Amazon plans to exclusively sell 10 different Fire-enabled 4K and HD smart television models at Best Buy stores in the U.S. and Canada, from Toshiba and Best Buy’s Insignia brand, beginning this summer.
“Amazon and Best Buy have a long history of working together and we are taking our partnership to the next level,” said Jeff Bezos, Amazon Founder and CEO in a press release.
The TVs will have Amazon Fire TV built in, allowing users to search for and watch broadcast TV, or choose streaming content from Netflix, Prime Video, HBO, PlayStation Vue, Hulu and others. They will also include the Alexa voice assistant and can pair with Echo devices for programming commands.
Until now Best Buy’s Insignia TVs had been powered by Roku for streaming content; Best Buy will still sell Roku-powered TVs from other brands. The Amazon/Best Buy news sent Roku stock tumbling, according to USA Today.
“Our partnership with Amazon is exciting because we believe the Fire TV Edition delivers an incredible user experience and further strengthens the growing connection between home theater, home automation and voice control,” said Best Buy CEO and chairman Hubert Joly in a statement.
This builds on a recent initiative between the ecommerce giant and the electronics big-box retailer. In late 2017 Best Buy enabled voice ordering of its products through Alexa.