# Best Buy teams with Amazon to sell Fire TV ads

> The electronics retailer is expanding its retail media network by selling streaming inventory and proving it drives both sales and brand awareness.
- Title: Best Buy teams with Amazon to sell Fire TV ads · Adweek
- Summary: The electronics retailer is expanding its retail media network by selling streaming inventory and proving it drives both sales and brand awareness. Best Buy…
- Keywords: best buy, amazon fire tv, retail media, streaming ads, insignia fire tvs, roku partnership, lg tv, connected tv advertising, measurement, lauren johnson, Best, Buy
- Source: Adweek — https://adweek.com/commerce/best-buy-is-selling-amazon-fire-streaming-ads
- Author: Lauren Johnson
- Published: 2026-09-23T21:00:00+00:00
- Read time: 1 min
- Topics: best buy, amazon fire tv, retail media, streaming ads, insignia fire tvs, roku partnership, lg tv, connected tv advertising, measurement, lauren johnson
## Best Buy enters streaming ad sales
Best Buy will now sell Amazon Fire TV ad inventory, letting advertisers reach Best Buy shoppers on the streaming platform. The deal includes Insignia Fire TVs, Best Buy's private label brand.
## Multi-platform ad partnerships expand
Best Buy also renewed its partnership with Roku and added LG TV placements, letting advertisers target Best Buy customers across multiple streaming platforms through different ad platforms.
## Proving retail media drives sales
Best Buy claims its ads outperformed national media by 17% in return on ad spend, based on two years of data from four advertisers. The goal is showing ads impact both brand awareness and actual sales.

> This is not about attacking national media. This is about sending a message that Best Buy and commerce platforms like us need to be a bigger part of national media plans going forward.
## Advertisers want bigger commitments
Brands are asking for better measurement, creative formats, and partnerships with social and streaming platforms. This requires larger year-long budgets similar to traditional TV upfront deals.

> In order to do those partnerships right, we need to have advanced commitment from advertisers.
## In-store and social expansion planned
Best Buy is launching on TikTok Shop and adding new in-store ad placements at store entrances plus audio ads. The retailer doubled its advertiser count year-over-year.

> There's no better way for a brand to break through than right in front of the customer as they walk into a store.
## Key takeaway

Best Buy is positioning itself as a major player in retail media by connecting advertisers directly to shoppers across streaming platforms and in-store, backed by data showing strong returns.