Walmart is moving to solidify its media and retail strategy by converting Vizio into a private label brand, according to a memo obtained by Bloomberg News. Starting late 2025, Vizio smart TVs will be sold exclusively through Walmart and Sam’s Club, ending their availability at other major retailers like Amazon and Target.

This shift follows Walmart’s $2.3 billion acquisition of Vizio and its SmartCast OS in 2024 — a move aimed at strengthening its Walmart Connect media business. By making Vizio’s hardware and advertising tools exclusive to its own platforms, Walmart is positioning itself to compete more directly with Amazon’s Fire TV ecosystem and to expand its growing portfolio of billion-dollar private label brands.

Original reporting by Nicole Silberstein for Bloomberg News.

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