Amazon and Best Buy are expanding their multiyear Fire TV partnership to include connected-TV advertising through Best Buy Ads. Fire TV will remain the exclusive television software for Best Buy's Insignia brand, whose 24-inch to 85-inch lineup includes Fire TV's latest user interface and Alexa+ across most models. Beginning in February 2027, Best Buy Ads will use Amazon Ads' programmatic technology and its artificial-intelligence tools to help brands plan, activate, optimize and measure campaigns, including on advertising inventory across new and existing Insignia televisions. Best Buy will remain the exclusive retailer for the products in its stores and on Amazon.com, where Best Buy is the seller. The partnership began in 2018 and has produced more than 100 Fire TV-powered television models reaching tens of millions of households. Best Buy also raised its fiscal 2027 adjusted earnings outlook to $6.70-$6.90 per share and its annual sales forecast to $42.3 billion-$42.8 billion. Analysts have a Hold consensus on BBY, with an average price forecast of $85.87, while shares traded at $95.00 near their 52-week high of $95.85 at publication.