Amazon Prime Day TV deals are live – here are all the best offers and my personalized buying advice as a TV expert

Don't want to use a soundbar? Keep an eye out for these TVs

It's no small secret that built-in sound on TVs nowadays is… hit-and-miss. While picture quality improves, sound quality remains the same or even worsens.

Not everyone wants to spend money on a new soundbar when buying a TV even if they're greating one of great deals we've highlighted, but don't worry - there's hope!

If you want a TV with good sound quality, then check out our best TVs for sound guide. Yes, many of the best are premium OLEDs such as the Panasonic Z95A or Sony Bravia 8, but we also highly rated the sound from more affordable mini-LEDs like the Hisense U8N and Amazon Fire TV Omni QLED.

Get Sony’s new 4.5-star soundbar for super-cheap

If you're looking for something more high-end, and less budget friendly in the audio department: Sony’s Bravia Theater Bar 6 is one of the best new soundbars TechRadar has tested in 2025, earning 4.5 out of 5 stars in our Sony Bravia Theater Bar 6 review and it's currently on sale.

One of the few criticisms we had in our review was Sony’s somewhat high $649 price, but the Bravia Theater Bar 6 is now $448 in this Amazon Prime Day deal.

That’s a 31% discount and an excellent deal for this 3.1.2-channel soundbar system, which includes a bar with two upfiring speakers for Dolby Atmos and DTS:X height effects, and a powerful wireless subwoofer. At Amazon’s current sale price, the Theater Bar 6 is only around $150 more than the Sony HT-S2000, a standalone model and top budget pick in our best soundbars guide. Is the extra $150 you’ll pay for Theater Bar 6 worth it to get a system with a subwoofer? If you like bass, then yes.

How about a great budget soundbar to upgrade your audio?

Buying a mid-range TV this Prime Day – or already got one – and feeling like you need an easy sound upgrade?

The Sony HT-S2000 is an excellently affordable all-in-one soundbar – that means no separate subwoofer, just a tidy bar to go under your TV – which delivers a more full soundstage than your TV can muster, with clearer dialogue and Dolby Atmos positional sound to match the action.

You can get the Sony HT-S2000 for just $299.99 (was $499) at Best Buy or just £269 (was £449) at Amazon UK. It's a seriously impressive soundbar that works with any TV over HDMI eARC, and you'll hear a huge difference compared to your TV's built-in speakers.

LG B4 OLED TV – a decent price today, a better price tomorrow?

You can get the LG B4 48-inch TV for $599 at Best Buy right now, which is a really good price for a high-quality OLED TV that has full gaming features, including 4x HDMI 2.1 ports – and that's nice and small, so is great for a bedroom or other gaming setup.

However, while we're still highlighting this offer because it's undoubtedly a good price, I want to make sure you know that this TV was $50 cheaper over the weekend – so there's a chance that the price will fall back down during this week's Prime Day sale.

It hasn't happened yet but keep your eyes open OLED bargain hunters!

An ultra-good deal on the Roku Ultra

The Roku Ultra is the company’s flagship streamer, and its ultra-speedy, responsive navigation lets it stand head and shoulders above the comparatively poky, underpowered Roku Streaming Stick and Roku Streaming Stick Plus.

Its regular $99 price is fairly high for a streaming device, but the Roku Ultra is currently selling for $69 in this Amazon Prime Day deal. That’s a 31% discount and one that brings the Ultra to a more down-to-earth price.

Along with having a fast processor, the Roku Ultra features the company’s best remote control, the Roku Voice Remote Pro. It has a USB-C port for recharging and has a built-in mic for voice commands. The Ultra even has a hands-free control mode, so you can command it to, say, open Netflix and start streaming Squid Game without having to reach for a remote.

Today's cheapest TV deal

If you're looking for a super cheap TV deal you can (for somethinmg that won't be absolutely useless) Amazon's Prime Day sale features this Insignia 32-inch Fire TV for just $89.99.

This is an incredible price if you're looking to add a smaller display to an extra bedroom. While the Insignia F20 Series lacks 4K resolution, you get the Fire TV experience built-in, along with an Alexa voice remote, all for under $100.

The only disappoinment is it was $10-cheaper in the pre-Prime Day sales, so you might want to wait and see if the price drops again. That said, even at $89.99 this deal looks like a steal.

Insignia 32-inch F20 Series HD smart TV: was $169.99 now $89.99 at Amazon

A steal of a deal

Amazon's 2-Series Fire TV is another Prime Day best-seller, and you can find the 40-inch model on sale for only $169.99 which is only $20 shy of the best deal we've ever seen for this TV.

For that price, you get smart capabilities with the Fire TV experience and Amazon Alexa for hands-free control. This is a great deal if you need a cheap TV for a smaller space.

Amazon Fire TV 40-inch 2-Series HD smart TV: was $199.99 now $169.99 at Amazon

Complete your new TV viewing with a 4K Blu-ray player

Why not enhance your new TV with some 4K Blu-rays? Well, the best place to start is with a new 4K Blu-ray player!

