Best Buy to Start Selling Toshiba Fire TVs in June, Starting at $330

Toshiba smart TVs powered by Amazon’s Fire TV operating system are set to go on sale at Best Buy at the end of June, the retailer announced Wednesday. The cheapest model, a 43-inch 4K TV set with HDR support, will be available for just $329.99.

In addition to the 43-inch model, Best Buy will also start selling a 50-inch and 55-inch Toshiba TV powered by Fire TV next month. The 50-inch model will go on sale for $399.99, and the 55-inch model will cost for $479.99. Consumers are able to preorder any of the tree models effective immediately.

Best Buy and Amazon first announced their partnership on TV sets powered by the Fire TV operating system last month. As part of a multi-year partnership, Best Buy will sell Fire TVs under the Toshiba and Insignia brands in store as well as via its website. And for the first time in its history, Best Buy will also become an Amazon seller to distribute TVs on Amazon.com.

Both companies have committed to selling a total of 11 TV sets via Best Buy this year. The goal of the partnership is clearly to get Amazon’s Fire TV operating system in front of many more eyeballs, which could benefit Amazon’s video business.

In addition to making Prime Video more attractive, getting Amazon’s video storefront onto the home screen of millions of TVs could also help the company become an even bigger player in the subscription video resale business. The Diffusion Group estimated last week that Amazon’s Channels storefront is already responsible for more than 50% of all HBO online sales.

With its Best Buy partnership, Amazon is also defending itself against competitors like Google and Roku, both of which have been pushing to get their own smart TV operating system in front of bigger audiences. Roku CEO Anthony Wood said during the company’s Q1 earnings call that he wasn’t worried about the partnership between Amazon and Best Buy. However, investors apparently weren’t so sure about that, sending Roku’s stock down 2.4% Wednesday.


More Digital

  • Mokalik

    Nigeria’s Kunle Afolayan: African Audiences Shouldn’t Be ‘Second-Class’

    DURBAN–A young boy from a middle-class home gets an unconventional schooling in the ways of the world when he’s forced to apprentice at a mechanic’s workshop in a rough-and-tumble section of Lagos. “Mokalik” is the latest feature from Kunle Afolayan, a leading figure in the wave of filmmakers revitalizing the Nigerian film industry. The film [...]


    SAG-AFTRA Ends Long Strike Against Ad Agency Bartle Bogle Hegarty

    SAG-AFTRA has ended its 10-month strike against Bartle Bogle Hegarty after the advertising agency agreed to sign the union’s new commercials contract. The union instructed its 160,000 members in September not to accept any work for BBH, which had been signed to SAG-AFTRA’s commercials contracts since 1999. The strike came two weeks after BBH publicly [...]

  • FaceApp is displayed on an iPhone,

    SAG-AFTRA Warns Members About FaceApp Terms of Use

    SAG-AFTRA is warning its 160,000 members about the “overreaching and invasive” terms of use for the FaceApp mobile application. FaceApp, developed by Russian company Wireless Lab, uses neural network technology to automatically generate transformations of faces in photographs. The app can be used to make users appear older, younger, or change gender. The terms include [...]

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • Billie Eilish

    ARRI, Mobile TV Group Back New Venture Revitalizing Streamed Concerts

    A new venture looking to bring a fresh approach to live-streaming concerts has gotten the backing of hardware heavyweights ARRI and Mobile TV Group. Wide+Close is launching with the mandate of shooting music performances with film cameras and cinematographers in order to give the content a more cinematic feel. “We want to take concert filming [...]

  • Fortnite Battle Royale

    How 'Fortnite' Fans Can Earn Loot by Watching YouTube Videos

    Epic Games and YouTube have teamed up with a special offer for “Fortnite” players — giving players of the popular battle-royale game rewards when they watch “Fortnite”-premiered content on the video platform. The catch: You have to watch at least 20 minutes of “Fortnite” special content or live esports broadcasts to receive the loot. Under [...]

  • Roku headquarters

    Roku Plans to Expand to Brazil, Other Countries (EXCLUSIVE)

    Roku plans to expand to multiple new territories in the coming months, Variety has learned. One of the first new markets for the company will likely be Brazil. An international expansion could help Roku grow its customer base, which in turn should lead to growing advertising revenues. Roku executives have been hinting at plans to [...]

More From Our Brands

Access exclusive content