"This new collaboration between Amazon and Best Buy on the Smart TV front is a deepening of what we believe has been a mutually-beneficial relationship for several years, as Best Buy is a leading retailer of Amazon devices", said Charlie O'Shea, Lead Retail Analyst at Moody's in commentary provided to Retail TouchPoints. "These Fire Edition smart TVs by Insignia and Toshiba deliver handsome visuals and all the movies and TV shows you love, with an experience that gets better every day with Alexa".
It's something of a peace offering by Amazon, lulling Best Buy into this idea of a fantasy land where the two companies can work together in flawless harmony. Amazon will also be able to use Best Buy to expand the retail outlets for its Kindle tablets and Echo home voice assistant speakers.
Starting this summer, Best Buy will sell 11 TV models powered by Amazon, including Toshiba and its in-house brand Insignia. This is basically exactly what Roku does with TCL and other manufacturers, build the device into a smart TV.
"We could not have a better partner in this endeavour", said Amazon's founder and CEO, Jeff Bezos. The TVs expand on what you can do with a Fire TV stick, letting you see live TV alongside streaming options, detect devices connected to your TV, and consult a channel guide, to name a few features.
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Best Buy and Amazon, of course, still compete on many fronts, like selling electronic accessories and video games. Tens of thousands of Alexa skills are already accessible today, allowing you to have incredible entertainment experiences, view and control your smart home connected cameras, lighting, security systems, and more.
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.
At present, there are seemingly no plans to release Fire TV Edition smart tellies outside of the USA or Canada. With Fire TV, you've got a product that's made primarily for media consumption.