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The first Fire TV Edition smart TV from Toshiba will hit Best Buy stores this summer. Now, the company has a new-and somewhat surprising-partner in Best Buy, which will sell Fire TV Edition televisions from its Insignia house brand and Toshiba.

In the coming years Best Buy executives said they will introduce other brands and models in various price points that will be integrated with Fire TV.

These smart TVs will be built on Amazon's own OS (Fire TV OS).

"Connect any HD antenna and instantly use Alexa to search for and watch broadcast TV, or choose from a vast catalog of streaming TV episodes and movies", the companies wrote in a news release. Searching for content on streaming apps such as Netflix, Prime Video, Hulu, YouTube, and others alleviates the task of entering in phrases character by character with an on screen keyboard. They can also be paired with a separate Echo device for external voice control.

American consumers will be able to purchase these new smart TVs exclusively in Best Buy stores, on BestBuy.com, and for the first time, from Best Buy as a third-party seller on Amazon.com starting in the summer. The Fire Edition TVs by Insignia and Toshiba are created to work seamlessly with Amazon's own voice assistant Alexa. As Amazon rose in the electronics segment, Best Buy seemed doomed to cede share. "Clearly, Amazon has been a leader in the bolt-on business with the Fire TV sticks and boxes, but they were behind a little bit in getting out to televisions".


E-commerce giant Amazon announced a lineup of more than ten smart TVs in partnership with Toshiba and Insignia today.

Each of the new TVs will come with Alexa, the popular virtual assistant, built-in. It's unclear if Best Buy will pay a standard commission as an Amazon merchant, or whether a different deal was negotiated.

The retailers announced today (April 18) that they're joining forces to sell televisions across the US and Canada. With Fire TV, you've got a product that's made primarily for media consumption.

Both Amazon and Best Buy expect they will benefit from the deal.


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