Fire TV returns to the battle
April 25, 2018
After a weak launch in 2017, Amazon has struck a deal with Best Buy to relaunch the Fire TV platform. Starting summer 2018, Best Buy will start selling Toshiba and Insignia Fire TV Edition Smart TVs, which will also be available on Amazon.com with Best Buy as a third party seller.
This has several implications for the smart TV space, but especially for companies like Roku because Insignia was previously using the Roku TV platform and was one of the larger partners last year. For Amazon, it also represents a recognition that the brick and mortar space is still very important for some categories where consumers still prefer to "kick the tires" before purchasing.