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Amazon has discounted its Fire TVs so aggressively that it has had to impose a limit on how many you can buy. The US retailer has earned several awards for offering higher-end screen technologies, like QLED and Mini-LED, at a more budget-conscious price with its 4K TVs, which are powered by the same software as the Fire TV Stick.
With its latest site-wide sale in full swing, Amazon has cut costs across the lineup.
But it might've gone too far this time. The US retailer has discounted its Fire TVs to such an extent that it's been forced to place a restriction on the number of televisions that a single customer is allowed to purchase.
That's how you know that it's a genuinely good deal.
You can secure a Fire TV 43-inch Omni QLED series 4K for under £290 with the latest Prime Day deal. That's a whopping 47% off the usual price tag.
Each one of these Fire TVs arrives with a one-year limited warranty and a 30-day returns policy, so you'll have plenty of time to test out this Smart TV at home before deciding if it's the right fit for you.
Sticking with the Omni QLED series, the bigger 55-inch version of the same Smart TV — that offers support for Dolby Vision IQ and hands-free access to AI assistant, Alexa — has plummeted from £749.99 down to just £409.99. That's an impressive 45% off the usual price tag.
Secure Amazon's 43-inch Fire TV with 4K QLED screen for under £300
This is the smallest — and most affordable — model in the Fire TV Omni QLED lineup. Once the top-end Fire TV-powered flatscreen that Amazon sold, this Smart TV offers crisp 4K UHD resolution with support for Dolby Vision IQ and HDR10+ Adaptive. You can also summon AI assistant Alexa with a hands-free command to control playback, change channels, or answer general knowledge queries.
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Save £290 on Amazon's 55-inch Fire TV with 4K QLED screen
Amazon has slashed prices across its entire Fire TV Omni QLED lineup, which is available between 43" –65". We've picked out the £340 discount on the 55" model, since that's the most popular screen size in the UK. This Fire TV-powered flatscreen was the flagship model from Amazon until last year, when it released the Omni Mini-LED series.
If you want the biggest possible discount on this lineup of Fire TV Omni QLED TVs, you might want to consider the 65-inch model, which has been discounted a whopping £430.
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Amazon's top-of-the-line Omni Mini-LED series, which offers a crisp QLED 4K Ultra HD picture with support for Dolby Vision IQ and 144Hz high refresh-rate gaming mode designed to work with the PlayStation 5 and Xbox Series X, has reached a record low price.
Usually £849.99, Amazon has slashed this all-in-one Fire TV to its lowest ever price. You'll pay a record-breaking £609.99 for the 55-inch variant of this Smart TV, which offers access to the ambient Fire TV experience — transforming your telly into artwork or a large photo frame when it's not in use.
The latest lineup from Amazon supports HDR, High Dynamic Range, which offers improved contrast and more vibrant colours on-screen when watching compatible streamers
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If you want a larger screen, the 65-inch Fire TV Omni Mini-LED has dropped from £1,149 to £789.99. That's another record low price tag from Amazon in its latest site-wide sale.
The biggest available screen size is 75-inches, which was priced at £1,599 when it launched last year. That plunges to £999 in the Prime Big Deal Days sale. That's a 38% price cut and, like the rest of the flagship Fire TV lineup, it's capped at two televisions per household during the sale.
If you attempt to order any more, Amazon will cancel the transaction. Not only that, the US retailer warns that it has "limited stock available at offer price."
Save £360 on flagship Fire TV Omni mini-LED
This is the most recent flagship flatscreen from Amazon: Fire TV Omni Mini-LED. It ships with a top-of-the-line mini-LED panel with 4K Ultra HD resolution, two built-in speakers for Dolby Atmos audio, and hands-free Alexa voice commands. It also has a 144Hz high refresh-rate for the smoothest gaming experience on a PS5 or Nintendo Switch 2.
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For the newest Fire TV Omni Mini-LED series, Amazon has also imposed a 2x television per customer limit during the Prime Day sale. When the price cut ends, so will the restrictions on the number of televisions that you're able to buy from Amazon for a single household, so if you have a couple of rooms to kit-out, you'll need to settle for different models, or wait out the end of the sale.
Fire TV Omni Mini-LED is the latest flagship telly from Amazon, replacing the Omni QLED above. It marks the retailer's first foray into the competitive mini-LED Smart TV market, which can produce over one billion life-like colours and up to 1,400 nits of peak brightness — handy if sunlight is streaming into the living room and reflecting on the screen. The Mini-LED panel used by Amazon boasts a 4K UHD resolution with support for industry standards like Dolby Vision IQ and HDR10+ Adaptive.
The all-new Fire TV Omni Mini-LED is available in 55", 65", and 75" sizes.
And it's not just the screen of the flagship Fire TV Omni Mini-LED lineup that's a substantial improvement. For the first time, Amazon has fitted its new Smart TVs with two speakers and two subwoofers that Dolby Atmos sound without the need for an external soundbar or speaker system.
If you've treated yourself to a brand-new PlayStation 5, Xbox Series X, or Nintendo Switch 2, you'll want to take advantage of the support for 144Hz high refresh-rate gaming mode baked into the Omni Mini-LED from Amazon. If you're the sort of viewer that's always misplacing your remote control, you cam rely on hands-free access to AI assistant Alexa to change channels, control playback, and loads-up specific apps and games.
Both generations of the Fire TV Omni lineup include a far-field microphone array to enable hands-free Alexa voice controls, so you can bark commands to change channels, load-up your favourite streaming services or apps, or check a live feed from a Ring video doorbell without reaching for the remote control.
These top-end models also boast the Fire TV Ambient Experience, which replaces blank television screens with helpful information and beautiful artwork. Amazon now allows Fire TV viewers to use Artificial Intelligence (AI) to generate never-before-seen artwork to use as a screensaver. Smart TV owners can give a brief summary of the sort of image they're looking for to Alexa, and the complex AI models will do the rest.
If you don't fancy generating your own artwork, Amazon includes a collection of more than 2,000 free gallery-quality images available within the Ambient Experience. And, later this month, Amazon will add 100 new pieces of artwork, including new motion art as well as landscape, underwater, and NASA space photography.
Finally, Amazon has its mid-range Fire TV 4-Series is with a 4K UHD screen, ultra-slim bezels, support for HDR 10, HLG and Dolby Digital Plus standards, as well as AirPlay to wirelessly beam photos and videos from your iPhone or iPad to the big screen.
Amazon has equipped its 4-Series Smart TV with four HDMI ports, including one with support for eARC 2.1 — perfect for connecting an external soundbar. The refreshed Amazon Fire TV 4-Series is available in 43", 50", and 55" sizes.
Save £190 on Amazon's Fire TV 4-Series televisions in Prime Day sale
Amazon refreshed its Fire TV 4-Series lineup last year. The updated model has an ultra-thin bezel around the 4K UHD display — so the footprint of the television isn't much bigger than the screen size itself. Powered by the Fire TV software, this flatscreen ships with an Alexa Voice Remote Enhanced to easily find, launch and control your content. You can even check the weather, sports scores and more
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