Recently, Sony released a 2025 version of its Sony UBP-X700 4K Blu-ray player, whose predecessor is our pick for the best budget 4K player, and it's already had a big discount.

You can get the Sony UBP-X700U for $218.99 (was$299.99) at Amazon. It doesn't carry Wi-Fi streaming like its predecessor, but otherwise, it should deliver the same amazing quality.

$118 for a Roku TV? Not bad…

Moving away from Prime Day for a second, let's look at one of the alternative sales running right now. I cannot promise you that a 32-inch Roku Select TV (the budget option in Roku's own TV range) will offer you cinematic nirvana, but I can say that if you want a small TV with all the streaming options, in an easy-to-use interface, for just $118 – well, this deal will definitely tick those boxes.

Take a look at the 32-inch Roku Select TV for $118 (was $179) at Walmart, which is the lowest we've seen it. We really rate Roku's TVs for their ease-of-use, and they don't feel like they're steering you towards their own services, like some do. And you get every streaming service you could want, all supported there, if you want them.

Sony's elite OLED TV is one of the few with a clear price cut

There aren't many deals on high-end OLED TVs this Prime Day, but it's worth nothing that the Sony Bravia 8 II has had a big price cut, down to $2,998 from its $3,499 launch price.

Now, you might think that this is less of a 'deal' and more 'Sony bringing the price to where it should have been in the first place if it wanted to compete with LG and Samsung', and I would be hard pressed to argue with you.

But the end result is that the Bravia 8 II is now a very competitive OLED TV – and very good one, as our full Sony Bravia 8 II review explains.

Get a 65-inch high-rated 2025 mini-LED TV for under $1,000

One of this year's hottest TVs is the Hisense U8QG – and I say that not only because it's a great TV, but because even though it was only released a couple of months ago, you can already get the Hisense 65U8QG mini-LED TV for just $998 (was $2,199) for the 65-inch model at Amazon.

In our Hisense U8QG review, we praised the TV for being dazzlingly bright in a way that makes colors really pop, for delivery excellent contrast despite its brightness, for offering refined detail and upscaling, and generally being an impressive all-rounder – and that was at full price.

For less than half of its original price, this is absolutely one my top picks for Prime Day this year – what a steal.

Want to upgrade your existing TV instead? Don't miss Fire TV Stick deals?

If you want to update your old TV with the latest streaming apps, or just a faster interface,, Amazon's Prime Day sale also has discounts on its best-selling Amazon Fire TV Stick lineup. My recommendation is for the best-selling 4K model, which is on sale for only $24.99, thanks to today's 50% discount.

It's a solid streaming stick that streams shows and movies on your TV in ultra-high-definition 4K resolution with access to all the major apps and support for voice controls through Alexa.

Amazon Fire TV Stick 4K: was $49.99 now $24.99 at Amazon

Save $1,000 on a 2025 OLED TV

I highlighted the LG C4 earlier, but its successor, the LG C5, also has a a good discount too. LG's 65-inch C5 OLED TV is now on sale for $1,676.99, which is a drop of $1,000 from its official price in just a few months. That's a record-low price and an incredible discount for a newly released OLED display.

Awarded five out of five stars in our review, the OLED display delivers an outstanding picture thanks to LG's Alpha 9 AI processor Gen8, impressive gaming features, and a comprehensive smart platform with all-new AI features.

However, I also think I should point out here that the LG C4 performs very similarly, and you can get the 77-inch LG C4 for $1,696 (down from $1,896) from a third-party seller on Amazon – so you could get a bigger OLED TV for the same cash…

A Prime Day favorite

Amazon's own brand of Fire TVs are always deeply discounted during Prime Day, and there's a great deal on the all-new 50-inch 4-Series 4K Fire TV, on sale for just $259.99 – a record-low price.

The 4K TV supports HDR10, offering a sharp, clear, and vibrant image for TV shows, movies, and sports. All major streaming apps are ready to go, too, plus there's voice control support through Alexa. It's an all-around solid TV for the price if you need an affordable and capable display.

Amazon 50-inch 4-Series 4K Fire TV: was $399.99 now $259.99 at Amazon

Catch the LG C4 while you still can

Kicking off with a Prime Day TV deal that's going to be super-popular – LG's highly-rated 65-inch C4 OLED TV on sale for an incredible price of $1,196.99, down from

The LG C4 is ranked number one in our best TV guide thanks to its exceptional picture quality impressive gaming features, and sleek design. It's the most popular TV deal that I write about, and I can't imagine you'll find a better price at Amazon's official Prime Day sale.

LG 65-inch C4 OLED TV: was $1,326.99 now $1,196.99 at Amazon

Welcome to our live Prime Day TV deals coverage

Hello, hello, and welcome to Prime Day. The most wonderful day of the year? Maybe not, but it's among the top… oh, I don't know, 150? Especially if you get a nice big TV deal.

I'm examining the price history of best-selling TVs from all the top brands that the team here at TechRadar has reviewed, or that we're familiar with. I will only highlight the TV deals I think are genuinely strong, cutting out the stuff that just doesn't seem worth it.