Prime Day 2026: LG, Samsung, and Sony Cut 4K TV Prices as Amazon, Walmart, and Best Buy Compete
Amazon Prime Day is producing some of the deepest 4K TV discounts seen outside of Black Friday, with LG, Samsung, Sony, TCL, Hisense, and Vizio all marking down flagship and mid-range sets across Amazon, Walmart, and Best Buy. The LG C5 OLED (65-inch) drops to $1,199.99 from $2,699.99 at Amazon; Samsung's S90F OLED (65-inch) is $1,197.99 at Amazon, down from $2,499.99. The event, alongside Black Friday and the pre-Super Bowl window, marks one of three annual peaks for television purchasing.
Key takeaways
- Amazon Prime Day 2026 is delivering some of the deepest 4K TV discounts outside Black Friday, with LG, Samsung, Sony, TCL, Hisense, and Vizio marking down sets across Amazon, Walmart, and Best Buy.
- The 65-inch LG C5 OLED dropped to $1,199.99 from $2,699.99 at Amazon, and the 65-inch Samsung S90F OLED fell to $1,197.99 from $2,499.99.
- Sony's 77-inch A95L QD-OLED hit a record-low $3,498 at Walmart (a 23% reduction), while the 55-inch Samsung S90F broke below $1,000 at $997.99.
- Mid-range value sets include TCL's 65-inch QM6K at $527.99 (Walmart) and Vizio's Mini-LED Quantum 4K at $218.
- Streaming devices were also cut, with Amazon's Fire TV Stick HD (2026) at $15.99 and Google's TV Streamer 4K at a lowest-ever $74.99.
Amazon Prime Day is producing some of the deepest 4K TV discounts seen outside of Black Friday, with LG, Samsung, Sony, TCL, Hisense, and Vizio all marking down flagship and mid-range sets across Amazon, Walmart, and Best Buy. The LG C5 OLED (65-inch) drops to $1,199.99 from $2,699.99 at Amazon; Samsung's S90F OLED (65-inch) is $1,197.99 at Amazon, down from $2,499.99. The event, alongside Black Friday and the pre-Super Bowl window, marks one of three annual peaks for television purchasing.
Mid-Range 4K: TCL, Hisense, and Vizio Lead on Value
TCL's QM6K (65-inch) is $527.99 at Walmart — a sub-$530 entry for a panel supporting up to 4K/144Hz with a PC, plus VRR and low input lag, attributes that suit gaming-focused buyers. TCL's higher-end QM8K (75-inch) is $1,397.99 at Amazon and $1,399.99 at Best Buy, down from $1,999.99 and $2,499.99 respectively.
Hisense's U8QG is available at $1,299 for the 75-inch at both Amazon and Best Buy, with Best Buy pricing the 100-inch model at $2,220. The U8QG logged over 5,000 nits brightness in prior testing, translating to strong HDR performance and resistance to ambient light. The set supports AMD FreeSync Premium Pro VRR at up to 165Hz and Dolby Vision gaming. Vizio's Mini-LED Quantum 4K rounds out the segment at $218, down from $248 at Walmart.
Premium Tier: Sony's A95L at a Record Low, Samsung's S90F Under $1,000
Sony's A95L (77-inch) QD-OLED — a multi-year winner of the Value Electronics TV Shootout — is $3,498 at Walmart and $3,499 at Best Buy, a 23% reduction that represents the lowest price seen on that model. LG's C5 (55-inch) is $1,099.99 at both Amazon and Best Buy, cut from $1,999.99.
Samsung's S90F OLED carries a 120Hz panel, four HDMI 2.1 ports, and access to game streaming services including Nvidia's GeForce Now via Samsung's Gaming Hub. The 55-inch S90F breaks below $1,000 at $997.99 on Amazon, down from $1,799.99; the 77-inch is $1,797.99, down from $3,499.99.
Streaming Devices: Amazon and Google Compete Below $80
Amazon's Fire TV Stick HD (2026) is $15.99 at Amazon, 54% off its regular $34.99 price. The updated model draws power from a TV's USB port rather than a wall outlet and ships with the new Fire TV OS. The Fire TV Stick 4K Max (2023) is $34.99, down from $59.99, adding Wi-Fi 6E and Alexa integration.
Google's TV Streamer 4K is $74.99 during Prime Day — its lowest observed price — and offers a path out of Samsung's Tizen OS for buyers already embedded in the Google smart home ecosystem.
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Filed by the macro desk of MarketPR on June 24, 2026. Source: theverge.com. Indicative figures are not investment advice.