Amazon Prime Day is always an interesting time for home cinema fans. Since the event started as a short and sweet sales bonanza, it has evolved into a marathon week-long event.
That gives you more time to decide if you really need a new TV or want to pull the trigger on that 5.1 surround sound package you’ve been yearning for. But it also makes knowing if the deal you’ve spotted is the best price you’ll find during the event tricky.
Over the past few years, while we’ve spotted plenty of genuinely brilliant savings on five-star OLED TVs and Dolby Atmos soundbars, they’re usually sandwiched between a thick layer of terrible deals.
Sometimes, it's because the deal is on a terrible product we wouldn’t recommend, even with 50 per cent off.
Others, it's because, though the price is lower than the device’s standard RRP, it isn’t the best we’ve seen. Often, a product has been cheaper in the past, or will drop even further, if you’re willing to wait until Black Friday.
That’s why our team of experts will be on hand all week, updating this page with their latest advice, including the deals to avoid.
Every deal we choose to recommend, outside of rare exceptions we’ll flag, is on a product we’ve fully reviewed. We also check its price history to make sure it’s not been cheaper in the past and use our expert knowledge to gauge if it’s a good deal.
If you’re after something specific or simply want to ask for some advice, our experts will also be running a Prime Day 2026 Live Q&A, every lunch time (1.00-2.00 pm UK time) each day.
If you're also looking for some new headphones or speakers, make sure to check out our Prime Day 2026 hi-fi deals live hub as well.
Top deals
- Top Amazon Prime deals: up to 50% off TVs and projectors
- Enjoy massive cashback savings on Samsung and LG TVs with Richer Sounds
Meet the team
A word of advice
Prime Day 2026 technically starts at midnight (UK time) tonight. But there are already a lot of early deals appearing. Which is why, to help you avoid buying a lemon, we have a couple of bits of advice for shoppers.
Don’t limit yourself to Amazon
Prime Day is an Amazon event, one that requires a Prime subscription to be part of. But even if you have subscribed to Prime and can take advantage of the event’s discounts, we still recommend checking specialist retailers, as well as Amazon.
First, because specialist retailers usually run similar discounts, some offering even better prices than Amazon during Prime Day.
Second, because some of the higher-end products we recommend aren’t stocked on Amazon, or sell out incredibly fast during the event. In the UK, the five-star KEF XIO Dolby Atmos soundbar we recommend to buyers with deep pockets is a “prime” (see what we did there) example.
Go in prepared
Prime Day is a sales event, so it's designed to instil a sense of urgency and persuade you to buy things. That means it’s all too easy to get lost in the hype and buy a lot of things you don’t need if you don’t go in prepared.
That’s why we always recommend doing your research before the event and going in with a hit-list of things you want. That can be a shortlist of products to keep an eye on or a category in general, to make sure you’re spending your money only on the things you actually need/want.
Looking for an OLED TV?
If you’re looking for an OLED TV during Prime Day, then we have one piece of advice: make sure you check last year’s models as well as the newest ones.
Yes, the new models tend to offer performance benefits – clearly shown in our comparisons of the LG G6 with the older LG G5, and Samsung S99H with the Samsung S95F.
But those are new TVs, so they are much more expensive and tend not to get big discounts this early in their lifecycle. If you’re lucky, you may get a few hundred knocked off their price, but we tend to see big savings only later in the year, during Black Friday.
Meanwhile, last year’s sets usually get more significant discounts, sometimes to the tune of 50 per cent off their launch price. That means they can offer much better value.
This year, we recommend keeping an eye on the stellar Sony Bravia 8 II if you’re looking at grabbing a flagship TV, or the Award-winning LG C5 if you’re looking for a step-down set.
Some early bird specials
With all that out of the way, we have created an early list of all the top early Prime Day deals we’ve spotted – including ones from rival specialist retailers.
Two five-star flagship OLED TVs are already on sale – which should you get?
Prime Day hasn’t even officially started, but we’re already seeing plenty of deals appear, especially on TVs. Among the list of early savings, one in particular stands out: the first major discount we’ve spotted on the newly reviewed, five-star Samsung S99H.
The deal lets you grab the five-star, flagship OLED for £1899 at Richer Sounds, by using a TRADE250 promo code and then claiming £250 cashback from Samsung after purchase.
And that is a very good price for such a new flagship OLED.
But unless you insist on getting only the latest hardware, it’s not the OLED we currently recommend. For most people, the current Amazon deal on the Sony Bravia 8 II is the one to go for.
Though the Bravia 8 II isn’t as new, and the Samsung does offer performance benefits (we know that, as we ran the two head-to-head in our viewing rooms), it’s currently over £500 cheaper.
And considering how close the two are when it comes to performance, we don’t think the Samsung currently justifies the extra cost.
The best cheap TV just dropped in price
We always struggle to find good, cheap TVs to recommend. Which is why the TCL C6KS was such a pleasant surprise when we reviewed it last year.
Not only does it have much better specifications than most of the sets we test in the sub-£500 price bracket, but it also delivers the goods in the real world.
