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SEATTLE  — Inc. is teaming up with its sometimes rival Best Buy to sell Amazon’s latest smart TVs.

Best Buy is becoming the exclusive retail partner to sell Fire TV Edition televisions made by Toshiba and Insignia (Best Buy’s house brand). Beginning this summer, Best Buy will sell more than 10 Fire TV Edition televisions in its stores, on its website and, for the first time, as a third party seller on The arrangement is seen as giving Best Buy the ability to reach a new group on online shoppers, while giving Amazon more brick-and-mortar stores in which to showcase its latest technology.

“Amazon and Best Buy have a long history of working together, and today we take our partnership to a new level,” Amazon CEO Jeff Bezos said in a statement. “We could not have a better partner in this endeavor.”

The new televisions come with Amazon’s Fire TV experience built-in, allowing consumers to use the Alexa cloud-based voice service to search for and watch broadcast TV, or choose from a vast catalog of streaming TV episodes and movies from Netflix, Prime Video, HBO, PlayStation Vue, Hulu, and other services. Fire TV Edition includes a Voice Remote with Alexa, and it can also be paired with any Echo device to give users hands-free control of their TV experience, according to the companies.

“Our goal is to enrich the lives of our customers by offering them the very best products and services, whether they come to us online, visit our stores, or invite us into their home,” Best Buy chairman and CEO Hubert Joly said. “Our partnership with Amazon is exciting because we believe Fire TV Edition delivers an incredible user experience and further strengthens the growing connection between home theater, home automation and voice control.”