Best Buy unveils new Amazon Fire-powered smart TV as part of partnership between oft-rival retailers


The new Toshiba 4K Ultra HD Smart TV – Fire TV Edition. (Best Buy Photo)

Best Buy showed off the first byproduct of its unusual partnership with Amazon, a new Toshiba 4K TV coming next month with Amazon Fire TV technology built in.

The new TV comes in three models — a 43-inch version for $329.99, a 50-inch model for $399.99 and a 55-inch version for $479.99 — and will be released June 22. The TV Will be available at all Best Buy stores, on and from Best Buy’s new channel on

Last month, Amazon and Best Buy struck a deal to make the electronics retailer a third-party seller on Amazon for the first time and sell a line of Fire TV Edition smart TVs together. The alliance between the retailers was surprising as the Minneapolis-based chain has stood out as a comeback story after Amazon led the charge in e-commerce that upended many traditional brick-and-mortar retailers.

Under the new deal, the companies are expected to sell 11 Fire TV Edition smart TVs starting this year, from Toshiba and Best Buy house brand Insignia.

Amazon first started rolling out TVs with Fire TV software built in natively last year, expanding beyond its Fire TV set-top box and Fire TV Stick. Existing Amazon Fire TV Edition sets under the Element brand, which started at a much higher price point than the new models from Toshiba, are currently listed as unavailable on Amazon.

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