Amazon Is Testing a Geek Squad-Like Service for Smart Home Tech

Phil Wahba for Fortune:  Amazon.com (AMZN, +1.91%) is trying out yet a new strategy that should strike fear into the hearts of its brick-and-mortar rivals.

The online store has been assembling an army of experts to offer free consultations for its Alexa product as well as product installations for a fee inside customer homes, Recode reported on Monday, citing multiple sources as well as Amazon job postings. Though Amazon did not immediately respond to a request from Fortune for comment, its website is promoting the service, currently available in seven cities.

The move is a potential threat to Best Buy's (BBY, -6.36%) comeback. That retailer's well established "Geek Squad" installation and repair service has long been a key weapon in pushing Amazon back by letting it offer services others didn't and giving shoppers a reason to come to stores. Best Buy's shares fell 5.5% on the news.

Amazon's service offers to help customers set up a "smart home," a growing category of often complex products and systems where competition is getting more intense.  Full Article:

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