have a long history of working together, and today we take our partnership to a new level", Jeff Bezos, Amazon's founder and CEO, said in a statement.

It highlights how closely the retailers work together.

Best Buy will sell more than 10 of the 4K and HD Fire TV Edition models, with more coming later in the year. Now they're unusual bedfellows, at least when it comes to TVs.

Streaming video platform provider Roku (ROKU) saw its shares tumble on Wednesday after Best Buy (BBY) announced that it is switching from Roku to Amazon (AMZN) software for its house-brand televisions.


"This is not the beginning of a attractive friendship, to quote Casablanca", he said.

By selling the new televisions through Best Buy, Amazon is expanding its Alexa footprint. It has since added other Amazon devices to its lineup including Fire tablets and TV sticks for streaming content.

You can, of course, add an Amazon Fire TV Stick to an existing TV in the United Kingdom, for 1080p video playback, or opt for a Fire TV with Ultra HD playback if you own a 4K HDR set. Alexa can be accessed either through a TV's remote control or an Amazon Echo smart speaker.

The newly designed TVs will come with a built-in Fire TV interface.

Amazon Fire TV products have - since the beginning - come off as Amazon Prime machines.

In addition to its own stores (an Amazon Go cashier-less convince store opened its doors earlier this year), Amazon is creating partnerships with traditional retailers in a sector that is threatened by its dominance. "The two companies are retailers but they're also product companies".

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