Prime Day 2026 LIVE: all the top TV, soundbar and projector deals handpicked by our home cinema experts
Our experts are updating this page in real-time with all the best (and worst) Prime Day AV deals
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.
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.
Meet the team
I’m What Hi-Fi?’s TV & AV Editor, and I’ve been testing TVs and home cinema kit for almost 20 years. I love high-end gear, of course, but I also firmly believe that great picture and sound quality should be available to all. The good news is that it is! You really don’t have to spend a fortune to get a home cinema experience to be proud of – especially if you shop around. I’m always on the hunt for big discounts, and sales events such as Amazon Prime Day often unearth some great deals, but not all offers are as great as they might at first seem. Over the next few days, I will be flagging the real deals and warning you off the fake ones.
I’m What Hi-Fi?’s Senior Staff Writer for everything AV, and I’ve reviewed a huge range of home cinema products. From super high-end projectors to flagship OLED TVs and even affordable streaming sticks, I’ve found that there are ways to improve your home cinema setup regardless of your budget. As such, I’ll be scouting out the best Prime Day deals on TVs, soundbars, surround sound packages and more. It’s always worth remembering that the best Prime Day deals aren’t always on Amazon, so I’ll be scouring a wide range of retailers to ensure that the prices you’re seeing are actually worth your hard-earned money.
As What Hi-Fi? TV & AV Staff Writer, I have spent my fair share of time testing a range of home cinema equipment. That has included high-end soundbar models (namely the KEF XIO and the Focal Mu-so Hekla), but also a range of budget kit that gets you great audio and picture performance while saving you some cash. This proves that you don’t always have to spend a fortune to get the right product, and events such as Prime Day drop those prices even lower. I’ll be keeping my eyes carefully peeled to find the best prices on products that are worthy of your living room.
As the Deals Writer for What Hi-Fi? and a bona fide home cinema fan, I spend my days covering deals on all the latest TVs, soundbars, projectors and more. I’ve spent years taking part in Prime Day both as a writer and a consumer, and know how important it is to cut through the noise to recommend the best value products. As a Deals Writer, I’m constantly searching for new lowest prices and for ways to help our readers save money, but also making sure we’re highlighting products that are genuinely worth your money and have earned a recommendation from our rigorous review process.
I’ve covered more Prime Days, Black Fridays and general AV sale events than I care to count. This, plus my experience as What Hi-Fi?’s editor-in-chief and a regular home cinema reviewer, gives me an expert knowledge of the market as a whole, which is why I’ll occasionally be chipping in here, offering my two cents on the top savings to jump at, and ones to avoid.
