Light the beacons! Sound the horns! Yes, yet another Prime Day is upon us.
No, you're not imagining things; Amazon's sale event, which is really stretching the definition of 'day', is a month earlier this year, with the deals officially kicking off on 23rd June.
Usually, we'd encourage anyone making a large purchase, such as a TV, to wait until an sales event like Prime Day. Things are a little different this year, thanks to a little thing known as the FIFA World Cup.
So will the Prime Day TV deals be worth the wait? Let's take a look...
Should you buy a new TV now?
It might be quite tempting to jump the gun and buy a TV now, as there are already several excellent deals available.
Retailers and manufacturers have been making the most of the boom in demand for TVs for the World Cup. Highlights include the multi-Award-winning LG C5 hitting half price, the LG C6, our favourite TV of 2026, getting a £400 discount and last year's Product of the Year winner, the Sony Bravia 8 II, receiving a nice £800 saving.
Simply put, this has been the best time of the year so far to buy a new TV. Several TVs, whether they are last year's Award-winners, brand-new 2026 OLEDs, or simply great-value offerings from the likes of TCL, have hit record lows over the last month.
It also helps that Amazon has already started offering TV discounts as early Prime Day deals. The 65-inch Amazon Ember QLED, which we reviewed at £1050, is already down to an incredible £600 for Prime customers.
There is, of course, the matter of the World Cup. Especially when you factor in the time for delivery and set-up, it will likely be a few days after Prime Day before your TV is actually in your living room and match ready. If you're keen to see as much of the tournament as possible on the World Cup on a big, shiny new TV, then there's nothing wrong with getting an order in now.
Should buy a new TV on Prime Day?
While yes, there are some great deals now, the smart money is to wait until Prime Day next week.
It's quite likely that any new drops will be small, and perhaps rare outside of Amazon's own TV range, but if you're after the absolutely best deal possible then it's best to see how things play out next week. After all, it's truly a terrible feeling to buy a new TV and find it £200 cheaper the next week!
A TV is for life, not just for the World Cup, so it's entirely possible that a better TV might fall within your budget and serve you well for several years to come.
Several other retailers, such as Richer Sounds and Currys, will likely be running Prime Day rivalling sales too, increasing the chances of seeing further TV discounts next week.
Our advice? Do your research now, narrow down the models you're interested in and keep an eye on the prices heading into Prime Day. That way, when the big day does arrive, you'll know immediately if you see a discount worth buying.
Our best TV guide has expert recommendations for TVs of every size and budget, or if you're buying especially for the World Cup, then these are the features to look out for. We will be hunting for deals over the entire Prime Day week and sharing them on the site, too, so make sure to keep an eye out for those.
Whenever you decide to buy a TV, though, happy shopping!
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