Alexa Invades Best Buy with New Fire TVs

Best Buy CEO Hubert Joly and Amazon's Jeff Bezos came together Tuesday to discuss the deal

The first round of Amazon Fire TV Edition smart TVs hit shelves past year and were met with a tepid response. "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".

Amazon is extending its partnership with Best Buy, announcing a deal to exclusively sell Fire-branded televisions at the electronics retailer's physical stores. 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. It's not that people hated the dovetailing of their streaming video player and their traditional "dumb" TV - far from it, I'm sure - it's just that reviewers and buyers alike didn't particularly love the panels Amazon's smart OS made its way onto.

The partnership will kick off with the launch of more than 10 4K and HD Fire TV Edition televisions from Toshiba and Insignia, the companies said in a joint statement. This is basically exactly what Roku does with TCL and other manufacturers, build the device into a smart TV.

The Amazon Fire TV Edition is exactly what it sounds like. "In this iteration, Best Buy gets new devices that will drive foot traffic into its stores, and Amazon gets a brick-and-mortar showroom for more of its proprietary products". The highlight feature of the Smart TVs is, of course, the Alexa integration. Amazon, like Google, uses their digital assistant to meet the desires of the end user as closely as possible.

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It will be interesting to see if this move benefits Amazon and its partners.

Neither company is providing any additional details on model specifics of pricing, but we do know that the first Fire TV Edition smart TVs will be available this summer in the United States.

What do you think of these Amazon TVs? If you're a big Amazon fan and have always subscribed to Amazon Prime and buy all your products from Amazon already, by all means, go for it.

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