Rivals Amazon and Best Buy partner to sell new smart TVs

Retail hell may have just frozen over.

Amazon has entered a new partnership, according to Variety, with its longtime rival Best Buy in order to encourage more customers to use Fire TV products.

Yes, Best Buy. The store you use to check out TVs IRL, before you buy them on Amazon, has apparently given in to the power of online shopping.

Best Buy will become the exclusive retailer of new 'Fire TV Edition TVs.' The result of the partnership will be 11 new products, made by Toshiba and Best Buy's house brand Insignia, that come built in with Amazon Fire smart TV capabilities, like app and web access.

And that's not all. For the first time ever, Best Buy will become an official Amazon seller. Gasp! Best Buy will offer the TVs on its own website, and also as a seller on Amazon dot com.

Executives hinted in a press conference that built-in Alexa capability could be coming soon, too.

So it looks like this is a match made in heaven, or a very frozen hell.