The Gist: Amazon and Best Buy’s partnership addresses the online retailer’s weakness in consumer electronics.

Amazon and Best Buy’s announcement has the retail world talking. The two companies are teaming up to sell Amazon Fire enabled televisions (created by Toshiba and in-house brand Insignia) in Best Buy stores, on its website and

This signifies a return to form for Best Buy, which has been rebounding recently after several years of poor sales. So what’s Amazon getting out of it?

While the online behemoth kills it in nearly every sector of sales, it struggles when it comes to personal electronics and computers.

When you think about buying a TV, seeing picture quality in person is a no-brainer.

But do Best Buy customers care about Amazon Fire? People who are favorable towards Best Buy are more likely to be Amazon Prime Instant Video users.

Amazon doesn’t do things just because, and it’s clear the company understands where its weaknesses lie. A partnership with Best Buy gives customers an opportunity to try out Amazon products in real life, and Best Buy fans are also Amazon Video subscribers, making it a prime audience for both companies.