Best Buy (NYSE: BBY) and Amazon announced an expanded multiyear Fire TV partnership that will extend their existing television agreement into connected TV advertising, according to a joint press release.

Under the expanded agreement, Fire TV will continue to serve as the exclusive software experience on all Insignia TVs produced by Best Buy, covering models ranging from 24 to 85 inches. The televisions include the latest Fire TV user interface and Alexa+ integration across the majority of models. Best Buy remains the exclusive retailer for these devices, available in stores, on BestBuy.com, and on Amazon.com.

Beginning February 2027, Best Buy Ads will gain access to Fire TV advertising inventory on all new and existing Insignia TVs. Best Buy Ads will use Amazon Ads' programmatic technology, including AI-powered tools, to help brands plan, activate, optimize, and measure advertising campaigns.

"By extending our relationship into advertising, Best Buy Ads and Amazon Ads will help brands reach relevant audiences with video and display Fire TV ads on the tens of millions of televisions we've together delivered to customers' homes," said Charlotte Maines, vice president of devices, content, and advertising at Amazon.

The two companies first partnered in 2018 to introduce Insignia and Toshiba smart TVs with Fire TV built in. Since then, they have released more than 100 TV models combined.