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

Above Toshiba Fire TV Edition smart TV

The companies will sell 11 models, starting this summer with TVs by Toshiba and Best Buy house brand Insignia. "These Fire Edition smart TVs by Insignia and Toshiba deliver lovely visuals and all the movies and TV shows you love, with an experience that gets better every day with Alexa".

Streaming video platform provider Roku (ROKU) saw its shares tumble on Wednesday after Best Buy (BBY) announced that it is switching from Roku to Amazon (AMZN) software for its house-brand televisions.

Amazon first introduced the world to Fire TV Edition smart TVs back in May 2017, when it announced a partnership with budget television maker Element. Canadian customers will also be able to buy the TVs later in 2018.

The companies, which are two of the biggest electronics retailers in the United States, on Wednesday revealed a partnership to sell the next generation of TVs running Amazon's Fire TV operating system to customers in the U.S. and Canada.

That "incredible user experience" that Fire TV Edition delivers, as Joly referenced, includes the ability to use one's voice to shop right from their couch.

The retailers announced today (April 18) that they're joining forces to sell televisions across the USA and Canada. The highlight feature of the Smart TVs is, of course, the Alexa integration.

Each of the TVs will also have Alexa voice assistant capabilities built-in. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. Sure, it could work for a while, but at some point it really feels like this could back fire on Joly and give Amazon-which stole the number-one spot in our consumer electronics retail rankings this year from Best Buy-an even bigger edge in its mission to continually dominate the retail industry.

In recent years, the TV industry has been moving more toward having operating systems embedded into the TVs themselves instead of relying on extra devices to provide access to streaming content, said Stephen Baker, an analyst with the NPD Group.

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