Nothing, the brand that took OnePlus' shelf space, just scored its biggest US win yet

Grabbing a Galaxy S26 Ultra or an iPhone 17 Pro Max at your local Best Buy has never taken a second thought. Doing the same with a Nothing phone? That was off the table until today, because Nothing has announced that its entire lineup is rolling into more than 500 Best Buy stores across the US.

Nothing's whole lineup lands on Best Buy shelves

The rollout covers the Nothing Phone (3), the Phone (4a) Pro, the Headphone (a) and the Ear (3), with the full portfolio also live on BestBuy.com. Nothing says this is its largest US retail footprint to date.

It builds on the brand's Best Buy Canada debut last year, so the playbook has already been tested up north. Now the US, the market every phone maker obsesses over, gets the full treatment.

The numbers explain why now

Per Canalys data cited in the press release, Nothing grew its US unit sales by 120% and its revenue by 175% in 2025 alone. For a company that sells in 60 countries but treated America like a side quest for years, numbers like these are what convince a retailer to hand over shelf space.

And shelf space matters here more than almost anywhere else. The US market is locked down by Apple and Samsung, and challengers without carrier deals or in-store presence rarely make a dent.

Earlier this year, we covered Nothing's growing retail ambitions, when the company confirmed its own store in New York's SoHo district. This Best Buy deal scales that walk-in-and-touch-it strategy from one trendy block to the entire country.

The fanbase seems primed for it, too. A recent post on Reddit shows one user raving that the Headphone (a)'s price and battery life won them over, to the point of considering ditching their AirPods Pro. That is one person's experience, anecdotal as it gets, but it is exactly the kind of word-of-mouth that in-store demos can multiply.

Pixel and OnePlus fans, this one is aimed at you

If you carry a Pixel 10a or a OnePlus midranger, Nothing just became harder to ignore. The Phone (4a) Pro costs $499, and in our Nothing Phone (4a) Pro review we praised its aluminum unibody and display, even if the camera left us wanting.

Apple and Samsung can rest easy for now, since Nothing still has no US carrier presence, and that is where most Americans buy their phones. If you shop unlocked, though, your shortlist just got longer.

The beta program era is over

My own Nothing Phone 4a Pro sits in my daily rotation, but buying it meant ordering online and hoping the transparent design lived up to the renders. There was no store to walk into, no demo unit to poke at, nothing (pun intended).

I've also watched Nothing quietly take over the display space where OnePlus phones used to sit at my local Best Buy, which tells you plenty about who is moving in and who is moving out. Glyph lights and see-through backs don't sell from a spec sheet, they sell when you hold the thing, and starting today, millions of Americans can.

If you want more hot takes and behind-the-scenes peeks at how stories like this come together, follow me on X and Threads.

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