So much so that our reviewers gave it a What Hi-Fi? Award last year. And now, thanks to a deal on Argos, the C6KS is even better value.
The deal lets you grab the Award-winning 50-inch TCL C6KS for £343 (save 20 per cent) when you use the TCLTV20 discount code at checkout.
That’s the best price we’ve seen on an already stellar value Mini LED TV.
Three soundbars we’d recommend keeping an eye on
We’ve got less than half a day before Prime Day (week) starts in earnest, and if you’re keen to pick up a soundbar during the event, but aren’t sure which to get, then we have some good news. Specifically, our senior staff writer and surround sound expert, Lewis Empson, has penned a guide detailing three models he’d recommend keeping an eye on.
At the affordable end of the market, there’s the tiny, but surprisingly capable Creative Stage Pro soundbar. The tiny unit is designed for people short on space and cash, but comes with a subwoofer included. This, plus its solid handling of dialogue, makes it a great option for people using small TVs or looking for something that will fit in the bedroom.
Next up, if you’re short on money but want a Dolby Atmos soundbar, Lewis recommends keeping an eye on the Sony HT-S2000. This affordable unit offers punchy dynamics, impressive directionality and is one of the best performers you’ll find for less than £350.
Finally, if you want a multispeaker system, he’d recommend keeping a particularly close eye on the Award-winning Samsung HW-Q990F. Though it has since been superseded by the newer, five-star HW-Q990H, we’re expecting the system to be heavily discounted as retailers try to clear stock.
If you do pick one up, you will be treated to a system with a central soundbar, twin satellite rear channels and a subwoofer, which combine to offer a truly immersive surround sound experience.
Our TV and AV editor has his eye on a key OLED TV
Small, good OLED TVs are an increasingly rare sight. Many of the sets are limited to step-down ranges, and even then, not all of them extend to 42 inches. Which is why we’ve always been fond of LG’s smallest C-series option. They tend to offer the holistically best experience you’ll find on an OLED of their size. And that remains the case with the 42-inch LG C5, which we gave a five-star rating and an Award last year.
Highlights include flawless gaming specifications, an easy-to-set-up compact design and excellent picture quality. And right now, it’s heavily discounted, retailing for £649 at Richer Sounds. That’s a big discount on its normal £1400 price.
It’s also why, despite owning a Sony Bravia 8 II, our TV and AV editor, Tom Parsons, has his eye on the set, with his deals sense telling him it may go even further down in price, to the point he’d consider getting one for his gaming room (man cave).
The art of patience…
If you’re looking for a new OLED TV during Prime Day, then there’s a strong chance you’ve shortlisted the LG C5 as a potential option. Good on you if so. The 42-, 48- and 55-inch LG C5 all earned five-star ratings from our reviewers last year. On top of that, while we saw definite improvements on the new LG C6 when we ran the two head-to-head, the older model is still very competitive.
That’s especially true right now, when pretty much every size of the C5 is discounted at Richer Sounds. You can see a summary of the current deals below.
- Get the 42-inch LG C5 for £649 at Richer Sounds (save £750).
- Get the 48-inch LG C5 down to £759 at Richer Sounds (save £650)
- Get the 55-inch LG C5 down to £989 at Richer Sounds (save £910)
- Get the 65-inch LG C5 down to £1299 at Richer Sounds (save £1400)
- Get the 83-inch LG C5 down to £3052 at Richer Sounds (save £2480)
But if you asked us if you should pull the trigger and buy one now, we’d urge you to wait a little longer. Not because those are bad deals. It’s because the last year prices for the LG C4 sets plummeted to record lows during 2025’s Prime Day. We’re expecting the same trend to occur with the C5. So, while those are good prices, if you wait a bit longer, you may be treated to an even better LG C5 deal.
Only one hour to go!
We're less than an hour away from Prime Day 2026 starting in earnest. And while many of us won't be awake to hear the starting shot, the What Hi-Fi? team will be here, updating this hub with all the top home cinema deals we personally recommend. Ahead of that, here's a quick reminder of some of the top early Prime Day deals we've already spotted...
Prime Day kicks off with two stellar Sony TV deals
It’s finally here! Yes, Prime Day 2026 is officially in motion, with a steady set of deals set to appear until the clock strikes Midnight on Friday.
And as a kick-off treat, we’ve already seen one particularly impressive deal: a record low price for the five-star, 55-inch Sony Bravia 7, which you can currently buy on Amazon for £1099 (save £200).
That’s a decent discount on a TV our reviewers openly describe as a “marvel” by Mini LED standards.
But, before you go rushing to checkout, we have some even better news: the five-star Sony Bravia 8 OLED TV only costs £100 more on Amazon right now.
For us, while the Bravia 7 is an excellent option for anyone who doesn’t want an OLED, we’d personally buy the Bravia 8. Why? Because it’s pixel-level light control means it can offer one thing no backlit TV, including the Bravia 7, can: perfect blacks.
This, plus the Bravia 8’s wonderfully balanced, three-dimensional, and generally immersive picture, makes it the one to get right now, in our experts’ opinion.
