Amazon chooses Best Buy to sell Alexa-enabled smart TVs

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Rivals Inc. and Best Buy Co. are joining forces to sell television sets powered by Amazon's Fire TV operating system.

The online retail giant and the big-box electronics store on Wednesday announced a deal to exclusively sell Amazon Fire-branded televisions at Best Buy locations, beginning this summer.

Amazon Chief Executive Jeff Bezos, and Best Buy CEO Hubert Joly introduced the smart TV partnership at a Best Buy store in Bellevue, Washington, not far from Amazon's Seattle headquarters.

"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.

While consumer goods and apparel companies can better control their brands by selling through Amazon themselves as Best Buy has now made a decision to do (rather than leaving things up to third parties on the Amazon marketplace), research shows they risk Amazon evaluating their best sellers to create its own private label items.

Seems fair. But this also is a trick that feels all too familiar-a bit like the Trojan horse being walked right through the gates of Troy.

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Amazon's decision to partner with Best Buy is an interesting one.

Best Buy will sell them in its stores and online in the USA, and later from Canada.

Amazon is getting on Fire with Best Buy. I just hope they don't find themselves with a knife sticking out of their back at some point down the line.

"Best Buy, with a very large physical footprint, lets people come into the stores and see the product, which is very important", said Bezos. The products will allow owners to access more than 190 different services and apps including Netflix, Hulu, and Prime Video. One thing these new TVs will feature is Alexa integration, for you smart home buffs out there.

This partnership also shows that Amazon realizes it needs to cooperate with retailers as it becomes more of a hardware company, Baker said.