Amazon looks over the horizon, cuts a deal with Best Buy

Amazon CEO Jeff Bezos with Best Buy

Other details that have yet to be made public include the prices of the TVs and the type of revenue or payment deals that will exist between Amazon and Best Buy. The Fire Edition TVs by Insignia and Toshiba are created to work seamlessly with Amazon's own voice assistant Alexa.

Amazon's decision to partner with Best Buy is an interesting one. The company sells devices like its Echo speakers and Fire TV sticks from its small cluster of bookstores, kiosks at Amazon-owned Whole Foods Market stores, as well as pop-up stores in malls and Kohl's locations.

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Best Buy will offer more than 10 Fire TV Edition 4K ultra-high-definition televisions from Toshiba and Insignia starting this summer in the US and Canada. This is basically exactly what Roku does with TCL and other manufacturers, build the device into a smart TV.

While Best Buy and Amazon announced the deal Wednesday, the companies' CEOs, Hubert Joly and Jeff Bezos, sat side by side talking about the deal with a handful of reporters on Tuesday. Once you connect an HD antenna to the Fire TV, you can use Alexa to search for and watch broadcast TV, or choose from on-demand programming from streaming services like Amazon Prime Video, Netflix (NFLX), HBO, Hulu and more. The first step in the new partnership will see Best Buy launch more than 10 4K and HD Fire TV edition models from Insignia and Toshiba, starting this summer.

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Fire TV Edition continues to improve even after your purchase, with more new Alexa skills, software features, and applications added regularly. Retail availability will extend to Canada "later this year". Tens of thousands of Alexa skills are already accessible today, allowing you to have fantastic entertainment experiences, view and control your smart home connected cameras, lighting, security systems, and more.

But this new tie-up between the companies illustrates Best Buy's pragmatic and so far successful approach to its rival, which consists of focusing its efforts on initiatives that bring people to physical stores, whether it be store-in-store for emerging brands and sectors like smart home products, providing expertise to customers on things like installations, and showcasing products by companies like Google. Will you be buying one?

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